The work of a creating a Governance Study for the Hawai‘i Tourism Authority is founded on these principles:
- A place is a living system, where a community of people co-exist with a bioregion.
- The needs of residents are at least as important as those of visitors.
- There are many ways to create benefits from tourism beyond the obvious economic ones.
- Local communities and cultures are vital to the identity of a place.
- The concept of community can be broad enough to encompass all of those who care about a place, including visitors.
- A primary purpose of marketing and branding is to make a positive impact on a place while defining its spirit and setting it apart from any other place on earth.