Okinawa Blue and Omotenashi: A Qualitative Exploration of Memorable Experiences and Revisit Intention among Marine Tourists at Renaissance Okinawa

Abstract

This study explores how marine tourists perceive, experience, and respond to premium marine tourism at Hotel Renaissance Okinawa, a Marriott resort located in Onna-son on the western coast of Okinawa Island, Japan. While Okinawa is internationally recognised as one of the leading marine destinations in the Asia Pacific, emic and qualitative inquiry into the lived experience of tourists at premium marine resorts in Japan remains limited. Adopting a single embedded case study design, the research draws on the accounts of fourteen informants comprising six international guests, two domestic Japanese guests, five hotel staff on the marine service line, and one tourism expert. Data were gathered through semi-structured questions, supported by observation and documentation, and analysed using six-phase thematic analysis. Three thematic clusters emerged. First, destination choice arose from the interaction of internal push factors, especially the need for escape and restoration that was stronger among domestic guests, with external pull factors dominated by the clarity of the water locally known as Okinawa Blue, brand trust, and digital information. Second, experience quality was perceived as an integrated whole that combined professional and empathetic marine service, memorable encounters with the underwater world, the sincere hospitality expressed as omotenashi, and an emerging awareness of marine sustainability. Third, satisfaction and perceived premium value shaped strong revisit and recommendation intentions, although a segment of international guests displayed variety-seeking that decoupled recommendation from return. The study extends understanding of the integrated luxury and nature value proposition in premium marine tourism and offers practical guidance on activity variety, capacity, equipment renewal, inclusivity, and participatory conservation.