'Aha Punana Leo, the nonprofit organization that opened the first Hawaiian language immersion preschool more than 20 years ago, plans to spread its Hawaiian language teachings to the visitor industry.

The Hilo, Hawai'i-based organization plans to provide a Hawaiian language course to tourism and other companies this year to teach employees and managers the proper pronunciation, understanding and use of Hawaiian words.

It's part of a growing movement to get more Hawaiians involved in the state's No. 1 industry and ensure the Hawaiian culture is portrayed accurately. An increasing number of sophisticated travelers seeking authentic cultural experiences also has helped fuel more efforts by industry leaders to perpetuate the Hawaiian culture and community.

"I've worked in many different places ... (and) this quote-unquote aloha spirit is very special," said Russell Chun, general manager of the Miramar at Waikiki hotel, which had its first language class with 'Aha Punana Leo last month. "If we lose that, we lose a very valuable part of what we have to offer to our guests."

The Hawai'i Tourism Authority, the state agency that markets Hawai'i as a tourist destination, recently awarded 'Aha Punana Leo a $94,500 contract for the program. Authority officials said the program appears to be the first that focuses on Hawaiian language in the visitor industry.

'Aha Punana Leo has held classes on basic pronunciation and use of Hawaiian words with employees of the Miramar and 'Imiloa Astronomy Center of Hawai'i as part of a pilot project and is developing curriculum materials to use for other businesses. The classes under the pilot project have been free, but 'Aha Punana Leo intends to charge a fee when the program officially launches this spring, said Ka'iu Kimura, the organization's interim public relations and communications coordinator.

The Miramar's first class last month focused on the pronunciation of about four to five dozen key words and names, including Kuhio, Waikiki, Kalakaua, lu'au and maile.

"After this lesson they learned how to pronounce words that we use everyday," said hotel sales manager Kainoa Daines, who also teaches Hawaiian values at the hotel. "They were loving it. ... The employees were just, 'Wow, we didn't even know we were saying it wrong.' "

'HUNGRY FOR CULTURE'

The pronunciation and placement of diacritical marks are important because they can change the meaning of a word. For example, kane means man, but kane refers to a fungus skin disease.

About half of the hotel's 100-member staff attended the 45-minute class, and plans are under way for at least four more classes so employees can understand and correctly use phrases among themselves and guests, Daines said.

Visitors are "hungry for the culture," he said. "They want to come and experience what this place is. You can get the beaches and the beautiful weather anywhere in the world. But they're coming for something special, and the only other thing that's different about this place is the host culture. ... When they hear us speaking (Hawaiian), it gets them excited. They go, 'What did you say?' And it creates guest interaction, and that's important for the visitor industry and for us here at the hotel."

While it may take awhile before more employees are comfortable using Hawaiian words and phrases, Daines said since the first class he heard some housekeeping staff say "hiki no" — can do — over the radio in place of the customary "copy that." 'Aha Punana Leo also provided Hawaiian translations of about 100 phrases Miramar employees in various departments use regularly.

The program so far has been a tough sell among some businesses like retailers, but many tourism companies have been receptive to the idea, Kimura said. About 20 Hawai'i businesses have expressed interest in the Hawaiian language program, with most of them in the hospitality industry, she said.

"It's important, especially for the tourism industry, because they're really putting Hawai'i out there," Kimura said. "If our workers who are interacting with (visitors) have a better understanding (of the language) and can share it with them ... the tourists will greatly appreciate that. That will make their experience here a little more authentic."

FINDING THE TIME

While many tourism companies likely support the idea of teaching employees the Hawaiian language, devoting the time and money for such a program is another matter. Many businesses have expressed the difficulty in having time taken out of employees' workdays, Kimura said. The class at the Miramar last month was conducted during employees' lunch break.

Still, many say it's a step in perpetuating Hawaiian culture in an industry that critically needs it.

Lulani Arquette, executive director of the Native Hawaiian Hospitality Association, said when tourism employees have a deeper understanding of the meaning behind words and phrases, they will convey them in a more genuine manner. And that helps create a unique sense of place that visitors want, she said.

"The language of the Hawaiian host culture differentiates Hawai'i from any other place or destination in the world," Arquette said. "When visitors hear Hawaiian language being spoken — whether it's the concierge, the front desk people, valets, tour guides, even the managers — even if they don't understand it, they know that they're in Hawai'i and that is the original language of this place."

Reach Lynda Arakawa at larakawa@honoluluadvertiser.com.