BY AUDREY McAVOY

Associated Press

HONOLULU

Now, many resorts in Hawaii are hoping to change those images, edging away from these kitschy marketing inventions and toward real-life Hawaiian traditions that can make the trip to the islands more special for travelers.

Driving the movement, in part, is economics. Tourism leaders know Hawaii needs to highlight what makes the islands unique to compete with other sun-and-surf destinations like Florida, Mexico and Thailand.

But the turn is also the latest sign of a Native Hawaiian renaissance with more locals studying Hawaiian language, reviving traditional styles of hula and learning ancient skills like using stars to navigate the ocean.

"It's about having that sense of place--understanding who went before us, understanding that Waikiki is a place where we are so deep seated in our culture. And now, there's this resurgence to share it with our guests," said Kehaulani Kam, cultural services director at Starwood Hotels and Resorts Waikiki.

The trend may help improve the dim view many Native Hawaiians have of tourism, the state's largest industry and biggest employer. A 2010 state survey found nearly 60 percent of them don't believe it helps preserve their language and culture.

The disdain was captured in a Saturday Night Live skit in 2009 that drew protests from state officials and praise from others as good satire.

In it, Dwayne "The Rock" Johnson and Fred Armisen play two underpaid entertainers in grass skirts at a Kauai restaurant. Johnson performs a sloppy dance resembling hula. Armisen strums the ukulele. Both sing in gibberish tourists may think is Hawaiian.

Tourists watching the performance drink tropical cocktails and gush about how happy they are to be in Hawaii, oblivious to the facade.

The misconceptions come from the way Hawaii is marketed and presented to outsiders. Travelers, who see vacation brochures with photos of grass skirts, coconut bras, Samoan fire-knife dancing and Tahitian hula dancers, naturally get the impression these are Hawaiian traditions.

The prominence of many of the images can be traced to the arrival of tiki bars in Hawaii--from California.

Trader Vics and Don the Beachcomber restaurants started the bars on the mainland in the 1930s displaying replicas of Polynesian deities and artifacts from around the Pacific.