A Miami-based cruise company that has apologized for and pulled an advertisement depicting the Kamehameha the Great statue holding a glass of champagne will also send its top marketing people to Hawai'i to undergo cultural awareness training.

But leaders with 'Ilio'ulaokalani Coalition, a group of Hawaiian cultural practitioners, said it may seek monetary compensation from Celebrity Cruises, a brand of Royal Caribbean Cruises Ltd., which began sailing in Hawai'i in 2001.

The organization and other Hawaiians also pointed out that the ad is only the latest evidence of Hawaiian culture and history being used inappropriately in the name of profit — a practice they want stopped.

"'Ilio'ulaokalani Coalition is extremely disturbed by the continuing lack of sensitivity and cultural awareness by the tourism and business industries of Hawai'i," said Wayne Kaho'onei Panoke, the group's executive director. "With all of the opportunities and resources available to them, they continuously make ignorant decisions that upset and anger the Native Hawaiian community."

Panoke said his eyes filled with tears of rage the first time he saw the ad. "To think that anybody would have the audacity to do that."

The ad, said 'Ilio'ulaokalani president Vicky Holt Takamine, "belittles our entire culture and says, 'Come here and have a drink with the Hawaiians' and that's not what we're all about." She added: "This was never intended to market and sell a cruise ship."

Other groups raising objections included the Association of Hawaiian Civic Clubs, Council for Native Hawaiian Advancement and state Council of Hawaiian Homestead Associations.

Lynn Martenstein, a Celebrity Cruises spokeswoman, said the company pulled the ads from three travel publications, including Travel Weekly and Travel Age West, after being told of the offensive nature of the ads by John Monahan, president and chief executive officer for the Hawai'i Visitors and Convention Bureau.

Celebrity apologized for the ad, and has agreed to send its top marketing officials to cultural values and awareness training here to be conducted by the Native Hawaiian Hospitality Association. The company also said it will publish advertisements in two of the state's major newspapers this week apologizing to "the Hawaiian people."

Panoke said there are "numerous reputable and respectable cultural practitioners and consultants available in Hawai'i" with whom Celebrity could have consulted.

Group leaders are meeting with attorneys to discuss "how we are going to fine them for their inappropriate behavior," he said. "Because when it hits their pocketbook, then they'll remember it a lot clearer the next time they want to do an ad in Hawai'i." Money collected could go toward funding training sessions and seminars on cultural sensitivity or even to the underfunded King Kamehameha Day Celebration Commission.

Celebrity's Martenstein said her company would consider what is being asked by the group. "We have obviously made a mistake and are open to discussions and ideas," she said.

Seattle resident Anya Haugland, 67, was visiting the Kamehameha statue, unveiled in 1883 at the coronation of King David Kalakaua, for the first time yesterday. Haugland said she understands why Hawaiians are upset about the way the statue was depicted.

"It has historic, it has cultural value," she said. "It means something and should not be commercialized and made insignificant."

There have been other instances in which Hawaiian culture has been abused, Panoke said. For instance, in the Disney movie "Lilo and Stitch," the lyrics from the song "He Mele No Lilo," translated as "a chant for Lilo," are taken "word for word" from two chants dedicated to Queen Lili'uokalani and King David Kalakaua.

The song, Panoke said, is another example of "the infringement of Native Hawaiian intellectual property rights that can be avoided by hiring a reputable and respected cultural adviser."

Takamine called the song "insulting."

Disney officials could not be reached for comment late yesterday.

The practice extends to local establishments as well, Panoke said, noting that some businesses refer to "big kahuna" or the Hawaiian god Lono inappropriately in their company names. "We really need to work on educating our businesses on these issues," he said, noting that 'Ilio'ulaokalani will be holding its next Native Hawaiian intellectual property rights conference next April.

The group is on the forefront of a movement seeking a Native Hawaiian trademark, a symbol or stamp of approval, that would be placed on items from Hawai'i that would be deemed appropriate by Hawaiian cultural experts. Similar programs exist in Alaska and New Zealand, Takamine said.

Reach Gordon Y.K. Pang at gpang@honoluluadvertiser.com.