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Online versus Paper - Format effects in tourism surveys

Sara Dolnicar, Christian Laesser & Katrina Matus

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abstract The popularity of online surveys is rising. Prior work assessing online survey biases have led to some findings which replicate across contexts, while others vary significantly depending on the topic and cannot be generalized to apply to tourism surveys. This study aims to compare online versus mail surveys in the tourism context. Results suggest that (1) deviations from the population in terms of socio-demographics is different in nature but similar in extent for both samples, (2) no differences exist in the contamination of data by response styles, (3) online respondents have a lower drop-out rate and produce less missing data, and (4) responses to tourism-related questions significantly differ, indicating that survey format can dramatically influence results of empirical studies in tourism. A multi-mode approach is proposed.
   
type journal paper
   
keywords survey research, online survey, mail survey
   
project Travel Market Switzerland
language English
kind of paper journal article
date of appearance 1-2-2009
journal Journal of Travel Research
publisher Sage Publications (Thousand oaks, CA)
volume of journal 47
number of issue 3
page(s) 295-316
review double-blind review
   
citation Dolnicar, S., Laesser, C., & Matus, K. (2009). Online versus Paper - Format effects in tourism surveys. Journal of Travel Research, 47(3), 295-316.