Online travel survey response rates and researcher ethnicity
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Pan, B. and Smith, W. and Litvin, S. and Woodside, A. 2018. Online travel survey response rates and researcher ethnicity. International Journal of Tourism Research. 20 (6): pp. 779-781.
International Journal of Tourism Research
School of Marketing
© 2018 John Wiley & Sons, Ltd. This paper documents a United States-based experiment that tested response rates to an online travel survey request. The results of the experiment revealed a dramatically lower rate of response to requests sent by a researcher with an ethnically Chinese-name than to an identical request from a researcher with a Western-name. The importance of this study is evident to tourism practitioners and academic tourism researchers who so often rely upon survey-based research. Recommendations for overcoming ethnic bias are provided.
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