Online travel survey response rates and researcher ethnicity

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 resea...

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Bibliographic Details
Published in:The international journal of tourism research 2018-11, Vol.20 (6), p.779-781
Main Authors: Pan, Bing, Smith, Wayne W., Litvin, Stephen W., Woodside, Arch
Format: Article
Language:English
Subjects:
conversion study
ethnic bias
research design
Researchers
response rate
Response rates
Tourism
travel surveys
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Summary: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.
ISSN:1099-2340
1522-1970
DOI:10.1002/jtr.2230