Travel Reference
In-Depth Information
and techniques being used in quanti-
tative research. The computer, Internet, smart phones, and so on are in
uencing the way research is
done. A look back at history
finds that in the 1950s and 1960s it was the age of face-to-face and door-
to-door personal interviewing, in the 1970s mall facilities and mall intercept interviews were
prominent, in the 1980s it was computer-assisted telephone interviews (CATI) that was a great
advance, in the 1990s it was the fax and e-mail attracting attention, in the 2000s it was Web
communities via computer, and in the 2010s, handheld devices are combining the power of the
Internet with the portability of the cell phone.
Thus, while the traditional methods of tourism research are still being used, they have been
transformed by technology so as to be conducted more quickly and more ef
ciently. Think about
the way traditional interviewing methods, personal, telephone, and mail are being conducted today.
The computer and smart phones allow the researcher to conduct face-to-face interviews from great
distances, e-mail allows the researcher to reach distant audiences inexpensively, and e-mail panels
are replacing traditional mail panels. So the basic methods continue but are being performed in a
very different way than in the past. Technology will continue to result in more re
nements
and ef
ciencies.
Technology is constantly changing the
research methods
The Survey Method
If we look at the methods of collecting travel research data, we will
find that the survey method is the
most frequently used. The survey method, also frequently referred to as the questionnaire technique,
gathers information by asking questions. The survey method includes factual surveys, opinion surveys,
or interpretative surveys, all of which can be conducted by personal interviews, mail, telephone
techniques, or the Internet.
Factual Surveys
A quick look at the types of surveys will reveal that factual surveys are by far the most bene
cial.
''
In
what recreational activities did you participate last week?
is a question for which the respondent
should be able to give accurate information. Although excellent results are usually achieved with
factual surveys, all
findings are still subject to certain errors, such as errors of memory and ability to
generalize or the desire to make a good impression. Nonetheless, factual surveys tend to produce
excellent results.
''
Opinion Surveys
In these surveys, the respondent is asked to express an opinion or make an evaluation or appraisal. For
example, a respondent could be asked whether tour package A or B is the most attractive or which
travel ad is the best. This kind of opinion information can be invaluable. In studies of a ski resort
conducted by the University of Colorado, vacationer respondents were asked to rate the performance
of the resort
s employees as excellent, good, average, or needs improvement. The ratings allowed
resort management to take action where necessary. Opinion surveys tend to produce excellent results
if they are properly constructed.
'
Interpretive Surveys
On interpretive studies the respondent acts as an interpreter as well as a reporter. Subjects are asked
why they chose a certain course of action
why they participated in a particular recreation activity the
previous week (as well as what activity), why they
flew on a particular airline, why they chose a
particular vacation destination, why they chose a particular lodging establishment.
Although respondents can reply accurately to what questions, they often have dif
culty replying to
why questions. Therefore, while interpretive research may give you a feel for consumer behavior, the
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