E-Surveying for Tourism Research: Legitimate Tool or a Researcher’s Fantasy?
比较了传统拦截式调查与随机电子邮件电子调查收集的数据，发现旅行心理特征相似但人口统计和旅行模式差异显著，指出电子调查虽有潜力但存在物流问题和样本偏差。
Tourism researchers continually seek to improve their primary data collection methods. With the spread of Internet and e-mail technologies, various researchers have begun to explore the potential and efficacy of electronic data collection. This article reports on a study that compared respondent data from two data sets based on the same survey instrument: the first, collected via a traditional mall-intercept-type data collection exercise and the second, an “e-sample” collected from random e-mail addresses. Analysis of the responses found similar travel psychographic characteristics but significant differences in demographics and travel patterns. The article concludes that while there seems to be legitimate potential for tourism research “e-surveying,” current logistical problems and issues of sample bias remain serious stumbling blocks precluding widespread use of the method.