Field experiments: Overcoming the limitations of survey experiments for actionable behavioural insights
本文系统比较了横截面调查、调查实验和实地实验三种方法，指出调查实验无法测量真实行为，并提供了设计和实施实地实验的逐步指南，对希望获得可操作行为洞察的研究者有用。
Historically, one-off cross-sectional survey studies have dominated empirical research in tourism and hospitality. The inability to draw causal conclusions from such data has led to an increased uptake of survey experiments, which are easy and affordable to conduct and can identify causal relationships between constructs under controlled conditions. Survey experiments, however, have a severe limitation: they do not provide insights into real behaviour, restricting researchers' ability to generate actionable insights and reliable practical recommendations. This article offers a systematic comparison of three approaches (one-off cross-sectional survey studies, survey experiments, and field experiments) and provides step-by-step guidance on the design and implementation of field experiments and quasi-experimental field studies. • Systematic comparison of cross-sectional surveys, survey experiments, and field experiments • Field experiments measure real behaviour, overcoming limitations of survey-based methods. • Empirical evidence of discrepancies between survey and field study conclusions • Detailed step-by-step guide for conducting field experiments and quasi-experiments • Discussion of unique ethical considerations in tourism field experimentation