UM  > 工商管理學院
Non-response bias in tourism advertising studies: Further analyses
Choe, Yeongbae; Fesenmaier, Daniel R.
2016
Source PublicationTOURISM ANALYSIS
ISSN1083-5423
Volume21Issue:2-3Pages:293-298
Abstract

Although online surveys enable researchers to quickly and easily conduct advertising conversion studies, data obtained from online surveys are potentially problematic because of nonresponse bias. This study builds on earlier research concerning nonresponse bias in Internet-based tourism advertising studies using a number of different destinations across a number of years; in particular, this study uses the Propensity Score Adjustment approach to adjust for potential nonresponse bias in the collected data. The results of this study clearly indicate that online surveys generally result in relatively small errors when estimating conversion rates and various aspects of traveler behavior. However, this study additionally indicates that potential nonresponse biases are not consistent across advertising programs and survey waves, suggesting that destination marketers should put more effort into understanding response bias so as to represent the total target markets more accurately. To do so, destination marketing organizations and practitioners need to collect auxiliary variables that help to adjust potential nonresponse bias.

KeywordDestination Advertising Nonresponse Bias Conversion Study
DOI10.3727/108354216X14559233985015
Indexed BySSCI ; SSCI
Language英语
WOS Research AreaSocial Sciences - Other Topics
WOS SubjectHospitality, Leisure, Sport & Tourism
WOS IDWOS:000376043600013
Fulltext Access
Citation statistics
Document TypeJournal article
CollectionFaculty of Business Administration
DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
AffiliationNational Laboratory for Tourism and eCommerce, Eric Friedheim Tourism Institute, Department of Tourism, Recreation & Sport Management, University of Florida, Gainesville, FL, USA
Recommended Citation
GB/T 7714
Choe, Yeongbae,Fesenmaier, Daniel R.. Non-response bias in tourism advertising studies: Further analyses[J]. TOURISM ANALYSIS,2016,21(2-3):293-298.
APA Choe, Yeongbae,&Fesenmaier, Daniel R..(2016).Non-response bias in tourism advertising studies: Further analyses.TOURISM ANALYSIS,21(2-3),293-298.
MLA Choe, Yeongbae,et al."Non-response bias in tourism advertising studies: Further analyses".TOURISM ANALYSIS 21.2-3(2016):293-298.
Related Services
Recommend this item
Bookmark
Usage statistics
Export to Endnote
Google Scholar
Similar articles in Google Scholar
[Choe, Yeongbae]'s Articles
[Fesenmaier, Daniel R.]'s Articles
Baidu academic
Similar articles in Baidu academic
[Choe, Yeongbae]'s Articles
[Fesenmaier, Daniel R.]'s Articles
Bing Scholar
Similar articles in Bing Scholar
[Choe, Yeongbae]'s Articles
[Fesenmaier, Daniel R.]'s Articles
Terms of Use
No data!
Social Bookmark/Share
All comments (0)
No comment.
 

Items in the repository are protected by copyright, with all rights reserved, unless otherwise indicated.