Díaz-Pérez Flora M, Fyall Alan, García-González Carlos Gustavo, Fu Xiaoxiao, Deel Gary
Facultad de Economía, Universidad de la Laguna, La Laguna, Spain.
Rosen College of Hospitality Management, University of Central Florida, USA.
Heliyon. 2025 Jan 6;11(1):e41742. doi: 10.1016/j.heliyon.2025.e41742. eCollection 2025 Jan 15.
From a methodological perspective, the "mode effect," which refers to the phenomenon where different survey methods can yield different responses despite asking the same questions, presents a significant contemporary challenge. Existing solutions suggested in the literature, such as the implementation of multi-mode surveys, have their drawbacks as they may introduce bias that could impact respondent behavior. This study aims to identify distinct visitor segments within two large populations, assessing their patterns of visitation to both national and state parks. Additionally, we aim to evaluate the presence of the "mode effect" when concurrently conducting face-to-face and online surveys. The primary contribution of this research lies in confirming the persistence of the "mode effect," even when employing the same questionnaire for the same tourism product, during the same time frame, but among different populations. Furthermore, we propose various strategies to mitigate the "mode effect."
从方法论的角度来看，“模式效应”是指不同的调查方法即便询问相同的问题也可能产生不同的回答这一现象，它是当代面临的一项重大挑战。文献中提出的现有解决方案，如实施多模式调查，存在缺点，因为它们可能引入会影响受访者行为的偏差。本研究旨在识别两大群体中的不同游客细分群体，评估他们对国家公园和州立公园的游览模式。此外，我们旨在评估同时进行面对面调查和在线调查时“模式效应”的存在情况。本研究的主要贡献在于证实了即使在同一时间框架内针对同一旅游产品使用相同问卷，但在不同人群中进行调查时，“模式效应”依然存在。此外，我们提出了各种减轻“模式效应”的策略。
