Showing papers by "Sara Dolnicar published in 2013"

Asking Good Survey Questions

Abstract: Surveys are the main instrument of data collection in empirical tourism research. The quality of the collected data depends on the quality of survey questions asked. This paper provides theory- and evidence-based guidance on designing good survey questions to increase the validity of findings resulting from survey research in tourism.

Validly Measuring Destination Image in Survey Studies

Abstract: Destination image is among the most frequently measured constructs in empirical survey research. Academic tourism researchers tend to use multi-category scales, often referring to them as “Likert scales,” while industry typically uses “pick-any” measures. But which leads to results that are more valid? Findings from a large-scale experimental study show that a “forced-choice full binary” format (where respondents have to tick “yes” and “no” for each destination-attribute combination) performs better than both current preferred formats in academic and applied studies.

Competition or collaboration? The effect of non-profit brand image on volunteer recruitment strategy

Abstract: With increasing numbers of non-profit organizations and higher demand for a wider range of social services, the need for volunteers has never been greater. There is general agreement that competition within the sector is increasing, and this has led to organizations placing greater emphasis on building strong brand images to differentiate themselves from competitors. However, there are also many instances where non-profits have successfully collaborated with each other to achieve efficiencies and meet objectives. The purpose of this exploratory study is to examine, which of these approaches – competition or collaboration – is more appropriate for the challenge of volunteer recruitment. We use data from an empirical study of 1415 Australians to investigate whether, based on perceived organizational brand images, volunteering organizations compete with each other for volunteers or are seen as complimentary. Results indicate that while consideration of organizations with certain brand images – especially the Heroes image – means that donation of time to other volunteering organizations is unlikely, other organizational brand images, such as that of being a local volunteering organization or one that provides support to people experiencing difficulty are likely to be compatible, opening up valuable opportunities for collaborative marketing for the purpose of volunteer recruitment.

Dynamic, Interactive Survey Questions Can Increase Survey Data Quality

Abstract: Survey research is critical to the development of knowledge and market insight in hospitality and tourism. Survey research quality depends on the willingness of respondents to participate, and this is decreasing. The recent development of dynamic, interactive online survey question formats may contribute to solving this problem by making surveys more engaging for respondents. To the best of the authors' knowledge, this is the first study which compares traditional and dynamic interactive answer formats using objective and subjective assessment criteria. Results indicate that using a simple dynamic, interactive question in a study on tourism and quality of life improved the objective quality of the data and made the survey experience easier and more fun for respondents, thus leading to higher quality data for users of market research on this topic. Given the wide variety of dynamic question formats, users of market research data need to, however, assess on a case-by-case basis if survey questions ...

Tourism market segmentation: a step by step guide

Abstract: Different tourists have different needs. This fact is widely acknowledged both among tourism researchers and in industry. As a consequence, market segmentation has developed to become a very popular marketing strategy for destinations and tourism businesses. They aim to develop a competitive advantage by identifying suitable segments of tourists and offer them the tourism service that will most satisfy their needs. Market segmentation strategy, however, can only be as good as the market segmentation analysis used as its basis. This chapter begins with a brief history of tourism market segmentation, outlining successful approaches as well as sub-optimal standard approaches that have developed over the last few decades. Then it offers a step by step guide to data-driven market segmentation with the aim of ensuring maximum validity of tourism market segmentation studies.