Online travel survey response rates and researcher ethnicity

Bing Pan, Wayne W. Smith, Stephen W. Litvin, Arch Woodside

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


This paper documents a United States-based experiment that tested response rates to an online travel survey request. The results of the experiment revealed a dramatically lower rate of response to requests sent by a researcher with an ethnically Chinese-name than to an identical request from a researcher with a Western-name. The importance of this study is evident to tourism practitioners and academic tourism researchers who so often rely upon survey-based research. Recommendations for overcoming ethnic bias are provided.

Original languageEnglish (US)
Pages (from-to)779-781
Number of pages3
JournalInternational Journal of Tourism Research
Issue number6
StatePublished - Nov 1 2018

All Science Journal Classification (ASJC) codes

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Nature and Landscape Conservation


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