THE SHUTTLE BUS SURVEY Achieving higher response rates in (longitudinal) guest surveys

Iana Bilynets, Ljubica Knezevic Cvelbar and Sara Dolnicar
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Sara Dolnicar: The University of Queensland

No 9yanm, SocArXiv from Center for Open Science

Abstract: Destination image stands at the centre of every destination’s marketing strategy. This study introduces a new way of measuring destination image changes as a consequence of tourists experiencing a destination. In our study, surveying tourists during shuttle bus transfers to and from the airport resulted in a response rate of 83% and a completion rate of 65% – both well above the industry standard for survey research. With thousands of passengers booking airport transfers every month, and about one third booking return trips, the shuttle bus survey offers a unique opportunity to measure destination image from the same tourists before and after their visit to the destination. Bus drivers and passengers assessed the experience as being overwhelmingly positive as it counteracts boredom typically experienced by passengers during transfers.

Date: 2020-02-28
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Persistent link: https://EconPapers.repec.org/RePEc:osf:socarx:9yanm

DOI: 10.31219/osf.io/9yanm

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