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

Author

Listed:
  • Bilynets, Iana
  • Cvelbar, Ljubica Knezevic
  • Dolnicar, Sara

    (The University of Queensland)

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.

Suggested Citation

  • Bilynets, Iana & Cvelbar, Ljubica Knezevic & Dolnicar, Sara, 2020. "THE SHUTTLE BUS SURVEY Achieving higher response rates in (longitudinal) guest surveys," SocArXiv 9yanm, Center for Open Science.
    • Handle: RePEc:osf:socarx:9yanm
    DOI: 10.31219/osf.io/9yanm
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    References listed on IDEAS

    as
    1. Hung, Kam & Law, Rob, 2011. "An overview of Internet-based surveys in hospitality and tourism journals," Tourism Management, Elsevier, vol. 32(4), pages 717-724.
    2. Ballantyne, Roy & Packer, Jan & Falk, John, 2011. "Visitors’ learning for environmental sustainability: Testing short- and long-term impacts of wildlife tourism experiences using structural equation modelling," Tourism Management, Elsevier, vol. 32(6), pages 1243-1252.
    3. Mayer, Robert & Ryley, Tim & Gillingwater, David, 2012. "Passenger perceptions of the green image associated with airlines," Journal of Transport Geography, Elsevier, vol. 22(C), pages 179-186.
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