How Contextual Cues Impact Response and Conversion Rates of Online Surveys

Bing Pan, Arch G. Woodside, Fang Meng

Research output: Contribution to journalArticlepeer-review

20 Scopus citations


This study investigates how three contextual cues-researcher identity, sponsor identity, and incentive type-affect response and conversion rates of online conversion surveys. Applying an experimental design via an online survey of information inquirers to a tourist destination, the study demonstrates that researcher identity and sponsor identity affect the response rates, and the specific arrangement can increase the response rate substantially. The three contextual cues do not affect conversion rates significantly.

Original languageEnglish (US)
Pages (from-to)58-68
Number of pages11
JournalJournal of Travel Research
Issue number1
StatePublished - Jan 2014

All Science Journal Classification (ASJC) codes

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management


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