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.
All Science Journal Classification (ASJC) codes
- Geography, Planning and Development
- Tourism, Leisure and Hospitality Management
- Nature and Landscape Conservation