Estimating the Potential Demand of Pasture Experience Tourism: A Comparison of Onsite Interview and Online Survey Modes

Se-Hyuk Kim; KIM TAE KYUN

Journal of Tourism Sciences

Abbr : JTS
2018, 42(6), pp.11-28
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

Se-Hyuk Kim ¹, KIM TAE KYUN ²

¹경북대학교 농업과학기술연구소
²경북대학교

ABSTRACT

The purpose of this study is to compare the estimated potential demand of pasture experience tourism between onsite interview and online survey modes. The potential demand was estimated using a logit model based on 1,280 questionnaires that were administered using onsite interview and online modes. The results show that experience fee, gender, age, monthly household income, survey mode, and experience of pasture tourism are important factors in potential demand of pasture experiences. The potential demand was estimated to be 22,469∼32,382 thousand people for an experience fee of 20,000 Korean Won, 12,733∼28,423 thousand people for 40,000 Won, 5,853∼23,559 thousand people for 60,000 Won, 2,373∼18,277 thousand people for 80,000 Won, and 908∼13,257 thousand people for 100,000 Won, respectively. The results also indicate that potential demand by online survey was 34.5% higher than onsite interview survey. Therefore, when using an online survey, it should be considered as a way to reduce hypothetical bias.
KEYWORDS

Pasture experience tourism, Potential demand, Onsite interview survey, Online survey, Logit model
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