Journal
JOURNAL OF TRAVEL RESEARCH
Volume 52, Issue 5, Pages 551-574Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/0047287513479842
Keywords
survey research; questionnaire design; survey questions; measurement; scale development; Likert scale; DLF IIST; BIT
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Surveys are the main instrument of data collection in empirical tourism research. The quality of the collected data depends on the quality of survey questions asked. This paper provides theory- and evidence-based guidance on designing good survey questions to increase the validity of findings resulting from survey research in tourism.
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