Navigating the "mode effect": A comparison of online questionnaires and face-to-face interviews.

Abstract

From a methodological perspective, the "mode effect," which refers to the phenomenon where different survey methods can yield different responses despite asking the same questions, presents a significant contemporary challenge. Existing solutions suggested in the literature, such as the implementation of multi-mode surveys, have their drawbacks as they may introduce bias that could impact respondent behavior. This study aims to identify distinct visitor segments within two large populations, assessing their patterns of visitation to both national and state parks. Additionally, we aim to evaluate the presence of the "mode effect" when concurrently conducting face-to-face and online surveys. The primary contribution of this research lies in confirming the persistence of the "mode effect," even when employing the same questionnaire for the same tourism product, during the same time frame, but among different populations. Furthermore, we propose various strategies to mitigate the "mode effect."