Questionnaire distribution

After obtaining ethical approval from University of Salford, the researcher

contacted the two case visitor attractions through email introducing and

explaining the research, its aim and the use of intended outcome. The

researcher invited them to participate in the study and sought their approval for

data to be collected on site, via websites or database of email addresses. After

follow up telephone calls, Blists Hill Victorian Town agreed to participate. The

initial proposal was to select participants based on a systematic random

sampling technique by obtaining the email addresses of prospective

respondents through the case attractions and/or forums. This proposal was,

however, dropped due to the following reasons:

1. The case attractions and forum were not able to help in the areas of

posting questionnaire on their websites or providing access to

database of email addresses of visitors;

2. The BHVT does not have a forum like the Alton Towers;

3. Most of the members of the Alton Towers’ forums have their mails

boxes set not to receive unsolicited emails;

4. Forum administrators were only able to give approval to post survey

on specific subject on public places on the forum most of which are

obscure and hard to access.

Given the above situation, purposive and snowball sampling techniques (non-

probability sampling techniques) were adopted in order to answer the research

question and meet the objectives of the study.

The administration of a questionnaire can be a vital factor in the success of the

data gathering activity and the entire research process. Dillman (2007) noted

that different modes of data collection often produce varied results; it therefore

may seem desirable to avoid conducting survey by more than one mode;

however, in some cases it is unavoidable to employ multiple modes if response

rate is to be maximised. Based on the issue of access in attraction surveys and

in order to maximise the response rate a tailored mixed-mode survey (Schaefer

and Dillman, 1998) was adopted. Dillman (2007) identified five situations for

the use of mixed-mode surveys. These are:

1) Collection of same data from different members of a sample;

2) Collection of panel data from same respondent at later time;

3) Collection of different data from the same respondents during a single data

collection period;

4) Collection of comparison data from different populations;

5) Use one mode only to prompt completion by another mode.

Dillman (2007) opined that the first situation is the commonest where two or

three modes are combined to reduce cost and maximise response rate (see

Table 3.9 for further explanation).

The tailored mixed-mode method employed in this study falls in Dillman’s

(2007) first category identified above and enabled the researcher to collect

information from respondents via online survey and through paper-based

questionnaires. Litvin and Kar (2001) reported that after a search of the

literature it was noted that no study had compared email surveying with mall-

intercept data collection which is common in tourism research. It will be

interesting to explore the efficacy of e-survey further (as explored in other

context – see Litvin and Kar, 2001) and compare this to exit survey especially

from visitor attraction research perspective.

Table 3.9Types of Mixed-Mode Formats by Objectives and Unintended Error Consequence

Mixed-mode situation Typical objective Consequence Collection of same data from

different members of a sample

Reduce cost and nonresponse

Measurement differences Collection of panel data from

same respondent at later time

Reduce cost and nonresponse

Measurement differences Collection of different data from

the same respondents during a single data collection period

Improve

measurement and reduce cost

None apparent

Collection of comparison data from different populations

Convenience and reduce cost

Measurement differences Use one mode only to prompt

completion by another mode

Improve coverage and reduce nonresponse None apparent Source: Dillman (2007) 190

3.9.4.1 Online survey - attraction forums

Five Alton Towers’ forums were contacted to seek approval for their members

to participate in the survey. The five forums were: Alton Tower Almanac

(2149 members), Tower Nerd (5480 members), Tower Times with 4130

membership, Merlin Mania (membership size not known) and Mania Hub

(1716 members). It was envisaged that access will be gained to their

membership databases facilitating questionnaires to be sent to randomly

selected emails, as the researcher is a member of most of these forums, access

to all members via email was feasible; however, permission was still needed

and this was granted and technical access given, in some cases, to contact a

large number of people at a time. It was assumed that all members of the

forum would have visited the attractions and will be individuals above the age

of eighteen.

Two of the forums however responded but were unable to give the researcher

permission to contact individual members in this regards due to their privacy

policy. However, the researcher was given access to post links and description

of the research on ‘Community topics’. Information as to how many people

that agreed or did not agree to participate in the survey was not ascertained. In

essence no checks could be made to determine non-response bias.

Unfortunately Blists Hill Victorian Town has no membership forum hence no

forum was contacted in this regard. However, the link for Blists Hill Victorian

Town was also posted on the entire Alton Towers forum websites with the

assumption that some members may have visited the Victorian town.