CAJ | 학술논문

随着网络技术的发展,通过网络进行旅游定量研究变得更为可行.在线调查作为一种新兴的调查方法,相对传统田野调查,一直以来被认为能够为研究者带来成本的节省、快速的回收及高效的数据管理等,但同时,网络问卷的数据质量也备受质疑.选取旅游目的地形象研究为载体,从调查的基本要素和数据分析两个方面对比了在线调查与田野调查的差异.从独立样本T检验可知网络问卷和纸质问卷产生的数据有显著差异,根据描述统计、代表性和数据质量考察的结果表明：网络问卷和纸质问卷产生的数据都存在一定的偏差.网络问卷在发放回收效率、统计便利程度方面优于纸质问卷;纸质问卷在代表性上比网络问卷强;网络问卷和纸质问卷的数据质量各有千秋,在缺失值上,网络问卷有优势,从数据损坏来看,纸质问卷更可靠.在旅游研究中根据研究对象和目的不同,可采取不同的调查方法,但采取多模式方法则更为可取.
수착망락기술적발전,통과망락진행여유정량연구변득경위가행.재선조사작위일충신흥적조사방법,상대전통전야조사,일직이래피인위능구위연구자대래성본적절성、쾌속적회수급고효적수거관리등,단동시,망락문권적수거질량야비수질의.선취여유목적지형상연구위재체,종조사적기본요소화수거분석량개방면대비료재선조사여전야조사적차이.종독립양본T검험가지망락문권화지질문권산생적수거유현저차이,근거묘술통계、대표성화수거질량고찰적결과표명：망락문권화지질문권산생적수거도존재일정적편차.망락문권재발방회수효솔、통계편리정도방면우우지질문권;지질문권재대표성상비망락문권강;망락문권화지질문권적수거질량각유천추,재결실치상,망락문권유우세,종수거손배래간,지질문권경가고.재여유연구중근거연구대상화목적불동,가채취불동적조사방법,단채취다모식방법칙경위가취.
Quantitative research is important when undertaking tourism research： survey questionnaires are a widely used quantitative research tool. The development of the internet has enhanced the ease of conducting tourism quantitative research compared with traditional field surveys. Online surveys are considered a new survey approach that offers many benefits to researchers such as low cost, fast feedback and efficient data management. The China Internet Network Information Center estimates that, as of December 2013, approximately 0.61 billion users were connected to the internet in China： and this highlights the availability of online participants for tourism research. However, some researchers query the data authenticity of online research results because of the nonstandardized online environment. Additionally, some respondents worry about the confidentiality of their online personal information. The data quality of online questionnaires is frequently questioned. This study takes tourism destination image as an example. It analyzes the destination image of Qujiang District in Xi＇an in northwest China, and compares online survey questionnaires and paper-based field survey questionnaires in two ways： from a fundamental perspective and a data analysis perspective. An independent sample t-test is implemented to identify if there are any differences in these two groups of data. The results show that there are in fact distinct differences between online questionnaire and paper- based questionnaire data. The descriptive analysis indicates that there are clear differences between both groups： each question in the paper-based questionnaire has a higher average than its respective online questionnaire average. This means that the paper-based questionnaire respondents think more highly of the Qujiang District image than the online respondents. Moreover, representativity and data quality both indicate that there are some deviations in online questionnaires and paper-based questionnaires. （1） An online questionnaire is superior to a paper-based questionnaire in relation to the efficiency of feedback and the convenience of statistical management as it takes less research time, provides faster feedback and is more convenient for data processing. （2） A paper-based questionnaire provides better representativity than an online questionnaire as it covers a broader range of people and groups, such as older or less educated people, while people that use the internet tend to be younger and more educated with a limited representation of society. （3） The data quality is mixed： online respondents produce less data omissions, but more data contamination than paper-based respondents. The study concludes that field surveys have some irreplaceable advantages for now and cannot yet be substituted by online surveys. However, online surveys are a very efficient approach. The survey approach should vary depending on the survey intention. A multi-method approach is the most reliable method of data collection to date. This does not mean that this method must be used in each study： it allows researchers to choose either online surveys or field surveys as appropriate. For example, if they researchers do not want an entire sample or if they wish to focus on specific groups. At least for now, field surveys are superior in study the whole samples while online surveys allow for the efficiency.