Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
METHODOLOGY 
Survey Instrument
The initial questionnaire was developed based on the literature review and the responses and discussion 
results from a focus group of hospitality and tourism graduate students and faculty members at a land-grant 
university in Virginia. The questionnaire was first refined and then pre-tested through an online survey link to 
undergraduate students in three large classes at the same educational institution. The responses were analyzed to test 
reliability and validity of the measurement items. The feedback received was also used to further refine the initial 
instrument scales and develop the final version of the survey instrument. The survey used Likert-scale questions to 
ask tourists’ perceptions on quality of vacation experience in pre-trip planning, en-route experience, on-site 
destination experience, and after-trip reflections. The second part of the survey asked respondents’ perception on 
destination competitiveness based on their general vacation experience. Information related to the respondents’ 
general tourist behavior and demographic characteristics were also collected.