Operational issues in marketing research : an example of the omnibus tourism survey

E. Hui, Robert Douglas McKercher

Research output: Journal article publicationJournal articleAcademic researchpeer-review


This article reports on the operational process of conducting the Omnibus Tourism Survey at the Hong Kong International Airport by the Department of Hotel and Tourism Management, The Hong Kong Polytechnic University. The study was developed from an idea to integrate a number of small projects into one large survey instrument to achieve a cost-effective means of collecting appropriate tourism data of the highest quality. The process of how the survey was operationalized is presented, as well as providing a general overview of the data set. The article also explains the method used for the data presented in the articles that follow in this special issue. Suggestions are provided to other academics and tourism organizations that may be interested in delivering a large-scale, broadly based visitor survey in a rigorous and cost-effective manner.
Original languageEnglish
Pages (from-to)5-13
Number of pages9
JournalPacific tourism review
Issue number1
Publication statusPublished - 2001


  • Hong Kong
  • Inbound tourism
  • Market research
  • Methodology


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