Challenges for Collecting Questionnaire-Based Onsite Survey Data in a Niche Tourism Market Context: The Case of Wine Tourism in Rural Areas

Questionnaire-based surveys are among the most widespread data collection methods in tourism research. However, special features of rural tourism, with frequently spontaneous, non-massive visitation patterns and sparse visitor numbers, pose challenges to onsite questionnaire administration. Researchers must address these problems make sample recruitment easier more effective, while maintaining goals representativeness population validity. Using wine context, this article identifies major for questionnaire-based suggests best practice procedures. Challenges discussed using three complementary perspectives: supply agents, research subjects (the visitors) researchers. The presents theory case study-inspired reflection on potential strategies overcoming guaranteeing largest possible number visitors surveyed contexts where few. discussion includes questionnaire’s characteristics; physical setting its administration; researchers involved; approached; social interactions influences occurring during process. Issues future use alternative online forums also discussed.