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