It was impractical for the researcher to interview the same population pre- and post- visitation (see the limitations of research in section 3.8 below). Therefore, the results of this thesis should be viewed with caution when comparing the two surveys (organic and experiential). The total number of international tourists to Jordan was 2,986,589 in 2005 (UNWTO 2006), of which 40,276 were Britons and 4,198 were Swedes. The pre-visitation surveys were undertaken in Bournemouth in England and Borlänge in Sweden. The last census of Bournemouth 2001 showed that the total population was 163,444 inhabitants (Office for National Statistics 2010). The population of Borlänge was 47,400 inhabitants in Borlänge in 2006 (Statistics Sweden, SCB 2008). Therefore, it was impractical to interview the whole population of the research. Gray (2004, pp.82-83) argues that if it is not possible to interview the whole population of the study, simply because it is large or due to limited resources of the researcher; therefore, a sample might be selected from that population. Consequently, a sample was drawn to reach both potential and actual British and Swedish tourists. A random sample, if it is possible to be drawn, is a best representation of the whole population, because everyone in that population has an equal chance to be selected (Jennings 2001; Bryman 2004). According to Sarantakos (1998 cited Jennings 2001, p.136), sampling entails subjects being drawn from the target population included in the research problem and this drawing should be representative enough to ensure
generalisability of the research findings. This means that the sampled population possesses more or less the characteristics of the whole population.
Respondents were chosen randomly using a street survey for both the organic and the experiential images of Jordan. A street survey means that respondents are chosen randomly in public areas such as streets, parks, shopping malls, beaches, squares, airports, and train or bus stations (Veal 2006). Veal explains the limitations that are associated with street surveys. The first limitation is associated with lesser time given by the respondents, especially when they are in a hurry. The second limitation is the issue of representation of the sample, where some kinds of people are unavailable at the time of interview. For example, some tourists who visit friends or relatives might not be available in the place of interview. These limitations are acceptable and the researcher cannot do anything to overcome them.
In the organic surveys (in Bournemouth and Borlänge) undertaken in July and August 2006) and in the experiential survey (in Jordan during October/November 2006), respondents were selected randomly. To select respondents on this random basis, the researcher set an imaginary line, where every fifth person passed that line was stopped and asked to participate in the survey. Respondents were identified as British or Swedish by asking a filter question, i.e. if they are British or Swedish, before undertaking the surveys. In addition, they were also asked their age since only those who were 18 or over could participate in the surveys. If a group of respondents were passing the imaginary line, the one who had the next birthday in the group was chosen.
In all the surveys, respondents were accessed in certain places where more passing people could be found. In the organic survey, British respondents were accessed in three main places: Bournemouth Square, Bournemouth Lower Gardens and Bournemouth Pier. Swedish respondents were also approached in three places: the city centre, the Kupolen Shopping Centre and Jax Square. The data for the experiential survey were collected during October/November 2006 in three places in Jordan. They included a rest house in the city of Jerash (the Green Valley Rest House), at Queen Alia International Airport (the departure hall) and in the airplane on
were chosen randomly, where every fifth respondent (in the rest house, in the queue in the departure hall or in the plane) was asked to take part in the survey and, if she or he did not want to participate, then the next one was taken and so forth. A filter question was asked to respondents to determine if they were British or Swedish nationals and
over 18 years of age. If a group of respondents were passing the imagery line set by
the researcher, the one who had the next birthday was chosen. The rationale behind
choosing these places instead of interviewing tourists in sites was to have a neutral environment where tourists were either on their way back to their accommodations or back home to their country of origin. Therefore, this secured the neutrality and privacy of tourists and allowed them to cooperate and respond to the survey. In addition, tourists returning home after visiting sites still have a fresh memory of their experience in the destination (Poria et al. 2003). During the pre-visit (organic) stage, the researcher distributed 1200 questionnaires, 600 in Bournemouth and another 600 in Borlänge. A total of 275 questionnaires were collected and valid for analysis in Bournemouth, representing a response rate of 45.8%, and 319 questionnaires were collected and valid for analysis in Borlänge, representing a 53.2% response rate. During the post-visit (experiential) stage in Jordan, 800 questionnaires were distributed; and 316 were filled and valid for analysis, representing a 39.5% response rate, of which 221 were Britons and 95 were Swedes (a response rate of 27.6% for British respondents and 11.9% for their Swedish counterparts). The total response rates for the whole questionnaire in the three stages of research are documented in Table 3.2 in subsection 3.4.3 below.