Surveying “difficult-to-sample” backpackers through Facebook? Employing a mixed-mode dual-frame procedure

The emergence of social media has created a new medium for administering surveys for tourism research. While social media has great potential for tourism researchers, several aspects need to be considered. In the case of backpackers, a traditionally ‘difficult to sample’ group, destination based surveys, email surveys, survey links posted in online forums, and social media sites like Facebook, have all been used to administer surveys. The purpose of this paper is to present the case for a mixed-mode dual frame sampling procedure as an optimum for targeting backpackers. The sampling procedure discussed in this paper included self administered surveys through backpacker specific groups on Facebook.com, and self-administered surveys at backpacker hostels in Cairns, Australia. This paper argues that for this particular group, the combining off-line and on-line sampling modes allows the research to minimize errors while maximizing the diversity. Additionally, this paper provides some insights and recommendations into administering surveys through Facebook for tourism researchers.