Self-administered surveys are a widespread data collection method in tourism research. However, survey-based data are prone to what is widely referred to as common method variance (CMV). Common method variance represents systematic error variance which can potentially have a substantial confounding influence on empirical findings, since it can lead to incorrect assessments of construct validity and reliability as well as biased parameter estimates. Surprisingly, addressing common method variance issues is still an exception in tourism research.

中文翻译：

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解决国家和目的地形象研究中的常见方法差异：两种实用方法


自管理调查是旅游研究中广泛使用的数据收集方法。然而，基于调查的数据很容易出现所谓的共同方法方差 (CMV)。通用方法方差代表系统误差方差，可能对实证结果产生重大混杂影响，因为它可能导致对结构有效性和可靠性的错误评估以及有偏差的参数估计。令人惊讶的是，解决共同方法差异问题仍然是旅游研究中的一个例外。