Applying Partial Least Squares in Tourism and Hospitality Research

Partial-least-squares path modeling (PLS-PM), a composite-based form of structural equation modeling (SEM), offers great practical advantages to researchers and practitioners. It has been gaining increasing attention in various disciplines, including management information systems, marketing, strategic management, accounting, family business research, operations management, and organizational research. Yet advanced PLS-SEM techniques are not broadly used in hospitality and tourism research,...