Chapter 2: New Guidelines for the Use of PLS Path Modeling in Hospitality, Travel, and Tourism Research

Partial least squares path modeling (PLS-PM) has become a popular statistical method across various fields of research, such as information systems, business research, and marketing (Gefen, Straub, & Rigdon, 2011; Hair, Sarstedt, Ringle, & Mena, 2012). In hospitality, travel, and tourism (HTT) research, PLS-PM has also gained increasing popularity, especially in the last two years. Whereas from 2001 to 2015, only 30 studies that applied PLS-PM were published, in the last two years, more than 40 studies were published in six hospitality management journals listed in the Social Sciences Citation Index (SSCI) (Ali, Rasoolimanesh, Sarstedt, Ringle, & Ryu, 2018)¹ and in the Journal of Hospitality and Tourism Technology; see Table 1 for the published articles.