Faizan Ali

An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research

Purpose Structural equation modeling (SEM) depicts one of the most salient research methods across a variety of disciplines, including hospitality management. While for many researchers, SEM is equivalent to carrying out covariance-based SEM, recent research advocates the use of partial least squares structural equation modeling (PLS-SEM) as an attractive alternative. We systematically examine how PLS-SEM has been applied in major hospitality research journals with the aim of providing important guidance and, if necessary, opportunities for realignment in future applications. As PLS-SEM in hospitality research is still in an early stage of development, critically examining its use holds considerable promise in order to counteract misapplications which otherwise might reinforce over time. Design/methodology/approach We reviewed all PLS-SEM studies published in six SSCI-indexed hospitality management journals between 2001 and 2015. Tying in with prior studies in the field, our review covers reasons for usin...

A comparative study of covariance and partial least squares based structural equation modelling in hospitality and tourism research

Structural equation modelling (SEM) has increasingly been used by hospitality and tourism researchers to examine complex relationships. This paper aims to highlight the benefits and limitations of SEM for hospitality and tourism research and compare its two main approaches, i.e. covariance-based SEM (CB-SEM) and partial least squares-SEM (PLS-SEM).,By using a comparative approach, this study parallels SEM’s two main approaches, i.e. CB-SEM and PLS-SEM, using three different examples from hospitality and tourism industry. Both the approaches are compared side by side in terms of assumptions, validity and reliability of measurement models, item retention and loadings, strength and significance of path relationships and coefficient of determinations.,The findings show that even though both methods analyse measurement theory and structural path models, there are relatively higher advantages for hospitality and tourism researchers in applying PLS-SEM.,Because of the limitations of only using three examples, the results and trends generated in this study may not be generalized to all research in hospitality and tourism discipline. Moreover, the Likert scale has been used to measure the constructs in both the studies, which may have biased the results.,This study is the first to compare the usage of both the SEM approaches in hospitality and tourism research. The findings of this study provide significant implications and directions for hospitality and tourism researchers to apply PLS-SEM in the future.

Determinants of consumers’ intentions to use smartphones apps for flight ticket bookings

ABSTRACT This study examines customers’ adoption and acceptance of smartphone apps to book their flight tickets. By integrating customers’ innovativeness, involvement and perceived trust as additional variables, this study extends the Unified Theory of Acceptance and Use of Technology (UTAUT) and proposes a theoretical model that includes seven explanatory variables of the customers’ behavioural intentions: performance expectancy, effort expectancy, social influence, facilitating conditions, customers’ innovativeness, customers’ involvement and perceived trust. Data were collected from 369 customers who had booked their flight tickets via smartphone apps and was further analysed by employing partial least squares (PLS). Findings suggest that performance expectancy, facilitating conditions, customer innovativeness and perceived trust are positive and significant determinants of customers’ intentions to book their flight tickets on smartphone apps. Accordingly, several important implications for academics and industry decision makers are formulated.

Resort hotel service performance (RESERVE) – an instrument to measure tourists’ perceived service performance of resort hotels

ABSTRACT Based upon a rigorous psychometric process of scale development through preliminary qualitative studies and a subsequent survey in the resort hotel setting, the authors propose the RESERVE scale as a comprehensive instrument for assessing resort hotel service performance. The proposed scale conceptualizes resort hotel service performance as a second-order, three-dimensional construct that assesses tourists perceptions of setting, audience, and actors. The data supports the dimensional structure of RESERVE, providing empirical evidence for the scales validity. The paper concludes with a discussion of implications and future research directions.

The Effect of Technical and Functional Quality on Guests’ Perceived Hotel Service Quality and Satisfaction: A SEM-PLS Analysis

ABSTRACT Numerous models on perceived service quality are discussed in literature besides SERVQUAL including technical and functional quality model. Functional quality attributes have been well studied but studies about technical quality attributes are rather limited. This article aims to integrate existing frameworks and propose antecedents towards perceived service quality and resulting customer satisfaction. A total of 204 questionnaires were collected from the guests staying at hotels in Malaysia. Partial least squares (PLS-SEM) method was employed to test the proposed relationships. Findings from the study support the significant relationship between functional quality, technical quality, overall perceived service quality and guest satisfaction. Furthermore, the first order constructs on the designated second order constructs support that both functional quality and technical quality as second order reflective constructs with five and three first order dimensions respectively. Practical implications and limitations of the study are discussed in detail.

Foodborne illness outbreaks in restaurants and patrons’ propensity to return

This study aims to investigate the decision-making process consumers engage in when choosing to return to a restaurant that has experienced a foodborne illness outbreak.,A scenario-based survey was conducted to collect data from 1,025 respondents on their propensity to return to restaurants that have been cited for serving foods that caused a foodborne illness outbreak. Partial least squares-based structural equation modeling was used to analyze the data.,The findings of this study show perceived vulnerability, perceived severity and attitude are statistically significant, whereas subjective norms and perceived behavioral control are not statistically significant predictors of consumers’ intention to patronize a restaurant that has experienced a foodborne illness outbreak.,This study examined consumers’ intentions to return to a restaurant that has experienced a foodborne illness outbreak. Findings are based on a scenario-based survey, and thus, the results cannot be generalized.,By implementing protection motivation theory (PMT) and the theory of planned behavior (TPB), findings from this study extend the understanding of patrons’ revisit intentions regarding restaurants with foodborne illness outbreak.

Age matters: how demographics influence visitor perception and attitude at the destination level

The competitiveness of tourist attractions depends on satisfying visitors, saving money, and achieving revisits. Therefore, it is very important to know the roles of visitors awareness of their satisfaction, theoretical relationships, and loyalty to a destination in both theoretical and empirical aspects. In most of the previous empirical research related to the relationships among destination images, visitors satisfaction, and their behavioural intentions to a destination, the moderating variables were not considered. Therefore, in this study, we analyse the moderating effects of certain personal features of different age groups on the theoretical relationship among visitors satisfaction and their behavioural intentions to a destination and that destinations image. More specially, this research is conducted based on the exploration of the influences of differences in ages on the relationships between the destinations image and the visitors satisfaction or behavioural intentions. Based on the multiple-group causes and effect analyses, the research results show that the visitors personal features significantly affect the relationship between the destinations image and visitors satisfaction or behavioural intentions. Moreover, in general, these relationships tend to be stronger for younger visitors. Finally, the influences are analysed and discussed in both the theoretical and practical aspects.