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The hospitality and tourism industry is one of the fastest growing industries worldwide, with a contribution of 9% to world GDP and 10% of job creation. The fast pace of growth in this industry highlights the importance of applied and pure research studies to address the theoretical and practical problems which the industry faces daily from economic, social, cultural, environmental, political, and technological perspectives. New understanding of both new and traditional research paradigms in the context of tourism and hospitality is vital to strengthen the research culture and find more...

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, which spells missed opportunities in terms of detailed analyses and actionable findings.  Applying...