Using PLS-SEM to Test for the Moderation Effects of Continuous Variables in Hospitality and Tourism Studies

Abstract

This chapter reviews the methods available to hospitality and tourism researchers to perform moderation analysis with continuous variables in partial least squares structural equation modeling (PLS-SEM), with the objective of enhancing understanding and encouraging the use of these techniques in future papers. The product term method is presented first, followed by an empirical example/application in the context of hospitality and tourism. Two extensions, namely the two-stage approach that can help cope with formative and higher-order constructs, and the orthogonalizing approach that can help generate more accurate results and overcome multicollinearity among tourism variables in the presence of a continuous moderator variable, are then presented and discussed. The chapter concludes by presenting guidelines and recommendations for improving the use of interaction effects in analyses of tourism variables, as well as highlighting ongoing developments in both the product term method and PLS-SEM software.

Citation

Assaker, G. and O’Connor, P. (2023), "Using PLS-SEM to Test for the Moderation Effects of Continuous Variables in Hospitality and Tourism Studies", Okumus, F., Rasoolimanesh, S.M. and Jahani, S. (Ed.) Cutting Edge Research Methods in Hospitality and Tourism, Emerald Publishing Limited, Leeds, pp. 29-51. https://doi.org/10.1108/978-1-80455-063-220231003