What is it about?
SEM is a popular tool for researchers to examine multidimensional variables. Many researchers actually use CB-SEM instead of PLS-SEM in their studies. This article uses the four values of Taipei Zoo as a multidimensional variable to compare the statistical results respectively derived from CB-SEM and PLS-SEM approaches.
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Why is it important?
CB-SEM is for examining reflective variables, while PLS-SEM is for formative variables. Some researchers may not know the difference between the two approaches. This article shows how the two approaches can lead to different statistical results alongside empirical conclusions.
Perspectives
Since a tourist attraction or destination can have many values for marketers to develop the value propositions of the site, it is a task for marketers to identify the key values. SEM is a tool for examining the issue in such a context. However, whether the values are independently from each other will concern researchers' choice of SEM techniques. Theoretically, Taipei Zoo's four values are independently from each other. Hence, the four values are meant to be examined by using PLS-SEM, rather than CB-SEM. The article shows that different approaches can generate different results. I hope this article serves as a reminder for people who would like to use SEM as their research technique, especially for people who engage in the fields concerned with place marketing and branding.
Dr Sung-Ta Liu
Read the Original
This page is a summary of: A partial least squares structural equation modeling approach for examining multidimensional values of Taipei Zoo, Asia Pacific Journal of Tourism Research, June 2017, Taylor & Francis,
DOI: 10.1080/10941665.2017.1344716.
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