Bayesian Hypothesis Testing for Hospitality and Tourism Research

In hospitality and tourism research, p-values continue to be the most common approach to hypothesis testing. In this article, we elaborate on some of the misconceptions associated with p-values. We discuss the advantages of the Bayesian approach and provide several important practical recommendations and considerations for Bayesian hypothesis testing. With the main challenge of Bayesian hypothesis testing being the sensitivity of the results to prior distributions, we present in this article several priors that can be used for that purpose and illustrate their performance in a regression context.