USE THE SILVER BULLET ON THE RIGHT BEAST: A GUIDE ON USAGE OF PLS-SEM IN TOURISM AND GASTRONOMY STUDIES

PLS based Structural Equation Modelling approach widens in social research with its benefits to ease some methodological struggles. As a matter of course, tourism and gastronomy fields gladly accept this advantage since the researchers mainly contain end-users in terms of statistical competence. However, this extensive use may come with some misunderstandings and errors during the conduction of the technique. Therefore, this editorial research note aims to point out common misunderstandings that appear while using PLS-SEM in tourism and gastronomy research and to guide to prevent them. The literature offered the basis of these misconductions but detected issues have mostly dug out from the unobtrusive statistical editorial experience of the authors.