A partial least squares structural equation modeling approach for examining multidimensional values of Taipei Zoo

ABSTRACT

The values associated with a tourism product, such as a hospitality facility, an attraction, or a destination, are intangible for independent evaluation. Meanwhile, tangible features of a tourism product can be used as predictor variables in causal research to assess the values as dependent variables. In the meanwhile, the multidimensional values may function independently from each other. Under this condition, consideration should be made in designing the values as a formative model and using partial least squares structural equation modeling to illustrate its relationships with the predictor variables. This paper uses the Taipei Zoo as a case study by conducting a survey of 472 visitors. The results demonstrate how different conceptual model designs can affect the statistical results and ultimate decision-making concerned with the value design of a tourism product.

KEYWORDS:

• Brand image
• formative models
• PLS
• SEM
• tourist attractions

Disclosure statement

No potential conflict of interest was reported by the author.

ORCID

Sung-Ta Liu http://orcid.org/0000-0003-0912-4766