Systematic Literature Review: The Use of SEM in Journal of Travel & Tourism Marketing (JTTM) Between 2020 – 2022

Abstract

The aim of this study was to categorize and analyze the patterns of structural equation modeling (SEM) used in research in the travel and tourism industry, published in the journal of travel & tourism marketing (JTTM) between 2020 and 2022. This review seeks to provide an updated literature overview and identify gaps in the literature relevant to future research by employing the systematic literature review (SLR) method. The findings of the study indicate that factor-based SEM has been more frequently used compared to composite-based SEM. However, for future research, there should be more emphasis on composite-based SEM, particularly utilizing techniques such as integrated generalized structured component analysis (IGSCA) and partial least square consistent structural equation modeling (PLSc-SEM). These methods are hybrid techniques that can analyze both factor and composite variables within the same model. Additionally, this study has categorized research in the travel and tourism industry into eight major themes: 1) destination, 2) attraction, 3) hotel/resort, 4) airline, 5) restaurant, 6) social media, 7) festival/event, and 8) travel agency. For future research, there should be a focus on the festival/event and travel agency themes, as there is a relatively limited body of research within these themes.