“…In addition, firms' profitability was also evaluated by interviewees using an ordinal scale (0 = losses, 4 = high profitability), a procedure widely followed in the literature (Ar & Baki, 2011;Calantone, Cavusgil, & Zhao, 2002;Deshpandé et al, 1993;Hernández-Espallardo, Sánchez-Pérez, & Segovia-López, 2011;Jiménez-Jiménez & Sanz-Valle, 2011). Thus, subjective measurement has been used frequently in empirical research on services (Lin, 2013), given the limitations of measurements of financial performance using financial statements (Nicolau & Santa-María, 2013), the reluctance of tourism firms to provide objective financial data (Lin, 2013) and, additionally, the significantly positive correlation between objective and subjective measurements of firm's performance, as observed in Dess and …”