Texas Tech University

An Introduction to Partial Least Squares based Structural Equation Modelling (PLS-SEM)

We are excited to invite you to the special session at the 23rd Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism Education. This session will help graduate students to;

  • Understand the difference between two main types of SEM i.e., (i) CB-SEM and (ii) PLS-SEM.
  • Understand the conditions where PLS-SEM can be used
  • Basic conceptions/misconceptions about PLS-SEM.
  • Apply PLS-SEM to analyses data related to thesis and research papers.


PLS-SEM has recently gained increasing attention in various disciplines including management information systems, marketing, strategic management, accounting, family business research, operations management, and organizational research. Researchers and practitioners appreciate the various advantageous features that PLS path modeling offers in practical applications. Consequently, the method is currently regarded as suitable and, to some extent, a favorable alternative to the more restrictive traditionally used Covariance based SEM (CB-SEM).

Attend this special session to learn more about PLS-SEM and smartPLS and integrate these tools in your research! The session will introduce some basic datasets and examples that are developed to assist attendees of this session.

Presenter: Dr. Faizan Ali, University of South Florida Sarasota Manatee

Dr. Faizan Ali is an Assistant Professor in the College of Hospitality and Technology Leadership (CHTL) at the University of South Florida Sarasota-Manatee (USFSM). Dr. Ali's research interests are in the areas of customer experience, service performance and quality, customer satisfaction and behaviour. Dr Ali is also enthusiastic about developing new scales and working on various methodological aspects of hospitality and tourism research. He has authored more than 50 international refereed journal articles and international conference papers. His recent research has been accepted and published in well-reputed, internationally-refereed top-tier journals. Dr. Ali is recipient of numerous awards for his academic and research achievements. Currently, he serves as the Coordinating Editor for International Journal of Hospitality Management and as an Assistant Editor (Methodology) for International Journal of Contemporary Hospitality Management. In addition, Dr Ali also serves as the Associate Editor for International Interdisciplinary Business Advancement (IIBA) Journal. He also serves on the editorial boards of various journals. Dr. Ali is a trained expert in usage of various statistical tools such as Structural Equation Modelling (SEM) and Partial Least Squares (PLS-SEM). He has conducted numerous SEM and Business Research Methods related workshops in USA, China, Malaysia and South Korea.

Graduate Education & Graduate Research Conference in Hospitality & Tourism