Digital Commons Network^™

Co-Occurrence Network Analysis (Cna) As An Alternative Tool To Assess Survey-Based Research Models In Hospitality And Tourism Research, Mehmet A. Koseoglu, John A. Parnell, Hasan E. Arici

Journal of Global Business Insights

Hospitality and tourism (H&T) researchers employ structural equation modeling (SEM) and other multivariate techniques to test their models with survey data. These approaches assess relationships among constructs and model fit, but they do not highlight the most influential survey items or links among them. Other challenges include method-specific requirements for appropriate data, the best indices to identify optimal models, minimum sample sizes, missing data, and interpreting the results from complex models. Co-occurrence network analysis (CNA) can mitigate these limitations. This study validates CNA in the H&T field with a survey dataset that assesses market strategy, nonmarket strategy (NMS), organizational values, …