Data analysis strategy
Statistical Package for Social Sciences (SPSS) version 16.0 and SmartPLS software were
utilized to analyze the data. Data analysis started with looking at the descriptive statistics
of the sample. As almost all demographic (gender, marital status, education, etc.) and
travel behavior (hotel type, purpose of trip, room charge) characteristics were recorded as
categorical variables, researchers requested frequencies reports for every one of them.
Prior to hypotheses testing confirmatory factor analysis was conducted in order to