Predicting consumer behaviour in tourism industry: Comparing Structural Equation Modelling (SEM) and multiple regression

The Indonesian creative tourism industry is currently flouring and competitive. In this competitive industry, the industry players’ capability to predict their tourist behaviour is imperative. However, research to examine method of predicting tourist behaviour in this industry is limited. This study is designed to assess the applicability of SEM compared to Multiple Regression to predict tourist behaviour. This study uses a survey of 403...