The use of p-values for hypothesis testing has always been the norm in the tourism literature. This paper proposes the use of Bayes factors as an attractive alternative for hypothesis testing. As the Bayes factor is based on the Bayesian approach, which relies solely on the observed sample to provide direct probability statements about the parameters of interest, it is more suited for the purpose of hypothesis testing. Importantly, in this paper we show that the Bayes factor has nicer properties than the p-value, a fact that should be of interest irrespective of whether the user is Bayesian or not. We discuss in more details the advantages of Bayes factors, and provide several interesting recommendations throughout the paper.
Tourism Management – Elsevier
Published: Aug 1, 2018
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