Applying the PLS SEM model for the loyalty of Domestic Travelers

The purpose of this paper builds a model for the loyalty of domestic travelers. We gathered research data from 345 consumers in Nha Trang City, Khanh Hoa Province, Vietnam. The research model was proposed from previous researches. Besides, we applied the partial least squared structural equation modeling (PLS-SEM) with SmartPLS software for data analysis. The research results showed the moderating effect of diversity in the relationship between auxiliary service and satisfaction to the loyalty of domestic travelers found significant.