Understanding and Managing the Threat of Common Method Bias: Detection, Prevention and Control

Common method bias can appear when both the independent and dependent variable is captured by the same response method. While the consequences of common method bias can be detrimental to a study's validity, they are, as the authors empirically show, often neglected in tourism research. The authors provide a comprehensive discussion of sources of common method bias, as well as methods to identify and control for it. They structure these controls and critically discuss the advantages and disadvantages of each. The authors develop a decision tree that features recommendations for choosing appropriate procedural and statistical controls. By doing so, they hope to spur recognition of the threat of common method bias and active management thereof in future tourism research.