Guidelines for treating unobserved heterogeneity in tourism research: A comment on Marques and Reis (2015)

- Comment on Marques and Reis's (2015) paper on unobserved in PLS-SEM studies.
- Clarifies several important aspects concerning finite mixture PLS (FIMIX-PLS).
- Stresses importance of segment retention and explanation.
- Discusses multigroup analysis and measurement invariance assessment.