PCA or EFA? Rethinking factor analysis in hospitality and tourism research

Purpose The purpose of this study is to contribute to methodological rigor in hospitality and tourism research by clarifying the conceptual and technical distinctions between exploratory factor analysis (EFA) and principal component analysis (PCA). It also examines how the nature of latent constructs guides the selection of appropriate factor-analytic techniques. Design/methodology/approach This study conducted a review of articles published between 2020 and 2024 in three premier journals, focusing on hospitality and tourism research, via a keyword-based approach. In total, 104 empirical papers were retained for detailed coding and analysis across four key methodological aspects. Findings The results revealed recurring methodological patterns in the application of PCA and EFA in hospitality and tourism research. These include instances where PCA was treated as equivalent to EFA, limited consideration of measurement–method alignment and a frequent preference for orthogonal rotation. Research limitations/implications The findings highlight the importance of aligning factor-analytic techniques with underlying measurement models and research objectives. The study offers methodological guidance that can assist researchers in improving the rigor, transparency and interpretability of factor analysis applications in hospitality and tourism research. Originality/value To the best of the authors’ knowledge, this study provides one of the first comprehensive evaluations of PCA and EFA applications in hospitality and tourism research. The findings contribute to enhancing methodological rigor and transparency in the field. The paper may also serve as a methodological resource for doctoral students and emerging scholars, promoting more consistent and theoretically grounded use of factor analysis in hospitality and tourism research.