This paper aims to introduce Latent Growth Curve Modeling (LGCM) as a statistical technique to analyze repeated measures of longitudinal data to researchers in hospitality management.

First, the basics and extensions of LGCM are explained. Second, this paper reviews three existing empirical hospitality research studies that could have benefitted from LGCM but did not use this methodology. Third, this paper provides an overview of two specific illustrative examples of how the current authors have already utilized LGCM for hospitality research.

Based on explaining the basics of LGCM, delineating two examples using LGCM method, and presenting new research avenues that would utilize LGCM to advance theoretical knowledge, this paper shows how LGCM represents a leap forward in the promotion of more rigorous research in hospitality management.

This paper is the first in hospitality to call for research based on LGCM and provide hands-on demonstrations and an agenda for this methodology.