Uncovering the critical drivers of solo holiday attitudes and intentions

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Yang, Elaine Chiao Ling
Nimri, Rawan
Lai, Mun Yee
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2021
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Abstract

In response to the growing solo travel market, this study developed a research instrument and collected empirical data to uncover the motivations and constraints affecting solo travel. Using a conceptual model based on the theory of planned behaviour and the findings of qualitative interviews, the main drivers of solo travel intention and the importance between the drivers were tested through a national survey conducted in Australia. Results revealed that (1) self-actualisation emerged as the most significant motivation for solo travel, (2) attitude was negatively associated with intrapersonal and interpersonal constraints, and (3) interpersonal constraints, followed by perceived behavioural control and overall attitude, were prominent in predicting behavioural intention. The findings offer a validated solo travel model for future research and have implications for tourism marketing strategies and products targeting existing and latent solo travellers.

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Tourism Management Perspectives

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41

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© 2021 Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Licence (http://creativecommons.org/licenses/by-nc-nd/4.0/) which permits unrestricted, non-commercial use, distribution and reproduction in any medium, providing that the work is properly cited.

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Subject

Tourism marketing

Tourism

Human geography

Social Sciences

Hospitality, Leisure, Sport & Tourism

Management

Social Sciences - Other Topics

Business & Economics

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Yang, ECL; Nimri, R; Lai, MY, Uncovering the critical drivers of solo holiday attitudes and intentions, Tourism Management Perspectives, 2021, 41, pp. 100913

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