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Journal of Vacation Marketing, Vol. 12, No. 1, 59-70 (2006)
DOI: 10.1177/1356766706059041

Why do women travel solo for purposes of leisure?

Chu-Yin Chiang

Giri Jogaratnam

Hotel and Restaurant Management, 202 Roosevelt Hall, Eastern Michigan University, Ypsilanti, MI 48197, USA; Tel: 734 487 0483; Fax: 734 487 7087 giri.jogaratnam{at}emich.edu

Increasingly women choose to travel alone instead of traveling with others or with groups. This study assessed why women travel alone for leisure purposes. An on-line questionnaire was developed to collect data for this study. Survey participants were 194 women who had solo travel experiences for pleasure. Using a factor analysis approach, five motivational dimensions for women who travel alone were derived, namely, experience, escape, relax, social, and self-esteem. The importance of the five motivational factors was significantly different based on the demographic and trip characteristics of the respondents.

Key Words: motivation • solo women travelers • leisure tourism • market segmentation


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