A Market Segmentation Study of Solo Travel Intentions and Constraints

Abstract

This study provides a market segmentation analysis of the prospective solo travel market based on perceived travel constraints. The data were collected from 1,017 Australian consumers. Using the Fuzzy C-Mean method, the study identified three segments: highly constrained, soloist, and socializer. The segments were distinctive in terms of perceived constraints and solo travel attitudes and intentions. The differences among the segments were investigated further using the concept of self-construal, measured by the level of autonomy and relatedness. Significant differences in sociodemographic characteristics were observed, especially regarding gender, age, and solo dwelling status. Practical recommendations are provided to inform strategies intended to offset travel constraints and create tourism experiences that cater to the needs of different prospective solo travel segments.