Consumer behaviour in tourism : solo travel.

• Main Authors: Ho, Wai Min., Foo, Ying Han., Tse, Min Su.
• Other Authors: Wong King Yin
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/51425
• Institution: Nanyang Technological University

The solo traveller segment is growing rapidly. Yet, the understanding of this segment in our information technology-focused economy is limited to past literature, which do not take into account the use of and effects of the information technology. Thus, this study makes use of the Google’s Five Stages of Online Travel as an anchor to explore the differences between solo travellers and non-solo travellers in terms of their motivation for travel and as well as their behaviours at various stages of the travel cycle. To achieve our research objectives, secondary sources of information were first utilized to provide critical background information. We then collected data via self-administered survey questionnaires and semi-structured interviews conducted at selected backpackers’ hostels. Using convenient sampling, 121 responses were collected. Based on their solo travel experience, we classified them into 3 different groups: Non-Solo Travellers (54 respondents), Amateur Solo Travellers (43 respondents) and Veteran Solo Travellers (24 respondents). The data collected was analyzed using factor analysis as a method of data reduction. Oneway ANOVA tests were then run to identify any significant differences between the different groups of travellers. Our results showed that there were some slight differences between the non solo travellers and solo travellers in terms of their personality and their motivations to travel. In terms of behaviour, the travellers displayed relatively homogeneous behavior during the pre-trip stage of the travel cycle. The main behavioural differences were observed during the trip itself, when the groups of travellers had different preferences for accommodation, mode of transport and the type of places to visit. Differences also existed in their post-trip behavior and the mode of sharing. Lastly, we discussed several managerial implications and the opportunities available for tourism service and product providers to leverage on the growing market of solo tourism.