Late marriage/or singleness and personalized lifestyle lead to the growth of the singles tourism market. Previous research tends to focus mainly on push motivation for solo female travelers. We adopt motivation (i.e., push and pull) and personality traits (i.e., compliant, aggressive, and detached proposed by Karen Horney based on how individuals perceive their environment and behavioral tendencies) to explore their impacts on perceived value and intention of solo travel since motivation drives people’s behavior and personality affect individuals’ responses to external stimuli. Based on review of relevant literature, push motivation and pull motivation is hypothesized to influence emotional value and social value, respectively. Compliant and aggressive traits positively affect social while detached traits positively impact functional value. Finally, perceived value positively affects solo travel intention. Questionnaires are constructed to measure the research variables based on relevant literature. Data were collected online. Eighteen respondents are not solo individuals and were eliminated from further data analyses. The findings of this study show that push motivation would generate positive effect on emotional and social value, while pull motivation shows positive correlation with functional value. As the personality traits, compliant and aggressive are found to positively correlate with social value. In addition, detached show positive correlation with functional value. Finally, positive perceived value has a significant positive correlation with solo travel intention.

Authors:
Mengkuan Lai, National Cheng Kung University, Taiwan
Chiao-Chen Huang, National Cheng Kung University, Taiwan

About the Presenter(s)
Professor Mengkuan Lai is a University Associate Professor/Senior Lecturer at National Cheng Kung University in Taiwan

See this presentation on the full schedule – Thursday Schedule

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