Do personal values and motivation affect women’s solo travel intentions in Taiwan?

Abstract

AbstractFemale solo travel is experiencing a global increase and specifically, gaining popularity in Asia. This study explores how personal values and female solo travel motivation affect travel behavior. Using a sample comprising 381 single females in Taiwan, partial least squares structural equation modeling was utilized to investigate the hypotheses. The results revealed Hypothesis 1 and Hypothesis 3 are supported, which verifies personal internal values significantly affect female solo travel motivation, and are identified as significant factors influencing female solo travel intention. Additionally, Hypothesis 5 is partially support, indicating the female solo travel motivations of escape/relaxation, relationship, and self-actualization contribute to the formation of positive female solo travel intention. As Hypothesis 2 and Hypothesis 4 are unsupported, external values have no impact on female solo travel motivation or any significant effect on female solo travel intention. This research adds to the vast gap in tourism literature by identifying the personal values and motivations of female solo travel, and benefits the development of the female solo travel market.