Conceptualising the solitude experience of solo female travellers : exploring the interplay of aloneness, social presence, and interactions : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Philosophy in Marketing at Massey University, Palmerston North, New Zealand
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2023-11-30
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Massey University
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Abstract
Recent statistics in the travel and tourism industry show that the majority of the solo travel market is made up of solo female travellers (SFTs), the numbers of which are steadily increasing over time. Consequently, destination management organisations (DMOs) find SFTs as a flourishing market that creates many opportunities. In response, DMOs offer certain customised service amenities targeting SFTs, such as women-only hotels or floors. However, this research offers a deeper understanding of the multifaceted needs and experiences of SFTs in their travel discourse. Therefore, this study provides knowledge for DMOs to design more inclusive and diverse offerings when catering to this distinctive traveller segment.
The existing literature is well-established in terms of the underlying needs of SFTs. Solitude is identified as one of the prime needs of SFTs and a key feature that defines present and future SFTs. Further, the various benefits of solo female travelling (for example, independence, relaxation, and self-learning) can be broadly linked with the benefits of solitude as a restorative experience.
Even though existing literature identifies solitude as a need of SFTs, it is not informed about how solitude is experienced in the solo travel context. In their solo travel, SFTs encounter both solo and non-solo episodes that may shape one's solitude experience in a consumption context. Hence, the investigation of how solitude experiences of women in their solo travel discourse are shaped by their context, and the presence of and interaction with others, makes an original contribution to the literature. Focusing on the importance of solitude, this study argues that solitude as a travel need of SFTs may be influenced by the social presence of others and entail certain interpersonal dynamics (tourist-to-tourist interactions, tourist-to-service person interactions, and tourist-to-local interactions). Therefore, this research aimed to investigate how women experience and fulfil their need for solitude in their solo travel pursuits.
To this end, a qualitative study was conducted. Thirty-four in-depth interviews were completed with SFTs who had travelled solo internationally. The narratives were analysed using reflexive thematic analysis.
The findings emphasised the multiplicity of solitude as a travel need. Solitude was not a stand-alone experience. Instead, SFTs’ solitude experiences were multilayered, entailing differing levels of aloneness and interactions that were situational and context-bounded. SFTs found the presence of non-interactive others as a means of experiencing safe solitude. Further, the interactions within their desired levels and comfortable zones enhanced their solitude experience highlighting the possibilities of acceptable interactions within one’s solitude experience. Therefore, solitude in a bounded interactive sense can be understood in a way which is distinctive from the conventional solitude experience.
On the other hand, the findings revealed certain interactive social presences of locals, other travellers, and service persons were beyond SFTs’ desires and were intrusive towards experiencing solitude. These intrusions contribute to the literature on the effects of social presence and territorial intrusions in distinctive consumption contexts. In responding towards intrusive experiences, SFTs used certain response strategies depending on the intruder. In the event of intrusions caused by locals and other travellers, SFTs mostly handled the incidents on their own. This study found complaining to be a novel response strategy of SFTs in the event of intrusive service persons, highlighting the non-complaining behaviour of SFTs with certain unique underlying reasons for suppressing complaints. Besides complaining as a novel response strategy in consumer territorial intrusion, reasons for non-complaining, also contribute to the wider literature on the complaining behaviour of solo female consumers, which could be applied in various other consumption contexts. These findings and the associated interpretations have implications for DMOs in designing solo female travelling-friendly servicescapes and offerings for women who travel with distinctive travel needs.
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Tourism, Marketing, Psychological aspects, Women consumers, Travel, Women tourists, Psychology, Consumer behavior, Solitude, solo female travellers, social interactions, intrusions, responses towards intrusions