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      A Market Segmentation Study of Solo Travel Intentions and Constraints

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          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.

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            Autonomy and Relatedness in Cultural Context: Implications for Self and Family

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              Who belongs in the family?

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                Author and article information

                Contributors
                (View ORCID Profile)
                Journal
                Journal of Hospitality & Tourism Research
                Journal of Hospitality & Tourism Research
                SAGE Publications
                1096-3480
                1557-7554
                March 30 2023
                : 109634802311635
                Affiliations
                [1 ]Griffith University, Nathan, QLD, Australia
                [2 ]National Kaohsiung University of Hospitality and Tourism, Kaohsiung City
                [3 ]National Kaohsiung University of Science and Technology, Taiwan
                Article
                10.1177/10963480231163517
                06940944-8bfe-4782-9671-2d4a32bbcd38
                © 2023

                https://creativecommons.org/licenses/by-nc/4.0/

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