Decoding international Solo women travelers’ experience: A qualitative analysis of user-generated videos

Abstract

Solo female travel represents a growing market segment, with an increasing number of females preferring to travel alone. This paper aims to explore the international solo women's traveler experience; it uses a novel approach by studying the comprehensive experience of solo women travelers through analyzing user-generated content. It explores the opportunities, motivations, and constraints faced by solo women travelers. The content of user-generated videos is crucial to destinations' attractiveness and image. In this context, the researchers analyzed the 50 most viewed YouTube videos shared by solo women travelers using both inductive and deductive approaches. The content of the videos was analyzed using Leximancer to classify the most commonly occurring concepts in the text of transcripts, while the videos were also watched, and manual coded in relation to a conceptual model developed based on the existing academic literature. The findings showed a relationship between the type of accommodation solo females choose to stay in and the willingness to meet locals. Furthermore, the time of the day and the destination's reputation heavily influenced the activities and safety perception of the travelers. Management implicationsDestination marketing organizations (DMOs) and travel planners aiming to target solo women travelers are encouraged to first recognize this interesting segment. Based on the videos that we have analyzed more content like this could be made available and having a DMO who caters specifically to the need of solo female travelers will enhance the destination image and will encourage others to come and visit. A solo female traveler-friendly destination could be launched for, and by, destinations that allow solo females to freely move and practice their activities at any time and any place. This will encourage travelers to visit, and consequently, the presence of other females will increase the overall safety perception as was found in the current research.