초록 열기/닫기 버튼
The purpose of this study was to make out the solo travel behavior paradigm of female travelers by examining the roles of different types of travel constraints that arise in the process of making travel decisions. Specifically, structural constraints, interpersonal constraints, and intrapersonal constraints were proposed as three negative factors that hinder female travelers’ solo travel. Results showed that interpersonal constraints negatively affect attitudes toward solo travel and travel intention. Intrapersonal constraints had a negative influence only on attitude toward solo travel, while structural constraints had no impact on both attitude toward solo travel and travel intention. The moderating role of cultural distance on the proposed relationships was also tested for more practical information. Results found that interpersonal constraints affect both attitude and intention to travel solo at high cultural distance, while structural constraints significantly impact solo travel intention at low cultural distance. Based on the relative importance of some constraints, various marketing strategies and directions were discussed.
