Solo traveler typology based on personal value: Incorporating cluster analysis into means-end chain

Abstract

In recent years, the number of solo travelers has been steadily increasing, attracting more attention from the tourism market. However, both the tourism industry and academia have limited understanding of this group. This paper aims to delve into the decision-making process of solo travelers and establish a typology of solo travelers based on personal values. This research combines cluster analysis with means-end chain analysis to categorize solo travelers into four types: pleasure-seeking solo travelers, social solo travelers, exploratory solo travelers, and escape-oriented solo travelers. Each type of solo traveler emphasizes different attributes, consequences, and values in their solo travel experiences, and they also hold different views and attitudes towards solo travel phenomenon. By synthesizing the opinions of different types of solo travelers, this research reveals the key characteristics of solo travel, namely, “departing alone” and “enjoying one's own company.” These findings may provide insights for market segmentation and marketing strategies in the solo travel industry.