Behavioural motivators of solo female travel in non-western contexts: empirical evidence

Abstract

Purpose This study draws on the self-determination theory (SDT) and theory of planned behaviour (TPB) to underscore the fundamental factors driving females’ attitudes and intentions towards solo travel. Additionally, it investigates the mediating influence of attitude towards solo travel and the moderating impact of online psychological–social support. Design/methodology/approach A quantitative method was utilised, employing an online survey to collect data from 445 Egyptian females. Findings Using PLS-SEM, the results revealed that female attitude towards solo travel is influenced by novelty and relaxation, while self-actualisation and self-esteem showed no significant impact. Females’ attitude acts as a mediator between novelty, relaxation and their travel intention, but not between self-actualisation, self-esteem and intention. Additionally, the moderating role of online psychological–social support was not upheld. Research limitations/implications This paper offers numerous theoretical implications. By integrating SDT and TPB, it outlines the factors shaping Egyptian females’ attitudes and intentions towards solo travel, highlighting the role of culturally specific motivators. Practical implications Practically, the results highlight the need for tourism marketers and destination managers to design and promote experiences that emphasise novelty and opportunities for relaxation, as these are key drivers of positive attitudes and intentions towards solo female travel. In addition, the findings suggest that digital communities currently play a limited role in fostering travel intentions, presenting opportunities to develop stronger online platforms that better support solo female travel. Originality/value The present paper is novel in its examination of solo female travel motivations and behavioural intention within a non-western context, an area underexplored in tourism literature, especially in the Middle East region. It introduces an empirically grounded behavioural model using data from Egypt, capturing culturally specific motivators, thereby enriching global tourism scholarship.