Understanding Solo Female Travelers in Singapore: A Study

This dissertation delves into the motivations, expectations, and perceived risks of solo female travelers in Singapore, analyzing their impact on travel decision-making. The research provides a comprehensive overview of the travel and tourism industry's growth, highlighting the increasing trend of solo female travel. It identifies a research gap in Singapore, focusing on applying existing theories to the local context. The study examines factors such as self-identity, empowerment, rest, relaxation, and safety concerns. The dissertation includes a literature review, methodology, findings, and conclusions, offering insights into the behaviors of solo female travelers. A conceptual framework is presented to illustrate how motivations, expectations, and perceived risks influence the intention to travel solo. The research aims to benefit businesses in the Singapore travel industry by enhancing their understanding of this growing market segment.

Chapter 1
1.0 Introduction
This chapter will provide a brief background on the topic of this research. It covers areas on
the motivations, expectations and perceived risks of solo female travelers and how these
factors affect the travel industry. It further discusses the problem statement, research question
and objectives, research implications and provides an overview of all the chapters covered in
dissertation.
Background
Travel and tourism industry is one of the largest industries in the world with a global
economic contribution of 8.27 trillion U.S. dollars in 2017 (Statista, 2018). The industry’s
global economic contribution is increasing gradually over the years. The following table 1.1
shows the industry’s global economic contribution from 2006 to 2017.
Table 1.1 Total contribution of travel and tourism to the global economy from 2006 to 2017
(in trillion U.S. dollars)
Year Total contribution
2017 8.27
2016 7.61
2015 7.17
2014 7.58
2013 6.99
2012 6.63
2011 6.44
2010 6.24

2009 6.08
2008 6.33
2007 6.32
2006 6.03
The number of travelers is increasing over the years and the international tourist arrivals has
increased from 851 million in 2006 to 1.32 billion in 2017. The following table 1.2 shows
the number of international tourist arrivals worldwide from 2006 to 2017.
Table 1.2 Number of international tourist arrivals worldwide from 2006 to 2017 (in millions)
Year International tourist arrivals in millions
2017 1,323
2016 1,239
2015 1,195
2014 1,133
2013 1,087
2012 1,035
2011 995
2010 952
2009 894
2008 929
2007 911
2006 851
According to Cohen (1973) and Yiannakis & Gibson (1992) mentioned tourists travel for
leisure or business. People travel due to the various factors which emerge from their needs

and wants, therefore, stimulate their holiday (Kamra, 1997). Along with the development of
the technology, people are now able to research for information, make travel purchases and
book services online by using internet. This supports several claims of the internet being a
tool to empower consumers and increases the bargaining power of consumers (Bush, 2004;
Wind & Mahajan, 2001). Thus, technology plays a part in empowering the travelers to make
travel decision.
Solo travelling is a growing trend nowadays in the fast-growing travel and tourism market
(Seow & Brown, 2018). Women travel alone more than men among the solo travelers (Bond,
2015). Despite the issues such as terrorism, security, safety, political and economic problems
faced by the tourism industry, the growth of the industry is maintained by the increased
numbers of solo female travelers (Jamal, Shankar & Sahrish, 2017). According to the survey
done by the Solo Traveler World (2019), 85.7% of the solo travelers are women and 13.7%
are men respectively. The following Figure 1.1 shows the gender split survey.
Figure 1.1 Gender Split (Solo Traveler World, 2019)
Women who travel alone to destinations and not part of a group or tour is defined as solo
female travelers (McNamara & Prideaux, 2010). Travelling was the sole right of men and

only a minority of women who were in the high social position could travel during the
eighteenth and nineteenth centuries (Wilson & Harris, 2006). By the end of nineteenth
century, the female participation in travel changed due to the social and political changes
which led to increases in female participation in travel (Wilson & Harris, 2006).
Research Gap
There is substantial research on solo female travelers done in western countries. However,
there is limited research done in Asia and particularly in Singapore. The literatures have done
studies on solo female travelers trends globally and the reasons that affect their decision to
travel alone. The research gap however, is that there is no evidence that these literatures,
theories and models have been applied on female travelers in Singapore. Therefore, this
research will provide information on the current motivation, expectation and perceived risks
of solo female travelers in Singapore and their decision making.
Research Significance
As mentioned above, solo travelling is a growing trend and 85.7% is being occupied by the
women. The increasing numbers of solo female travelers has led the businesses in the travel
industry to understand the needs and wants of those solo female travelers. As a result, this has
challenged businesses’ operation. Hence, if businesses in the travel industry do not study the
current trend and the factors affecting the solo female travelers’ decision to travel, they might
experience the downward in their financial situation.
Research Question & Objectives
This research will benefit businesses in the Singapore travel industry to further understand
Singapore solo female travelers’ decision making patterns and systematically interpret them

through the perspectives of their travel motivation, expectation and perceived risks. The
research question underlines on what are the motivation, expectation and perceived risks
factors that influence their travel decision.
1. To determine the motivation factors of solo female travelers in Singapore
2. To determine what are the expectations that solo female travelers in Singapore
3. To determine the perceived risks of solo female travelers in Singapore
Overview of Chapters
This dissertation is structured according to the following five chapters to allow ofr a coherent
and organized research.
Chapter 1: Introduction
This chapter provides background information of the research topic and highlights the
problem statement. It also outlines the research question and objectives of the dissertation.
Chapter 2: Literature Review
This chapter provides a comprehensive review and an in-depth analysis of existing literatures
pertaining to solo female travelers’ motivation, expectation and perceived risks in Singapore.
It also discusses the theories and models that could be applied to this research.
Chapter 3: Methodology
This chapter illustrates and justifies the research method used to achieve the research
objective. Limitations on the research methodology and ethical issues are also identified in
this chapter.
Chapter 4: Findings and Analysis
This chapter will present the findings from the primary research conducted. The data and
results is then analyzed to allow for a better understanding of the literature in relation to the
research topic.

Chapter 5: Conclusion
This chapter presents the conclusions that were drawn from the analysis of the research. It
also identifies key limitations and discusses recommendations for further research.
Chapter 2 Literature review
A literature review is a critical analysis of published texts, or literature, on a topic (Coleman,
2018). This chapter provides comprehensive review and an in-depth analysis of existing
literatures that covers the research objectives on identifying the motivation, expectation and
perceived risks that influenced travelers for their travel decision. It also discusses the theories
and models that could be applied to this research.
2.1 Definition of key concepts
Women who travel alone to destinations and not part of a group or tour is defined as solo
female travelers (McNamara & Prideaux, 2010).
Key words - “Independent” “women” “travelling alone”
Trends – copy from above
Motivation of solo female travelers
Travel motivations can be classified by push and pull factors. Push factors are defined as
internal motives that cause tourists to seek activities while pull factors are destination
generated forces (Gnoth, 1997). According to Wilson and Harris (2006), the motivations for
solo female travelers in Australia are searching for meaning: search for self and identity, self-
empowerment and connectedness with others. Wilson & Little (2008) and Seow & Brown
(2018) also mentioned that escape, self-identity, empowerment, self-esteem and to be out of
their comfort zone are the motivators of the solo female Asian travelers. Rest and relaxation,
meeting new people, visiting friends and relatives and experiencing nature are the motivators
of solo women travelers (McNamara & Prideaux, 2010; Wang & Walker, 2010; Jamal,
Shankar & Sahrish, 2017; Bianchi, 2016). Based on these studies, the motivators of solo

female travelers are searching for identity, self-empowerment, self-esteem, rest and
relaxation, meeting new people, visiting friends and relatives, experiencing nature and to be
out of their comfort zone.
Expectation of solo female travelers
Women nowadays are bold, confident and independent on others, therefore, women travel
alone to seek fulfilment of adventure, education, self-esteem, confidence and social
opportunities (Ying, Awang & Bojei, 2017). Women travel solo with the expectation of
getting control of their own time and to feel freedom which can divide into physical
experience (adventure, experiencing nature), rest and relaxation (spa, shopping, sightseeing),
social and cultural experience (meeting new people and surroundings), and personal
experience (self-esteem, empowerment, achievement from independent travelling)
(McNamara & Prideaux, 2010).
Perceived risks of solo female travelers
Travel risks affect the travelers’ intention to travel and risks include incidences of political
instability, crime, terrorism, natural disaster, safety and security reasons (Jamal, Shankar &
Sahrish,2017). Perceived risk is defined as a consumer perception about uncertainty and the
adverse consequences of a product or service (Jamal, Shankar & Sahrish, 2017). These can be
organized into; Physical risk (food safety, epidemic, political instability, personal safety
affecting mainly on sexual attacks and harassment), financial risk and socio-psychological
risk (fear of losing reputation, social disapproval and discrimination). Likewise, Yang,
Lattimore and Arcodia (2018) discussed about the gendered and racialized risks mentioned
by the participants. They discussed about the women vulnerability and the gazes given by the
host. McNamara & Prideaux (2010) mentioned that 77% of women felt unsafe and 14% has
been harassed when travelling alone. Green & Singleton (2006) on the perceived risks of solo
South Asian women are physical safety, sexual and racial violence and harassment and

damage to the personal reputation. Although there is a high risk in women travelling alone,
there is a rising determination among women not to be controlled by men or their perceived
fears (Garr, 2001). Gendered and racialized risks, financial risks, socio-psychological risks
and physical risks are the perceived risks that solo female travelers mentioned in the literature
review.
Conclusion
Despite the issues in the travel and tourism sector, the growth of the sector is maintained by
the increased number of solo female travelers. The motivations and expectations differ in
everyone but they have the positive impact on their intention to travel. However, the
perceived risks of travelling alone shows negative impact on their intention to travel.
Conceptual framework
A conceptual framework is a structure that organizes the currents of thought that provide
focus and direction to an inquiry (Rallis & Rossman, 2012). Conceptual framework in this
study will work on how the motivations, expectations and perceived risks of solo female
travelers in Singapore affect their intention to travel. The motivation and expectation factors
create positive impact on their intention to travel. Meanwhile, the perceived risks of solo
female travelers in Singapore create negative impact on their intention to travel. The
following Figure shows the details of the motivation, expectation and perceived risk factors
affecting their intention to travel.
Motivations of solo female travellers
- Search for identity
- Self-empowerment
- Self-esteem
- Rest and relaxation
- Meeting new people
- Visiting friends and relatives
- Experiencing nature
- Being out of the comfort zone
Intention to travel solo
Positive impact

Figure Conceptual Framework of intention to travel solo by solo female travelers based on
the motivation, expectation and perceived risk factors
Chapter 3 Methodology
This chapter illustrates and justifies the research method used to achieve the research
objective. Limitations on the research methodology and ethical issues are also identified in
this chapter.
The aim of this research to further understand Singapore solo female travelers’ decision
making patterns and systematically interpret them through the perspectives of their travel
motivation, expectation and perceived risks.
Research process
Saunder & Thornhill (2012) defined research as a process by which individuals attempt to
learn things in a systemic way in order to increase their knowledge. Zefeiti & Mohamad
(2015) described research philosophy as the development of knowledge in a field which will
then influence the research strategy in developing a research method. Research philosophy is
the first layer of the Saunders et al.’s research onion (Fig) and positivism, realism,
interpretivism and pragmatism are the research philosophies according to the research onion
by Saunders et al. (2009). Positivism is whereby the project relies on randomization and the
power of large-scale predictive statistical analysis and interpretivist is used to get to know the

experiences of people (Rallis & Rossman, 2012). This paper will use the statistical data of the
Singapore solo female travelers’ motivation, expectation and perceived risks. Therefore, the
study will use the positivism research philosophy.
Research Approach
The second layer of the Saunders et al.’s research onion is research approach and is divided
into inductive approach and deductive approach (fig). The deductive approach uses the
literature to identify theories and ideas that the researcher will test using data and inductive
approach collects data and develops a theory based on the data analysis results (Zefeiti &
Mohamad, 2015). This paper identifies the motivation, expectation and the perceived risk
factors from the literature review and will test by using those data. Therefore, the study will
utilize the deductive research approach.
Research strategy
The third layer of Saunders et al.’s research onion is research strategy (fig). The third layer of
the onion includes experiment, survey, case study, action research, grounded theory,
ethnography and archival research (fig) The study will use the survey strategy due to the
association with the deductive approach.
Research data collection method
The data collection method can be divided into quantitative, qualitative and mixed methods
(ze..). The quantitative method is used to investigate the relationship between variables.
However, qualitative research is used to collect and test textual data such as interviews,
observation and conversational analysis. A mixed method is a combination of both
quantitative and qualitative. The study will use the quantitative research method by using a
range of variables such as age and ethnic backgrounds. Due to a range of variables used, the
study adopts a cross-sectional time horizon.
Sampling and data access

Sampling is the selection of a subset of cases of the total number of units to be able to draw
general conclusions about the entire body of units (ze…). They are categorized into
probability sampling and non-probability sampling. Probability sampling involves random
selection and mostly associated with surveys. However, non-probability sampling is a
technique where the samples are gathered in a process that does not give all the individuals in
the population equal chances of being selected. Snowball sampling is a non-probability
sampling technique where existing study subjects recruit future subjects from among their
acquaintances. This study will use the random sampling and snowball sampling where the
survey is distributed among the acquaintances and the participants are randomly selected. The
sample size of the study is 100 respondents who are female currently residing in Singapore.
The survey form is distributed via google survey form.
Structure of survey form
Firstly, the survey form presents regarding the information of the study and obtaining the
participants’ consent to take part in the study. Secondly, it obtains the demographic and
tripographic of the Singapore solo female travelers. Thirdly, it obtains their motivation,
expectation and perceived risk factors that affect their intention to travel solo.
[survey form]
ethical consideration
The study obtained the informed consent from all the participants where it provides
information, purpose, right to refuse and withdraw without penalty, anonymity and
confidentiality of the study. Also, the study practiced the ethical writing where the
information is not being presented wrongly.
Research limitation

Random sampling offers the ease of assembling the sample however sampling error can
occur if the sample chosen is not representative of the population (sharma, 2017). Random
sampling offers the ease of assembling the sample however sampling error can occur if the
sample chosen is not representative of the population (sharma, 2017). Snowball sampling is
not able to determine the possible sampling error and generalize and it should not be
representative of the population being studied (sharma, 2017). Therefore, the limitation of the
study is that the sample (100 respondents) should not be representative of the Singapore
female population.
Research data analysis method
The study is conducted using quantitative research method and examined on the motivations,
expectations and perceived risks of travelling solo. Descriptive analysis and explanatory
analysis is then used to show the cross-comparison and correlation between the variables and
their intention to travel solo. Microsoft Excel and Statistical Package for the Social Sciences
(SPSS) is used to analyze the data.
Conclusion
The study uses quantitative positivism approach with the random and snowball sampling.
Due to the limitation of the research methodology, it is recommended that the future research
should be done by using longitudinal time zone with the proper sample which will represent
the population of the females in Singapore.
Chapter 4 Findings and discussions
In this section, the data obtained is screened for missing observations, unengaged
respondents, and then graphical exploration is performed on the cleaned dataset. The steps of
data screening are performed in Microsoft Excel version 2016 while the coding and final
graphical presentations are done in IBM SPSS version 25.
Demographic