Abstract:This study provides a market segmentation analysis of the prospective solo travel market based on perceived travel constraints. The data were collected from 1,017 Australian consumers. Using the Fuzzy C-Mean method, the study identified three segments: highly constrained, soloist, and socializer. The segments were distinctive in terms of perceived constraints and solo travel attitudes and intentions. The differences among the segments were investigated further using the concept of self-construal, measured by t… Show more
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