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.

中文翻译：

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基于个人价值的独行旅行者类型学：将聚类分析融入手段端链


近年来，独自旅游的人数稳步增加，越来越受到旅游市场的关注。然而，旅游界和学术界对这个群体的了解还很有限。本文旨在深入研究独行旅行者的决策过程，并建立基于个人价值观的独行旅行者类型学。本研究将聚类分析与手段-目的链分析相结合，将单身旅行者分为四种类型：寻求快乐的单身旅行者、社交型单身旅行者、探索型单身旅行者和逃避型单身旅行者。每种类型的独行旅行者在其独行旅行经历中强调不同的属性、后果和价值观，他们对独行旅行现象也持有不同的看法和态度。通过综合不同类型独行旅行者的意见，本研究揭示了独行旅行的关键特征，即“独自出发”和“享受自己的陪伴”。这些发现可能为独行旅游行业的市场细分和营销策略提供见解。