Seeking for well-being: Solo Traveler’s Preference on Tourism Program
(A2025-126472)

AUTHORS

Chunqun LIU, THE CHINESE UNIVERSITY OF HONG KONG

ABSTRACT

Solo travel is one of the fastest-growing sectors in tourism. However, this lucrative market has not received enough attention from practitioners and scholars. This work investigated whether travelers using different modes (solo vs. group) prefer wellness tourism programs differently and the underlying mechanisms. Study 1 used secondary data on wellness-related online reviews, revealing that solo (vs. group) travelers mentioned wellness more often and wrote longer reviews that received more likes. Study 2 showed that the need for eudaimonic well-being mediated this relationship, while Study 3 explored how time landmark moderated this mediation effect. Our work helps tourism practitioners better understand the solo travel market and develop effective strategies.