Solo traveler motivation: Identifying consumer archetypes using functional attitude theory

As solo leisure travel increases among U.S. residents, marketers can benefit from a more comprehensive understanding of this consumer segment. Applying Functional Attitude Theory, we conducted a mixed-methods factor analysis ( N = 30) to categorize the diverse motivations of solo travelers. We used the Q-method to identify three motivational archetypes, each a unique combination of attitude functions that generally rejected social-adjustive motivations. The findings offer insights about the psychological drivers of solo travel that can help industry professionals develop strategic marketing messages that resonate with target audiences. Theoretical and managerial implications are then discussed.