Evaluating the impact of travel influencers on the decision making of the Egyptian female solo travelers

Abstract EN

Nowadays, one of the most popular global travel trends is solo traveling.

It is becoming a popular choice among female travelers.

It accounts for a significant portion of the whole travel market and has shown tremendous expansions recently.

Traveler Influencers are increasingly becoming an essential aspect for the decision making of female solo travelers; as these online travel influencers have gathered large numbers of followers including a huge number of female travelers.

Travel influencers started to attract female travelers making them know more about destinations as they share real-time moments which could influence female solo travelers' travel decisions.

For this purpose, the research has been conducted to identify this influence, explore the challenges that they could face while travelling alone, evaluate the impact when Egyptian female solo travelers view content from their travel influencers, identify their perspective of travel decisions based on influencers, and explore the Egyptian female solo travelers' characteristics.

This study adopted a quantitative approach, based on questionnaires completed by 367 Egyptian solo women travelers whom have prior solo travel experience and whom follow travel influencers.

The findings indicated that the travel content provided by travel influencers has a positive significant impact on solo travel female decision making.

In addition, there is no correlation between the constraints that face Egyptian female solo travelers and their decision making based on influencers; moreover, there is a partly significant difference in Egyptian female solo travelers' decision making based on their characteristics, furthermore there is a significant difference in Egyptian female solo traveler's decision making based on influencers, based upon demographic profile (age- marital status- annual income).

Finally, the research concludes with some recommendations for travel agencies, and tourism providers to consider.