TikTok influences on female solo travellers

Salehi, Norsuhailah Syazana and Ahmad, Siti Yuliandi and Hama, Susan (2026) TikTok influences on female solo travellers. Journal of Contemporary Tourism and Hospitality (JoCTH), 2 (2). pp. 10-31. E-ISSN 3122-6744

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Abstract

This study investigates how TikTok influences female solotravellers by examining the platform’s content characteristics, engagementfeatures, and motivational messages that shape women travellers'perceptions and behavioural intentions. A qualitative content analysis wasconducted using 70 TikTok short videos related to female solo travel. Datawere collected from captions, hashtags, comments, likes, shares, andfavourites, and analysed thematically through the Stimulus OrganismResponse Theory to explain how digital stimuli trigger psychologicalreactions and behavioural responses. The results indicate that TikToksignificantly encourages female solo travel through empoweringnarratives, destination inspiration, and interactive communityengagement. “Empowerment and motivation” was the most dominanttheme, appearing in 48 posts and generating the highest averageengagement of 4,196,794 likes, followed by self-identity and growth (25posts) and destination highlights (13 posts). Caption tone analysis foundempowering captions as the most frequent (22.42%), followed by excited(13.94%) and inspirational (11.52%). Hashtag analysis showed#solotravel as the leading tag (45%), while comment themes weredominated by empowerment (17.25%), desire to start (14.98%), andinspiration (11.75%), reflecting behavioural readiness among viewers.Tourism marketers and destination managers can leverage authenticfemale travel stories, empowering captions, and strategic hashtags toattract women travellers. This study contributes to emerging tourismliterature by analysing real TikTok content rather than self-reportedsurveys, offering fresh insight into how short-form social media shapescontemporary female travel behaviour.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Behavioural Intention;Female Solo Travellers;Social Media Influence;TikTok Tourism; TravelMotivation; UserGenerated Content
Subjects:	G Geography. Anthropology. Recreation > G Geography (General) > G156.5.S87 Sustainable tourism
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Sustainable Tourism and Contemporary Languages
Depositing User:	Dr. Siti Yuliandi Ahmad
Date Deposited:	14 Oct 2026 09:36
Last Update:	14 Oct 2026 09:36
Queue Number:	2026-10-Q5593
URI:	http://irep.iium.edu.my/id/eprint/131918
Indexed In:	Google Scholar

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