The perceived safety of Europe as a travel destination in travel decision-making process: from the perspective of solo female travelers

Abstract

European countries are one of the most visited travel destinations, enticing travelers from each corner of the globe. Nevertheless, Europe, much like other continents, is facing its own challenges adapting to the continuously changing global environment. In the recent years, the solo female travel trend has seen a notable growth, and while destination preferences vary, feeling safe remains one of the top motives of female travelers.

The objective of this research-based thesis was to examine the perceived safety of European countries from the perspective of solo female travellers. It aimed to further examine the factors influencing these safety perceptions and their impact in the travel decision-making process. Hence, the main research question of this thesis was “What is the impact of perceived safety of European countries on travel decision from the perspective of solo female travelers?” The research question was approached by answering to the following sub-questions: 1) Which factors affect the perceived safety of solo female travelers, 2) Which sources do female travelers rely on when assessing the safety of a destination, and 3) What is the perception of safety of European countries as travel destinations?

The theoretical framework of this thesis was based on defining safety in the context of travel, while taking a deeper look into the concepts of perceived safety and travel decision-making. In addition, the literature dived into the phenomenon of solo female travel. It also covered Europe as a travel destination considering its many aspects. Moreover, general safety issues impacting travel choices were discussed.

The chosen research method was a quantitative questionnaire directed at female travelers internationally. It aimed to understand female’s safety perceptions, and therefore, previous solo travel experience was not a requirement to participate in the study. The questionnaire consisted of 14 questions, and the responses were collected in November 2023. The research was conducted via a web-based survey.

The outcome of this thesis attempts to suggest that the impact of perceived safety of European countries on solo females’ travel decisions is high. Based on the questionnaire results, there are differences in how different parts of Europe are perceived in terms of safety. Solo women travellers avoid destinations they perceive as unsafe. Moreover, the results indicate that women almost exclusively take safety precautions when travelling solo, despite the destination country.

Finally, it is to be highlighted that female solo travel is an important customer segment in the travel industry, with 74% of the women solely from this research agreeing to having travelled alone. More in-depth analysis of the results is presented in the chapter 8.