The attitudes of solo travelers using Q methodology
| dc.contributor | Bissell, Kimberly | |
| dc.contributor | Brown, Kenon | |
| dc.contributor.advisor | Holiday, Steven | |
| dc.contributor.author | Williamson, Hannah Kay | |
| dc.contributor.other | University of Alabama Tuscaloosa | |
| dc.date.accessioned | 2021-07-07T14:36:57Z | |
| dc.date.available | 2021-07-07T14:36:57Z | |
| dc.date.issued | 2021 | |
| dc.description | Electronic Thesis or Dissertation | en_US |
| dc.description.abstract | As more Americans choose to solo travel for leisure, the need to understand theirattitudes and motivations for wanting to travel alone increases. Based on the Functional Attitude Theory, the motivations of solo travelers can be influenced by the five attitude functions: Utilitarian, ego-defensive, social-expressive, value-expressive, and knowledge. By understanding which attitude function influences solo travel actions, industry professionals in public relations, advertising, and marketing can develop messaging that resonates strongly with that attitude and therefore increases the return on investment within this target market. Given the subjectivity of motivations, the use of Q-Methodology allows for a quantitative and qualitative analysis of the participant’s viewpoint relative to the experience of traveling alone. With Q-Methodology’s focus on the viewpoint of the participant, this study results in quantifying where that viewpoint intersects among the entire sample and establishes a foundational commonality among solo travel motivations. | en_US |
| dc.format.extent | 64 p. | |
| dc.format.medium | electronic | |
| dc.format.mimetype | application/pdf | |
| dc.identifier.other | u0015_0000001_0003803 | |
| dc.identifier.other | Williamson_alatus_0004M_14443 | |
| dc.identifier.uri | http://ir.ua.edu/handle/123456789/7882 | |
| dc.language | English | |
| dc.language.iso | en_US | |
| dc.publisher | University of Alabama Libraries | |
| dc.relation.hasversion | born digital | |
| dc.relation.ispartof | The University of Alabama Electronic Theses and Dissertations | |
| dc.relation.ispartof | The University of Alabama Libraries Digital Collections | |
| dc.rights | All rights reserved by the author unless otherwise indicated. | en_US |
| dc.subject | Communication | |
| dc.title | The attitudes of solo travelers using Q methodology | en_US |
| dc.type | thesis | |
| dc.type | text | |
| etdms.degree.department | University of Alabama. Department of Advertising and Public Relations | |
| etdms.degree.discipline | Advertising Public Relations | |
| etdms.degree.grantor | The University of Alabama | |
| etdms.degree.level | master's | |
| etdms.degree.name | M.A. |
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