Escape to empowerment: Mapping destination choice drivers of solo female travelers for ecotourism sites

The study aims to investigate the psychological and contextual drivers influencing the behavior of solo female travelers (SFTs) to ecotourism destinations, exploring how their attitudes toward sustainability influence their travel decisions. Destination choice of women is being mapped with the intrinsic motivational factors like- escape from routine (EFR), self-exploration and empowerment; along with destination attributes like safety, sustainability, cultural authenticity and digital visibility. The significance of the study lies in the increase of this segment for all travel brands across the world and their need to uncover and identify the factors that impact the destination choice of this powerful empowered segment of SFTs. Research looks at the objective of identifying the factors that impact the destination choice of SFTs towards eco-tourism destinations. A mixed method research would be used having a combination of surveys and interviews. The paper aims to build the present body of knowledge by adding a less conventional theory but having a lot of relevance for SFTs-travel career progression theory, supported by push pull tourism motivation theory and theory of planned behavior (TPB).