To complain or not to complain: Navigating intrusive service experiences of solo female travelers

Abstract

Recent solo travel statistics show a continual increase in solo female traveller (SFT) numbers, creating new market opportunities for destination management organisations (DMOs). While SFTs are a lucrative market segment, their experience and by implication, their spending, at service encounters remains largely overlooked. Hence, drawing on the narratives of 34 SFTs, this article seeks to understand SFTs’ intrusive experiences at service encounters and their responsive strategies. The findings suggest that women perceived unwanted self-disclosure, physical space intrusions, and disrespectful behaviours as intrusive service encounters. While some women were able to respond by complaining directly to service management, the majority of SFTs felt they had to suppress their complaints due to several reasons. These reasons included distrust, perceived risk, lack of female workers, uncertainty of the legitimacy of the complaint, and perceived hassle. The findings of the study are discussed in the light of the consumer territorial behaviours perspective and provide useful theoretical and practical implications for service providers in developing solo-female-friendly servicescapes in targeting SFTs.