Perceived risks and comfort zone among African female solo travellers

Abstract

Despite the rising popularity of solo female travel, research on how perceived travel risks impact upon female tourists’ comfort zones remains limited. This study investigates African solo female travellers’ risk perceptions and utilises a qualitative research method. It is understood that risk perceptions are shaped by cultural norms, societal expectations, and personal experience. This may result in diverse coping strategies. This study contributes to the literature by redefining the concept of comfort zone for solo female travellers and expanding the use of cognitive dissonance theory within the travel context. The findings provide valuable insights for the travel industry, emphasising the need for gender-friendly services, enhanced safety measures, and culturally sensitive practices to create more supportive and inclusive environments.