Remember it clearly: how solo travel influences tourists’ donation behavior toward the destination

While existing research on solo travel often focuses on how solo travel affects tourists' consumption-related (e.g. satisfaction, expenditure) or self-related consequences (e.g. self-growth), less is known about how solo travel exerts social and environmental consequences in destination-related domains. Through three experimental studies in incentive-compatible measures, this research proposes that at the longer post-trip stage, solo travelers, are more likely to engage in donation behavior toward the destination than those with companions. The present work demonstrates that this happens because solo travel creates enhanced destination memory associations, leading to more destination-related memories incorporated into their own self-concept, that is, enhanced psychological connectedness toward the destination. This stronger feeling of connectedness ultimately increases donation behavior. Moreover, this research identifies a boundary condition: when the companionship is highly meaningful, both tourists engaged in solo travel and travel with companions are equally likely to exhibit donation behavior. Theoretical and practical implications are discussed.