Abstract:
In response to the rise in tourism in Asia, the female travel market has shown an increase in lei Historically, global
travel is meant to be the prerogative of men but women and travel phenomena hav emerge slowly together. Within
South East Asia, Malaysia is one of the countries that is expected to ha growth in tourism. The intention here is
to investigate the perception of Malaysian women towards solo This study addresses the Western and Asian gaps
in the tourism field and provides an alternative under women from an Asian perspective. This study employed a
qualitative approach. It started with a rev literature on Asian female travellers, specifically Malaysian women in
order to comprehend the social a attributes towards Malaysian women on solo travelling pattern. Data were
collected from Malaysian w between 19 to 33 years. An In- depth interview was conducted to collect data to find
out their perce findings indicate that social and cultural identities are not the contributing factors that discouraged
women to travel. Yet, Malaysian women have shown their reluctance towards solo travelling. Tourism and
tourism marketers are able to comprehend Asian perspectives, particularly Malaysian women who form marketing
strategies for different socio-demographics.
