Towards an integrated image-based typology of volunteer tourism organisations

Coghlan, Alexandra (2007) Towards an integrated image-based typology of volunteer tourism organisations. Journal of Sustainable Tourism, 15 (3). pp. 267-287.

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This paper focuses on volunteer tourism organisations that offer conservation expeditions, where volunteer tourists can assist in scientific research or ecological restoration. It seeks to identify organisational images and suggest how these images affect the expectations of volunteer tourists. Using the promotional material of volunteer tourism organisations, the contents of organisations' mission statements, promotional photographs and volunteer testimonies were analysed. Potential volunteer tourists were also asked to perform a multiple sorting procedure on the organisations' brochures to assess their images of volunteer tourism organisations. From the results, four groups of volunteer tourism organisations were identified and labelled 'conservation research expeditions', 'holiday conservation expeditions';, 'adventure conservation expeditions' and 'community holiday expeditions'. It is proposed that organisations need to be aware of their perceived images in order to match their volunteers' expectations and needs, manage tourists' expectations and ensure the success of their volunteer tourism expeditions.

Item ID: 2418
Item Type: Article (Research - C1)
ISSN: 1747-7646
Keywords: conservation; organisational images; typology; volunteer tourism
Date Deposited: 21 Jul 2009 01:36
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing @ 100%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970116 Expanding Knowledge through Studies of Human Society @ 100%
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