A study to investigate the marketing of 'volunteer tourism' and whether this encourages students to undertake the volunteer tourism experience.
Cardiff Metropolitan University
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The purpose of this study is to investigate the marketing of "Volunteer Tourism" and whether this encourages students to undertake the volunteer experience. In order for the research question to be answered and an insight into the marketing of volunteer organisations obtained, the researcher decided to obtain this research through both qualitative and quantitative research methods. Qualitative research was conducted through the form of interviews with volunteer organisations. In addition 50 questionnaires were conducted with students at UWIC Campus, to discover their views on volunteer tourism. The content of this dissertation includes an introduction into the topic and the researcher's reason for choosing to investigate. A literature review comprising of the relevant existing literature written by academics on the subject. An overview of the methodology procedures, informing readers of how the primary research was conducted and a presentation of the data discovered. Finally a conclusion incorporating the key findings of the investigation is included as well as recommendations for future research. By completing the study, the researcher discovered that online marketing was the most powerful tool for attracting potential volunteers. As well as this, word of mouth being a key marketing strategy. The researcher also found that individuals on gap years are an essential target market for volunteer businesses. To add to this the questionnaires illustrated that the volunteer tourists' main motivation is not to help people but to see the world. This proves that volunteer tourists do not have to have an altruistic motive to participate and may be participating for reasons that will benefit the individual.
BA (Hons) Tourism Management with Events
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