Internet promotional material and conservation volunteer tourist motivations: A case study of selecting organizations and projects

Although much research has discussed why tourists volunteer abroad, little work has explored the role of promotional material (e.g., internet websites) in volunteer decisions. We examined if promotional material played a motivating role in volunteer tourists' decision to select specific organizations or conservation projects, and if so, what in the material influenced their choices. We also identified types of promotional material used and how volunteers accessed this information. To collect data, we engaged in participant observation and conducted interviews at a conservation volunteer project in Ecuador with 36 volunteer tourists, 2 managers, and 3 volunteer coordinators. Findings revealed that volunteers almost exclusively used the internet to search for volunteer tourism opportunities. Volunteer decisions to select the organization or project were influenced by both website appearance (e.g., organized, professional) and specific content (e.g., photographs, volunteer comments, project descriptions, buzzwords). We discuss implications for managers and organizations, tourism theory, and future research.

► We examined if and how promotional material motivated volunteer tourists.
► We identified types of promotional material used and how volunteers accessed these.
► Volunteers primarily used internet websites and social media to access information.
► Website appearance and specific content influenced volunteers when making decisions.