Giving Over Taking/Receiving in Volunteer Tourism The impact of motivation, attitude, and subjective norm on stage of readiness and its implication on social marketing

DOI

10.2991/atf-16.2016.43How to use a DOI?

Keywords

volunteer tourism; taking/receiving and giving (TRG) motivations; attitude; subjective norm; stage of readinesscomponent

Abstract

The main objective of this study is to investigate the impact of motivation, attitude, and subjective norm on stage of readiness to be involved in volunteer tourism and its implication on social marketing. Volunteer tourism is a tourism product that combines volunteerism and tourism activities in a destination and commonly offered by an international volunteer organisation. In this study the author examine the influence of motivation, subjective norm, and attitude towards volunteer tourism concept on stage of readiness to be involved in volunteer tourism. Motivation is treated as two different variables - taking/receiving and giving motivations. Taking/receiving represents self-interest whereas giving represents altruism. Separating motivation into taking/receiving and giving has rarely done by prior researchers, particularly in a quantitative approach. To gather data, an online survey was conducted attracting 268 male and 274 female participants across nations. In total there were eight hypotheses to be tested. There is a limited sources applying stage of readiness in the study of volunteer tourism. In the tourism literature, stage of readiness relates to a readiness of a person to participate in a tourism product and commonly links to low and high involvement types of activities. Based on the confirmatory factor analysis, all eight hypotheses are accepted. The findings carry out innovations: firstly, the participants might be involved in volunteer tourism were more influenced by giving motivation rather than taking/receiving motivation. The implication of these findings can be a reason why social marketing is more suitable to promote a volunteer tourism project instead of using a commercial marketing approach. Secondly, variables, such as attitude, subjective norm, taking/receiving motivation, and giving motivation can predict stage of readiness. Recommendations for practitioners and future research are discussed.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Usep Suhud
AU  - Greg Wilson
PY  - 2016/05
DA  - 2016/05
TI  - Giving Over Taking/Receiving in Volunteer Tourism The impact of motivation, attitude, and subjective norm on stage of readiness and its implication on social marketing
BT  - Proceedings of the Asia Tourism Forum 2016 - the 12th Biennial Conference of Hospitality and Tourism Industry in Asia
PB  - Atlantis Press
SP  - 293
EP  - 299
SN  - 2352-5428
UR  - https://doi.org/10.2991/atf-16.2016.43
DO  - 10.2991/atf-16.2016.43
ID  - Suhud2016/05
ER  -