Volunteer tourism as an emerging trend or an expansion of ecotourism? A look at potential clients' perceptions of volunteer tourism organisations

Volunteer tourism (VT) has recently been proposed as an alternative to ecotourism to link tourism and nature conservation. It is believed that VT represents an emerging tourism sector for vacationers who want to make a difference during their holidays. This investigation questions this belief using potential tourists' perceptions of volunteer tourism organisations. Through a multiple sorting procedure, respondents interpreted the promotional material of volunteer tourism organisations to describe this form of tourism and differentiate between organisations. The results suggested that respondents distinguish between organisations offering a volunteering experience and a holiday experience. Furthermore, the respondent's level of familiarity with expedition activities was important, as respondents with a high level of familiarity seek different benefits from their experience. The study suggests that volunteer tourism is a diverse sector, with different emphases on holiday and volunteering elements.