Impact of Corporate Volunteers’ Participation in Volunteer Tourism

Sustainable development has become the focus and goal of governments around the world. In the past, economic development was the primary goal, which has caused serious environmental and social problems and has threatened the safety of mankind and its descendants. The "United Nations Sustainable Development Goals" is a project that companies have been paying much attention to with the environment with social, and governance (ESG) and corporate social responsibility (CSR) new trends. The development of corporate volunteers has become a key factor in the success of corporate social responsibility. Therefore, business operators must understand accurately how to strengthen the positive connection between corporate volunteers and brand attachment. The purpose of this study was to explore the relationship model between corporate volunteers in Taiwan participating in volunteer tourism, experience value, and brand attachment. We used a purposeful non-probability sampling procedure at a 95% confidence interval and a sampling error of 0.5% (n = 388). Data collection tools included structured questionnaires distributed both online and on paper, targeting individuals who had participated as corporate volunteers and completed domestic volunteer travel. The results indicated that both older and younger corporate volunteers in Taiwan were involved and had profound travel experience in volunteer tourism. Older corporate volunteers exhibited a stronger brand attachment. The current workplace in Taiwan is dominated by middle-aged employees, providing volunteer tourism activities with their expertise. Volunteers tend to engage in a meaningful experience deeply while ensuring that young volunteers value motivation and benefits. Additionally, corporate volunteers found happiness, relaxation, and satisfaction in volunteer tourism activities. The most memorable experiences that influence corporate participation in volunteer tourism are related to local culture and novelty factors.