An Analysis of Volunteer Tourism Using the Repertory Grid Technique

Sammanfattning: Volunteer tourism has recently been regarded as an emergent form of alternative tourism. It has been perceived as ‘serious leisure’, ‘active vacation’, ‘justice tourism’, or even a path toward an ideal ‘sustainable tourism’. Originally, volunteer tourism was believed to attract travelers with a sense of altruism who would like to make a difference during their holidays. But, nowadays, people with more egoistic motives are also lured by the unique experiences offered by volunteer tourism. Currently, the sector is moving toward higher commercialization with more profit-oriented companies offering volunteer tourism packages, making the study of volunteer tourists’ perceptions even more important. This research explores the people engaging in volunteer tourism by using the personal construct theory and the repertory grid technique. The study investigates how volunteer tourism is construed by volunteer travelers and members of volunteer organizations, and the implications for their expectations and satisfaction. Findings of the study are based upon empirical results from construct elicitation interviews and rating of repertory grids. Recommendations and practical implications are also provided.