The trend of sustainability, fairness and quest for meaning can also be seen in tourism. People are looking for social engagement and a deeper meaning for their holidays. The tourism industry has long since reacted to this desire. As a niche market, voluntourism constitutes an alternative to mass tourism and has recorded a high quantitative and qualitative dynamism since the beginning of the 21st century. An increasing number of tourism providers see a viable economic potential in voluntourism. As a hybrid form of international voluntary service and tourism, it is designed as a bookable touristic offer and marketed within a competitive sector – although it is intended to serve a charitable purpose. The programmes, which were originally small-scale, are marketed commercially by professional tourism operators. Thus, being adapted to market principles and controversial basic elements, such as the adventure of the holidays on the one hand and the meaningful work on the other. Consequently, this trend reflects touristification and commercialisation.
This thesis will explore voluntourism from a different angle by studying the various providers in the German market and their business concepts regarding their product ranges, marketing, and realisation.
Table of Contents
1. Introduction
1.1. Overview of the Thematic Area
1.2. Problem Statement and Purpose
2. Theoretical Framework
2.1. Terminology
2.2. Development of Voluntourism
2.3. Concept of Sustainability in Tourism
2.4. Placement of Voluntourism within the Tourism Industry
2.5. Strategic Considerations of Targeting a Niche Market
3. Voluntourism Demand on the German Market
3.1. Drivers of the Booming Industry
3.2. Sociodemographic Characteristics of Voluntourists
3.3. Motivations and Expectations of Voluntourists
4. Voluntourism Supply on the German Market
4.1. Methodology
4.2. Status Quo of Providers
4.3. Identifying the Business Concepts
4.4. Analysis of the Product Range
4.4.1. Design
4.4.2. Marketing
4.4.3. Realisation
4.5. Deriving the Organisational Objectives
4.6. Evaluation and Discussion
5. Impacts of the Project Realisation in the Target Regions
5.1. Economic Impacts
5.2. Social Impacts
6. Final Assessment
6.1. Practical Recommendations for Organisations
6.1.1. Economical Considerations
6.1.2. Ethical Considerations
6.2. Critical Remark and Future Outlook
7. Concluding Remarks
Research Objectives and Key Topics
This thesis examines the voluntourism market in Germany to understand how provider organisations structure their business models, ranging from design and marketing to project realisation and organisational goals, while assessing the resulting economic and social impacts on target regions.
- Analysis of provider structures and business concepts in the German voluntourism market.
- Examination of product range design, including activity fields and project realisation processes.
- Investigation of organisational objectives, specifically regarding profit orientation and charitable social engagement.
- Evaluation of economic and social impacts of voluntourism projects on communities in the global south.
- Assessment of marketing strategies and criteria for participant selection and preparation.
Excerpt from the Book
1.1. Overview of the Thematic Area
The trend of sustainability, fairness and quest for meaning can also be seen in tourism. People are looking for social engagement and a deeper meaning for their holidays. The tourism industry has long since reacted to this desire. As a niche market, voluntourism constitutes an alternative to mass tourism and has recorded a high quantitative and qualitative dynamism since the beginning of the 21st century. An increasing number of tourism providers see a viable economic potential in voluntourism. As a hybrid form of international voluntary service and tourism, it is designed as a bookable touristic offer and marketed within a competitive sector – although it is intended to serve a charitable purpose. The programmes, which were originally small-scale, are marketed commercially by professional tourism operators. Thus, being adapted to market principles and controversial basic elements, such as the adventure of the holidays on the one hand and the meaningful work on the other. Consequently, this trend reflects touristification and commercialisation.
A great diversity characterises providers in Germany. These may be legally considered tour operators or travel agents, act as sending or hosting organisations, participate through a partnership network with others or function independently, set out their objectives in a for-profit or not-for-profit manner, and may focus on one location or operate in several. These different market structures, strategic orientations and alignments may coincide within one organisation or between affiliated organisations, making classification and market capture highly complex.
Summary of Chapters
1. Introduction: Presents the thematic area of voluntourism, its emergence as a niche market and defines the research questions and objectives of the study.
2. Theoretical Framework: Establishes definitions, outlines the development of the sector, and discusses the concepts of sustainability and niche market strategies.
3. Voluntourism Demand on the German Market: Analyzes industry drivers, sociodemographic characteristics of participants, and the motives and expectations of voluntourists.
4. Voluntourism Supply on the German Market: Provides a comprehensive qualitative analysis of German providers, their business models, product ranges, and organisational objectives.
5. Impacts of the Project Realisation in the Target Regions: Explores the economic and social consequences of voluntourism project implementation in host communities.
6. Final Assessment: Offers practical recommendations for ethically correct operations and provides a critical outlook on the future of the industry.
7. Concluding Remarks: Summarizes key findings of the research and provides an assessment of the market structures and impacts analyzed.
Keywords
Voluntourism, Sustainable Tourism, Niche Market, Business Model Canvas, German Tourism Market, Social Impacts, Economic Impacts, Provider Analysis, Not-for-Profit, For-Profit, Marketing Strategy, Volunteer Motivation, Project Realisation, Corporate Social Responsibility, International Development.
Frequently Asked Questions
What is the fundamental subject of this thesis?
The thesis explores voluntourism as a business concept and an industry phenomenon, specifically focusing on the German market structure and the strategies of organizations operating within it.
What are the central themes of the research?
Central themes include the commercialization of voluntourism, provider business models, market positioning, participant motivations, and the actual socioeconomic impacts of projects on host regions.
What is the primary objective of this work?
The primary goal is to understand how different providers in the German market design, market, and realize their offers, and to evaluate their specific organisational objectives alongside the resulting impacts on target regions.
Which scientific methods are employed?
The research utilizes a two-stage qualitative analysis, including an extensive literature review and a comparative study of the websites and published financial data of twelve selected voluntourism organisations.
What is covered in the main section?
The main section covers a theoretical framework, detailed demand and supply analysis for the German market, and an evaluation of the economic and social impacts voluntourism projects have on global south communities.
Which keywords characterize the work?
Key terms include Voluntourism, Sustainable Tourism, Business Model Canvas, Niche Market, Social Responsibility, and Provider Analysis.
How do German providers legally distinguish themselves?
Providers in Germany act as either tour operators or travel agents and are organized as either for-profit (PO) limited liability companies or not-for-profit (NPO) organisations, with significant differences in how they disclose their profit appropriation.
Does the research conclude that voluntourism is inherently sustainable?
The conclusion suggests that while voluntourism has potential for sustainable development if operated responsibly, there is a lack of standardized criteria, and commercial profit-striving often conflicts with charitable goals.
- Quote paper
- Marja Elisat (Author), 2021, Voluntourism as a Business Concept. Organisational Objectives, Product Range, Realisation as well as Economic and Social Impacts in the Target Regions, Munich, GRIN Verlag, https://www.grin.com/document/1548394
