An Exploratory Study of Korean Volunteer Tourism: Motivation, National Image, Perceived Behavioral Control and Intended Future Participation

Volunteer tourism as one type of alternative tourism, has gained attention fromboth academia and the travelindustry worldwide, and its growth seems to continue along with other types of alternative tourism. Volunteertourism differs from conventional tourism in that it enhances both personal and interpersonal contacts. Thisexploratory study is purported to explore Korean volunteer tourists’ motivation, national image, perceived behavioralcontrol and intended future participation. In order to achieve the purpose of research, this study mainly conductedinterviews and used self-administered survey as a supplemental method. The findings of the interview suggest thatstudy participants showed their interests in both personal and interpersonal motives such as exploring new anddifferent experiences and helping people in need. Quality aspects of national image of own nation (Korea) wasperceived to be somewhat low. Language barriers were considered to be the biggest factor that hampers people fromfuture participation. Lastly, study participants showed their positive future intended participation with familymembers and people around them. Based upon the results, business implications regarding motivation, nationalimage, perceived behavioral control and future intentions are discussed.