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首页> 外文会议>Asia Tourism Forum >Giving Over Taking/Receiving in Volunteer Tourism - The impact of motivation, attitude, and subjective norm on stage of readiness and its implication on social marketing
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Giving Over Taking/Receiving in Volunteer Tourism - The impact of motivation, attitude, and subjective norm on stage of readiness and its implication on social marketing

机译：在志愿者旅游中给予/接受 - 动机，态度和主观规范对准备阶段的影响及其对社会营销的含义

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The main objective of this study is to investigate the impact of motivation, attitude, and subjective norm on stage of readiness to be involved in volunteer tourism and its implication on social marketing. Volunteer tourism is a tourism product that combines volunteerism and tourism activities in a destination and commonly offered by an international volunteer organisation. In this study the author examine the influence of motivation, subjective norm, and attitude towards volunteer tourism concept on stage of readiness to be involved in volunteer tourism Motivation is treated as two different variables - taking/receiving and giving motivations. Taking/receiving represents self-interest whereas giving represents altruism. Separating motivation into taking/receiving and giving has rarely done by prior researchers, particularly in a quantitative approach. To gather data, an online survey was conducted attracting 268 male and 274 female participants across nations. In total there were eight hypotheses to be tested. There is a limited sources applying stage of readiness in the study of volunteer tourism In the tourism literature, stage of readiness relates to a readiness of a person to participate in a tourism product and commonly links to low and high involvement types of activities. Based on the confirmatory factor analysis, all eight hypotheses are accepted. The findings carry out innovations: firstly, the participants might be involved in volunteer tourism were more influenced by giving motivation rather than taking/receiving motivation. The implication of these findings can be a reason why social marketing is more suitable to promote a volunteer tourism project instead of using a commercial marketing approach. Secondly, variables, such as attitude, subjective norm, taking/receiving motivation, and giving motivation can predict stage of readiness. Recommendations for practitioners and future research are discussed.
机译：本研究的主要目标是调查动机，态度和主观规范的影响，以便参与志愿旅游的阶段及其对社会营销的含义。志愿旅游是一个旅游产品，将志愿者和旅游活动结合在目的地，通常由国际志愿者组织提供。在本研究中，作者审查了动机的影响，主观规范和对志愿旅游概念的愿望，愿意参与志愿者旅游动机的阶段被视为两种不同的变量 - 采取/接收和提供动机。服用/接受代表自身利息，而授予代表利他主义。将动机分开到服用/接收和赋予的人很少由先前的研究人员完成，特别是以定量方法。要收集数据，在线进行了在线调查，吸引了268名男性和274名女性参与者。总共有八个假设进行测试。在旅游文学中的志愿旅游研究中，在志愿者旅游研究中有一个有限的来源，准备阶段涉及一个人参加旅游产品的愿意，并与低和高参与的活动有关。基于确认因素分析，所有八个假设都被接受。调查结果开展了创新：首先，参与者可能参与志愿者旅游，通过给予动机而不是接受/接受动机更受影响。这些发现的含义可能是社会营销更适合促进志愿旅游项目而不是使用商业营销方法的原因。其次，诸如姿态，主观规范，服用/接受动机等变量可以预测准备的阶段。讨论了从业者和未来研究的建议。

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