Volunteerism and value in hospitality organizations

This project seeks to uncover the connection between volunteers and the value that they create (in tourism).

Before embarking on the project, a literature review was conducted. It disclosed that the amount of prevailing literature on the specific research topic is very scarce. Overall, we found that the bulk of research within the field of value and volunteerism concerned the economic value that volunteers contributed with.

Our focus however, is to examine the overall value that volunteers bring to 1) The local DMO’s and tourism operators, 2) The tourist that visit the destination and 3) To the volunteers themselves. In a close collaboration with one of the leading DMO’s in Denmark, Visit Aarhus, we will be interviewing the volunteers at the Rethinker program at Visit Aarhus. This will include both qualitative interviews and quantitative surveys in a mixed methods approach.

Additionally, we will focus on the value created by members from Generation Z. This will also be conducted using both qualitative interviews and quantitative surveys in a mixed methods approach

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