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What is Tourism of Cultural Volunteer Work

Chapter 18
Handbook of Research on Management of Cultural Products: E-Relationship Marketing and Accessibility Perspectives
Volunteer tourism is another segment that has recently seen remarkable growth, often fueled by people’s desire to get in touch with different cultures. It is estimated that annually approximately 600,000 new positions for volunteers open worldwide. This segment of cultural tourism is particularly interesting because the average length of stay at the destination is extremely high. Moreover, many volunteer projects are initiatives aimed at the preservation and recovery of the historical and archaeological heritage. Significant opportunities exist, especially for the destinations that are able to match volunteer tourism with the desire of tourists to meet the local inhabitants.
Published in Chapter:
Creative Tourism and Cultural Heritage: A New Perspective
Enrico Bonetti (Second University of Naples, Italy), Michele Simoni (University of Naples “Parthenope”, Italy), and Raffaele Cercola (Second University of Naples, Italy)
Copyright: © 2014 |Pages: 29
DOI: 10.4018/978-1-4666-5007-7.ch018
Abstract
This chapter analyses how cultural heritage destinations should evolve to keep pace with changes in the demand for cultural tourism. The empirical evidence shows that the most important heritage destinations suffer from a misalignment of their value propositions with respect to the new needs of cultural tourists. These types of gaps can be filled only by understanding the features and evolution of these needs and by identifying sustainable strategic paths to enrich the typical offering of these heritage destinations. This chapter proposes a theoretical framework that combines the most relevant trends in cultural tourism from a demand and an offering perspective. The Pompeii case is subsequently analyzed through the lens of the proposed theoretical framework.
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