Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Making an effort for free: volunteers' roles in destination-basedstorytelling
University West, Department of Economics and IT, Division of Business Administration.ORCID iD: 0000-0002-1991-4588
Aalborg University; Danmark.
Handelshögskolan vid Göteborgs Universitet.
2016 (English)In: Current Issues in Tourism, ISSN 1368-3500, E-ISSN 1747-7603, Vol. 19, no 7, 659-679 p.Article in journal (Refereed) Published
Abstract [en]

Many destinations are dependent on volunteers. Storytelling is one of the areas to which volunteers are increasingly contributing; however, the role of volunteers has been offered only sporadic attention. The aim of this study is to provide insights into volunteer involvement by studying volunteers as destination stakeholders with focus on their roles, influence, and contribution. A cross-case analysis of three Nordic cases is undertaken. A theoretical framework is developed based on volunteer tourism, stakeholder theory, and marketing literature on storytelling. A three-phase model of the storytelling process is developed. Findings show substantial variation. Unsurprisingly, early inclusion of volunteers result in substantial influence on the storytelling concept, however, this does not guarantee volunteer involvement later on. Conversely, late inclusion of volunteers does not necessarily hinder engagement among volunteers in the execution of the stories. All cases demonstrate that developing a strong concept that can tie together the efforts of stakeholders across professional and volunteer divides is a major challenge. The results point at the importance of strategic goals coordinating storytelling activities, volunteer inclusion, and 'use' of volunteers' local knowledge and enthusiasm in all phases of the destination-based storytelling process planned along with strategic goals such as 'selling place' or 'building community'.

Place, publisher, year, edition, pages
Clevedon, U.K.: Channel View Books , 2016. Vol. 19, no 7, 659-679 p.
Keyword [en]
volunteers’ roles; volunteers’ influence; stakeholders; destination-based
National Category
Business Administration
Research subject
SOCIAL SCIENCE, Business administration
Identifiers
URN: urn:nbn:se:hv:diva-5339DOI: 10.1080/13683500.2013.784242ISI: 000374654800006Scopus ID: 2-s2.0-84963811791OAI: oai:DiVA.org:hv-5339DiVA: diva2:622609
Available from: 2013-05-22 Created: 2013-05-22 Last updated: 2017-01-03Bibliographically approved

Open Access in DiVA

No full text

Other links

Publisher's full textScopus

Search in DiVA

By author/editor
Olsson, Anna Karin
By organisation
Division of Business Administration
In the same journal
Current Issues in Tourism
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

Altmetric score

Total: 139 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf