Marketing of Tourist Destinations through International Volunteering

Strategies for Differentiation and Growth

Authors

DOI:

https://doi.org/10.34624/iciemc.v0i6.39926

Keywords:

International Volunteering, Destination Marketing, Sustainable Tourism, Social Media, Digital Influencers., International Volunteering, Destination Marketing, Sustainable Tourism, Social Media, Digital Influencers

Abstract

International volunteering has emerged as a differentiating factor in the promotion and positioning of tourist destinations. This study aims to analyse how volunteering can be incorporated into destination marketing strategies, exploring its impact on the perception of the destination's image and its attractiveness to different traveller segments. The objective of this research is to understand how volunteering experiences can be utilised to reinforce the identity and authenticity of a destination, leveraging values such as sustainability, social responsibility, and community engagement. Additionally, the study examines the role of social media and influencers in disseminating positive narratives about volunteer tourism, influencing the travel decisions of potential volunteers and tourists. The methodology will include a systematic literature review and case studies of destinations that use volunteering as a marketing strategy. Furthermore, the perceptions of volunteers and destination managers will be explored through qualitative analysis. The expected results aim to demonstrate the relevance of international volunteering in differentiating tourist destinations, as well as provide recommendations for its integration into tourism marketing campaigns. This research will contribute to the understanding of the intersections between tourism, marketing, and social impact, promoting innovative approaches to the growth and development of sustainable tourist destinations.

Author Biographies

  • Ricardo Pacheco Coutinho, University of Vigo

    Ricardo Jorge Pacheco Coutinho is a PhD candidate in Tourism at the University of Vigo, Spain, and holds a Master’s degree in Tourism Management from the Polytechnic Institute of Cávado and Ave (IPCA), where he also serves as a guest lecturer. He has over a decade of experience in leading international projects, fundraising, and implementing cultural and social programmes. He is currently the President of the Círculo Vital Association and Vice-President of the Intercultural Association for All, coordinating initiatives focused on social inclusion, youth, and international volunteering.
    His research interests focus on the relationship between international volunteering and the image of tourist destinations, the impact of soft skills on the job market, and the management of cultural and social institutions. Throughout his academic career, he has published several articles and book chapters with international publishers.

  • Bruno Barbosa Sousa, PhD, Polytechnic Institute of Cávado and Ave (IPCA)

    Bruno Sousa is Professor Coordenador of Marketing at Polytechnic University of Cavado and Ave (IPCA), Portugal and PhD in Marketing and Strategy in Universidade do Minho, Portugal. Head of Master Program - Tourism Management (IPCA) and Tourism Marketing Master. CiTUR research member. Bruno Sousa has published several chapters at IGI Global over the past 5 years, on topics of marketing, tourism and management. He has published in the Journal of Enterprising Communities, Tourism Management Perspectives, Current Issues in Tourism, Journal of Organizational Change Management, World Review of Entrepreneurship, Management and Sust. Development, among others.

  • José Antonio Fraiz, PhD, University of Vigo

    José Antonio Fraiz is Professor in the area of Marketing and Market Research at the University of Vigo. For the past 19 years, he has been responsible for the Master's Degree in Management and Planning of Inland and Health Tourism. Coordinator at the University of Vigo for the Interuniversity Doctorate in Tourism, which involves 12 Spanish universities. President of the Intur Network (Interuniversity Network of Postgraduate Programs in Tourism), comprising 30 Spanish universities. Principal investigator of the OC2 "Marketing and Tourism" research group at the University of Vigo, which has allowed him to conduct research projects and organize seminars, workshops, and national and international conferences. Under his supervision, 17 doctoral theses have been defended. He has published in numerous high-impact national and international scientific journals, as well as book chapters and books with prestigious and widely disseminated publishers.

References

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Published

2025-06-22

Issue

No. 6 (2025): Proceedings of the 9th International Conference on Innovation and Entrepreneurship in Marketing & Consumer Behaviour, July 4-5, 2025

Section

Articles