The Effect of Celebrities' Influences on Volunteer Tourism - Term Paper Example

The Effect of Celebrities Influences on Volunteer Tourism Introduction Volunteer tourism Volunteer tourism is an emerging practice that integrates tourism and volunteering. The concept entails offering persons an opportunity to engage in working holidays in destinations new destinations while they enjoy the sceneries of the places. Voluntourism, as it is commonly called, comprises volunteering services for worthy projects, for instance, poverty alleviation, environmental management, research, and social change together with tourist activities. Despite the immense benefits of volunteer tourism, the topic is debatable. Some people argue that the lack of oversight authorities make societies vulnerable to acquiring the services of unskilled tourists. In addition, the programs are short-lived and unsustainable making them have no touchable impact on the society. Critics also illustrate that the volunteer tourism may take away local employment opportunities and promote anti-social behaviors like lack of respect for the social institutions and erosion of a particular community’s culture. Background and growth Volunteer tourism is a new initiative that aims to enhance the impact of tourists on the lives of local host communities. It complements other initiatives like eco-tourism and other types of responsible tourism. Nonetheless, the new idea is gaining popularity so fast. In 2004, for instance, about 800 agencies offered foreign volunteering in about 200 states. The figure recorded a steady rise over the years coupled with wide coverage and involvement in many social projects. In 2012, the GeckoGo survey showed that many adults preferred volunteer tourism in remote destinations. Approximately 35% of the adult respondents expressed their desire to participate while about 6% already took part in similar initiatives (Mostafanezhad, 2014). The statistics illustrate that the concept is growing, and many organizations and professionals use this opportunity to make a positive presence in the communities. The role of social media in volunteer tourism The social media including Facebook, Twitter, Instagram, LinkedIn and Myspace contribute to the development and growth of volunteer tourism. The promoters and participating agencies use the platforms to communicate to wider target customers regarding the opportunities and benefits of the programs. They also educate the potential customers about volunteer tourism, list the reasons for traveling abroad, and offer travel advice. An organization like the A Broader View is a perfect agency that uses the social media to promote the initiative. It lists testimonials and provides videos to persuade the online viewers to participate in the activities. So far, the social media is a reliable mechanism that heightens public awareness about volunteer tourism. The social sites reach a wide audience and appeal to different categories including the youth and middle-income earners who cherish this opportunity (Funk, 2011). How it relates to celebrities Organizations promote volunteer tourism to facilitate social change in the thematic area of human rights, health, and poverty. They engage the services of various celebrities to reach many followers and audiences across the globe. Therefore, celebrities promote the brands and pioneer initiatives that encourage the engagement of tourists and organizations in unpaid social events. The most notable celebrities that promote volunteer tourism are Madonna and Angelina Jolie. These two celebrities promote humanitarian interventions like the adoption of children in the underdeveloped nations. The latter is also a goodwill ambassador for the UNICEF and United Nations Refugee Agency (UNHCR). She uses her talents and creativity to persuade the followers about the significance of the UNHCR activities. Overall, celebrities attract the attention of fans, advertise volunteer tourism, and assist in modifying the public attitudes regarding volunteer tourism. Nonetheless, the involvement of celebrities to promote the initiatives is risky because the public is keen to scrutinize and associate a product with the person’s behavior. The promoters should also assess the target audience because people have personal preferences, for instance, the Tiger Woods performance can attract public skepticism about a product he promotes (Wen & Cui, 2014). Literature review Background and advantages of volunteer tourism Volunteer tourism is a debated agenda across the public sectors. Particular issues of contentions comprise the sustainability, authenticity, promotion factors including celebrity involvement and the benefits. Despite the significances, little research exists to qualify the concept and enhance people’s interests. McGehee and Santos (2005) contend that engagement in volunteer tourism programs facilitated desired results towards supporting activism and envisioned post-visit social movements. The scholars who analyzed social movement theories illustrate the significance volunteer tourism in enhancing social change and relations of the participants and the host nations. Therefore, they recommend the formulation of coordinating agencies to guide this innovative idea (McGehee & Santos, 2005). Similarly, Raymond and Hall (2008) contend that volunteer tourism is a growing trend that encompasses travel and voluntary assistances in the communities. The scholars share insights that the program is a viable tourism approach alongside eco-tourism that presents immense opportunities for cross-cultural coexistence and development. However, they suggest formulation of proper management structures to reduce the incidences of malpractice and negative consequences. The concept of voluntourism promotes the acquisition of reciprocally constructive skills for the participants and the host communities (McIntosh & Zahra, 2007). The researchers reflect about the exemplified that the fast-growing industry is an alternative tourism that is educative and results to cultural appreciation in the modern society. Disadvantages of volunteer tourism Despite the experienced and envisioned advantages of volunteer tourism, critics have different opinions that are worth noting. Guttentag (2009) argues that the current research overemphasizes the perceived benefits and profiles the volunteers. Therefore, he provides a different approach that highlights the negative consequences of the neglect of local people’s needs, unsatisfactory assignments, rationalization of poverty, and the disruption of the local economies. Therefore, he suggests a holistic approach to making the practice sustainable and attractive. Equally, volunteer tourism can promote oppression and the dependency syndrome that hinders community progress (McGehee, 2012). Applying the theory of social movement and critical theory, McGehee offered insights of the interplay of factors like emancipation, resistance, and dependency to offer the overlooked negative consequences of volunteer tourism. Social media The social media promotes awareness and facilitate the marketing of tourism industry. Lim (2010) contends that the platforms including Facebook, Twitter, and Linkedin enable online monitoring and functionality of tourist activities and opportunities for exploration. The social media also appeals to the emotional senses of target audience permitting them to consider participation in tourism expeditions including volunteer tourism (Lee, Xiong & Hu, 2012). Therefore, the promoters of the activities engage online users and demonstrate the usefulness of the programs, enjoyment, and ease of involvement to achieve success. Funk (2011) also illustrates the insights of persuading many people to participate in humanitarian interventions and travel through Facebook messages and posts. He denotes that Facebook is a virtual platform to facilitate the adoption and attract many travelers to the initiatives of volunteer tourism in the remote areas of states. Celebrity involvement Celebrities act as brand ambassadors and use their talents to influence followers to participate in good travels. In the article in CNN, Eva Vasquez examines the contributions of celebs like Angelina Jolie in promoting voluntourism. She asserts that Angelina Jolie promoted humanitarian travel in the personality-obsessed culture of the current world (Vasquez, 2010). Celebrities also have enormous marketing appeal that enable the success of volunteer travel. Therefore, they constitute the factors for the growing increase of the practice (Richey, 2015). Finally, the available literature suggests the careful incorporation of celebrities in the critical interventions like the volunteer travel. In particular, Joseph and Wearing (2014) warn that the reputation of celebrities might promote or hinder the success of tourism activities. Hence, agencies should formulate clear strategies to the vet and engage celebrities with the positive public appeal. Discussion The desire to attain supportable travel to destinations prompted the development of volunteer tourism in the 20th century alongside the development of volunteer organizations like the Red Cross. The continued growth enabled the innovations like ecotourism and volunteer work. It also enabled the incorporation of mainstream media and personalities to promote safe traveling. The approach enhanced travelers’ conscience to assist in the improvement of the social well-being of the small societies they visited. Currently, various research and literature point out that volunteer tourism is an alternative that complement popular tourism and ecotourism. It also denotes the change of perceptions to attain sustainable development goals that encompass broad areas of environmental sustainability and global peace. The adoption and the promotion of the new initiative show that many agencies incorporate the corporate social responsibility principles in mainstream operations to address the common notion that tourism benefits the travelers only. Therefore, the volunteer tourism is becoming a global intervention that incorporates traveling to new destinations to view attractions besides helping in the restoration and development of the areas. Given the nature of its coordination, the approach is self-sustaining because the tourists pay for their expenses and offer free services. Even though it is a new practice, volunteer tourism is gaining popularity across the world. Currently, many agencies offer the services in many nations. Besides, the promoters of the volunteer tourism use various approaches to increase the coverage. The most notable include the use of social media and celebrities to promote the venture (Mostafanezhad, 2015). Up to date, the idea of traveling abroad and engaging in volunteer activities is an acceptable trend. Many organizations offer the services ranging from registration, advice provision and sharing experiences about volunteering alongside tourism. In this, they entice people to seek alternative tourism avenues that are mutually beneficial. Moreover, the engagement of celebrities is a crucial component that has facilitated the development of this industry. Particularly, Angelina Jolie’s humanitarian engagement in the African nations is an excellent volunteer tourism platform that persuades many people to think along this line. In addition, the gap year enhances the people’s perception and preference for volunteer tourism abroad (Carter, 2008). Even though volunteer tourism has benefits, the field is underequipped to manage the adverse consequences of the type of tourism. Normally, people who participate in this program volunteer their services regardless of the skills to ensure the success. Therefore, the critics have valid reasons for suggesting the establishment of oversight agencies to vet and verify the persons who participate in community programs like education or health services. Besides, the influx of many volunteer tourists who offer free services may limit the job opportunities for the locals. In turn, the concept can weaken the economies of this state. Therefore, it is imperative to establish the sustainability of the projects to achieve long-term goals. Similarly, the participation of celebrities is an important idea but requires specific regulations. The celebrities have a wide following in the local and international scenes. However, being public figures is a challenge to the promoters. Any misconduct from the celebrities completely tarnishes the brand image of the activities and makes the people cut linkage or association with the volunteer activities. Hence, the promoters should seek the engagement of celebrities who appeal to varied groups of publics and has an admirable history. The promoters should also protect the welfare of the host communities by trying to promote events that appear to give the celebs unnecessary publication. The application of all the appropriate channels of social media and celebrity offers many hopes of growth (Shuart, 2007). Conclusion Volunteer tourism is a fast-growing concept that promotes responsible tourism. The concept combines cultural exchange, provision of social services with the tourism activities. Therefore, a sustainable approach diversifies activities and enables cultural exchange and peaceful coexistence. The innovative idea is rising courtesy of celebrity promotions and the growth of social media. As a reflection of corporate social responsibility, corporations and agencies like the United Nations partner with celebrities to market the opportunities and advantages of volunteer tourism. The approach appeals to many audience who share principles with the celebs. In addition, celebs have substantial influence in the society. Hence, they help persuade the followers to practice or consider future programs that promote responsible tourism. Recommendations Volunteer tourism is a profitable strategy for tourism. Nonetheless, the stakeholders should formulate an agency to coordinate the activities of the volunteers. They should also help in the identification of needs and assist in the distribution of qualified staff to handle critical activities at the community level. The volunteers should also conduct also incorporate the local communities in the design and dispensation of the activities to enhance their sustainability even after their return. Finally, organizations should support the use of social media and celebrities to support worthy ideas and opportunities like volunteer tourism. References McGehee, N. G., & Santos, C. A. (2005). Social change, discourse and volunteer tourism. Annals of Tourism Research, 32(3), 760-779. Raymond, E. M., & Hall, C. M. (2008). The development of cross-cultural (mis) understanding through volunteer tourism. Journal of sustainable tourism, 16(5), 530-543. McIntosh, A. J., & Zahra, A. (2007). A cultural encounter through volunteer tourism: Towards the ideals of sustainable tourism?. Journal of sustainable tourism, 15(5), 541-556. Guttentag, D. A. (2009). The possible negative impacts of volunteer tourism. International Journal of Tourism Research, 11(6), 537-551. McGehee, N. G. (2012). Oppression, emancipation, and volunteer tourism: Research propositions. Annals of Tourism Research, 39(1), 84-107. Lim, W. (2010). The Effects of social media networks in the hospitality industry. Lee, W., Xiong, L., & Hu, C. (2012). The effect of Facebook users’ arousal and valence on intention to go to the festival: Applying an extension of the technology acceptance model. International Journal of Hospitality Management, 31(3), 819-827. Funk, T. (2011). Social Media Playbook for Business: Reaching Your Online Community with Twitter, Facebook, LinkedIn, and More: Reaching Your Online Community with Twitter, Facebook, LinkedIn, and More. ABC-CLIO. Richey, L. A. (Ed.). (2015). Celebrity Humanitarianism and North-South Relations: Politics, Place and Power. Routledge. Joseph, J., & Wearing, S. L. (2014). Does Bear do it for you? Gen-Y gappers and alternative tourism. Annals of Leisure Research, 17(3), 314-339. Vasquez, E. (2010, August 10). Do celebs like Jolie inspire voluntourism? Retrieved from CNN: http://edition.cnn.com/2010/TRAVEL/08/10/celebrity.humanitarian.travel/ Mostafanezhad, M. (2014). Volunteer tourism and the popular humanitarian gaze. Geoforum, 54, 111-118. Kim, S. (2012). The impact of TV drama attributes on touristic experiences at film tourism destinations. Tourism Analysis, 17(5), 573-585. Shuart, J. (2007). Heroes in sport: assessing celebrity endorser effectiveness. Carter, K. A. (2008). Volunteer tourism: An exploration of the perceptions and experiences of volunteer tourists and the role of authenticity in those experiences. Wen, N., & Cui, D. (2014). Effects of celebrity involvement on young peoples political and civic engagement. Chinese Journal of Communication, 7(4), 409-428. Mostafanezhad, M. (2015). ANGELINA JOLIE AND THE EVERYDAY GEOPOLITICS OF CELEBRITY HUMANITARIANISM IN A THAILAND–BURMA BORDER TOWN. Celebrity Humanitarianism and North-South Relations: Politics, Place and Power, 27. Appendix Relationships of various types of tourism (Citizenship Tourism for Peace, Sustainability, and Enjoyment , 2011) (Citizenship Tourism for Peace, Sustainability, and Enjoyment , 2011) Citizenship Tourism for Peace, Sustainability, and Enjoyment . (2011, December 1). Retrieved from americanactionreport: http://americanactionreport.blogspot.co.ke/2011/12/citizenship-tourism-for-peace.html Read More