Ambivalence in volunteer tourism: toward decolonization

Veronika Kadomskaia, Jan Brace-Govan, Angela Gracia B. Cruz

Research output: Contribution to journalArticleResearchpeer-review

3 Citations (Scopus)


Combining leisure, travel, and voluntary work, volunteer tourism’s popularity as an alternative travel option is undeniable. Yet postcolonial critiques plague the marketplace and those involved in these aiding efforts. In this article, which is based on consumer interviews involving a photo-elicitation component, we reveal increased presence of consumer reflexivity over neo-colonial aspects of the marketplace in comparison with the findings of past studies. However, great variability marks these consumer responses and the majority attempt to justify the potential harm of their activities abroad to cope with the ambivalence felt about such contradictory outcomes. We suggest closer attention be paid to decolonization theory as an approach to delivering these volunteering interventions in a more holistic and sensitive manner.

Original languageEnglish
Pages (from-to)2-12
Number of pages11
JournalAustralasian Marketing Journal
Issue number1
Publication statusPublished - 2023


  • volunteer tourism
  • postcolonial theory
  • photo elicitation
  • decolonization

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