The representation of voluntourism in search engines: The case of South Africa

Figures & data

Table 1: Faulty and irrelevant results

Type of keywords	Percentage not relevant or faulty (%)
Generic	8.30
Activity-based	5.19
Geographical	32.59

Figure 1: Frequency of irrelevant results for geographical keywords

Source: Authors.

Table 2: Website types

Type of website	Detailed website type	Overall representation (%)
Social	Consumer review	4.90
	Blogs	3.60
	Other social media	2.80
	Social networks	1.20
	Virtual community	0.60
Traditional	Voluntourism organisation	27.50
	Other	21.30
	Destination website	15.60
	Other tourism-related websites	9.90
	Other voluntourism websites	9.50
	Newspaper	2.40
	Personal site	0.60

Table 3: Website topics presented

Topic presented	Representation (%)	Social media (%)	Traditional (%)
Voluntourism	39.57	3.03	36.43
Volunteering	36.60	0.80	35.82
Tourism	20.60	7.69	12.95

Note: 3.23% of the results did not present any topic.

Figure 2: Topic frequency for each keyword

Source: Authors.

Table 4: Typology of content

Item type	Representation (%)
Informative item	78.70
Advertisement	13.40
Comment/review	5.90
Discussion group	1.80
Picture (image sharing or visual platform)	0.20

Table 5: Feelings for each topic

Website type	Topic	Positive feelings (%)	Mostly positive feelings (%)	Positive and negative feelings (%)	Mostly negative feelings (%)	Negative feelings (%)
Social	Tourism	3.45	2.03	0.41	0.00	0.00
	Voluntourism	1.83	0.00	0.61	0.00	0.00
	Volunteering	0.20	0.00	0.00	0.00	0.00
Traditional	Tourism	6.49	0.00	0.00	0.00	0.00
	Voluntourism	23.73	2.03	0.81	0.00	0.00
	Volunteering	27.99	0.41	0.81	0.41	0.20