Insights from images posted on social media: Examining the motivations of volunteer tourists

Abstract

Extensive research has been conducted on the motivations of volunteer tourists; however, the scope has not included how motivation is expressed through the posting of images on social media. This study examines the relationship between volunteer tourists’ motivations and social media use through the identification of picture publishing behavior based on motivations. An online survey yielding 260 complete responses is used and statistical tests investigate the relationship between demographic factors, motivations and social sharing of photos. The results show that demographics have little impact; however, there is a relationship between motivation and photo sharing and between motivation and volume of photos.

Keywords:

• volunteers
• motivation
• social media
• photos