Advisor Information
Chin Chung (Joy) Chao
Location
ROOM 232
Presentation Type
Oral Presentation
Start Date
1-3-2019 2:15 PM
End Date
1-3-2019 3:15 PM
Abstract
In the past decade, volunteer tourism, or the venture to volunteer abroad as a learning or leisure activity, has grown immensely. This study conducted a content analysis through a cultural intelligence theoretical framework to examine the strategies of persuasive rhetoric and images in voluntourism advertisement. The data revealed that organizations that requested monetary donations used images of egoistic appeals on websites p> 0.05, t(13) = .76. However, no significant difference was recorded between volunteer tourism organizations that required time commitment or monetary donations when using expectations of exchange. Considering the volunteer tourism organizations used a variety of techniques with limited generalizable patterns, this study discusses the implications and suggests future research to further understand how volunteer tourism aims to generate a connection between the organization and the volunteer.
Included in
International and Intercultural Communication Commons, Public Relations and Advertising Commons
A Content Analysis of Advertisement to Volunteer in The Global South
ROOM 232
In the past decade, volunteer tourism, or the venture to volunteer abroad as a learning or leisure activity, has grown immensely. This study conducted a content analysis through a cultural intelligence theoretical framework to examine the strategies of persuasive rhetoric and images in voluntourism advertisement. The data revealed that organizations that requested monetary donations used images of egoistic appeals on websites p> 0.05, t(13) = .76. However, no significant difference was recorded between volunteer tourism organizations that required time commitment or monetary donations when using expectations of exchange. Considering the volunteer tourism organizations used a variety of techniques with limited generalizable patterns, this study discusses the implications and suggests future research to further understand how volunteer tourism aims to generate a connection between the organization and the volunteer.