Gap year volunteer tourism stories: sharing more than memories

Volunteer tourism has received increased attention from academics in recent years, mirroring the growth in providers and participation. Volunteer tourism is often considered to be a more sustainable and authentic experience for the visitor, as well as providing benefits for the host community. This paper builds on more recent critical research that considers the historical and cultural context that saw volunteer tourism reach the level of popularity it has today. The gap year, as a sub-set of volunteer tourism, is analysed specifically given its unique context and participant demographic. Interviews with returned gap year volunteer tourists from the UK are analysed, with stories shared demonstrating acceptance, adaptation and rejection of broader societal narratives regarding international development, colonialism and personal growth. Implications for marketers revolve around the encouragement of reflection for participants on the phenomenon and their own personal experience to enhance understanding and satisfaction.