vii
TABLE OF CONTENT
CHAPTER
1
TITLE
PAGE
DECLARATION
ii
DEDICATION
iii
ACKNOWLEDGEMENTS
iv
ABSTRACT
v
ABSTRAK
vi
TABLE OF CONTENTS
vii
LIST OF TABLES
xi
LIST OF FIGURES
xii
LIST OF ABBREVIATIONS
xiii
LIST OF APPENDICES
xiv
INTRODUCTION
1.1 Background
2
1.2 Problem Statement
3
1.3 Research Questions
4
1.4 Research Objectives
5
1.5 Scope of the Research
6
1.5.1 Theoretical Framework
6
1.5.2 Study area
6
1.5.3 Data Collection Method
7
1.6 Significance of the Research
8
1.7 Research Design
8
viii
1.7.1 Preliminary Stage
8
1.7.2 Data Collection
9
1.7.3 Data Analysis
9
1.7.4 Discussion, Conclusion and Recommendation
9
1.8 Chapter Summary
2
11
LITERATURE REVIEW
2.1 Introduction
12
2.2 Volunteer Tourism
13
2.2.1 Volunteer Tourism Definition
14
2.2.2 Concept of Volunteer Tourism
15
2.2.3 Volunteer Tourist and Typology
17
2.2.4 Volunteer Tourist Motivation
18
2.2.5 Volunteer Tourism Projects and Activities
19
2.2.6 Volunteer
Tourism
Impacts:
Benefits
and
21
Challenges
3
2.3 Perceived value and Volunteer Tourism Experiences
23
2.4 Tourist Satisfaction
25
2.5 Satisfaction and Future Behavioural Intentions (FBI)
28
2.6 Theoretical Framework of the Study
30
RESEARCH METHODOLOGY
3.1 Introduction
31
3.2 Conceptual Framework of Study
31
3.3 Research Method
33
3.4 Research Instrument and Questionnaire Design
35
3.4.1 Research Variables
36
3.4.1.1 Volunteer Tourists‟ Motivations
3.4.1.2 Volunteer
Tourists‟
Expectations
37
and
Experiences Performance
3.4.1.3 Volunteer Tourists‟ Overall Satisfaction
38
39
ix
3.4.1.4 Intention to Revisit
39
3.4.1.5 Intention to Recommend
40
3.4.1.6 Volunteer Tourism Experiences
40
3.4.1.7 Demographic Characteristics
40
3.4.1.8 Travel Behaviour Pattern
41
3.5 Study Area
41
3.6 Sampling and Population
43
3.7 Data Collection
44
3.8 Data Analysis
45
3.8.1 Online Survey Instrument
4
46
3.9 Reliability and Validity
46
3.10 Chapter Summary
47
FINDINGS AND DISCUSSION
4.1 Introduction
48
4.2 Characteristics
and
Travel
Behavior
Patterns
of
Volunteer Tourists
49
4.2.1 Socio-Demographic Profiles of Respondents
49
4.2.2 Travel Behaviour Pattern of Respondents
50
4.2.3 Evaluation of Volunteer Motivation
52
4.2.3.1 Top Ranking of motivation items
52
4.2.3.2 Ranking of Motivation Attributes
53
4.3 Volunteer
Tourists‟
Expectation
and
Performance
Attributes
54
4.3.1 Expectations and Performances Gap Analysis
54
4.3.2 Importance-Performance Analysis
57
4.3.3 Gap Analysis for Volunteer Tourism Experiences
Attributes
59
4.4 Volunteer Tourists‟ Overall Satisfaction and Future
Behavioural Intention
60
4.4.1 Volunteer Tourists‟ Overall Satisfaction
60
x
4.4.2 Relationship between Overall Satisfaction and
Future Behavioural Intention
61
4.5 Significance Difference between Year of Visit in Overall
Satisfaction
4.6 Volunteer Tourism Attained Experiences
64
4.6.1 Best Experiences
64
4.6.2 Worst Experiences
68
4.6.3 Comments and Recommendations
70
4.7 Chapter Summary
5
63
72
CONCLUSION AND RECOMMENDATION
5.1 Introduction
73
5.2 Main Findings and Discussion
73
5.3 Implications of Study
77
5.3.1 Theoretical Implications
77
5.3.2 Practitioners Implications
79
5.3.3 Policy Development Implications
80
5.4 Limitation and Potential for Future Research
81
REFERENCES
83
APPENDICES
92
xi
LIST OF TABLES
TABLE NO. TITLE
PAGE
2.1
Volunteer Tourism Program at Batu Puteh Village
20
3.1
Variables Measurement Scales and the Sources
36
3.2
Statistical Summaries and Reliability Measures
47
4.1
Socio-Demographic Profiles of Respondents
49
4.2
Travel Behavior Pattern of Respondents
51
4.3
Ranking of Motivation Items
52
4.4
4.5
4.6
Descriptive Analysis of Respondents‟ Volunteer
Motivation
Volunteer Tourists‟ Expectation and Performance
Mean Value
Gap Analysis on Volunteer Tourism Experiences
Attributes
53
56
59
4.7
Frequency of Overall Satisfaction
60
4.8
Determinant of Revisit Intention
61
4.9
Determinant of Recommend Intention
62
4.10
One-way ANOVA (Year of Visit and Overall
Satisfaction)
63
xii
LIST OF FIGURES
FIGURE NO.
1.1
2.1
2.2
TITLE
Research Design
Wearing‟s Definition of Volunteer Tourism (Source:
From Wearing, 2001)
Novelli‟s Category of Volunteer Tourism (Source:
From Novelli, 2005)
PAGE
10
15
16
2.3
A General Framework of Tourists‟ Satisfaction
30
3.1
Conceptual Framework of the Study
32
3.2
3.3
Location of the study area (Batu Puteh Mukim)
(Source: KOPEL, 2011)
Study Area within Lower Kinabatangan Sanctuary
(Source: KOPEL, 2011)
42
43
4.1
Expectation-Performance Matrix
57
4.2
Volunteer Tourists‟ Best Experiences
64
4.3
Volunteer Tourists‟ Worst Experiences
68
5.1
Results of Tested Theoretical Framework
78
xiii
LIST OF ABBREVIATIONS
GVI
-
Global Vision Technology
KOPEL
-
Batu Puteh Tourism Cooperative Ltd.
MESCOT
-
NGO
-
UNESCO
-
WWF
-
World Wildlife Fund
WTO
-
World Tourism Organization
SERVQUAL
-
Service Quality Model
SERVPERF
-
Service Performance Model
VTO
-
Volunteer Tourism Organization
Model Ecologically Sustainable Community
Conservation and Tourism
Non-Governmental Organization
United Nations Educational, Scientific and Cultural
Organization
xiv
LIST OF APPENDICES
APPENDIX
A
TITLE
Sample of Research Questionnaire
PAGE
92