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Volunteer tourism as a phenomenon and as a market has come a long way since its ideologically driven early days. It is now an established and ever commercialised market that meets the demand for a different travel experience for the more morally conscious traveller, while at the same time it provides opportunities for economic gain for the organisations that act as brokers of such experiences. This interaction raises several ethical issues in terms of serving a mission while making economic gains. In general, there is an acceptable relationship between monetary gain and altruistic service, within the context of enlightened self-interest provided that the beneficiary of economic gains diverts profits into serving their mission. This paper examines the supply for volunteer tourism for evidence of commercialisation and profit-driven behaviour and investigates a relationship between monetary gain and serving a mission by creating public goods.

Volunteer tourism is a rapidly growing form of tourism which has a weak conceptual basis and which is generally defined rather simply in terms of participants' actions while on holiday, ignoring elements such as reasons for participation, behaviour, and influencing forces. This article argues that an appropriate conceptual base for volunteer tourists is Campbell's 'Hero's Journey' and draws analogies between participants in volunteer tourism and the 'Hero' in Campbell's writings. The article discusses data on volunteer tourists, which reveals their self-expressed reasons for participating, and their specific situations. The data were collected by field research based on covert participation at an orphanage in Mexico. Volunteers interviewed revealed the traits explaining their participation in volunteer tourism that were similar to the characteristics and driving forces found in the participants on Campbell's 'Hero's Journey' and in medieval and classical myths. While participation in volunteer tourism may not match contemporary understanding of heroes and heroic behaviour, there is considerable similarity in reasons given by respondents for participating in the activity, and a conceptual model is developed to illustrate this.

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Using narrative inquiry, the purpose of this research is to explore volunteer involvement at a mega-sports event (MSE). It responds to a call for research to provide insight into the background of MSE volunteers (Baum and Lockstone 2007). This need reflects the limitations of past MSE volunteer studies that have at a large extent merely generated large lists of expectations and motivations through a predominantly survey based approach. The context used for this study is the Frontrunner pre-event volunteer programme for the Glasgow 2014 Commonwealth Games and a narrative approach is applied allowing the volunteer experience to be considered from both the individual and group perspectives. The stories suggest that the individuals arrive at volunteering at Glasgow 2014 as a result of a dynamic process informed by the pragmatist school of thought. The stories also highlight the underlying meaning of volunteers' involvement through consideration of past lived experiences.