Chinese Volunteer Touristsr Perceived Value Analysis An Exploration Study Based on Netnographic Method

Abstract

Abstract-As a typical post-modern tourism form, volunteer tourism provides multi-value perceptions for volunteer tourists. Using by netnographic research process, grounded on perceived value theory, the present study went deep into Chinese volunteer tourism`s online community, collected Chinese volunteer tourism`s online field data and analyzed in-depth 4 Chinese volunteer tourists` perceived values qualitatively including the social network enhancement and maintenance under the social construction which has been defined as volunteer tourists` perceived social value; the utilitarian value of volunteer tourists based on their rational reflection; personal development and growth value based on volunteer tourists` sense of being and self-reflection, the crosscultural competence enhancement and the deepening of Chinese culture and nation identity; and the sense of continuity of volunteer tourists based on the memory creation. The results contribute to understanding the marketing characters of Chinese volunteer tourism under the context of Chinese cultural change and the market segment of Chinese volunteer tourism.