Social and Behavioral Sciences Commons^™

A Content Analysis Of Advertisement To Volunteer In The Global South, Kristina Medero

UNO Student Research and Creative Activity Fair

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 …