The relationship between self-identity and international volunteer tourism in Chiang Mai province, Thailand : A thesis submitted in partial fulfilment of the requirements for the Degree of Doctor of Philosophy at Lincoln University

Abstract

This study investigates the relationship between volunteer tourism and self-identity in Chiang Mai, Thailand. Volunteer tourism, a growing trend in the region, attracts individuals seeking meaningful travel experiences that align with their values and sense of identity. The aims of this study are to 1. Determine the type and role of volunteer tourism experience in Chiang Mai, Thailand. 2. To define the broad motivational factors for volunteer tourism in Chiang Mai, Thailand. And 3. To evaluate how the experience and motivation combine to affect the self-identity of volunteer tourists in Chiang Mai, Thailand. This study uses focus groups and qualitative interviews to explore the motives, experiences, and personal perspectives of volunteer tourists in Chiang Mai. The main conclusions show that volunteer tourism strengthens the bond between participants' sense of self and their desire to contribute constructively to local communities. The study highlights how engaging in altruistic activities allows volunteers to redefine their sense of purpose, challenge pre-existing cultural perceptions, and enhance their global citizenship. The study also explores how the distinct cultural and social setting of Chiang Mai affects the volunteer experience, influencing the depth of self-reflection and identity transformation. The cyclical link between volunteer tourism and self-identity is depicted by the model in this study. This paradigm highlights the transformational potential of volunteer tourism in forming self-identity. A volunteer's sense of self is influenced by their experiences, motivations, and volunteer work both during and after a trip, as well as over several journeys or just their daily life. The results offer valuable insights for tourism operators and organisations aiming to develop meaningful volunteer programs that support local communities and appeal to travellers' changing sense of self.