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The representation of voluntourism in search engines: the case of South Africa

Van Zyl, I., Inversini, A. and Rega, I. (2015) The representation of voluntourism in search engines: the case of South Africa. Development Southern Africa, 32 (3). pp. 333-349. ISSN 1470-3637

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To link to this item DOI: 10.1080/0376835X.2015.1010714


This paper responds to the paucity of research on the linkages between voluntourism and digital technology and seeks to understand the online representation of the phenomenon in a developing context. In particular, the researchers investigate the so-called ‘online domain’ of voluntourism in South Africa. The researchers collected a series of web results from search engines and analysed the presence of traditional and social media websites, the most relevant presented topics, and the type of argumentation found. Results identify the context and representation of voluntourism as it transpires virtually. This will contribute to the understanding of the interplay between voluntourism and digital technology, with specific emphasis on web presence. Ultimately, results will shed light on how digitally accessible voluntourism is in South Africa and will set the basis for future investigations.

Item Type:Article
Divisions:Henley Business School > Marketing and Reputation
ID Code:75368
Publisher:Taylor & Francis

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