Media-induced voluntourism in Yunnan, China

Shao, Jun, Scarpino, Michelle, Lee, Loonjung and Gretzel, Ulrike (2011) Media-induced voluntourism in Yunnan, China. Tourism Review International, 15 3: 277-292. doi:10.3727/154427211X13216636845837

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Author Shao, Jun
Scarpino, Michelle
Lee, Loonjung
Gretzel, Ulrike
Title Media-induced voluntourism in Yunnan, China
Journal name Tourism Review International   Check publisher's open access policy
ISSN 1544-2721
Publication date 2011-07
Sub-type Article (original research)
DOI 10.3727/154427211X13216636845837
Open Access Status
Volume 15
Issue 3
Start page 277
End page 292
Total pages 16
Place of publication Putnam Valley, NY, United States
Publisher Cognizant Communication Corporation
Language eng
Abstract Media-induced tourism as well as voluntourism are topics increasingly investigated in the tourism literature. However, a discussion of the intersection of these two forms of tourism (i.e., media-induced voluntourism) is currently missing from the literature. Using the example of two Chinese TV dramas, this article seeks to shed light on motivations and activities of media-induced voluntourists to the Chinese province of Yunnan. Based on a thematic analysis of online postings of the fans of these Chinese TV dramas, the article finds empirical evidence for media-induced voluntourism. The findings reveal that fans travel to Yunnan not only to engage in altruistic behavior, but also to inspect the volunteer work of other fans, as well as to receive recognition from the community. General tourism activities also play a role in their travels. The results indicate that fan voluntourism was strongly motivated by their empathy for the TV dramas' characters and their desire to live the values promoted in these dramas.
Keyword Cyberfandom
TV drama
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
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Created: Tue, 25 Mar 2014, 15:06:23 EST by Karen Morgan on behalf of UQ Business School