Conceptualizing volunteering in tourism in China

The current literature on volunteering in tourism is very Western-centric, and volunteering in different cultural contexts needs to be further explored. This study is devoted to exploring the local understanding of tourism-related issues in China so as to give critical tourism by engaging local epistemology. Through a qualitative design, this research explores how volunteering is conceptualized in the context of tourism in China. Findings identify that the highlight of voluntary spirit, serving others by giving time/skills/knowledge and mutual help are three dimensions of conceptualization. It indicates that there are different meanings of volunteering in the Chinese context. This research takes a further step and reflects the applicability of the Western conceptualization of volunteering in the Chinese tourism context. This research presents a contribution to the epistemological decolonisation of tourism knowledge production in Chinese context. •Eurocentric ways of conceptualization is problemtised.•The Chinese context volunteering (zhi yuan) is explored.•Three key dimensions of conceptualization are identified.•It indicates that there are different meanings of volunteering in the Chinese context.•It contributes to the epistemological decolonisation of tourism knowledge.