The Business Model Canvas and Challenges of Volunteer Tourism

Volunteer tourism has grown into a popular sustainable form of niche tourism. There is however limited research on the business model canvas and the challenges that volunteer tourism organisations in heritage settings face. The challenges that these organisations face have a large impact on the structure and functioning of their business. These challenges can be overcome with education, strong relationships with partners, and running an ethical programme. This study investigated the business model canvas and challenges encountered by volunteer tourism organisations in this unique setting in South Africa. An exploratory qualitative approach was followed, involving interviews with managers at seven volunteer tourism organisations. The results were analysed using content and thematic analysis. The results provided an increased understanding of volunteer tourism in South Africa, and provide recommendations for marketing, management and future research. The study is valuable to managers, and contributes to the current discourse on volunteer tourism as an emerging market segment.