Travelling with a Purpose: Understanding the Motives and Benefits of Volunteer Vacationers Sally Brown Department of Hospitality and Tourism Management, Purdue University, Indianapolis, Indiana 46231, USA With the growing trend of volunteer vacations, research has been warranted in regard to understanding the motivational factors of individuals who participate in such endeavors. With this understanding, the goal is to increase these travel offerings in the industry, which will bring better understanding between cultures. This study exam- ines different travel motivation factors for someone who chooses to use part of their vacation participating in volunteer or humanitarian activities. Considering that ‘mis- sion’ often has connotations of a religious purpose, the phrase ‘travelling with a purpose’ brings on even more significance as this concept expands. To understand travel motivation in general, a variety of scales and theories have been researched. Maslow, Dann, Iso-Ahola, Plog and Pearce are some included in the Literature Review. A qualitative focus group and semi-structured, in-depth interviews were conducted. The analysis of the data revealed that four main themes for why people traveled with a purpose emerged. Cultural immersion was a strong objective; the desire to give back; the camaraderie that occurs on volunteer vacations; and the fourth theme focused on family. Non-verbal communication and bonding occurs at several levels with the local people and family members. This is a good example of cultivating peace through tour- ism. Keywords: volunteer tourism, travel motivation factors, benefits, impacts Introduction The concept of ‘volunteer tourism’ is a growing trend in the tourism industry and is starting to draw attention from researchers and marketers alike (Wearing, 2003). In the United States, for instance, a broad variety of organisations offer volunteer vacations. They vary from tour operators to non-profit organisations. One of the longest published guides to these organisations, Volunteer Vacations, by Bill McMillon et al., listed only 75 such organisations in its first edition in 1987 (Campbell, 1999). In its newest edition, published in 2003, the number of organi- sations increased to 275. These organisations offer a wide spectrum of volunteer vacation experiences. Volunteer vacation destinations range from local to regional to global reach. Volunteer vacation costs range from $100 and under to $3000 and above, with project length from under one week to six months or more. While summer appears to be the most predominant travel season, there are pack- ages and programmes provided in all seasons. Analysing how an organisation positions itself within the volunteer tourism sector may reveal factors that influence a potential tourist’s organisational choice. The organisational types of volunteer vacation experience suppliers are comprised of a mix of non-profit organisations and for-profit tour operators. Some examples 1368-3500/05/06 0479-19 $20/0 © 2005 S. Brown Current Issues in Tourism Vol. 8, No. 6, 2005 479 Travelling with a Purpose