| Abstract: | 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. |
