Justice motivation and place image influences on volunteer tourism: perceptions,responses, and deliberations

In the growing area of alternative tourism, tourist motives have been discussed but there is little consensus about what drives volunteer tourists. This paper explores the salience of justice motivation to the travel decision and deepens this understanding by contextualizing the volunteer tourism decision within the destination place image. Interviews were conducted during a Kenyan expedition. Results show justice motivation theory contributes to the explanation of trip participation as perceived injustices aligned with poorly perceived dimensions of the country’s image.