A Tourist Attraction’s Members: Their Motivations, Relations and Roles

Abstract

Active participating consumers are present as members at tourist attractions. This explorative case study aims to deepen the understanding of the consumer’s perspective of active membership by focusing on member motivations, relations, and roles at a tourist attraction. A marketing approach is applied that originated in the mutual relational benefits of memberships. Findings indicate that individual multiple member motivations and relations are reflected as different membership roles. Active committed members fill in the roles of supporters and advocates promoting the attraction as well as co‐producers performing volunteer work in the interface between visitors, fellow members and paid staff. Active members are present as one vital element in the tourist attraction system. It is of importance to academics and managers in the competitive tourism industry to understand not only what motivates consumers to become active members/volunteers but also what keeps them volunteering.