The Motives of Volunteerism Involvement in the Tourism Sector

Abstract

This study investigated the volunteers in the tourism industry are still regarded as a new venture in Malaysia especially in the East Coast states of Peninsular Malaysia. Strategic planning from international level has highlighted volunteerism in improving the quality of tourism around the world. Hence, volunteerism in Malaysia has been set up by the Ministry of Tourism and Culture Malaysia to encourage foreign tourists to visit Malaysia by sharing information on the uniqueness of Malaysia. Therefore, it is very important for researchers to identify volunteer engagement motifs to enhance the motivation of volunteers in the tourism sector in the East Coast of Peninsular Malaysia. This survey uses survey methodology, interviews and analysis of documents as a means of gathering information that will involve 297 youth students from three Higher Education Institutions in the East Coast of Peninsular Malaysia. Through this research, the researcher uses the Volunteer Functional Inventory (VFI) model developed by Clary et al., (1998) to test the individual motives of volunteering through an approach to Function Theory (Katz, 1960). The goal of this study is to identify volunteers' involvement motives with volunteer activities through the application of the VFI model with the motivation of volunteers to engage in voluntary activities. Conclusion, this study can help in giving an impression and contribution of new knowledge in the tourism industry, especially as a volunteer mosque tour guide to youth in the East Coast of Peninsular Malaysia. Furthermore, it is hoped that this study will provide the basis for a more in-depth study on the motive of volunteer engagement and motivation of volunteers as well as uplifting the tourism industry in line with the goal of National Transformation 2050 vision.