Abstract
ABSTRACT Volunteer motivations and the psychological contract are outlined, demonstrating a reciprocal relationship needing more complex marketing approaches. Limitations of relationship marketing resulting from short project times are identified. Maguire's three-tier model is used to develop a theoretical model of the Research Volunteer psychological contract. Qualitative case data is used to illustrate transactional, career, and relational relationships. The article maps relationship marketing and the psychological contract model together, arguing that using both constructs enables more effective management of such a tourism niche.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
