‘Roam the World, Share Your Heart’: Fostering Re-participation Intention Among Local Voluntourists in Malaysia

This present study investigates the impact of emotional attachment, normative motivation, and memorable experience in voluntourism towards driving re-participation intention in voluntourism. This study also looks into how normative motivation and emotional attachment affect voluntourists’ memorable voluntourism experiences. An attribution theory was employed for the investigations. Subsequently, data was gathered through an online survey, yielding 133 usable responses. To achieve the study objective, the data were then analyzed using PLS-SEM. The results revealed that emotional attachment, memorable experience of voluntourism and normative motivation to have positive association towards re-participation intention in voluntourism. In addition, emotional attachment was confirmed as a significant predictor of a memorable experience of voluntourism. Conversely, normative motivation was found to have no impact on memorable experience of voluntourism. Several recommendations were proposed to the voluntourism provider and host community for the betterment of their marketing efforts. Also, this study filled the theoretical gap by understanding the important antecedents of the re-participation intention in voluntourism among local voluntourists in Malaysia.