Willing workers on organic farms: a case study

Abstract

This exploratory case study explores the travel motivations of backpackers, and the dynamics of the relationship between these travel motivations and the organisation Willing Workers on Organic Farms (New Zealand) (WWOOF). It examines a somewhat disparate range of literature on backpacker travel motivations and draws them together in a framework of 'macro' and 'micro' push and pull travel motivations. It also provides a context for the findings by examining some unique qualities of WWOOF as a tourism provider. A review of these qualities suggests that WWOOF can be considered as a form of decommodified ecotourism. The research methodology used for this case study includes in-depth, qualitative interviews with key informants, and backpackers who are members of WWOOF. Findings demonstrate that the push and pull motivations identified by previous research are still relevant. Instead of focussing on just one or two travel motivations at the expense of others, as is typical of previous research on backpacker travel motivations, a synthesis of a range of different travel motivations is presented. The travel motivation to meet and live with members of host communities found to be particularly significant, and there can be complex interrelationships between this travel motivation and others. The values that underlie and influence travel motivations are also examined. 'Green' values based on a commitment to environmental issues and social justice is found to be significant for some research participants, indicating that backpacker travel can be politicised, and therefore represents an expression of alienation from cultural and environmental conditions in urban, industrialised Western societies. Findings also challenge some prevailing ideas about backpackers and tourists in general. Research participants tended to attribute less significance to recreational needs and 'sight seeing', and more significance to embodied activity. As "WWOOF workers", backpackers engage in voluntary work, which undermines the assumption that tourism is a strict bifurcation between work and leisure. WWOOF work also served to meet a range of needs or travel motivations, including a need for structure and routine. The thesis concludes by suggesting that backpacker travel motivations can be complex, and that the backpacker market has segmented into three groups. The findings on backpacker travel motivations are then woven together to propose a framework of travel motivations which contributes to the ongoing success of WWOOF as a model of decommodified ecotourism.