While destination image formation has been researched for decades, volunteer tourism has gained increased attention and interest within academics especially during the last fifteen to twenty years. This research project explores the concept of destination image formation within a volunteer tourism context. Involving a case study on Danish former European Voluntary Service (EVS) participants, the project explores the process of destination image formation through the perspectives of the EVS volunteers. The project uses a mixed methods approach with an emphasis on the qualitative inquiry, in order to gain an in-depth understanding as well as a general overview of the Danish EVS volunteers’ processes of destination image formation. Whereas earlier studies have focused on volunteer tourism as an ethical alternative to mass tourism, recent studies takes a narrow and very pessimistic perspective, as attention is guided towards the commercialisation of volunteer tourism. Further, the large majority of studies are centred on volunteer tourism in the developing Global South. Very limited research has been conducted on government funded volunteer tourism within a European perspective, and no research has engaged in the study of destination image formation within a volunteer tourism context. Moreover, research within destination image formation has largely been investigated through the commercial, market and business perspectives. The present research project fills these gaps in the literature. Further, research within destination image formation has largely been conducted using quantitative research inquiries. As the present research project uses a mixed methods approach with a strong emphasis on the qualitative research inquiry, this project fills the gap between quantitative and qualitative studies within destination image formation. This paper provides a more positive perspective on volunteer tourism, as it focuses on volunteer tourism within a non-commercial perspective. The paper demonstrates positive changes in the Danish EVS volunteers’ images of several destinations through their EVS experiences. Thereby, this study identifies the EVS programme’s capability of changing the Danish EVS volunteers’ assumptions and stereotypical perceptions of various countries.

Keywords: Volunteer tourism, destination image formation, European Voluntary Service, mixed methods.