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.
- psychological contract
- research volunteer tourism
- relationship marketing
Blackman, D. A., & Benson, A. (2010). The role of the psychological contract in managing research volunteer tourism. Journal of Travel and Tourism Marketing, 27(3), 1-15. https://doi.org/10.1080/10548401003744669