Measuring Tourists' Emotional Experiences toward the volunteer tourism in Ta Van - Sa Pa – Lao Cai – Vietnam

Abstract

Positive emotions plays important role in shaping tourist experiences toward a destination. Applying DES (Destination Emotion Scale), this study measure tourist’s emotion toward the volunteering tourism in Ta Van.  The study uses data collected from 239 random national tourists in the age of 20 to 40 who participate in the volunteer tourism in this area.  The survey shows that 51% of tourists having positive emotion with this type of tourism. Things that inspire tourists include: ethnic culture experience, supporting activities for locality and the friendly of people there. The results of this study are basis to propose solutions to improve the tourist experience of this type of tourism to Ta Van destination, thereby increasing their intention to return or recommend the destination to other travelers.