The importance of international volunteering for the tourist destination image: Case study in Barcelos (Portugal)

Coutinho, Ricardo Pacheco; Sousa, Bruno; Santos, Vasco Article The importance of international volunteering for the tourist destination image: Case study in Barcelos (Portugal) Administrative Sciences Provided in Cooperation with: MDPI – Multidisciplinary Digital Publishing Institute, Basel Suggested Citation: Coutinho, Ricardo Pacheco; Sousa, Bruno; Santos, Vasco (2024) : The importance of international volunteering for the tourist destination image: Case study in Barcelos (Portugal), Administrative Sciences, ISSN 2076-3387, MDPI, Basel, Vol. 14, Iss. 8, pp. 1-24, https://doi.org/10.3390/admsci14080178 This Version is available at: https://hdl.handle.net/10419/320992 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. 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If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ Citation: Coutinho, Ricardo Pacheco, Bruno Barbosa Sousa, and Vasco Ribeiro Santos. 2024. The Importance of International Volunteering for the Tourist Destination Image: Case Study in Barcelos (Portugal). Administrative Sciences 14: 178. https://doi.org/ 10.3390/admsci14080178 Received: 7 June 2024 Revised: 22 July 2024 Accepted: 8 August 2024 Published: 15 August 2024 Copyright: © 2024 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https:// creativecommons.org/licenses/by/ 4.0/). administrative sciences Article The Importance of International Volunteering for the Tourist Destination Image: Case Study in Barcelos (Portugal) Ricardo Pacheco Coutinho 1,* , Bruno Barbosa Sousa 1,2,3,* and Vasco Ribeiro Santos 2,4,5 1School of Hospitality and Tourism (ESHT), IPCA-Polytechnic University of Cávado and Ave, 4750-810 Barcelos, Portugal 2CiTUR—Centre for Tourism Research, Development and Innovation, Polytechnic of Leiria, 2411-901 Leiria, Portugal; [email protected] 3UNIAG—Applied Management Research Unit, 5300 Bragança, Portugal 4Instituto Superior de Gestão e Administração—ISLA Santarém, 2000-241 Santarém, Portugal 5Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP), Universidade de Aveiro, 3810-193 Aveiro, Portugal *Correspondence: [email protected] (R.P.C.); [email protected] (B.B.S.) Abstract: This research investigates the significant role of international volunteering, particularly through the European Solidarity Corps (ESC), in shaping the image of Barcelos as a tourist destination. The study specifically examines various volunteer programs in Barcelos, such as construction projects, teaching, and agricultural assistance. It focuses on the volunteers’ perceptions and motivations and on the impact of their experiences on the city’s touristic recognition. Using a mixed-methods approach, this research analyzes responses from electronic surveys with 92 former ESC volunteers and interviews with four local organizations that host these participants. The findings reveal that international volunteering through specific programs enhances Barcelos’ image as a welcoming, culturally rich, and civically engaged tourist destination. This research highlights the importance of integrating such initiatives into the city’s tourism management strategy, suggesting that such efforts can significantly enrich the tourist experience and the overall image of the destination. Furthermore, the study identifies areas for future research, including the need for a more in-depth analysis of the long-term impact of these volunteering activities on the local economy and cultural sustainability. The limitations of the study, such as the use of a convenience sample and the reliance on self-reported data, which may influence the results and their generalizability, are also discussed. In conclusion, this work provides valuable insights for tourism managers and policymakers, demonstrating how international volunteering can be a strategic component in enhancing the image of tourist destinations. Through careful and strategic management, Barcelos can continue to develop and promote its identity as a destination for solidarity tourism and cultural vibrancy. Keywords: international volunteering; European Solidarity Corps (ESC); tourist destination image Barcelos; solidarity tourism 1. Introduction This research explores the impact of the European Solidarity Corps (ESC) on the tourist image of Barcelos, giving particular emphasis to the role of solidarity tourism and international volunteering. This introduction establishes the context and relevance of the study, highlighting a gap in the academic literature on the specific impact of ESC on tourist destinations. Solidarity tourism and international volunteering are catalysts for community development, cultural promotion, and positive destination imaging (Raymond and Hall 2008). These activities are particularly significant as they offer substantial contributions to the local economy, enrich cultural exchange, and reinforce positive perceptions of destinations. Adm. Sci. 2024,14, 178. https://doi.org/10.3390/admsci14080178 https://www.mdpi.com/journal/admsci Adm. Sci. 2024,14, 178 2 of 24 Examples such as the US Peace Corps (Hall 2007) and Kibbutz volunteering in Israel (Avrahami and Dar 1993) illustrate the significant role of international volunteering in fostering community development and cultural exchange. In Nepal, extensive volunteer programs played a crucial role in the recovery efforts following the 2015 earthquake, significantly aiding in rebuilding infrastructure and supporting local communities (United Nations Volunteers 2017). Recognizing the potential of such initiatives, the European Commission created the European Solidarity Corps (ESC), an initiative that fosters active citizenship and solidarity among young Europeans. This research focuses on the ESC’s impact on Barcelos, a city that has actively participated in hosting ESC volunteers in various programs such as construction projects, teaching, and agricultural assistance. Although several articles in the existing academic literature recognize the growing importance of international volunteering (Valente 2020;Wearing 2001;Wearing and Grabowski 2011), there is a notable lack of studies focused on the specific impact of ESC on the construction of the image of tourist destinations. This research aims to fill this research gap and focus its object of study on the specific case of Barcelos, a city that has received many ESC volunteers and stands out as a living laboratory for the interactions between tourism, volunteering, and the community. The choice of Barcelos for the case study is justified not only by the significant interaction between tourism, volunteering, and the community, but also by the logistical convenience in data collection. Similarly to the impacts seen in other regions such as the community development fostered by the US Peace Corps, the agricultural advancements through Kibbutz volunteering in Israel, and the post-disaster recovery in Nepal, Barcelos has experienced substantial benefits from its volunteer programs. ESC volunteers in Barcelos have contributed to various projects, including construction, education, and agriculture, which have not only supported local development but also enriched the volunteers’ experiences. This work intends to deepen and explore the study of the impact of voluntary activities on the image of Barcelos by expanding the academic understanding of solidarity tourism while providing us with important data for interested local parties. By examining these impacts in Barcelos, we aim to highlight how specific volunteer tourism programs can significantly enhance the image and development of a destination. This study’s central objective is to analyze how the presence of ESC volunteers and their activities influence the image of Barcelos as a tourist destination. It will be performed through a mixed-methods approach that aims to explore volunteers’ perceptions, experiences and motivations. The questionnaire will be sent to (former) ESC volunteers who are or were working in Barcelos, and the data collected will be analyzed to answer the research questions. Participant selection will be carried out using a convenience sampling approach. This work is organized into five chapters. The first chapter presents an in-depth review of the literature and is structured to facilitate a holistic understanding of the phenomenon studied, allowing a robust theoretical overview of international volunteering and solidarity tourism to be obtained, with special emphasis on the influence of these activities on the image of tourist destinations. The second chapter details the research methodology, followed in the third chapter by an analysis of the data collected. In the fourth chapter, we present the discussion and implementations, and then to finish, the fifth and final chapter presents the conclusions, practical recommendations, and suggestions for future studies. We hope that the results of this research will contribute to a better understanding of the role of ESC in shaping the image of Barcelos, in addition to providing valuable contributions to the effective management of local tourism, promoting more supportive and sustainable practices. 2. Destination Image and Strategic Management The image of a tourist destination is a dynamic and multifaceted process, the evolution of which can be influenced by a variety of internal and external factors (Bassols-Gardella and Coromina 2022;Chu et al. 2022). Historically, the perception of a destination has been Adm. Sci. 2024,14, 178 3 of 24 shaped by both authentic experiences and mediated representations, with strategic image management playing a critical role in sustaining tourism competitiveness (Bassols-Gardella and Coromina 2022;Gartner 1994). In the context of tourism marketing, redefining a destination’s image can be driven by innovative campaigns or as a response to external crises (Bassols-Gardella and Coromina 2022;Chu et al. 2022). An illustrative example is the city of New Orleans, which after the frightening devastation caused by Hurricane Katrina in 2005, implemented a series of marketing strategies to transform its image from a disastrous and catastrophic city to a symbol of resilience and cultural renewal (Kates et al. 2006). This approach has not only revitalized local tourism, but also helped the city reshape its identity (Kates et al. 2006; Ritchie 2009). Likewise, the image of destinations like Rwanda has also been significantly transformed (Folarin 2023). After the 1994 genocide, Rwanda undertook a remarkable journey of recovery, promoting itself as an adventure and conservation tourism destination, centered on experiences such as mountain gorilla trekking (Folarin 2023). Through concerted efforts involving global marketing campaigns and sustainable development partnerships, Rwanda has emerged as a success story in post-crisis reinvention (Folarin 2023;Stone 2012). These examples highlight the importance of adopting adaptive strategies in destination image management, which not only respond to circumstances, but also actively redefine the destination narrative to attract tourists and sustainable investments (R.-Y. Huang et al. 2021;Wang et al. 2023;Zupancic 2023). When studying the evolution of destination images, it becomes clear that flexibility and innovation are essential to maintain and rejuvenate the tourist image in the face of emerging challenges and opportunities (De la Gala-Velásquez et al. 2023;Huang et al. 2021;Wang et al. 2023;Zupancic 2023). Effective destination image management is crucial, as it influences visitor choices, behavior, and post-visit perceptions, and is vital for maintaining competitiveness in the global tourism market Fyall and Garrod (2020). The image of a tourist destination is also complex and multifaceted, reflecting the perception of potential visitors about a specific place. This aspect plays a crucial role in travel decisions and directly influences the choice of destination, tourist satisfaction and the probability of returning (White 2004;Zuo et al. 2023). To effectively manage this image, those responsible for managing the tourist destination must understand the current image of the destination. It is essential to have detailed knowledge of the current image of the destination. Andrades-Caldito et al. (2013) and Morgan and Pritchard (1998) highlight the importance of using varied methods such as surveys, focus groups, and data analysis to obtain this understanding and knowledge. Identify and meet the expectations of the target audience: As mentioned by Gursoy and Rutherford (2004) and Kotler and Armstrong (2019), knowing the expectations of the different target audience segments is essential, because it allows the development of more effective marketing strategies and promotional messages. Develop promotional messages aligned with defined objectives: As discussed by Kanwel et al. (2019), promotional messages must be in sync with the desired image of the destination. Utilizing a variety of channels, including digital advertising and social media, is essential to effectively reach your audience (Morgan and Pritchard 1998). It is also important to highlight the need for continuous monitoring and adjustment. The image of a destination is dynamic and must be continually monitored and adjusted (White 2004). This ensures that the destination image remains relevant and attractive. Another factor that must be taken into consideration is the impact of new technologies on destination image management. The Web 2.0 era has transformed the way destination images are constructed, with a major influence from online content created by tourists, who now play a crucial role in shaping the perceptions of future visitors (Zhu et al. 2022). The integration of digital technologies in tourism management facilitates a co-creation of the tourist experience, where visitors and local residents collaborate, through the use of digital platforms to improve the cultural and economic sustainability of tourist activities (Marques Adm. Sci. 2024,14, 178 4 of 24 and Borba 2017). Therefore, the use of technology in international volunteering can be an effective strategy to increase cultural interaction and strengthen the image of the tourist destination as innovative and socially responsible. The evolution of digital technologies has profoundly reshaped the image management of tourist destinations. In particular, virtual reality (VR) and social networks have emerged as powerful tools to influence tourists’ perception and behavior (D. Guttentag 2010;Xiang and Gretzel 2010). Virtual reality has been used to create immersive experiences that allow potential visitors to explore destinations virtually before deciding to visit them physically (D. Guttentag 2010;Morales et al. 2022). For example, destinations like Australia have used VR to showcase their natural landscapes and iconic landmarks, providing a sensory showcase that can increase the desire to experience the destination in person. In addition, Guttentag (2010) discussed how virtual reality can effectively influence visit intention by providing experiences that are perceived as unique and memorable. Social media has revolutionized the way tourists interact with destinations (Munar and Jacobsen 2014;Xiang and Gretzel 2010). Platforms like Instagram, Facebook, and TikTok allow you to create and share compelling visual content that can go viral, reaching global audiences quickly and effectively. For example, the #ShareYourJordan campaign, promoted by Jordan, used photos and videos of real tourists to highlight the country’s beauty and hospitality, which helped to improve the destination’s image and attract more visitors (Munar and Jacobsen 2014). The integration of digital technologies into marketing campaigns allows destinations to create a richer and more engaging narrative (Harizi and Trebicka 2023;Hays et al. 2013; Yuan et al. 2022). For example, the use of hashtags has proven to be an effective strategy for expanding the reach of campaigns and engaging potential tourists in conversations about the destination (La Rocca and Boccia Artieri 2022;Paiano et al. 2017). Destinations like Iceland have used the hashtag #InspiredByIceland to encourage the sharing of personal experiences that together form a vibrant and compelling image of the destination. Despite the many and varied advantages, the use of new technologies in destination image management also presents challenges (Gretzel et al. 2006,2015). The reliance on images and videos can, in some cases, create unrealistic expectations among tourists or emphasize only positive aspects, ignoring more complex issues such as sustainability and the impact of tourism on local communities (Gretzel et al. 2015). New technologies, when used strategically, offer a significant opportunity for destination managers to improve the image and attraction of their locations (D. Guttentag 2010). Virtual reality and social media, in particular, have the power to transform public perception and influence travel decisions, allowing tourist destinations greater interaction and engagement with a global audience. In addition to these factors to take into consideration, collaboration between various stakeholders—including local governments, private companies, tourism organizations and the local community—is vital for efficient management of the destination’s image (Morgan and Pritchard 1998). This synergistic collaboration ensures a more holistic and integrated approach. Managing the image of a tourist destination is, therefore, a strategic and collaborative process that requires continuous involvement and commitment from all stakeholders. By optimizing this management, responsible organizations not only strengthen the competitive position of the destination, but also enhance its tourist attractiveness. Among the most influential models in tourism literature are those by Echtner and Ritchie (1993) and Baloglu and McCleary (1999). These models not only explain destination image formation, but also offer insights into how these theories are applied in practice. An article by Lopes (2011) expands this understanding by discussing the origin, development, and implications of destination image. Lopes (2011) highlights that destination image management is not just about understanding how destinations are seen, but also about actively managing that image to attract and satisfy tourists. The author argues that a well-managed destination image can help overcome economic crises and increase the Adm. Sci. 2024,14, 178 5 of 24 sustainability of tourism, reinforcing the importance of strategic and informed management (Lopes 2011). The model by Echtner and Ritchie (1993) gives us one of the most comprehensive approaches to understanding the target image. This model suggests that a destination’s image comprises holistic attributes and characteristics. Attributes are specific components of the destination, such as beaches, architecture, cuisine, while holistic characteristics refer to the overall atmosphere or aura of the destination. Echtner and Ritchie (1993) also differentiate between the functional and psychological dimensions of the image, where the first concerns tangible aspects of the destination, and the second, intangible elements that provoke sensations and emotions. In practice, this model is used to develop marketing campaigns that highlight both the specific attributes and the holistic experience of a destination. For example, Portugal’s marketing campaign, “Can’t Skip Portugal”, combines visual images of natural landscapes and vibrant cities with narratives that evoke a sense of adventure and discovery (Parreira 2018). The model by Baloglu and McCleary (1999) focuses on the influence of personal and stimulating factors on the perception of the destination image. It is used to segment markets based on tourists’ personal preferences and past experiences, using digital influencers and targeted marketing campaigns to promote specific destinations. 3. Transformational Tourism and Experiences Transformational tourism, as defined by Nandasena et al. (2022), is a tourist experience that not only leads to a significant change in an individual’s perspective, self-awareness, and behavior, but also engages travelers in deep processes of learning and personal connection. This type of tourism is often motivated by the desire for deep, meaningful experiences that challenge pre-existing worldviews and promote a broader understanding of different cultures and environments. Ramos et al. (2021) and Sampaio et al. (2021) also highlight that transformational tourism can include activities that range from spiritual retreats to international volunteering, to adventure trips that challenge the traveler’s physical and mental limits. Röntynen and Tunkkari-Eskelinen (2024) argue that, in addition to personal changes, transformational tourism also seeks to positively impact local communities, fostering cultural exchanges that benefit both visitors and hosts. Travelers are encouraged to participate ethically and responsibly, contributing to the economic, social, and environmental sustainability of destinations. Thus, transformational tourism stands out for being a doubly enriching journey, which transforms the individual and supports the communities that welcome them, promoting a legacy of mutual respect and intercultural understanding. Wahba et al. (2024) add that green transformational leadership can play a moderating role in promoting green dynamic capabilities and green creativity in the hospitality and tourism industry, which may be relevant in the context of transformational tourism. However, transformational tourism research, presented by Nandasena et al. (2022), stands at the forefront of contemporary academic thought, outlining the pressing need to expand and deepen experiential analysis methods in this domain. The authors carried out a systematic review of the literature, highlighting the evident gap in the calibration and holistic measurement of transformational experiences in tourism. This study, by critically examining current publications, reveals that despite academics’ growing interest in transformational tourism, there is a substantial lack of in-depth understanding of the processes underlying these experiences. The authors argue that a more detailed understanding is imperative, especially when considering the diversity of transformational experiences that range from religious pilgrimages and backpacking to the diverse aspects of ecotourism. The importance of this analysis takes on an additional dimension in the context of the post-COVID-19 pandemic. Nandasena et al. (2022) point to this relevance of investigating how the pandemic, together with the incorporation of new smart technologies, has reshaped not only travelers’ expectations and perceptions, but also the very essence of Adm. Sci. 2024,14, 178 6 of 24 transformational travel. It is emphasized that transformational experiences in tourism will need to be understood and evaluated not only through robust qualitative and quantitative metrics, but also through the changes induced by COVID-19 in the dynamics of tourism and travel. 4. Sustainability and Environmental Impact on Tourism Sustainability and social responsibility have emerged as crucial foundations in the management of tourist destinations, reflecting a growing global awareness of the environmental, economic, and social consequences of tourism (Buckley 2020;Dredge 2022). Adopting an integrated and responsible approach not only ensures the protection of natural and cultural resources, but also promotes the well-being of local communities and visitors (Higgins-Desbiolles 2021). Sustainability has thus become one of the guiding principles for the development of the tourism sector, prevailing not only as a competitive differentiator, but also as an ethical and preservation imperative (Frantzeskaki et al. 2021). In this context, the environmental image of a tourist destination emerges as a crucial factor in promoting pro-environmental behaviors among visitors and in building sustainable strategies for tourism development (Cerveny 2022). Developing effective environmental management is therefore vital for sustainable tourism. Tourist destinations face the challenge of preserving their natural beauty and ecosystems while welcoming a large number of visitors. Sustainable practices, such as resource consumption reduction, waste management, and biodiversity conservation, are essential to minimize negative impacts (Hall 2019). The use of renewable energy in tourism infrastructure and the promotion of low-impact tourism activities can be significantly beneficial. The implementation of environmental certifications and adherence to international sustainability standards are also proactive measures to strengthen environmental management (Weaver 2001). Recent studies, such as Bilynets and Knezevic Cvelbar (2022), point out that the perception of a destination as ecologically conscious can encourage sustainable practices on the part of tourists. This behavior is amplified by the environmental awareness that is carried over from everyday life to travel practices, highlighting the symbiotic relationship between the destination’s environmental reputation and the behavior of visitors. In a complementary way, the analysis of Burbano et al. (2022), a study on the Galápagos Islands, and other studies of great interest in this research, such as Cerveny (2022), DiéguezCastrillón et al. (2022), Frantzeskaki et al. (2021), and Lockstone-Binney and Ong (2022), highlight the need to reconfigure tourism from a sustainability perspective. The investigations by these authors indicate the need for a joint and participatory approach, and that this is fundamental to balance the dimensions of development and preservation, especially in places of great ecological sensitivity. The researchers Rajaonson and Tanguay (2022) report that, after research into Canadian destinations during the pandemic, the relevance of the environmental impact of tourism was reinforced. The sudden shift to domestic tourism has highlighted the consequences of increased pressure on non-urban ecosystems, underlining the urgent need to create sustainable tourism management strategies. Sustainability in tourism, especially in the context of solidarity tourism, is a vital topic for ethical and beneficial development for both tourists and local communities (McIntosh and Zahra 2007). Sustainable tourism involves minimizing environmental impact, respecting local culture and promoting the economic development of host communities. According to researchers such as Ramos et al. (2021), sustainable tourism is not only an ethical approach, but also a practical strategy for preserving resources for future generations. Sustainability in tourism is therefore a multifaceted topic that requires a comprehensive critical analysis (Diéguez-Castrillón et al. 2022). When approaching sustainability practices in tourism, it is essential to recognize the complexity of the strategies adopted and know their environmental implications (Baloch et al. 2023). Sustainability initiatives Adm. Sci. 2024,14, 178 7 of 24 can easily be only superficially implemented, leading us to the phenomenon known as “greenwashing”, where actions are more focused on promoting an ecological image than on the real environmental impact (Honey 2013). Therefore, the effectiveness of sustainable tourism policies must be questioned. Often, these policies can be limited by focusing on short-term gains and neglecting long-term consequences for the environment (Baloch et al. 2023;Simo-Kengne 2022). It is important to assess whether tourism management practices are genuinely aligned with sustainability principles and whether they are robust enough to face growing environmental challenges (García et al. 2024). It is also important to emphasize that the discussion must cover the inherent responsibilities of the various stakeholders in the tourism sector, including governments, tourism companies, and tourists (Burbano et al. 2022). Consideration should be given to how collective actions can promote real and lasting change, which benefits both the environment and local communities (Lockstone-Binney and Ong 2022). A critical analysis should also consider the balance between tourism development and environmental preservation, exploring how strategies can be improved to ensure a more sustainable future for tourism (Jovanovi´c et al. 2024). Social responsibility in tourism involves a commitment to the social and economic development of local communities. This is achieved by providing employment, improving infrastructure, and ensuring that a significant portion of tourism income is reinvested locally (Reindrawati 2023). Initiatives such as community tourism and support for local small-scale businesses strengthen the local economy and increase residents’ quality of life (Ritchie and Crouch 2003). The active participation of local communities in the design and implementation of tourism projects is crucial to ensure that their voices and concerns are heard and considered. Additionally, solidarity tourism, which encompasses volunteering and respectful interaction with local communities, offers a way for tourists to make a meaningful contribution to the places they visit. As highlighted in previous studies (Jiang et al. 2022;Seo et al. 2021), solidarity tourism can strengthen local economies, support cultural and environmental preservation, and promote intercultural understanding. Local attachment emerges as a significant mediating factor between tourist destination image and intention to revisit, suggesting that a stronger emotional bond may increase the likelihood that visitors will return (Wei et al. 2024). By investing in education and raising awareness among both tourists and residents about the importance of sustainability, it is possible to foster a culture of responsible tourism (Chen et al. 2022). Environmental education programs and awareness campaigns can help shape behaviors and encourage more sustainable practices (Font and McCabe 2018). Workshops on local biodiversity and the importance of specific ecosystems can raise awareness about conservation efforts (Cheung and Jim 2019). The role of public policies is also crucial in promoting sustainability in tourism (Madanaguli et al. 2022). Effective tourism governance involves establishing clear and coherent regulations that encourage sustainable and responsible practices. Bramwell and Lane (2013) emphasize that sustainable tourism requires an evolving global approach, which integrates economic, social, and environmental dimensions. Furthermore, Bramwell (2011) discusses the political economy of sustainable tourism, highlighting the importance of governance in ensuring collaborative participation and accountability. Dangi and Petrick (2021) provide a case study demonstrating how enhanced governance can improve collaborative participation, responsiveness, representation, and inclusion in community-based tourism. Therefore, local and national governments must play an active role in facilitating these processes to achieve sustainable tourism development. Management in tourism must be transparent and inclusive, allowing for effective collaboration between the government, the private sector, NGOs, and local communities (Organização para a Cooperação e Desenvolvimento Económico (OCDE) 2017). The integration of sustainability and social responsibility in the management of tourist destinations is a practical and ethical strategy to ensure the long-term viability of tourism (Saarinen Adm. Sci. 2024,14, 178 8 of 24 2021). By adopting sustainable and socially responsible practices, tourist destinations can protect their resources, improve the local quality of life, and enrich the visitor experience (Miller et al. 2023). 5. The Role of International Volunteering and Solidarity Tourism in the Image of the Tourist Destination Volunteers are a critical component to any workforce. Each volunteer brings a different level of skill and value, but it is their tenacity and commitment that demands clear recognition from the event organizers and holistic workforce (Milner and McCullough 2024). As explored previously, Barcelos stands out as a tourist destination, enriched by a significant cultural and historical heritage. This enrichment is reinforced by international recognition and the appreciation of local traditions, elements that Bilynets and Knezevic Cvelbar (2022) identify as crucial in the formation of the environmental image of a destination. The influence of tourism on the city’s economy and culture is notable, resulting in job creation and stimulation of the local economy, in addition to contributing to the preservation of cultural heritage—an impact also observed in Elsayeh (2020) and in other contexts. In this scenario, international volunteering and solidarity tourism emerge as transforming forces in the image of Barcelos as a tourist destination. These practices are not limited to visits to historical or cultural sites; they promote a deep immersion in the community, generating meaningful interactions and tangible contributions to the social and environmental development of the region, a concept Howard et al. (2022) emphasize in their analysis of international volunteering. These activities not only reinforce the city’s image as a culturally rich and socially responsible tourist destination, but are also crucial in building a broader and positive narrative about the destination, as suggested by Zuo et al. (2023). The experiences of volunteers and supportive tourists enrich and diversify the image of Barcelos, reflecting a city committed to preserving its legacy and promoting values such as sustainability, active citizenship and social involvement, a perspective also addressed by Chen (2021). The image of a tourist destination is a complex and dynamic interactive system, which involves the combination of tourists’ beliefs, thoughts, feelings, expectations, and impressions (Wei et al. 2024). However, volunteer tourism, which is often promoted as a contribution to development, can actually shape and mediate public perceptions of development, influencing how people choose to ‘make a difference’ in development contexts (Butcher 2024). Therefore, it is essential to explore in depth the impact of international volunteering and solidarity tourism on the perception of Barcelos as a tourist destination. Nostalgic emotions have a positive impact on local connection, which in turn positively influences the intention to revisit the tourist destination (Wei et al. 2024). A comprehensive analysis, as suggested by Tyler et al. (2018), will allow us to better understand how these practices influence the external perception of the city and how they can be used strategically to strengthen its position on the global tourism scene. This detailed study is vital to understand the value of these influences and their significance for the management of tourist destinations, as pointed out by Polus et al. (2023). 5.1. The Rise of International Volunteering and Solidarity Tourism Personal development emerges as a primary motivator for young people who participate in cross-border volunteer tourism programs (Han et al. 2020). This search for personal growth and new experiences can be channeled to the benefit of local communities if volunteer programs are well structured to promote meaningful and sustainable cultural interactions (Han et al. 2020). By understanding and integrating volunteers’ motivations into tourism management efforts, destinations can improve their global image and sustain long-term economic and cultural benefits. Volunteering can be extremely beneficial for both the individual and the host countries (Persaud and Chisholm 2020) and in the current tourism landscape, there is a notable increase in the practices of international volunteering Adm. Sci. 2024,14, 178 15 of 24 internationally in Barcelos, as well as to the main host organizations in the municipality. Interviews were conducted with four key host organizations in Barcelos, providing insights into their experiences working with and hosting ESC volunteers, and the perceived impact on the community. Representatives from all four organizations participated in these interviews. Employing a mixed-methods approach, this study integrated quantitative data from electronic surveys and qualitative insights from semi-structured interviews (Bryman 2016; Creswell and Creswell 2018). 6.1. Quantitative Data Collection and Analysis The quantitative data from the surveys were analyzed using statistical methods to identify common trends and patterns among the volunteers’ responses. Descriptive statistics provided an overview of the demographic profile and motivations of the participants. Specifically, the demographic details of the 92 volunteers included: • Countries or Regions of Origin: The volunteers originated from diverse geographical regions, including Europeans (55%) and partner countries eligible to carry out the ESC program (45%). •Gender: The sample comprised 54% males and 46% females. • Age Groups: Participants’ ages ranged from 18 to 30 years, with the majority (48%) being between 20 and 22 years old, and the second largest (28%) group being those between 22 and 25 years old. • Education Level: The majority are in the final stages of their studies and take advantage of school holidays to have a volunteer experience (48%) or have recently finished their degree (26%). All participants have completed secondary education. These demographic details provided a comprehensive understanding of the backgrounds of the volunteers and facilitated an analysis of how these characteristics influenced their experiences and perceptions. 6.2. Qualitative Data Collection and Analysis The qualitative data from the interviews were analyzed thematically (Braun and Clarke 2006), allowing for the identification of key themes related to the impact of volunteering on the community and the volunteers themselves. The interviews with representatives from the host organizations provided in-depth insights into the following areas: •Personal growth and development through volunteering; •Specific cultural exchanges and learning experiences; •Observations on the local community’s response to volunteer tourism; •Challenges faced during the volunteer experience; •Recommendations for improving volunteer tourism programs. Preliminary insights from the data indicate that ESC volunteers significantly contribute to the cultural and social development of Barcelos. These insights, grounded in both survey responses and interview data, highlight the dual benefits of volunteering for personal growth and community enrichment (Wearing and McGehee 2013). The data indicated a varied range of motivations for involvement in international volunteering, with an emphasis on the search for adventure, personal development, and altruism (Callanan and Thomas 2007). This diversity of motivations underscores the multifaceted role of volunteering, not only as an opportunity for social contribution but also as a means for personal growth and cultural exploration. The 92 participants completed the entire survey, providing a robust data set for analysis. The data show that the volunteering experience in Barcelos under the European Solidarity Corps (ESC) provides young people with a unique opportunity for contribution and personal growth, while simultaneously affecting their previous perception of the country, the city, and the local community. Adm. Sci. 2024,14, 178 16 of 24 This section explores in detail the volunteers’ experiences and how these shaped their image of Barcelos, reflecting on the intersection between volunteering and tourism, and the role of this experience in promoting a positive vision of the destination. 7. Preliminary Insights Analysis of the data collected, and the trends observed in the survey of former European Solidarity Corps (ESC) volunteers in Barcelos reveals significant implications for international volunteering and tourism. This subchapter seeks to explore these implications, focusing on how the international volunteering experience in Barcelos can serve as a model for other regions and how it can positively influence tourism, reinforcing the importance of sustainable and responsible practices. Through this analysis, we seek to provide an in-depth insight into how international volunteering and solidarity tourism can coexist in a beneficial way, contributing to local development and building a positive image of the destination. 1. Enriching the Tourist Experience through International Volunteering: The integration of international volunteering into the fabric of tourism in Barcelos highlights the capacity of these experiences to enrich the experience of tourists. Not only do volunteers gain a deep understanding of the local culture and community, they also actively contribute to its well-being. This approach creates a more authentic and meaningful tourist experience, moving away from mass tourism and towards a more conscious and responsible tourism model. 2. Promotion of Sustainability and Social Responsibility: International volunteering programs in Barcelos serve as tangible examples of how tourism can be aligned with principles of sustainability and social responsibility. By promoting practices that respect the local environment and contribute to community development, Barcelos not only improves its tourist offer, but also positions itself as a leader in sustainable tourism. This stance has the potential to attract tourists who value experiences that offer positive contributions to the place visited. 3. Strengthening Community Cohesion: The participation of international volunteers in local projects promotes interaction between visitors and residents, reinforcing community cohesion. This cultural exchange enriches both parties and creates a sense of belonging and pride in the community. By involving local residents in volunteer programs, the creation of a support network for volunteers is enhanced, while local knowledge and traditions are valued. 4. Development of Transversal Skills: The international volunteering experience in Barcelos contributes to the development of transversal skills in both the volunteers and the local agents involved. Skills such as intercultural communication, leadership, teamwork and adaptability are reinforced, benefiting not only the individual, but also the organizations and communities involved. These skills are essential in today’s globalized world and can open up new professional and personal opportunities for participants. 5. Management Models and Strategic Partnerships: To maximize the benefits of international volunteering and solidarity tourism, it is crucial to adopt effective management models and establish strategic partnerships. This includes collaboration between local, national, and international organizations, the public and private sector, and educational institutions. These partnerships can facilitate the sharing of resources, knowledge, and best practices, contributing to the sustainability and success of volunteering and tourism programs. In conclusion, the Barcelos experience illustrates the potential of international volunteering and solidarity tourism to contribute significantly to sustainable local development and the construction of a positive tourist image. Similarly to the US Peace Corps, Kibbutz volunteering in Israel, and the post-earthquake recovery efforts in Nepal, the volunteer programs in Barcelos have demonstrated substantial benefits for both volunteers and the local community. These examples highlight the need for innovative and responsible ap- Adm. Sci. 2024,14, 178 17 of 24 proaches in the tourism sector, which value the active participation of visitors in the life of local communities. Thus, Barcelos not only enriches the experience of its visitors but also promotes the development of more conscious and sustainable tourism. By learning from these successful models, Barcelos can continue to enhance its identity as a destination for solidarity tourism and cultural engagement. Enriching Experiences: ESC volunteers in Barcelos reported a variety of enriching experiences that transcend conventional volunteer work, by participating in cultural, social and environmental activities. These experiences not only contribute to the personal development of volunteers, but also foster a deep appreciation for local culture and traditions. Immersion in projects with a direct impact on the community allows volunteers an intimate understanding of local challenges and opportunities, strengthening the feeling of solidarity and belonging to a common cause. Impact on the Perception of Barcelos: Volunteers’ perception of Barcelos is profoundly influenced by their experiences during the volunteering period. The city is often described as welcoming and rich in cultural heritage, where the values of community and solidarity are experienced in practice. This positive image of Barcelos is amplified by the testimony of volunteers, who share their stories and experiences through different platforms, contributing to the construction of an attractive and authentic image of the destination. Contribution to Community and Local Development: Volunteer involvement in projects with community benefits highlights the vital role of international volunteering in local development. Volunteers’ efforts in areas such as education, sustainability, and social support not only meet the immediate needs of the community, but also promote a long-term vision for sustainable development. This synergistic interaction between volunteers and the local community reinforces the image of Barcelos as a destination that values and invests in collective well-being and the preservation of its cultural and natural heritage. Reflection on the Volunteering Experience: Reflecting on the volunteering experience reveals a deep sense of gratitude and personal fulfillment among participants. The opportunity to make a difference in the lives of others while exploring a new culture is often cited as one of the most rewarding aspects of volunteering. This mutual appreciation between volunteers and the Barcelos community is fundamental for the sustainability of the volunteer program and for the continuous reinforcement of the city’s positive image. Challenges and Recommendations: Despite positive experiences, volunteers also face challenges, such as language barriers and the need for greater cultural integration. To overcome these challenges, it is recommended to strengthen orientation programs and promote cultural exchange activities that facilitate communication and mutual understanding. Such initiatives can further enrich the volunteering experience and ensure an even more positive perception of Barcelos as a welcoming and inclusive destination. We can therefore conclude that the volunteering experience in Barcelos, through ESC, offers young people a unique springboard for civic engagement and cultural exploration, significantly impacting their perception of the destination. The experiences shared by volunteers reflect the richness and diversity of the local community, promoting Barcelos as a volunteering destination of choice in the European context. As the program continues to evolve, the inclusion of more voices and experiences will further enrich the social fabric of Barcelos and strengthen its image as a place of meeting, learning, and solidarity. The integration of international volunteers in Barcelos, within the scope of the European Solidarity Corps (ESC), proved to be a significant added value for the local community. This segment explores the tangible and intangible contributions of these volunteers, evaluating the impact of their actions on the social, cultural, and economic dimensions of Barcelos. Social and Cultural Impact: ESC volunteers in Barcelos dedicated themselves to a wide range of projects with profound social and cultural impacts. From participating in educational programs aimed at including at-risk youth to engaging in cultural heritage conservation initiatives, volunteers have demonstrated a unique ability to adapt their skills and enthusiasm to the specific needs of the community. This interaction dynamic not Adm. Sci. 2024,14, 178 18 of 24 only benefits local projects, but also promotes an enriching cultural exchange, allowing volunteers and community members to share knowledge, traditions, and perspectives. Sustainable Economic Development: In addition to the social and cultural impact, the presence of international volunteers in Barcelos contributes to the sustainable economic development of the region. Through their participation in sustainable tourism and rural development projects, volunteers help promote Barcelos as an ethical and responsible tourist destination. This approach to tourism not only attracts visitors interested in authentic and sustainable experiences, but also supports the local economy, encouraging the consumption of regional products and supporting small businesses. Strengthening Community Cohesion: The interaction of volunteers with the local community also has a significant effect on strengthening community cohesion. By working side by side on common projects, volunteers and residents develop a sense of solidarity and shared purpose. This collaborative engagement not only addresses local challenges more effectively, but also builds bridges between cultures, promoting tolerance, mutual understanding, and respect for diversity. Training and Long-Term Legacy: A crucial aspect of volunteers’ contributions to the local community is the training and long-term legacy they leave in Barcelos. Through the transfer of knowledge and the implementation of sustainable practices, projects led or supported by volunteers have the potential to continue to benefit the community well beyond the duration of their volunteering. This lasting impact is a testament to the effectiveness of international volunteering in promoting community development and empowering local residents to face future challenges independently. To conclude, the contributions of ESC volunteers to the local community of Barcelos are vast and varied, covering social, cultural, and economic aspects. These volunteering experiences not only enrich the lives of participants and community members, but they also leave a positive legacy that transcends the volunteers’ length of stay. Volunteers’ commitment to local projects, combined with their desire for cultural immersion, demonstrates the potential of international volunteering to transform both host communities and volunteers themselves, promoting a more connected, supportive, and understanding world. An analysis of these contributions reveals the importance of continuing to support and expand volunteering initiatives like ESC, maximizing their beneficial impact in Barcelos and beyond. 8. Final Considerations and Conclusions The comprehensive analysis of data collected from surveys distributed to European Solidarity Corps (ESC) participants who engaged in international volunteering in Barcelos allows us to draw several significant conclusions about the nature and impact of this experience. This chapter summarizes the main research findings, emphasizing the value of international volunteering for the volunteers, the local community, and the ESC program. It also highlights the challenges faced and offers recommendations for future initiatives. Value of International Volunteering: International volunteering in Barcelos enriches volunteers through personal growth, intercultural skill development, and meaningful community contributions. The diversity of motivations that drive individuals to embark on this journey—ranging from the search for adventure and personal development to altruism and the desire to contribute to a greater cause—reflects the broad spectrum of benefits that international volunteering can offer. Impact on the Local Community: Volunteers’ contributions to social, cultural, and environmental projects in Barcelos foster mutual cultural appreciation and strengthen international solidarity. Challenges Faced: Despite the many positive aspects, challenges related to cultural integration, project sustainability, and expectation management have been identified as areas requiring attention and improvement. If not addressed, these challenges could compromise the effectiveness of international volunteering and its ability to achieve the proposed objectives. Adm. Sci. 2024,14, 178 19 of 24 Recommendations for Future Initiatives: Future international volunteering initiatives should include comprehensive mentoring programs, project sustainability strategies, clear and realistic communication of expectations, and enhanced support and monitoring for volunteers. These measures are fundamental to maximizing the benefits of international volunteering for all parties involved and ensuring that the experience remains enriching and sustainable in the long term. In conclusion, international volunteering in Barcelos through the ESC represents a powerful tool for personal development, cultural exchange, and social contribution. The analysis of the collected data reveals a multifaceted experience with significant impacts for both volunteers and the local community. By addressing the identified challenges and implementing the proposed recommendations, the value of these experiences can be further enhanced, ensuring that international volunteering continues to be transformative for individuals and communities. Consequently, the ESC program in Barcelos can serve as a model for other international volunteering initiatives, promoting a culture of solidarity, mutual learning, and sustainable development. Author Contributions: Conceptualization, R.P.C. and B.B.S.; methodology, R.P.C.; validation, B.B.S.; formal analysis, R.P.C.; resources, B.B.S. and V.R.S.; writing—original draft preparation, R.P.C., B.B.S. and V.R.S.; writing—review and editing, R.P.C., B.B.S. and V.R.S.; project administration, B.B.S. All authors have read and agreed to the published version of the manuscript. Funding: This research received no external funding. Institutional Review Board Statement: Not applicable. Informed Consent Statement: Not applicable. Data Availability Statement: The original contributions presented in the study are included in the article, further inquiries can be directed to the corresponding authors. Conflicts of Interest: The authors declare no conflict of interest. References Alexander, Zoë. 2012. International volunteer tourism experience in South Africa: An investigation into the impact on the tourist. Journal of Hospitality Marketing & Management 21: 779–99. 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