Hardworking, Adaptive, and Friendly: The Marketing of Volunteers in Iceland

Abstract

Volunteering, at times combined with tourism, has expanded globally. In this chapter, we explore the marketing of volunteers in Iceland with a focus on the requirements concerning the performance of tasks, skills, personality, and the attractions offered by the hosts. All the online advertisements that appeared on two volunteer recruitment websites ‘Workaway’ and ‘HelpX’ on 27 February 2017 and 27 February 2018 seeking volunteers were analysed. We show that the hosts, who straightforwardly formulate their demands and attractions, prefer the volunteers to be flexible, hardworking, well-mannered, and friendly. The volunteers are expected to perform diverse tasks, mostly unskilled but also to enjoy nature, animals, and family life while learning the ‘Icelandic way’ through work. They are not seen as altruistic individuals but rather as voluntourists.