This study investigated the relationship between the type of volunteer tourism (human vs. flora vs. fauna) and the type of message (individual with no statistic vs. individual with small statistic vs. individual with large statistic) and potential tourists' attitudes towards volunteer tourism and their intention to donate their time. To do so, this study conducted a between-subject 3 × 3 factorial design online experiment, where the influences of compassion fade on attitudes and behavioral intention to donate time for volunteer tourism, along with the impacts of positive affect, emotional involvement, and credibility, were examined. The results of the current study revealed that type of volunteer tourism and type of message do not affect attitude towards volunteer tourism and attitude towards the ad. Further analysis indicated that, among all three mediating variables, only positive affect mediated the relationship between type of volunteer tourism and attitude towards volunteer tourism, and all other hypotheses were not statistically significant. Moreover, the results indicated that there is a positive relationship between perceived ad credibility and attitude towards the ad, and also between perceived ad credibility and attitude towards volunteer tourism. The implications of these results are discussed based on the empirical findings.
Keywords: attitudes; behavioral intention; compassion fade; credibility; emotional involvement; nature-based tourism; volunteer tourism.