The roles of advisors in Chinese volunteer tourism sending organisations: Professional, supporter, influencer

Volunteer tourism has received much attention from academics, but volunteer tourism staff are under-researched, as is the Chinese volunteer tourism context. This doctorial study aims to understand the roles of Chinese volunteer tourism advisors and the factors which influence their role identities. Semi-structured interviews with advisors identified three over-arching roles. First, the advisor as a professional, including clerk, advisor, coordinator, project leader, project developer and customer service roles. Second, the advisor as supporter, encompassing roles as firefighter, gatekeeper, mentor and friend. Third, the advisor as influencer, including key opinion leader, promotor,learner, entrepreneur and the Chinese concept of Gong yi zhe (public-spirited people). The research will contribute to the knowledge of volunteer tourism staff and roles in tourism and Chinese contexts.