WWOOFing: A new model of transformative tourism in Croatia

Abstract

Travel as a catalyst for responsible citizens who want to change themselves and the world in which they live is a new social phenomenon. This paper will present an example of one such new trend called WWOOFing (World Wide Opportunities on Organic Farms), as a specific type of volunteerism in ecotourism, which can potentially become a model for transformative tourism in Croatia. In the methodological part of the paper, we analyse relevant literature and data available through the websites of independent organizations that practice WWOOFing. We also present the results of deep interviews conducted with the hosts of WWOOF in Croatia. The research reveals that the primary motivation of the hosts to implement WWOOF is: the additional assistance it provides, meeting new people and different cultures from around the world, and increasing the knowledge about sustainable ways of life and organic agriculture. The primary motivation of the volunteers to participate in WWOOFing is: the desire to learn and be actively involved in organic production and alternative ways of life, the desire to escape the everyday and search for new and authentic experiences, and the possibility for a cheaper way to travel. WWOOFing is considerably different from conventional tourism and has a large transformative potential based on: the workforce and cultural exchange, the opportunity for a direct involvement in the everyday lives of the hosts, as well as learning about organic agriculture and sustainability of alternative ways of life.