Nonprofit brand heritage its ability to influence volunteer retention, engagement, and satisfaction

Volunteer organizations operate in a challenging environment and their management practices toward volunteers have become increasingly influenced by the private sector. This case study explores the impact of brand heritage on the experience of volunteering in such managed environments. We use data from the U.K. Scouts to show that brand heritage has a positive bearing on the level of engagement volunteers experience and on their reported attitude to the way(s) in which they are managed within the volunteer organization. We then use these findings to establish the salience of brand heritage to both long established and recently formed organizations, extending current volunteer management theory; consequently, we suggest volunteer managers utilize the power of brand heritage through unlocking its ability to retain engaged and satisfied volunteers.

Visitors' engagement and authenticity: Japanese heritage consumption

Understanding the sense of authenticity of heritage attractions is important for tourism management and marketing because presentation, interpretation and verification has a direct bearing on motivations to visit and engage with heritage tourism sites. This paper establishes relationships among the concepts of culturally specific motivation, perception of authenticity, engagement and attendant behavioral consequences based on domestic visitors' experiences at Japanese heritage sites. It further extends Kolar and Zabkar's (2010) model of authenticity by including concepts of serious leisure, heritage related behaviors, self-connection and their effects over engagement using Partial Least Square, whereby both formative and reflective scales are included. The structural model is tested with a sample of 768 visitors in a culturally specific setting of Japanese heritage sites. The empirical validation of the conceptual model supports the research hypotheses. These findings contribute to a better understanding of visitors' perceptions and valuation of authenticity in Japanese tourist attractions. Several implications can be drawn from the study findings and interesting directions for future research are provided.