The social construction of the New Zealand WWOOFing experience: A study of the world wide opportunities on organic farms programme

Abstract

This thesis investigates an increasingly popular but little researched tourism- related phenomenon: the World Wide Opportunities on Organic Farms (WWOOF) programme (Deville, Wearing, & McDonald, 2016a). The programme has been framed as an alternative form of tourism (McIntosh, 2009; McIntosh & Campbell, 2001; McIntosh & Bonnemann, 2006) that networks people interested in participating in sustainable lifestyles on organic farms. Farm hosts offer food, shelter, and an opportunity to engage in and learn about the work of farming, while volunteers receive free food and accommodation. WWOOFing emerged in the UK in the 1970s and, since then, has become entwined with practices of international travelling worldwide. New Zealand hosts the second oldest and the second largest WWOOF network globally. According to the WWOOF founder Sue Coppard, the primary aim of WWOOFing is to create a cultural exchange and to develop knowledge and learning while working together on the farm for four- six hours per day (Pier, 2011). Arguably, its underlying distinctive values and philosophies shape the experience and host-guest relationship between WWOOF farm hosts and their volunteers, known as WWOOFers. The aim of this thesis is to examine the social construction of the New Zealand WWOOFing experience between farmers and WWOOFers in the WWOOF volunteer exchange programme. The methodological approach adopted in this study is underpinned by social constructionist epistemology. Thus, the nature of this thesis is qualitative and inductive and draws on creative data approaches. To explore the socially constructed experience between farmers and WWOOFers, a blend of qualitative methods for data collection and analysis was chosen. The data were collected in the form of qualitative unstructured interviews with 23 farmers and WWOOFers, three creative LEGO® SERIOUS PLAY® (LSP) workshops with 12 participants, combined with participant observation and my reflexive research journal. Based on the constructionist approach, the study found that farm hosts and WWOOFers socially construct the New Zealand WWOOFing experience through being involved in ‘dirty activities’, crossing various thresholds, and striving for personal ideals. These three key themes were evident in the participants’ accounts and actions. Additionally, the LSP methodology helped to understand the ‘ideal’ WWOOFing experience, which is based on people involved in sharing of the work, food, social time and rules. Not so ideal, the results also revealed a lack of ethical accountability within WWOOFing. The findings contribute to developments in tourism studies knowledge such as greater understanding of the social construction of tourists’ experiences and how networks like WWOOF can achieve greater understanding in the exchanges between hosts and guests. It also makes a contribution by investigating the ideals communicated and experienced in this type of tourism. This thesis highlights the need for further critical thought on the nature of volunteer programmes like WWOOFing and deeper understandings of the interactions between WWOOF farmers and volunteers. Specifically, this thesis highlights the need to examine the interactions between WWOOF farmers and volunteers, as these are open to interpretation and possibly negotiation due to communication around ideals and expectations in WWOOFing being neglected. Later research can build on these findings to improve knowledge, experience, and practice in this area.