Volunteering is defined as an individual’s spontaneous act of willingly giving and caring. It is conducted out of concern and volunteers do not expect monetary benefits in return. Volunteerism is a social responsibility attitude where financial profit goes beyond one’s fundamental commitments. Although no pecuniary benefits are gained, the number of volunteers during coastal clean-ups, marine debris clean-ups, and sea-turtle rescue operations has increased over the years. In 2017, 80,000 tourists took part in volunteerism activities around the world. In Malaysia, 1073 tourists registered as volunteers in 2017. This number is most probably higher as many volunteers spontaneously join activities without proper registration. Hence, it is crucial to understand the reasons behind the volunteers’ willingness to work for free in another country. Although several studies on volunteering have been published, little research has been conducted on the volunteers’ intentions to continue volunteering on an island. By adopting the volunteer function inventory, this study aims to identify factors leading to continue volunteering among tourists who visit islands in Malaysia. Using a purposive sampling method, questionnaires data were collected from 121 volunteers on the islands of Kapas, Perhentian, and Tioman. Using Smart Partial Least Squares, the researchers found that the value, social and enhancement factors have a positive relationship with the intention to continue being a volunteer. On the other hand, understanding, protective, and career factors were found insignificant. Beside enriching the literature on volunteerism, this study provides insightful information on tourists' behaviours on volunteerism. It is meaningful to several parties such as volunteerism centres in Malaysia and around the globe.

This study intended to suggest Voluntourism as a solution for alternative rural tourism for regional activation. Voluntourism is a form of alternative tourism on values of variety of tourism demand from pleasure to virtue. This study analyzed actual state of WWOOF(World-Wide Opportunities on Organic Farms) activities being operated in Korean rural village, one of representative of Voluntourism. Study aimed to explore the possibility of WWOOF activity as one of model of alternative rural tourism. We apply grounded theory method one of qualitative study methods for analysis of WWOOF Activities because WWOOF is still small activity in Korea. In result, we figure out the actual condition of WWOOF Korea activities as a vouluntourism through paradigm model of host and guest who had experience in WWOOF Korea. WWOOF activity is in its early stage so there many tasks. We suggested ideas for improving WWOOF activities to be one of new rural tourism business.