The Faroese model of (sustainable) destination marketing: Volunteering glorification, staying with locals, and experiencing gratitude
The case that constitutes the subject for this paper is a voluntourism project organized in the Faroe Islands that has gained worldwide attention. Unskilled volunteers were called to perform maintenance works while popular hiking trails remained closed for regular tourists. Thousands applied to build and mark trails in exchange for bed and board, while the idea was a successful marketing campaign