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Organisational culture and effectiveness in ecotourism: the case of World-Wide Opportunities on Organic Farms Australia (WWOOF Australia)

Lookup NU author(s): Professor Cristina NeeshamORCiD

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).

Abstract

This study examines the dynamic between organisational culture and effectiveness within World-Wide Opportunities on Organic Farms (WWOOF) Australia as a case study in ecotourism. It extends current understanding of the intricate relationships among key stakeholders within ecotourism. Taking the interpretivist approach where reality is a composite of multiple perspectives, qualitative data was collected from a sample of 22 key stakeholders in WWOOF Australia through semistructured interviews. The results indicate that WWOOF Australia operates using a clan culture and that this cultural typology generates efficacious outcomes for all stakeholders to differing degrees while simultaneously enabling environmentally sustainable and socially inclusive operations. The study findings make theoretical contributions to better understand the complex dynamics of relationships between key stakeholders in a non-traditional organisational culture, and practical implications for the successful operation of ecotourism.

Publication metadata

Author(s): Pollard W, Rajendran D, Senjaya S, Neesham C

Publication type: Article

Publication status: Published

Journal: Asia Pacific Journal of Tourism Research

Year: 2023

Volume: 28

Issue: 2

Pages: 111-126

Print publication date: 12/05/2023

Online publication date: 12/05/2023

Acceptance date: 20/04/2023

Date deposited: 19/06/2023

ISSN (print): 1094-1665

ISSN (electronic): 1741-6507

Publisher: Routledge

URL: https://doi.org/10.1080/10941665.2023.2207683

DOI: 10.1080/10941665.2023.2207683

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