ABSTRACT
Volunteer tourism becomes a growing trend in the world. Interestingly, it tends to be dominated by the millennial generation with various motivations. However, those motivations range from shallow to deep motivation (Haslebacher, et al. 2018; Proyrungroj 2017; Silló 2019). Therefore, this study aims to determine the shallow and deep motivation of millennial generation who participate in the volunteer tourism program in West Java Province. This research uses a qualitative method with content analysis. The data used obtained from research interviews to 18 interviewees by using purposive and snowball sampling techniques. This research found that the shallow motivations are to take a vacation, to build a relationship, to renew a job resume, to develop self-ability, and to get an adventure. Meanwhile, the deep motivations are to give a contribution, to make a change, to feel authenticity, and to transmit goodness.
