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Previous studies of literary tourism have investigated visitor perceptions and responses to literary heritage, concluding that literary attractions and landscapes attract both the generalist heritage visitor and a niche segment of highly motivated ‘literary pilgrims’. Volunteers are increasingly significant within the heritage sector and this paper draws on research with managers and volunteer staff at a sample of literary heritage attractions in the UK. Although the literary properties and figures play a minimal role in the motivations of volunteers, many derive significant rewards from the literary aspects of the sites. In parallel with literary pilgrims, for a core of literary enthusiast volunteers, the literary figure is the primary motivation and reward. Copyright © 2003 John Wiley & Sons, Ltd.