Measuring Volunteer Motivation in Mega-Sporting Events

Abstract

Volunteers are a core component of sport service delivery and an important element of the Olympic Games culture. However, little research has addressed the specific characteristics and experiences of individuals who dedicate their time and effort to volunteer at mega-sporting events, more specifically at the Olympic Games. The current study aims to contribute to the literature so that more effective volunteer recruitment and management strategies can be fostered. The purpose of the study was to investigate motives of volunteers at the Athens 2004 Olympics and examine the factorial structure of the Olympic Volunteer Motivation Scale (OVMS). Data were gathered from a volunteer sample of 146 individuals who offered their services in the Olympic Aquatic Center and the Olympic Village. Scores from the 18-item OVMS demonstrated satisfactory validity and reliability. The extracted factors (Olympic related, Egoistic, and Purposive) were well defined and interpreted in terms of the items included. Given the fact that volunteers at the Olympic Games might be motivated by reasons that differ from those at local sporting events, the OVMS will provide information that could further support the Olympic volunteer movement in terms of effective volunteer recruitment and satisfaction.