Volunteer Motivations in Military Sports Events: The Case of 2019 Military World Games

Abstract

The 2019 Military World Games was the largest special sports event in the history of Military Sports Events. Volunteers as a soft infrastructure play a critical role in the success of the Military World Games. However, few systematic studies have been conducted on volunteer motivation of Military World Games. Drawing on the social identity theory, a theoretical model has been developed, which includes a new theme-related motivation of love of military based on the version of VMS-ISE scale. Through investigating 2,114 respondents, results show that motivations of expression of values, patriotism and city involvement, interpersonal contacts, personal growth, love of sport, and love of military have positively impact on volunteer satisfaction. Especially, volunteers with the deep passion of military sport would highly increase volunteer satisfaction. Follow-up analyses may contribute a deeper understanding and practical guidance of organizers to recruit and manage volunteers in special sport events with the certain theme.