Heterogeneity of sport event volunteer motivations: A segmentation approach

Abstract

This study identifies specific sport event volunteer motivations, and then segments sport event volunteers based on their motivations. It investigates the distinct features of four motivational clusters in terms of their socio-demographics, their volunteering-related experiences, and the type of sport event at which they volunteered. The data comprises a sample of 337 volunteers from three sport events in Queensland. The Volunteer Motivation Scale for International Sporting Events (VMS-ISE) questionnaire is used and data are analyzed using exploratory factor analysis and hierarchical cluster analysis on standardized variables. Chi-square tests are then undertaken to explore relationships with other variables. The results indicate that motivations differ among the four main groups identified. Event organizers will be able to use this understanding of differing motivations to develop more effective volunteer management strategies.