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Segmenting volunteers by motivation in the 2012 London Olympic Games

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  • Alexander, Amanda
  • Kim, Sung-Bum
  • Kim, Dae-Young

Abstract

The present research employed seven motivational factors to delineate sports-event volunteer segments for the 2012 London Olympic Games. The investigators conducted a survey of 11,421 volunteers in the 2012 London Olympic Games and used the factor-clustering method to identify three distinct segments (i.e., the obligated, the enthusiastic, and the semi-enthusiastic). In addition, these segments' overall satisfaction, behavioral intentions for other future events, and socio-demographic backgrounds were assessed, uncovering significant differences among the segments. An ANOVA and a chi-square test found the segments to differ significantly from each other in all of these regards.

Suggested Citation

  • Alexander, Amanda & Kim, Sung-Bum & Kim, Dae-Young, 2015. "Segmenting volunteers by motivation in the 2012 London Olympic Games," Tourism Management, Elsevier, vol. 47(C), pages 1-10.
    • Handle: RePEc:eee:touman:v:47:y:2015:i:c:p:1-10
    DOI: 10.1016/j.tourman.2014.09.002
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    4. Baker, Bradley J. & Du, James & Sato, Mikihiro & Funk, Daniel C., 2020. "Rethinking segmentation within the psychological continuum model using Bayesian analysis," Sport Management Review, Elsevier, vol. 23(4), pages 764-775.
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    6. Wicker, Pamela, 2017. "Volunteerism and volunteer management in sport," Sport Management Review, Elsevier, vol. 20(4), pages 325-337.
    7. Mateusz Rozmiarek & Joanna Poczta & Ewa Malchrowicz-Mośko, 2021. "Motivations of Sports Volunteers at the 2023 European Games in Poland," Sustainability, MDPI, vol. 13(11), pages 1-14, June.
    8. Pierpaolo D’Urso & Livia Giovanni & Marta Disegna & Riccardo Massari & Vincenzina Vitale, 2021. "A Tourist Segmentation Based on Motivation, Satisfaction and Prior Knowledge with a Socio-Economic Profiling: A Clustering Approach with Mixed Information," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 154(1), pages 335-360, February.
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    10. Salvador Angosto & Hyejin Bang & Gonzalo A. Bravo & Arturo Díaz-Suárez & José María López-Gullón, 2021. "Motivations and Future Intentions in Sport Event Volunteering: A Systematic Review," Sustainability, MDPI, vol. 13(22), pages 1-18, November.
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