Segmenting volunteers by motivation in the 2012 London Olympic Games

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

Tourism Management, 2015, vol. 47, issue C, 1-10

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.

Keywords: Volunteers; Motivations; Segmentation; 2012 London Olympic Games (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:47:y:2015:i:c:p:1-10

DOI: 10.1016/j.tourman.2014.09.002

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