The role of festival volunteers in supporting rural community development: a psychological ownership perspective

SoJung Lee, Jichul Jang, Linda Niehm and MiRan Kim

Current Issues in Tourism, 2024, vol. 27, issue 23, 4220-4241

Abstract: Given the limited research that recognizes volunteers as significant workforce assets and sources of human capital in rural communities, this study investigated how rural festival volunteers’ motivation, psychological ownership, and community involvement impact their support of community development. A sample of 373 volunteers from 12 rural festivals in Iowa, Michigan, and Kansas revealed significant relationships among variables that foster community support. In particular, three motivation factors – value, social, and enhancement – were found to significantly influence psychological ownership, which sequentially influenced community involvement and support. This study provides unique insight into volunteers’ roles in rural communities, highlighting psychological ownership as a significant mediating factor from a community capitals perspective. Results suggest that rural festival organizers should be advised to collaborate with community developers to attract and motivate volunteers. These entities may be most successful in rural community development by fostering a strong sense of psychological ownership, building community involvement, and developing support networks among rural festival volunteers.

Date: 2024
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DOI: 10.1080/13683500.2023.2280163

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