International Journal of Advanced Culture Technology

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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Motivation and Satisfaction of Volunteers at Local Festival : The Case of the 18th Gokseong Simcheong Festival

  • Cho, Seong Soon (Department of Korean Food & Culinary Arts, Youngsan University) ;
  • Yeo, Young-suk (Department of Tourism Management, Honam University)
  • Received : 2018.12.03
  • Accepted : 2018.12.10
  • Published : 2018.12.31
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Abstract

Volunteering has important insight for tourism, especially in the context of special events and festivals. In particular, local festival relies heavily upon volunteers because a large number of individuals are often necessary for creating and delivering various services. Therefore, understand the link between motivation and satisfaction will help festival managers to make appropriate decision in the selection and recruitment of volunteers. The purpose of this study is to examine the impact of motivations on individual's volunteer satisfaction. Data were gathered from 183 individuals that volunteered for the 2018 Gokseong Festival and finally 154 samples were used for the empirical analysis. According to the results, motivation factor analysis showed that intrinsic motivation is a main volunteer motivation to participate in the festival. This research concludes with the proposed conceptual framework that discusses the categories of motivational factors and also volunteers' satisfaction. The theoretical and practical implications of these findings are discussed in more detail.

Keywords

Table 1. Demographics of Respondents

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Table 2. Behavioral Characteristics of Volunteers

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Table 3. Result of Exploratory Factor Analysis on Volunteer Motivation and Satisfaction

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Table 4. Regression Analysis of Volunteer Motivation and Satisfaction

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