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events volunteers
M.R. Norhidayah, M. Hairunnisa & M.A. Norafifah
Faculty of Business Management, Universiti Teknologi MARA, Shah Alam, Malaysia
N. Othman
Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Shah Alam, Malaysia
ABSTRACT: A success in organizing international race event potentially open the door to other events
and opportunities as well branding Malaysia as an international event organizer. Volunteers are the vital
sources for sport events where in many cases their involvement can ensure the survival of the event. There-
fore, majority of the sports organization relies on volunteers to ensure the smoothness of an event without
understanding the motivation and satisfaction that will lead to re-volunteering for future events. Hence,
the purpose of this study is to investigate the volunteer motivation towards satisfaction among interna-
tional event volunteer by using Volunteer Motivation Scale for International Sporting Event (VMS-ISE)
consist of expression of value, patriotism, career orientation, love of sport, interpersonal contact, personal
growth and extrinsic reward. Meanwhile, Volunteer Satisfaction Index (VSI) will measure the level of sat-
isfaction among international sport event volunteers. Therefore, understanding the motivation factors
that lead to the satisfaction among volunteers will develop a successful volunteer retention strategy for
international sport event organizers.
Keywords
: Volunteerism, sport event, Volunteer Motivation Scale for International Sport Event (VMS-
ISE), and volunteer satisfaction index (VSI)
1 INTRODUCTION
Washington DC, 2011) by giving a strong boost
to the tourism sector. According to Dolles and
Soderman (2008), there are several advantages to
the host countries such as projection of images
as a tourism destination as well introducing their
uniqueness of culture and society worldwide. Spe-
cial event volunteers have not been well explored
even though there are a lot of researches that
have been done on volunteer motivation (Farrell,
Johnston & Twynam, 1998). The limited literature
on volunteer in sports (Strigas & Jackson, 2003)
shows the significance of this study. Furthermore,
Bang and Ross (2009) noted that the Volunteer
Motivation Scale for International Sporting Event
(VMS-ISE) should repeatedly be tested using dif-
ferent samples of special sporting event in order
to develop and validate the scale among a broader
population of volunteers.
The VMS-ISE are made up of seven factors,
namely; i) Expression of Value, ii) Patriotism, iii)
Career Orientation, iv) Love of Sport, v) Inter-
personal Contact, vi) Personal Growth, and vii)
Extrinsic Reward (Bang & Chelladurai, 2003;
Bang & Ross, 2009). Understanding the motiva-
tion and satisfaction of the volunteers will make it
1.1
Volunteers of race event
Recently, the volunteering activities became a
worldwide trend and the numbers of volunteers
have been increasing rapidly especially in the area
of sports. Pi (2001) noted that the concept of volun-
teerism was introduced in the twentieth century in
the field of sports. Previous studies stated, the suc-
cess of sport event was depending on the numbers
of volunteer in ensuring the sustainability of the
Games, especially in the mega sports events such
as the Olympic Games, Paralympic Games (Khoo
& Engelhorn, 2007) and Formula One Grand Prix
race. According to Twynam, Farrell and Johnston
(2002), the genre of event plays an important role
to influence the motivation of special event volun-
teers to commit and attach to the events.
Formula One race event is considered as a high
profile international sport event (Henderson, Foo,
Lim & Yip, 2010) that able to attract the media rep-
resentative as well as spectators' worldwide (Horne
& Manzenreiter, 2006). As the most watched race
events, Formula One event is predicted to gener-
ate revenue of the countries (American University
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