The Relationship among Volunteering Satisfaction, Place Attachment, and Tourism Behavioral Intention in Regional-based Mega-Events

Volunteers are a valuable human resources for mega-events. Volunteers in the events are not only providers or supporters but also active participants and possible tourists. Based on a comprehensive review of literature, event volunteer related studies have been mostly conducted to understand their psychological characteristics and to maintain their volunteering. However, the studies on transitional potential of the volunteers as tourists are insufficient. This paper explores the relationship between mega-event volunteers' satisfaction and behavioral intention as tourists, especially focused on mediated effect of place attachment. According to a survey conducted among 256 volunteers of International Exposition Yeosu Korea 2012, volunteers' satisfaction has both direct and indirect effect on behavioral intention as tourists mediated by place attachment. Therefore, the results reveals that volunteers experiencing natural and cultural resources in regional-based mega-events such as Yeosu Exposition become attached to the site, and behave with the perspective of tourists later on