A Study of Volunteers' Motivation, Satisfaction and Behavioral Intention in Mega-Events: A Case of 2018 PyeongChang Winter Olympic Games

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?????? ????????? ?????????????????? ????????????, ????????????, ??????????????? ???????????? ???????????? ??? ????????? ???????????? ???????????????. ??????????????? ??????????????????????????????? ?????? ?????? ????????? ?????? ????????? ????????? ????????? ????????? ????????? ????????????, ???????????? ????????? ????????? ?????? ????????? ????????? ?????? ?????? ?????? ??????????????? ????????? ????????? ????????? ????????? ????????????. ??????, ???????????? ??? ????????? ????????? ????????? ????????? ??????, ????????? ????????? ????????? ?????? ????????? ????????? ????????? ?????? ????????? ???????????????. ????????? ??? ???????????? ????????? 8????????? ???????????? ??? 7?????? ??????????????? ???????????????, 1?????? ??????????????? ???????????????. ???????????????, ??? ????????? ????????? ???????????? ??????????????? ????????? ?????? ?????????, ?????? ??????????????? ???????????? ??????????????? ??????????????????????? ??? ??????????????? ????????? ????????? ????????? ???????????? ?????????. ?????? ??? ????????? ???????????? ?????? ????????? ???????????? ???????????????????????? ???????????? ??? ????????? ???????????? ??????????????? ????????? ????????? ????????? ?????????. ??? ????????? ????????? ?????? ?????? ????????? ???????????? ?????????????????? ?????????????? ????????? ??????????????? ????????????.Volunteering refers to the act of an individual or a group of people providing their time, efforts, and talents to the community without expecting any form of compensation. The population of volunteers in the Republic of Korea has been steadily increasing, coinciding with the development of Korean society and the increasing awareness of the value of voluntary service. Approximately 12 million people (Ministry of the Interior and Safety in Korea, 2017), which is one-fifth of the population of Korea, actively volunteerindicating a culture of volunteerism is firmly established in our society. In particular, with the proliferation of mega-events, sporting events, tourism festivals and international conferences in Korea, in addition to existing volunteerism for general community service, the demand for and participation in tourism volunteers is also increasing, thereby expanding the base of voluntary service. Starting with the Seoul Summer Olympic Games in 1988, tens of thousands of volunteers were active in the three mega-events held in Korea: 2002 Korea-Japan World Cup, 2012 Yeosu Expo, and 2018 PyeongChang Winter Olympic Games, and they played a pivotal role for the success of those events. Recently, and not surprisingly, the number of college students in their 20s participating in the mega event volunteering has been increasing as well. It implies that successful conferences with efficient volunteer operation and management would be held through the accurate understanding and systematic research on the college students who participate in the voluntary service related to tourism events and mega-events. In contrast to the increasing number of volunteers in Korea, their intention to continue volunteering is declining. Many precedent studies have indicated that this phenomenon could be accounted for lack of systematic studies on volunteers' motivation, satisfaction, and behavioral intentionthe absence of system for volunteer administration and management in mega-events or regional sporting events, and assumed responsibilities on non-professionals for the volunteer management. Volunteers' motivation plays a major role in inspiring their behavioral intention including their intention to continue and recommendation for volunteering. In addition to that, the volunteers' motivation can impact on their satisfaction and work attitude. Thus, it is important for volunteer organizations to understand the volunteers??? motivation, satisfaction and behavioral intention in order to select, arrange, and respond to the volunteers. Although there is a steady increase in demand and participation of volunteering in the tourism sector and mega-events, empirical studies on mega-events voluntary service is inadequate. Moreover, there is a lack of research applying multidimensional volunteer motivation theory for mega event volunteers, and there is virtually no specialized motivation theory and structural model of mega-events volunteering. Therefore, the purpose of this study is to apply the volunteer motivation theory to comprehensively analyze the effect and relationship of volunteers??? motivation, satisfaction, and behavioral intention of mega-events volunteers. In this study, we first identified the detailed factors of volunteers??? motivation (altruistic, egoistic, and social motivation), satisfaction (personal satisfaction, and context satisfaction), and behavioral intention, and then we constructed the structural model through theoretical consideration and precedent studies. In order to verify this research model, a total of 459 questionnaires through online and face-to-face interview were conducted and used as the final analysis data of college students in their 20s who offered service as a volunteer in the 2018 PyeongChang Winter Olympic Games. Analyzing the Structural Equation Model(SEM), this research model has proven to be a suitable for understanding the relationship between the volunteers??? motivation, satisfaction, and behavioral intention of the mega-events volunteers. The results are as follows: (1) altruistic, egoistic and social motivation factors had a significant effect on personal satisfaction(2) both personal satisfaction and context satisfaction had a significant effect on behavioral intention(3) on the other hand, excluding egoistic motivation factor, only the altruistic and social motivation had a significant effect on context satisfaction. Thus, seven of the eight hypotheses were supported and only one hypothesis was rejected in this study. In conclusion, this study not only verified the existing volunteer motivational theory but also presented important theoretical implications for the development and specialization of volunteer motivation theory of mega-events only. Also, this study will provide practical implications to develop an efficient system for volunteer administration and management in mega-events. Based on the results, we expect this study will be referred as materials for effective volunteer operation and management of actual mega-event sites.Maste