Motivations of the Valencia Marathon volunteers

Laura Simón-Ángel, Pablo Jiménez-Jiménez, Fernando García-Pascual

Abstract


Volunteering is a fundamental aspect of sporting events, therefore, it is important to know their profile and motivations. In this study, the specific motivations of the volunteers of the Valencia Marathon are analyzed and their motivations are segmented. The main objective of this research is to analyze and segment the motivational profile of the volunteers.  The study sample is composed of 172 volunteers who took part in the event. The results identified three clusters with low, medium and high motivation which were called low motivation, neutral motivation and fanatics respectively. In addition, different profiles were obtained between the clusters according to sociodemographic variables. The low motivation was formed mostly by men and the neutral and high motivation by women, with the lowest average age being that of the fanatics. It is intended that event organizers can use this knowledge to develop management strategies that are adapted to the different motivation profiles.

Keywords


volunteering; motivation; cluster; marathon

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References


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