The Influence of Host Volunteer Motivation on Satisfaction and Attitudes Toward Sochi 2014 Olympic Games

This article presents the results of a study of the host volunteer's motivation at the Sochi 2014 Winter Olympic Games, and the impact of motivation on volunteer satisfaction and volunteer attitude toward the Games. A modified VMS-ISE scale was used to identify five motivational groups. Differences in motivation between groups of volunteers were distinguished by sociodemographic and behavioral factors. Motivational factors were related to host volunteer satisfaction and their support for these Games. Structural equation modeling (SEM) illuminated a significant positive relationship between satisfaction and three of five motivational factors (expression of values, career orientation, extrinsic rewards), as well as between volunteer satisfaction and attitude toward the Games. The commitment and tradition had a negative impact on satisfaction. Local volunteers who had a positive relationship with the event were more likely to display supporting behavior, such as the desire to learn a foreign language.