Considering cultural influences in volunteer satisfaction and commitment

Sheranne Fairley, Younghan Lee, B. Christine Green, Mi Lyang Kim

Research output: Contribution to journalArticlepeer-review


Volunteers are crucial to the delivery of sport events worldwide. This research examines the efficacy of Western models of volunteering for Korean volunteers. Specifically, this research examines the relationship between benefits, sense of community, satisfaction, and commitment in a Korean context. A survey of 218 volunteers at the 2011 Formula One Grand Prix in Seoul, Korea was conducted. The results indicate that the structure of benefits obtained was less differentiated than previous research that has been conducted in Western cultures where volunteering is more prevalent. Further, the results show that the two benefits that Korean volunteers believed they obtained, excitement and professional development, do not impact satisfaction or commitment. Instead, sense of community was found to directly impact satisfaction and commitment, which is congruent with the collectivist values of Korean society.

Original languageEnglish (US)
Pages (from-to)337-348
Number of pages12
JournalEvent Management
Issue number4
StatePublished - Dec 3 2013


  • Collectivism
  • Cultural differences
  • Sport event
  • Volunteer retention
  • Volunteerism

ASJC Scopus subject areas

  • Business and International Management
  • Tourism, Leisure and Hospitality Management
  • Marketing


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