Motivation matters: distinct clusters of music festival volunteers and their implications for event management

Abstract

Purpose – This study aims to understand the motivations of volunteers at music festivals, as event volunteering is becoming increasingly popular. By identifying different motivational clusters, the research provides insights that can help event organizers and volunteer organizations develop efficient management strategies. Design/methodology/approach – The study integrated the Hungarian adaptation of the volunteer motivation inventory (Bartal and Kmetty, 2011) with festival-specific factors. Data were collected from 656 volunteers at three prominent music festivals in Hungary during the summer of 2023. A hierarchical cluster analysis was performed to identify distinct motivational profiles among the volunteers. Findings – The analysis identified three distinct clusters of volunteer motivation: “barter traders”, who were motivated by tangible benefits; “social butterflies”, who were driven by expanding their social network and gaining appreciation; and “experience seekers”, who were motivated by the festival atmosphere. These findings reveal the nuanced interplay between tangible rewards and social dynamics, emphasizing the role of community-building in volunteer engagement. Research limitations/implications – The study expands the understanding of volunteer motivations by identifying distinct motivational clusters among festival volunteers. It highlights the complex interaction between tangible benefits and social dynamics, contributing to the literature on volunteer engagement and motivation in event contexts. Practical implications – Event organizers can use the findings to develop more targeted volunteer management strategies. Recognizing the motivations – tangible rewards, social interactions and experience-seeking – can help tailor recruitment, training and retention practices to better suit volunteer needs and increase overall engagement. Social implications – The emphasis on community-building reveals the importance of fostering social connections among volunteers to enhance their experience and engagement. By promoting a sense of belonging and appreciation, event organizers can create a more cohesive volunteer community, thereby improving the social value and impact of volunteering and promoting the success of the festival's implementation. Originality/value – This research provides unique insights into the motivational factors influencing music festival volunteers, highlighting how different types of motivations can impact engagement. Our findings contribute to the development of tailored volunteer management strategies, emphasizing the importance of community-building and recognizing the diverse motivations of volunteers.