Trond Svela Sand, Dag Vidar Hanstad

Abstract: This article examines retention factors among major sport event volunteers. Retaining those who have the required skills and knowledge is important for organizers of annual events. Fostering a new generation of volunteers is also critical for retention due to young volunteers’ weak ties to the organization, ad-hoc engagements, and aims of self-development and self-realization. Research so far has however focused on intentions rather than actual volunteering with respect to retention factors. This study contributes to the field by examining what characterizes return volunteers. Survey data (n=737) from 2011 Nordic World Ski Championship volunteers revealed that mem¬bership with The Association for the Promotion of Skiing (the local organizer), pre¬vious volunteer experience in sport, and an interest in skiing predicted a return as a volunteer at events the following year, whereas factors associated with reflexive volunteering were insignificant. The findings are discussed in relation to recruitment of volunteers and how to optimize retention.

Keywords: Volunteering, sport event, retention, recruitment, motives

Citation: Sand, T. S., & Hanstad, D. V. (2019). Retention of sport event volunteers: The Nordic world ski championship. International Journal of Sport Management, 20(1), 43-61.

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