Volunteers of mega-events as co-creators of host destinations: Volunteers' experience,value, and satisfaction toward host destination |
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Institution: | 1. Department of Tourism and Convention, Pusan National University, Busandaehak-ro 63 beon-gil, Geumjeong-gu, Busan 46241, Republic of Korea;2. Department of Marine Sports, Pukyong National University, Yongso-ro 24 beon-gil, Nam-gu, Busan 48498, Republic of Korea |
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Abstract: | Volunteers serve as the largest labor force in a mega sporting event and may become ambassadors for the host city and event. Volunteers at a mega sporting event are considered the co-creators because they mentally and physically participate in the event from start to finish. Therefore, understanding the role of volunteers as co-creators is critical. Volunteers can also have experiences as tourists, because they tend to spend their free time by sightseeing in the host city. However, the tourist and co-creation experiences of volunteers remain underexplored. Therefore, this study aims to empirically explore the experience of volunteers in the host city, by considering the broader perspectives of volunteers. A survey questionnaire was administered to volunteers at the 2018 Pyeongchang Winter Olympics. A latent moderated structural equation (LMS) modeling was employed to test the established hypotheses. The findings demonstrated that volunteers hold experiences as tourists and co-creators, and these experiences influence the perceived value of the event. |
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