Master of Education in Human Movement, Sport, and Leisure Studies Graduate Projects

Abstract

Sport events are increasingly reliant on volunteers for the successful delivery of an event (Pauline, 2011). As the sport industry continues to grow so has the demands for volunteer operations. One must understand the points of satisfaction for volunteers as well as factors influencing their future intentions to volunteer. There has been substantial research on spectator satisfaction and motivation, but antecedents of volunteer satisfaction as well as intent to remain has been limited. Spectator satisfaction is described as, “expectations and perceptions about a service experience” (McDonald et al., 2018, p. 156). Spectator or fan satisfaction has been associated with numerous productive business outcomes and is certainly considered an important field of study. Golf is different from any other sport in that it has a flexible venue where the spectator experiences are unique (Marksbury, 2020). Fans have close proximity to the players, move freely throughout the course, and even serve as a volunteer to access crucial tournament operations. This research will observe the Brand Ambassador Program (volunteers) at the Cognizant LPGA Founders Cup to determine factors influencing tournament satisfaction. The purpose of this descriptive research is to identify factors influencing volunteer satisfaction to enhance the overall level of attendance/program involvement at the golf tournament. A survey was established for the Cognizant Founders Cup Brand Ambassador Program to identify the influences that tournament operations have on the level of satisfaction of volunteers. An independent t-test was designed to determine if there are differences in males and females based on factors of satisfaction. Also, a forward multiple regression analysis was conducted to determine the significance of the factors of satisfaction. When conducted, it is hypothesized that these components will have a direct impact on volunteers’ level of satisfaction. In the end, this will support the assertion that professional golf events need to examine all these components. The findings can improve future volunteer programs and entice potential spectators’ perceptions increasing levels of satisfaction and attendance.

Advisor

Dr. Amanda Paule-Koba, Professor, School of HMSLS

Second Reader

Dr. David Tobar, Associate Professor, School of HMSLS

Semester

Fall

Year

2022

Degree

M.Ed.

Program

Sport Administration

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