The value of volunteering in special events: A longitudinal study

Volunteering has important insights for tourism, especially in the context of special events. In this paper, volunteering is studied in a religious event from a consumer value-based approach. A longitudinal study is conducted on 711 volunteers, three months before and one month after the event. The value-based approach is reliable and valid over time. The results of the value dimensions (spirituality as altruism, social value, play, efficiency, and effort spent) suggest volunteering is a highly emotional experience, although functional aspects showed higher expectations than perceptions. Value conceptualisation as a trade-off is consistent with the approach to volunteering as a “give” and “take” experience. The paper provides knowledge on value dimensionality and puts forward managerial implications for organisations dealing with volunteers.

► A new perspective on special event volunteering: a consumer behavior approach.
► Value is once more a very useful concept in tourism marketing research.
► A real longitudinal study (711 respondents) with ex-ante and post perceptions.
► Event managers should deal with affective/cognitive aspects when recruiting volunteers.
► Event managers must take care of volunteers as particular and silent stakeholders.