ABSTRACT
The spirit of volunteerism has contributed significantly to the advancement of societies all over the world. This is not only because it enhances and improves the lives of both the volunteers and the people they serve, but also because it contributes to the efficiency of organizations and social institutions in financial and social terms (Shin & Kleiner, 2003).
Volunteerism is synonymous with economic efficiency, innovation, and social cohesion. Volunteer labour is extremely valuable to an organization because it provides its administrators with the ability to sustain services, expand the quantity, quality and diversity of these services and at the same time keeps its budget within its pre-specified limits (Strigas & Jackson, 2004). For individuals associated with voluntary organizations, offering time, services and expertise helps them increase their self-esteem, develop new relationships, enhance skills and abilities, remain active, reduce depression levels, and build healthier attitudes about aging (Shin & Kleiner, 2003). However, one of the predominant benefits of volunteering has to do with social and 41community cohesion. Communities that face challenging problems rely heavily on this volunteer labour in order to overcome needs and difficulties, improve their public image, and promote social harmony, understanding, equality, and tolerance.
The growing use of volunteer labour in different facets of everyday life creates a compelling need for all such people who are involved with service organizations (like sport organizations), to review and re-evaluate the existing knowledge regarding volunteer activity. Recruiting and retaining volunteer labour are primary marketing problems (Green & Chalip, 1998; Herron, 1997; Kotler & Andreasen,1996). Understanding what motivates people to get involved in an organization providing free assistance, time and expertise is extremely important because agencies could use this knowledge to design their marketing efforts in a way that could appeal persuasively to this free labour during recruitment time (Cnaan & Goldberg-Glen, 1991).
The whole procedure of evaluating motivational theories and incentives in addition to designing the marketing tools for recruitment and retention of volunteer labour requires a very careful approach and proper consideration. Recruitment and selection processes of volunteers can be proved to be a very expensive endeavour in most cases (Cnaan & Goldberg-Glen, 1991). Limited knowledge of current trends in volunteerism or ignorance of the real needs and motives of volunteers can prove catastrophic for the expansion of volunteer human resources, the morale of the organization, or the execution of a special event.
Additionally, it is also important for the recruiters of volunteer labour to understand that, although the motives that initially influence people to offer free services to any organization may differ from the motives that keep them involved for a long time, it is to the benefit of the organization to detect and understand the initial motives of those who commit themselves for long time periods (Cnaan & Goldberg-Glen, 1991; Gidron, 1984). These are the kind of volunteers that recruiters would prefer to attract rather than short-term volunteers because they save the organization time and monetary resources. The best way to attract long-term commitment volunteers is “to appeal to their motives as long as such motives are known” (Cnaan & Goldberg-Glen, 1991, p. 270).
Despite the growing amount of literature about volunteers in western societies (U.S.A, Europe and Australia), very little is known about the different kinds of volunteer work in Middle Eastern countries and the motivational patterns underpinning them. Studies tend to homogenize categories of volunteers to create large aggregates that do not illuminate possible important differences in patterns of volunteering among various populations. Until it has been clearly described who volunteers and why, scholars cannot move on to more in-depth studies of other issues related to volunteers. As a result, a firmer foundation of knowledge about volunteering in Middle Eastern countries should be developed.
42 Case Study: motivation factors of volunteers at the 2009 Formula 1 Etihad Airways Abu Dhabi Grand Prix
The motorsport mega-event
The inaugural Formula 1 Etihad Airways Abu Dhabi Grand Prix, which took place on 1 November 2009, was a watershed event for the world of motorsport. Most importantly, it was a major landmark event for Abu Dhabi, the United Arab Emirates (UAE) and the motorsport community in this region. While the UAE has been a regional leader in motorsport for over 30 years, the development of the Yas Marina Circuit and staging of the Formula 1 Grand Prix presented challenges in a number of areas for the Automobile and Touring Club of the UAE (ATCUAE), the national governing body of motorsport in that country. A major issue was the need to extrapolate from the country's traditional need for 150 trained officials for a major rally or race event, to more than 700 such individuals required for the first-ever F1 Grand Prix. Coupled with this, volunteerism in sport is a relatively new phenomenon in this country, particularly among the indigenous Emirati community. ATCUAE, therefore, embarked upon a formal research process to generate information concerning the motivation factors for UAE-based individuals to volunteer for the Grand Prix.
Background to this research
Recruitment, selection and training processes for volunteers can be a very expensive endeavour in many cases. Limited knowledge of current trends in volunteerism or ignorance of the real needs and motives of volunteers can undermine the expansion of volunteer human resources, not to mention, in this case, the morale of ATCUAE officials, or even the successful hosting of a special motorsport event.
Thus the purpose of a research project, undertaken by the author, was: a) to examine the primary motives that influence the decision of volunteers of motorsport events to offer their services, time and expertise at the event; b) to explore the major dimensions of volunteerism within motorsport more broadly; and c) to provide insight (motivational profiles) to assist ATCUAE in developing strategies and tactics to overcome the challenges associated with volunteer recruitment.
Methodology
In order to assess the motives of volunteers at the 2009 Grand Prix in Abu Dhabi, volunteers were classified based on their ethnic origin, i.e. expatriates and Emiratis.
43 Expatriates
The survey used for the purposes of this research was adapted from a scale of volunteerism deployed extensively throughout the USA to assess motivation levels amongst sport volunteers on duty at various sporting events. Several demographic questions addressing factors such as age, gender, marital status, employment status, household income and detailed ethnic background were added to help understand the demographic profile of the UAE expatriate population. The final draft of the instrument consisted of seven demographic-related questions and 35 motivational statements. Expatriates were asked to indicate to what extent each of the motives provided in the survey influenced their decision to volunteer at the Grand Prix event.
Emirati volunteers
An in-depth interview was utilized to assess volunteerism motives for the Emirati volunteers. Since, this was the very first research study of its type undertaken in UAE, the research team did not know beforehand what the Emirati considered to be strong motives for participating as volunteers at motorsport events.
Findings and discussion — expatriates
Identification of the primary motives
The Grand Prix volunteers were asked to indicate to what extent each motivational factor contributed to their decision to volunteer at this sport event. A 5-point Likert scale was used, from 1 (not an important motive at all) to 5 (an extremely important motive).
According to the answers given, the most significant motives in order of importance were:
I wanted to be part of the history of hosting a Formula 1 Grand Prix for the very first time in UAE.
I wanted to be close to the action of the race.
I am a motorsport fan.
It is fun to volunteer for the Abu Dhabi Grand Prix.
Volunteering helps prove that the UAE can host major sporting events.
On the other hand, the least significant motives in order of importance were:
My school/employer is going to give me an extra credit/bonus for volunteering my services.
My school/employer expects their students/employees to provide community service in the form of volunteering.
I wanted to receive complimentary items and free gifts.
I wanted to be recognized for doing this volunteer work.
Volunteering is in accordance with my religious beliefs.
Expatriate Volunteer Profile
In the main the expatriate volunteer is a devoted fan of motorsport and Formula 1 events, and a person who demonstrates great love for (and typically extensive knowledge of) the sport. The opportunity to be as close as possible to the object of his/her affection is a great motivational factor. That desire is further exploited by the fact that the 2009 Formula 1 Etihad Airways Abu Dhabi Grand Prix was taking place in the UAE for the very first time and being staged at a prestigious new venue, which has attracted the admiration of the sporting world for its progressive design and seemingly endless capabilities. Egoistic (self-serving), motorsport-specific and social interaction motives are the motivating forces behind his/her intentions to volunteer his/her time and services. On the contrary, issues such as complimentary items, recognition, or religious convictions did not play a serious role in his/her decision to volunteer.
Findings and discussions — Emirati volunteers
As mentioned above, for Emirati volunteers, a different data collection approach was deployed. Qualitative data derived from extensive individual interviews of a representative sample of volunteers were used to compare their views with those of the expatriates. Although there are similarities in the way that both groups address motivation for the 2009 Etihad Airlines Abu Dhabi Grand Prix, the Emirati group demonstrated a number of significant differences that need further clarification over the course of subsequent research studies. The following statements are a representative group of motives expressing their unique views. In our question, ‘What motivated you to volunteer time, services and expertise for the racing event?’, Emirati men and women reported the following distinct motives:
There was a sense of doing something that was worthwhile and the appealing idea of serving for a greater cause.
Volunteering for the event created a sense of personal accomplishment and an opportunity to express their personality in a meaningful way.
Although most of them were temporary fans of motorsports — and Formula 1 in particular — they found the opportunity to be involved 45as volunteers a great entertainment option (feeling enjoyment and having fun).
Most of the Emiratis seized the opportunity to socialize with people from other cultures and nations, and exchange ideas and knowledge that ranged from social to business or even religious issues. Elements of culture shared were a) histories, legends and jokes; b) rituals, ceremonies and celebrations; c) beliefs and assumptions; d) attitudes; and e) rules, norms, ethical codes and values.
Young Emiratis welcomed the opportunity to socialize with people of the opposite sex — in a safe and acceptable way according to social norms — as a form of understanding gender differences and worldviews.
Older volunteers (particularly females with children) viewed volunteering as an opportunity to become a role model for the new generation of Emiratis. A mother of three said, in her own words, ‘I wanted to set an example for my kids. I want my kids at this early age to learn how to help our neighbours and give back to their country; I want them to understand through my life stories the past and the future of their country, learn to think better than people from my generation.’
The event served as a boost to Emirati national identity. A sense of national pride was evident amongst all the Emiratis interviewed. The idea that their country was capable of organizing a sporting event of the Formula 1 Grand Prix generated a lot of enthusiasm and joy.
Emirati volunteers recognize that the UAE government had done great things to improve the quality of life of its citizens and expressed their moral obligation to give something back to their government and society as a whole.
Volunteerism of any form answers religious calls for compassion and altruism.
There was an implied obligation to serve visitors for the event in a way that makes that experience a memorable one for those visiting the Emirates for the race.
There was a desire to improve language and communication skills.
The nature and scope of the Formula 1 race (an international mega-event that attracted global attention for the UAE) was attractive.
Emirati volunteer profile
The obligation to serve and/or give back to their country and society, the strong desire to act as role models for younger people, doing something they considered to be worthwhile, their compliance with religious 46norms and sense of national pride are all indicators of the Emirati volunteers' desire to benefit, through their actions, the stated objectives of ATCUAE, contribute to the motorsport event and give back to the wider community. Their connection and support to motorsport is largely of a temporary nature (i.e. they demonstrate strong support while the sport is at the centre of the media attention, but go back to their previous engagement levels when the event is over). This is another major difference in comparison to their contemporaries amongst the expatriate community, who are rather devoted fans of motorsport and of Formula 1 racing specifically. The desire to socialize with people from different walks of life, cultural or ethnic backgrounds and, more importantly, with members of the opposite sex, has a special significance for the Emirati volunteer. Unlike the expatriate, who seeks social interactions for fun, the Emirati volunteer sees this interaction as a means of educating other people about the UAE culture and everyday life, as well as a golden opportunity to meet members of the opposite sex in a safe and socially acceptable environment, one that promotes mutual respect and collaboration.
