The event attachment formation process of mega-event volunteers

Abstract

ABSTRACT Although volunteers are important participants at mega-events, the changing relationship between volunteers and mega-events from the perspective of attachment remains under-explored. Taking the Beijing 2022 Winter Olympics as a case study, this study conducted a coding analysis of data collected through in-depth interviews and online materials. The results showed that the volunteers developed a sense of closeness to the Winter Olympics through the atmosphere, Olympic heritage, and place attachment in the pre-event stage. In the mid-event stage, on the basis of the new norms and order in space and time, the volunteers developed a strong sense of connection to the Winter Olympics through their experiences and perceptions of the event. In the post-event stage, they developed a sense of identification with the Winter Olympics through their internalisation of event memories, identity labels, and new habits. The volunteers’ attitudes showed a dramatic evolutionary conditional–unconditional–unreserved pattern together with self-transformation due to the Olympics. This study sheds light on future volunteer management and event development.