Volunteer Management in Sports Tourism Events: Motivation and Satisfaction as Drivers for Repeat Participation

Effective volunteer management in sports tourism events depends on understanding motivations, segmenting profiles, and fostering satisfaction to ensure continuity and event success. The purpose of this study was to examine volunteer motivation, investigate differences in motivation based on gender and age, and identify key predictors of the intention to continue volunteering. The sample consisted of 390 participants (199 men, 191 women) aged from 18 to 68 who volunteered for the Madeira Island Ultra Trail (MIUT) and completed a survey one week following the event. Seven motivational dimensions were assessed using a questionnaire: community participation, personal development, job opportunities, volunteering tradition, esteem, egoism, and personal experiences. The results show that community participation (4.00 ± 0.79) and personal experiences (3.62 ± 0.82) were the most valued motivations, while job opportunities were the least valued (2.04 ± 1.05). Gender differences were found in some dimensions, with women generally rating motivations higher, except for job opportunities. Age also influenced motivation, with younger participants (<35 years) showing higher ratings for most dimensions. A multiple linear regression analysis identified community participation (ß = 0.311; p < 0.001), personal experiences (ß = 0.289; p < 0.001), egoism (ß = −0.215; p = 0.006), volunteering tradition (ß = 0.126; p = 0.023), and age (ß = 0.133; p < 0.001) as significant predictors of the intention to repeat volunteering. The findings highlight the role of volunteers in promoting the event and the region as a sports tourism destination, emphasizing the importance of volunteer retention for event and destination success.