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Volunteers play a critical role in the production of festivals and events in many ways, such as providing assistance to artists and vendors, direction for attendees, and grounds keeping. However, determining what motivates volunteers, how they become satisfied, and how likely they are to continue volunteering at an event has been overlooked. This is especially true in reference to the music festival industry, which has seen unparalleled growth in the last decade. In order to further understand music festival volunteers, the concept of self-image was examined at the 2013 Austin City Limits Music Festival to determine linkages between self-image congruency and motivation, satisfaction, and intent to return using structural equation modeling. This music festival is of specific interest to the development of understanding the role of self-image in festivals and events due to the scale and size of the festival as well as the festival's requirement of being a local resident in order to volunteer. As such, the importance of understanding these local volunteers at a mega-event, which hosts 75,000 attendees per day over two 3-day weekends, is vital. This study found that self-image congruency has an impact on motivation, satisfaction, and intent to return and develops practical linkages and theoretical support for the consideration of self-image congruency when examining festival and event volunteers in a tourism context. [ABSTRACT FROM AUTHOR]

Volunteers at music festivals play a critical role in festival operation and success. As the music festival industry continues to grow, the ability for these large productions to effectively execute a large volunteer program is augmented. Volunteers from the 2013 Austin City Limits Music Festival were surveyed in regards to their self-image congruency, motivation, satisfaction, and intent to return as a volunteer at the festival. Analysis resulted in three distinct segments which has significant practical implications for festival management. Academic implications exist with the addition of self-image congruency and further discovery of volunteers in the festival and event industry. [ABSTRACT FROM PUBLISHER]