Olympic value perceptions influence on volunteers’ endorsement of Japan hosting the Tokyo 2020 Olympic Games

Abstract

Despite volunteers being essential to the success of the Olympic Games, research on Olympic volunteers’ perceptions of Olympic values remains negligible. This study was aimed to investigate this phenomenon with the Tokyo 2020 Olympic Games volunteers. The researchers conducted a questionnaire survey related Olympic value perceptions and endorsement of Japan hosting the Tokyo 2020 Olympic games on 538 volunteers during the Games. The results identified that the value dimension of friendship had a significant influence on females’ endorsement of Japan hosting the Tokyo 2020 Olympic Games, and the value dimension of excellence reduced both females’ and males’ favorable endorsement. The findings and recommendations have ramifications for the future organizing committees of Olympic and Paralympic Games in terms of games delivery and Olympic volunteer legacy.