UNIVERSITI TEKNOLOGI MARA

FACTORS INFLUENCING MOTIVATION AND

COMMITMENT OF VOLUNTARY

PARTICIPATION IN THE MULTICULTURAL

EVENTS AND SELF-SATISFACTION

SULAIHA BINTI MOHD ISA

Thesis submitted in fulfilment

of the requirements for the degree of

Master of Science

Faculty of Hotel and Tourism Management

July 2013

AUTHOR’S DECLARATION

I declare that the work in this thesis was carried out in accordance with the regulations

o f Universiti Teknologi MARA. It is original and is the result o f my own work, unless

otherwise indicated or acknowledged as referenced work. This thesis has not been

submitted to any other academic institution or non-academic institution for any other

degree qualification.

I, hereby, acknowledge that I have been supplied with the Academic Rules and

Regulations for Post Graduate, Universiti Teknologi MARA, regulating the conduct o f

my study and research.

Name of Student : Sulaiha Binti Mohd Isa

Student I.D. No :2006138523

Programme : Master o f Science

Faculty : Faculty o f Hotel and Tourism Management

Title : Factors Influencing Motivation and Commitment o f

Voluntary Participation in the Multicultural Events

and Self-Satisfaction

Signature of Student

Date : July 2013

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ABSTRACT

Human resource is an important element in managing any successful event involving committed personnel that is willing to go a step beyond, have high level of desire to serve others and possess certain level of motivation. However, the uncertainty of economic development and the certainty needs of human labour is becoming a major concern. To cut cost, unpaid labours or volunteers’ with high level of commitment is used to deliver successful event and currently becoming an increasingly important component in human resource management to achieve certain business strategies. Hence, this study investigates the factors influencing motivation and commitment of voluntary participation in the multicultural events and their self-satisfaction. A random survey on 1,500 participants that volunteered to be part of the performing management team was conducted with a net response rate of 47.27%. The result showed that motivation and commitment factors, as well as commitment and self- satisfaction have a significant (positive) relationship and effect on volunteers’ participation. Meanwhile, the result depicts that there was no significant differences in motivation among the volunteers with different demographic profile except for gender, race and religion. Based on these findings, it is hoped that this study will further enhance knowledge in the human resources field and training. With respect to volunteers’ commitment to be involved in an event, awareness towards quality enhancement and cost reduction through the use of the volunteers is hoped to be able to geared future volunteers’ programmes towards the development of a better planning, implementation, and evaluation process.

ACKNOWLEDGEMENTS

Alhamdulillah, praise to Allah, the Almighty, for giving me strength, time, space and chance to complete my master’s thesis. It would also be impossible to be completed without the assistance, encouragement and moral support of all the people that had directly or indirectly involved. My deepest, sincere gratitude and appreciation goes to:

Universiti Teknologi MARA (UiTM) for the financial support through the Young Lecturers’ Scheme Scholarship.

Dr. Nor’Ain Binti Haji Othman, for her endless support, encouragement, patience and insights in lighting my way and ensuring a focused path towards completing the thesis.

Intellects in Faculty of Hotel and Tourism Management, Prof. Madya. Abd. Azis Bin Abd Majid (former Dean), Prof. Madya Dr. Rahmat Bin Hashim (Deputy Dean: Academic), Prof. Madya Dr. Mohd Salehuddin Bin Mohd Zahari (former Head Division: Culinary Arts, currently Post Graduate Coordinator: Research), and Dr. Salleh Bin Mohd Radzi (Post Graduate Coordinator: Coursework) for reviewing, amending, leading and sharing intellectual thoughts during the internal VIVA phase to further furnish my thesis as well as Prof. Madya Dr. Artinah Binti Zainal (former Post Graduates Coordinator: Research) for the opportunity to complete my study in the maximum length of time.

Secretariat of Colours of Malaysia 2008 event from Tourism Malaysia and AD Suria Sdn. Bhd. for their involvement, information and permission to distribute the questionnaires.

My dearest friends, Sabrina Binti Tarmudi, Rafidah Binti Abas, Norzaidah Binti Ngali, Zatul Iffah Binti Mohd Fuza, Maisarah Binti Hamid, Noralisa Binti Ismail, Norazlina Binti Rahmat, Mohd Hairi Bin Jalis, Abdul Razak Bin Abu Kassim, and En. Mohd Onn Rashdi Bin Abd Patah for the knowledge sharing and moral support.

My family, Hajjah Che Su Binti Ariffin (mother) and Allahyarham Mohd Isa Bin Said (late father) for showering me with love, education and support (moral and financial), my siblings, Mohd Rizal, Sureena, Suneeta, Suliana and Suhaila, for the assistance to distribute the questionnaires, search for relevant secondary resources and for the printing and internet accessibility. Last but not least, to my loving husband, Febliman Syah Bin Alimian, for the endless support and strength to keep me back on track, and my father in-law (En. Alimian), my mother in-law (Pn. Faridah), my sisters in-law (Nor Elina and Nur Hanum) and my brothers in-law (Azliman Syah, Mohamad Hanif and Mohd Syahir) for the full encouragement and support.

May Allah bless you all with hopefully a long life and good fortune, in this life and the life hereafter. AMIN YA RABBAL ALAMIN.

Sincerely from the bottom of my heart,SoAX

IV

CHAPTER ONE

INTRODUCTION

1.1 INTRODUCTION

This chapter introduces, presents and justifies the research undertaken. It

initiates the nature of the tourism industry and an in-depth discussion on events with a

major focus towards the Colours of Malaysia multicultural event. This is followed by

a discussion on volunteers as part of the human resource requirements, motivation

theories and factors that relates to the reason for involvement, as well as their

commitment and satisfaction towards participation in an organization. Next, the

problem statement is highlighted leading to the purpose which leads into the research

objectives and research questions of this study. In conjunction with this, a framework

of the study is illustrated. The scope and significance of the study and outlines of the

thesis are presented in the last section of this chapter as a potential contribution of

research to the lists of existing body of knowledge. Lastly, this chapter provides

explanation of terms used and presents the outline of the thesis.

1.2 TOURISM INDUSTRY

Tourism is “an activity of persons travelling to and staying in places outside

their usual environment for not more than one consecutive year for leisure, business

and other purposes that are different from the exercise of an activity remunerated from

within the place visited” (Goeldner, McIntosh and Ritchie, 2000, p. 16). In the early

years of the millennium, this industry is anticipate to become the world’s biggest

industry due to the increment number of people travelling in their own countries and

exploring new destinations abroad (Youell, 2000).

In the early 1990’s, the tourism industry in Malaysia has grown by leaps and

bounds despite being a relatively late entrant as a big time tourism player . Although it

had earlier shown slower growth on the country’s economy, strong expansion of

tourism destinations continues to develop in most emerging countries and hence

become a growing source of international visitors . This indicates that the travel

1

FACTORS INFLUENCING MOTIVATION AND COMMITMENT OF VOLUNTARY PARTICIPATION IN THE MULTICULTURAL EVENTS AND SELF-SATISFACTIONAUTHOR’S DECLARATIONABSTRACTACKNOWLEDGEMENTSTABLE OF CONTENTSLIST OF TABLESLIST OF FIGURESCHAPTER ONE INTRODUCTION1.1 INTRODUCTION1.2 TOURISM INDUSTRY1.3 EVENTS1.4 VOLUNTEERS1.5 MOTIVATION1.6 COMMITMENT1.7 SATISFACTION1.8 STATEMENT OF PROBLEM1.9 OBJECTIVES OF THE STUDY1.10 RESEARCH QUESTIONS1.11 STUDY FRAMEWORK1.12 SCOPE OF THE STUDY1.13 SIGNIFICANCE OF THE STUDY1.14 EXPLANATION OF TERMS1.15 OUTLINE OF THE THESIS1.16 SUMMARY

CHAPTER TWO LITERATURE REVIEW2.1 INTRODUCTION2.2 TOURISM INDUSTRY2.3 EVENTS2.4 VOLUNTEERS2.5 MOTIVATION2.6 COMMITMENT2.7 SATISFACTION2.8 SUMMARY

CHAPTER THREE RESEARCH METHODOLOGY3.1 INTRODUCTION3.2 RESEARCH APPROACH3.3 POPULATION AND SAMPLING3.4 DEVELOPMENT OF RESEARCH INSTRUMENT3.4.1 Section A of Questionnaire3.4.2 Section B of Questionnaire3.4.3 Section C of Questionnaire3.4.4 Section D of Questionnaire

3.5 PILOT TESTING3.6 DATA COLLECTION METHOD AND PROCEDURES3.7 RESPONSE RATE3.8 SUMMARY

CHAPTER FOUR DATA ANALYSIS AND RESULTS4.1 INTRODUCTION4.2 ASSESSMENT OF VALIDITY AND INTERNAL RELIABILITY4.3 SOCIO-DEMOGRAPHIC PROFILE4.3.1 Respondent’s Socio-Demographic Profile

4.4 RESPONDENT S MOTIVES FOR VOLUNTEERING4.4.1 Personal Motivation4.3.2 Event Context

4.5 RESULTS OF INDEPENDENT SAMPLE T-TEST AND ONE-WAY ANALYSIS OF VARIANCE (ANOVA)4.5.1 Analysis of the Volunteers Motivation Based on Respondents’ Socio-Demographic Background

4.6 RESULTS OF MULTIPLE REGRESSION4.6.1 Relationship between Commitment and Motivational Factors4.6.2 Relationship between Self-Satisfaction and Commitment4.6.3 Relationship between Commitment towards Motivation and Satisfaction

4.7 SUMMARY

CHAPTER FIVE DISCUSSION, CONCLUSION AND RECOMMENDATION5.1 INTRODUCTION5.2 RESTATEMENT OF THE PROBLEM AND REVIEW OF THE METHODOLOGY5.3 SUMMARY OF RESULTS5.4 DISCUSSION OF THE RESULTS5.4.1 Research Question 1: What are the factors that influence volunteers’ motivation to participate in the Colours of Malaysia Year 2008 event?5.4.2 Research Question 2: Is there any significant relationship between demographic profile and volunteers’ motivation to participate in the Colours of Malaysia Year 2008 event?5.4.3 Research Question 3: What are the significant differences between motivational factors and the commitment of volunteers towards participating in Colours of Malaysia Year 2008 event?5.4.4 Research Question 4: What are the relationship between volunteers’ commitment and their level of self-satisfaction?5.4.5 Research Question 5: To what extent is the relationship between volunteers’ commitment towards their motivation factors and level of self-satisfaction?

5.5 IMPLICATION OF THE STUDY5.5.1 Theoretical Implication5.5.2 Implication for Practice

5.6 LIMITATION OF THE STUDY5.7 RECOMMENDATIONS FOR FUTURE RESEARCH5.8 CONCLUSION

REFERENCESAPPENDICES