Study On Motivating Factors Of The Service Enthusiasm Of Cultural Volunteers In Guangzhou

The Report of the 20 th National Congress of the Communist Party of China put forward the idea of "promoting cultural self-confidence and self-improvement,and casting new brilliance in socialist culture".China’s cultural development has been continuously enriched,its requirements constantly deepened,and socialist cultural undertakings constantly prospered.Cultural volunteers extensively participate in the field of public cultural services by way of voluntary service,which is helpful to strengthen the construction of public culture and improve the quality of service.Vigorously promote cultural volunteer services,so that cultural volunteers play an increasingly prominent and important role in public cultural services.Through field research,it is found that there are some problems in the participation of cultural volunteers in voluntary services,such as weak enthusiasm,weak adhesion between volunteers and organizations,and service quality to be improved.Therefore,it is necessary to study the motivation of cultural volunteers.This paper focuses on the motivation factors of cultural volunteers through the method of literature research and questionnaire survey.Firstly,the concepts of cultural volunteer and motivation are sorted out,and the content incentive theory,Portlawler’s comprehensive incentive model and social exchange theory are taken as the theoretical support.Then,the motivating factors of cultural volunteers are refined,the theoretical model of motivating factors of cultural volunteers is constructed,and four research hypotheses are proposed.Secondly,based on the theory of content motivation,combined with the characteristics of cultural volunteers,and according to the previous research results to compile a questionnaire;Thirdly,this paper collected data by sending questionnaires and used statistical software SPSS26.0 to conduct in-depth analysis of the data.Based on the results of empirical analysis,the hypothesis model was revised,and the following conclusions were drawn:(1)There were differences between the importance of cultural volunteers’ subjective judgment on various incentive factors and their actual satisfaction;(2)There are four main motivating factors of cultural volunteers,namely,value satisfaction,organizational environment,humanistic care and leadership and management;(3)Gender,age,educational background and years of service had a significant impact on the importance of cultural volunteers’ subjective feelings towards various motivating factors,while the type of cultural volunteers had no significant impact.(4)There was a significant positive correlation between the satisfaction degree of cultural volunteers’ actual perceived incentive factors and their service enthusiasm.Finally,based on the above research conclusions,this paper puts forward corresponding countermeasures and suggestions for the problems existing in the process of motivating cultural volunteers,and further describes the shortcomings and research directions of this paper.