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Volunteers play a critical role in the production of festivals and events in many ways, such as providing assistance to artist 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 un paralleled 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 host 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 fetival and event volunteers in a tourism context.
