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Museums and art museums make a significant contribution to the tourism and leisure industries. In Australia they contribute to the economic, social, and environmental sustainability of the communities and regions in which they are located. However, museums are facing challenges that are leading them to rethink their products and services, to improve their economic position, and to remain competitive in the marketplace. In this climate of change, the role of the volunteer is growing increasingly important to the operation of museums and art museums. However, why persons choose to volunteer for these attractions is not well understood. This article reports on initial findings from a wider study of volunteers in museums and art museums that was designed to explore volunteer motivation, expectations, values, and commitment. Factor analysis identified eight underlying dimensions to volunteer motivation for individuals in this field. This article has three objectives: first, to set the sustainable context in which museums and art museums operate; secondly, to present the initial findings of volunteer motivation; and thirdly, to discuss the implications they have for sustainable volunteer management.
Deborah Edwards (Sat,) studied this question.