Can applying a motivation theory of elderly volunteers help solve the management dilemma of rural libraries? A case study from China

The biggest management dilemma of rural libraries stems from the shortage of librarians. This study draws upon the case analysis of Qiluo Library in China to investigate the volunteering motivation of the elderly as well as the feasibility of the model of a rural library run entirely by elderly volunteers. Through questionnaires and semi-structured interviews, it was found that the elderly had four types of motivation for volunteering at rural libraries: endogenous egoism, exogenous egoism, endogenous altruism, and exogenous altruism. Connecting motivation with rural libraries’ dilemma of personnel shortages is of great significance. Despite some challenges, the Qiluo model of library operations provides an innovative and effective way of managing rural libraries in the context of librarian shortages and an aging population, especially in areas with low elderly mobility and less-developed economies. The construction of a motivational framework of elderly volunteers also provides new ideas for addressing the library dilemma.