The Nation-Branding Legacy of the 2010 FIFA World Cup for South Africa
Authors: Knott, B., Fyall, A. and Jones, I.
Journal: Journal of Hospitality Marketing and Management
Volume: 22
Issue: 6
Pages: 569-595
eISSN: 1936-8631
ISSN: 1936-8623
DOI: 10.1080/19368623.2012.663155
Abstract:There has been a growing awareness of the potentially significant impact that hosting sport mega-events, such as the 2010 FIFA World Cup in South Africa, can have on a nation's brand. Within the broader context of nation branding, this article explores the specific tourism legacy that may be achieved from sport mega-events and details an exploratory investigation that aimed to identify brand perceptions and changes in perceptions of international visitors to South Africa during the mega-event. The tourism legacy of the event appears to be the degree to which brand perceptions of travelers changed and formed as a result of visiting the nation. The value of these changed perceptions manifests in important behavioral intentions, such as repeat visitation and positive word-of-mouth promotion. The study concludes that mega-events provide an opportunity to elicit tourism legacies for a nation, especially in terms of nation-brand development for the host. © 2013 Copyright Taylor and Francis Group, LLC.
Source: Scopus
The Nation-Branding Legacy of the 2010 FIFA World Cup™ for South Africa
Authors: Knott, B., Fyall, A. and Jones, I.
Journal: Journal of Hospitality Marketing & Management
Volume: 22
Issue: 6
Pages: 569-595
DOI: 10.1080/19368623.2012.663155
Abstract:There has been a growing awareness of the potentially significant impact that hosting sport mega-events, such as the 2010 FIFA World Cup™ in South Africa, can have on a nation's brand. Within the broader context of nation-branding, this paper explores the specific tourism legacy that may be achieved from sport mega-events and details an exploratory investigation that aimed to identify brand perceptions and changes in perceptions of international visitors to South Africa during the mega-event. The tourism legacy of the event appears to be the degree to which brand perceptions of travelers changed and formed as a result of visiting the nation. The value of these changed perceptions manifests in important behavioural intentions, such as repeat visitation and positive word-of-mouth promotion. The study concludes that mega-events provide an opportunity to elicit tourism legacies for a nation, especially in terms of nation-brand development for the host.
http://www.tandfonline.com/doi/full/10.1080/19368623.2012.663155
Source: Manual
Preferred by: Ian Jones