The Nation-Branding Legacy of the 2010 FIFA World Cup for South Africa

This source preferred by Ian Jones

Authors: Knott, B., Fyall, A. and Jones, I.

http://www.tandfonline.com/doi/full/10.1080/19368623.2012.663155

Journal: Journal of Hospitality Marketing & Management

Volume: 22

Issue: 6

Pages: 569-595

DOI: 10.1080/19368623.2012.663155

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.

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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

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.

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