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

Keywords

nation branding, sport tourism, mega-event, legacy, FIFA World Cup, South Africa

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.

Publication Date

4-16-2013

Original Citation

Knott, B., Fyall, A. and Jones, I. (2013). The Nation-Branding Legacy of the 2010 FIFA World Cup for South Africa. Journal of Hospitality Marketing & Management, 22 (6), 569-595.

Number of Pages

569-595

Document Type

Paper

Language

English

Source Title

Journal of Hospitality Marketing and Management

Volume

22

Issue

6

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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