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Title: The Nation-Branding Legacy of the 2010 FIFA World Cup for South Africa
Authors: Knott, Brendon 
Fyall, Alan 
Jones, Ian 
Keywords: FIFA World Cup;Legacy;Mega-event;Nation branding;South Africa;Sport tourism
Issue Date: 2013
Publisher: Journal of Hospitality Marketing and Management
Source: Brendon Knott , Alan Fyall & Ian Jones (2013) The Nation-Branding Legacy of the 2010 FIFA World Cup for South Africa, Journal of Hospitality Marketing & Management, 22:6, 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 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.
Appears in Collections:BUS - Journal Articles (DHET subsidised)

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