Abstract
The relationship between destination branding and sport tourism has grown considerably over the years, and the impact it can have on a destination has been made evident through research. Moreover, the intricate role that the media play in relation to branding destinations through the use of sporting events is highly important. The African continent is increasingly being viewed as an emerging destination, especially for sport tourism, and the major media broadcasters play an important role. This study examined the importance of SuperSport International’s footprint in Africa, in relation to sport tourism. The aim of the study was to investigate the role which SuperSport International, through their broadcasts and sports personalities play, in influencing travel and tourism within African host destinations. This has been achieved by way of conducting a content analysis of SuperSport Internationals’ archives, and a series of structured interviews that was conducted with 16 key personnel in the organisation. A review of books, academic journals and various relevant secondary sources that provided information on the topic was used to contextualise the results. The key findings show that to a large extent, host destinations of specific sport tourism activity, feature in SuperSport Internationals’ broadcasts. Furthermore, this study highlights the value of Supersport Internationals’ broadcasts and sport personalities in branding a destination and promoting sport tourism. The outcome of the study also reveals the importance of SuperSport International and its ability to convey images of host destinations, creating a competitive advantage in those regions, and the control of tourist perceptions. The study thus highlights the importance of the role of the media within the discussion, particularly for African destinations which are emerging as successful sporting destinations. As such, the present study contributes to existing sport tourism literature and has implications for relevant policy...
M.Com. (Tourism and Hospitality)