Leveraging home-grown sport tourism events for strategic destination branding outcomes
- Authors: Hemmonsbey, Janice
- Date: 2019
- Subjects: Place marketing , Sports and tourism , Sports tourism , Hosting of sporting events - Economic aspects
- Language: English
- Type: Doctoral (Thesis)
- Identifier: http://hdl.handle.net/10210/403137 , uj:33767
- Description: Abstract : Extant research has established that destination branding through sport events is deemed to be a valuable resource for brand development and positioning, as well as for accessing social, economic and environmental benefits for both developed and developing nations. However, the destination branding discourse remains widely contested among academics and practitioners, as there is, as yet, no commonly accepted framework for the destination branding theory. Moreover, the theory underpinning sport event leveraging towards informed branding practices, especially in the developing destination context, is lacking. The current study conceptualises the leveraging of home-grown sport events for destination brands; extending the scope of other known sport event leveraging studies in the developing context. The research critically examines key stakeholders involved in sport and destination branding by detailing their perceptions in relation to the leveraging of home-grown sport using the South African brand as a case study. Both qualitative and quantitative techniques were employed to collect the data. In total, 403 sport event attendee questionnaires were completed across two home-grown sport events, the Comrades Marathon in Durban and the IRONMAN triathlon in Port Elizabeth, using simple random sampling. Purposive sampling was implemented in targeting 24 key industry stakeholders from the relevant public and private organisations in sport, tourism and destination branding. The study reveals the significant effect of home-grown sport on destination branding through competitive brand positioning. A number of similarities and differences were observed between the sport event attendees and the stakeholder groups, in terms of the brand messages that were shown during the hosting of such sport events. Whereas the sport event attendees had indicated their intention to stay beyond the event, they were sceptical about the safety and security of the overall destination. Although the stakeholders agreed on the issue of safety and security, they observed the perception to be unjust to the brand, due to the skewed international media portrayal of social issues in especially the developing countries. Crime and other social issues, like education and health and safety, were, therefore, seen to be key challenges facing the South African destination’s perceived image. The study revealed outstanding opportunities for retaining sustainable tourism, and for attracting new tourism markets through the implementation of effective leveraging practices that are mainly linked to stakeholder commitment to investing in effective public and private partnerships. The key findings of the study conceptualise the role of leveraging strategies and the activities of stakeholders during the hosting of these specific types of sport events, so as to achieve augmented destination branding benefits. Although the above applies to both the developed and the developing contexts, distinguishing socioeconomic factors affecting developing nations have led to the adoption of a sport event leveraging framework in relation to home-grown sport. The study makes a theoretical contribution by developing a conceptual framework that articulates and underlines homegrown events for developing nation brands, by considering a developing country’s perspective by topics investigated largely in the developed Global North context. Further research questions were identified to inform future destination branding studies aimed at deriving additional definitive comparisons across stakeholder perspectives on strategic destination branding, as informed by sport event leveraging. , D.Phil. (Tourism and Hospitality)
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- Authors: Hemmonsbey, Janice
- Date: 2019
- Subjects: Place marketing , Sports and tourism , Sports tourism , Hosting of sporting events - Economic aspects
- Language: English
- Type: Doctoral (Thesis)
- Identifier: http://hdl.handle.net/10210/403137 , uj:33767
- Description: Abstract : Extant research has established that destination branding through sport events is deemed to be a valuable resource for brand development and positioning, as well as for accessing social, economic and environmental benefits for both developed and developing nations. However, the destination branding discourse remains widely contested among academics and practitioners, as there is, as yet, no commonly accepted framework for the destination branding theory. Moreover, the theory underpinning sport event leveraging towards informed branding practices, especially in the developing destination context, is lacking. The current study conceptualises the leveraging of home-grown sport events for destination brands; extending the scope of other known sport event leveraging studies in the developing context. The research critically examines key stakeholders involved in sport and destination branding by detailing their perceptions in relation to the leveraging of home-grown sport using the South African brand as a case study. Both qualitative and quantitative techniques were employed to collect the data. In total, 403 sport event attendee questionnaires were completed across two home-grown sport events, the Comrades Marathon in Durban and the IRONMAN triathlon in Port Elizabeth, using simple random sampling. Purposive sampling was implemented in targeting 24 key industry stakeholders from the relevant public and private organisations in sport, tourism and destination branding. The study reveals the significant effect of home-grown sport on destination branding through competitive brand positioning. A number of similarities and differences were observed between the sport event attendees and the stakeholder groups, in terms of the brand messages that were shown during the hosting of such sport events. Whereas the sport event attendees had indicated their intention to stay beyond the event, they were sceptical about the safety and security of the overall destination. Although the stakeholders agreed on the issue of safety and security, they observed the perception to be unjust to the brand, due to the skewed international media portrayal of social issues in especially the developing countries. Crime and other social issues, like education and health and safety, were, therefore, seen to be key challenges facing the South African destination’s perceived image. The study revealed outstanding opportunities for retaining sustainable tourism, and for attracting new tourism markets through the implementation of effective leveraging practices that are mainly linked to stakeholder commitment to investing in effective public and private partnerships. The key findings of the study conceptualise the role of leveraging strategies and the activities of stakeholders during the hosting of these specific types of sport events, so as to achieve augmented destination branding benefits. Although the above applies to both the developed and the developing contexts, distinguishing socioeconomic factors affecting developing nations have led to the adoption of a sport event leveraging framework in relation to home-grown sport. The study makes a theoretical contribution by developing a conceptual framework that articulates and underlines homegrown events for developing nation brands, by considering a developing country’s perspective by topics investigated largely in the developed Global North context. Further research questions were identified to inform future destination branding studies aimed at deriving additional definitive comparisons across stakeholder perspectives on strategic destination branding, as informed by sport event leveraging. , D.Phil. (Tourism and Hospitality)
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Die bevordering van sporttoerisme in Gauteng
- Authors: Young, Christiaan Theunis
- Date: 2008-10-27T06:42:13Z
- Subjects: Sports and tourism , Tourism (South Africa) , Gauteng (South Africa)
- Type: Thesis
- Identifier: uj:13419 , http://hdl.handle.net/10210/1342
- Description: M.Comm. , South Africa’s rich historical sporting background, its cultural attractions and political history make it one of the most attractive tourism attractions nationally and internationally. Demographically, South Africa is an adrenalin sport participant’s dream. Big facilities such as the Standard Bank Arena, Johannerburg Stadium and Mandeville Sport Arena are suited to host international sport tourists. To ensure that sport tourism develop in South Africa, it must be developed as a niche market. To describe the characteristics of tourism as well as sport and leisure tourism, it is necessary to identify and discuss traditional and commercial sport in Gauteng. This information could be used to make recommendations for the development of a sport tourism map and to introduce it to tourists in a form of a brochure. , Dr. J.F. Durand
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- Authors: Young, Christiaan Theunis
- Date: 2008-10-27T06:42:13Z
- Subjects: Sports and tourism , Tourism (South Africa) , Gauteng (South Africa)
- Type: Thesis
- Identifier: uj:13419 , http://hdl.handle.net/10210/1342
- Description: M.Comm. , South Africa’s rich historical sporting background, its cultural attractions and political history make it one of the most attractive tourism attractions nationally and internationally. Demographically, South Africa is an adrenalin sport participant’s dream. Big facilities such as the Standard Bank Arena, Johannerburg Stadium and Mandeville Sport Arena are suited to host international sport tourists. To ensure that sport tourism develop in South Africa, it must be developed as a niche market. To describe the characteristics of tourism as well as sport and leisure tourism, it is necessary to identify and discuss traditional and commercial sport in Gauteng. This information could be used to make recommendations for the development of a sport tourism map and to introduce it to tourists in a form of a brochure. , Dr. J.F. Durand
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South African Formula One Grand Prix: a dream or nightmare.
- Authors: Bessit, C.S.
- Date: 2008-04-22T06:16:41Z
- Subjects: Sports and tourism , Grand Prix racing in South Africa
- Type: Thesis
- Identifier: uj:8458 , http://hdl.handle.net/10210/261
- Description: In 2004 a group of South African based companies submitted a bid to the Formula One Management to host a South African Formula One Grand Prix, from 2009 in Cape Town. The group approached the government to establish a public-private partnership, due to the: • escalating hosting and infrastruture development cost, resulting in very few Formula One Grand Prix host countries undertaking hosting without government involvement; and • believe that the economic benefits of hosting the event would stretch further than the business realm of its members, in particulary in the toursim industry. A literature review of the hallmark sporting events revealed that sport has become a major business industry and a perceived tool for improving the economies of host countries, regions or cities. This has empowered the owners of mega sporting events to generate bidding wars amongst prospective host countries. Paying the price has commonly led local event organisers to motivate the allocation of public funding, emphasising the indirect economic benefits that the event will generate. This motivation is though seldom accompanied by a detailed and independent economic impact assessment, to substantiate the claimed benefits. The findings of this study based on a literature survey indicate that: (i) There is a relationship between hallmark events, such as the FIA Formula One Grand Prix Championship, and tourism. However, the increased tourism post the event may be exaggerated, either with regard to the percentage growth or effective period or a combination thereof. If increased tourism is the basis for the subsidy it should be noted that the Western Cape, in particular Cape Town, is already SA’s premier tourist destination. Whereas cities like Johannesburg and Welkom, that have existing motor racing facilities requiring upgrading, do not have Cape Town’s tourism icons. It could further be argued that the tourists visiting SA for the F1 GP event would more likely tour to the Western Cape than vice versa. (ii) Although the SA F1 Bid Company has provided indicative numbers with regard to job creation and expected tourists as a result of the event, they rely on industry norms and experiences with other current F1 GP event host countries rather than critically assessing the economic and social impact of the event in a South African context. The overall lack of a detailed economic impact assessment and the reluctant feedback from the Government has made it impossible to assess conclusively whether the event will have positively or negatively impact on South Africa. However, literature sources reveal that in the majority of cases and mainly for the government partner, the hosting mega sporting events do not yield a profitable return. , Mr. S.M. Nchabaleng
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- Authors: Bessit, C.S.
- Date: 2008-04-22T06:16:41Z
- Subjects: Sports and tourism , Grand Prix racing in South Africa
- Type: Thesis
- Identifier: uj:8458 , http://hdl.handle.net/10210/261
- Description: In 2004 a group of South African based companies submitted a bid to the Formula One Management to host a South African Formula One Grand Prix, from 2009 in Cape Town. The group approached the government to establish a public-private partnership, due to the: • escalating hosting and infrastruture development cost, resulting in very few Formula One Grand Prix host countries undertaking hosting without government involvement; and • believe that the economic benefits of hosting the event would stretch further than the business realm of its members, in particulary in the toursim industry. A literature review of the hallmark sporting events revealed that sport has become a major business industry and a perceived tool for improving the economies of host countries, regions or cities. This has empowered the owners of mega sporting events to generate bidding wars amongst prospective host countries. Paying the price has commonly led local event organisers to motivate the allocation of public funding, emphasising the indirect economic benefits that the event will generate. This motivation is though seldom accompanied by a detailed and independent economic impact assessment, to substantiate the claimed benefits. The findings of this study based on a literature survey indicate that: (i) There is a relationship between hallmark events, such as the FIA Formula One Grand Prix Championship, and tourism. However, the increased tourism post the event may be exaggerated, either with regard to the percentage growth or effective period or a combination thereof. If increased tourism is the basis for the subsidy it should be noted that the Western Cape, in particular Cape Town, is already SA’s premier tourist destination. Whereas cities like Johannesburg and Welkom, that have existing motor racing facilities requiring upgrading, do not have Cape Town’s tourism icons. It could further be argued that the tourists visiting SA for the F1 GP event would more likely tour to the Western Cape than vice versa. (ii) Although the SA F1 Bid Company has provided indicative numbers with regard to job creation and expected tourists as a result of the event, they rely on industry norms and experiences with other current F1 GP event host countries rather than critically assessing the economic and social impact of the event in a South African context. The overall lack of a detailed economic impact assessment and the reluctant feedback from the Government has made it impossible to assess conclusively whether the event will have positively or negatively impact on South Africa. However, literature sources reveal that in the majority of cases and mainly for the government partner, the hosting mega sporting events do not yield a profitable return. , Mr. S.M. Nchabaleng
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