Nation-branding Opportunities Through Sport Mega-events: Tourism Impact from FIFA World Cup in South Africa 2010 and Qatar 2022
Sport mega-events can be powerful agents in the imaging, re-imaging and branding of places, especially for emerging mega-event host nations. South Africa was the first African country to host the FIFA World Cup in 2010 and is a good case of how nation-branding opportunities were leveraged to showcas...
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| Veröffentlicht in: | International Conference on Tourism Research Jg. 7; H. 1; S. 149 - 156 |
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| Sprache: | Englisch |
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Academic Conferences International Limited
11.03.2024
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| Abstract | Sport mega-events can be powerful agents in the imaging, re-imaging and branding of places, especially for emerging mega-event host nations. South Africa was the first African country to host the FIFA World Cup in 2010 and is a good case of how nation-branding opportunities were leveraged to showcase its global engagement, re-emergence post-apartheid, and its competence as a tourism and mega-event host. Similarly, Qatar’s hosting of the 2022 FIFA World Cup is a region-first for the Middle East. Hosting the World Cup is aligned to Qatar’s strategic leveraging of sport to build a new image, acquire global recognition as a world-class venue for major events, sport sponsorships, and state-of-the-art stadiums. Yet Qatar, like South Africa, was confronted with significant detractors and negative media coverage in the lead-up to its hosting. This paper compares nation-brand perceptions collected from international visitors to the respective mega-events. The studies aimed to identify any changes to these brand perceptions because of their visit to these nations. It utilises the same instrument and method; with the survey instrument for 2010 adapted for Qatar to increase its relevance. A total of 561 (South Africa) and 421 (Qatar) international visitors were interviewed at event and tourist locations, using a spatially based, purposive sampling approach. The findings reveal how visitor perceptions changed in both instances. It reveals nuances in profiling mega-event sport tourists and contrasts expected nation-branding legacies for host nations, especially in emerging nation contexts.
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| AbstractList | Sport mega-events can be powerful agents in the imaging, re-imaging and branding of places, especially for emerging mega-event host nations. South Africa was the first African country to host the FIFA World Cup in 2010 and is a good case of how nation-branding opportunities were leveraged to showcase its global engagement, re-emergence post-apartheid, and its competence as a tourism and mega-event host. Similarly, Qatar’s hosting of the 2022 FIFA World Cup is a region-first for the Middle East. Hosting the World Cup is aligned to Qatar’s strategic leveraging of sport to build a new image, acquire global recognition as a world-class venue for major events, sport sponsorships, and state-of-the-art stadiums. Yet Qatar, like South Africa, was confronted with significant detractors and negative media coverage in the lead-up to its hosting. This paper compares nation-brand perceptions collected from international visitors to the respective mega-events. The studies aimed to identify any changes to these brand perceptions because of their visit to these nations. It utilises the same instrument and method; with the survey instrument for 2010 adapted for Qatar to increase its relevance. A total of 561 (South Africa) and 421 (Qatar) international visitors were interviewed at event and tourist locations, using a spatially based, purposive sampling approach. The findings reveal how visitor perceptions changed in both instances. It reveals nuances in profiling mega-event sport tourists and contrasts expected nation-branding legacies for host nations, especially in emerging nation contexts.
Hosting the World Cup is aligned to Qatar's strategic leveraging of sport to build a new image, acquire global recognition as a world-class venue for major events, sport sponsorships, and state-of-the-art stadiums. Heightened media attention on the nation in the lead up to the mega-event had focused on many negative aspects such as inflation, crime, xenophobic riots (Tomlinson, Bass, & Pillay, 2009), casting doubt over the country's ability to host the event successfully and safely. Qatar, much like other Gulf states, has made significant investments in sport as a means of economic diversification, and to accomplish its geopolitical goals through 'soft power' recognition (Nye, 2021) and nation branding opportunities that come with hosting major sport events (Al Thani, 2021; Amara, 2005; Dorsey, 2014; Reiche, 2015). The 2022 FIFA World Cup in Qatar, the first mega-event in the Arab world, was aligned to achieving Qatar's National Vision 2030 objectives of addressing economic, social, environmental, and human development and improving its regional positioning (Scharfenort, 2012). |
| Author | Althawadi, Othman Swart, Kamilla Knott, Brendon Zeyad Ali, Yara |
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| DOI | 10.34190/ictr.7.1.2191 |
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| Snippet | Sport mega-events can be powerful agents in the imaging, re-imaging and branding of places, especially for emerging mega-event host nations. South Africa was... Hosting the World Cup is aligned to Qatar's strategic leveraging of sport to build a new image, acquire global recognition as a world-class venue for major... |
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| SubjectTerms | Apartheid Brand image Diplomacy Media coverage Migrant workers Power Reputation management Soccer Stereotypes Tourism Tournaments & championships |
| Title | Nation-branding Opportunities Through Sport Mega-events: Tourism Impact from FIFA World Cup in South Africa 2010 and Qatar 2022 |
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