THE EFFECTS OF MAJOR SPORT EVENT LEVERAGING FOR TOURISM AND DESTINATION BRANDING: THE CASE OF SOUTH AFRICA AS AN EMERGING DESTINATION
Emerging nations with transitioning or newly transformed brands are increasingly using sport as a branding platform to generate and communicate strong and coherent brands. This is done in acknowledgement of sport as a powerful agent for destination branding. While many studies on sport mega-events l...
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| Format: | Article |
| Language: | English |
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Editura Universităţii din Oradea
2018-02-01
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| Series: | Geo Journal of Tourism and Geosites |
| Subjects: | |
| Online Access: | http://gtg.webhost.uoradea.ro/PDF/GTG-1-2018/282_Tichaawa.pdf |
| _version_ | 1818369385057746944 |
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| author | Janice HEMMONSBEY Tembi Maloney TICHAAWA |
| author_facet | Janice HEMMONSBEY Tembi Maloney TICHAAWA |
| author_sort | Janice HEMMONSBEY |
| collection | DOAJ |
| description | Emerging nations with transitioning or newly transformed brands are increasingly using sport as a branding platform to generate and communicate strong and coherent brands. This is done in acknowledgement of sport as a powerful agent for destination branding. While many studies on sport mega-events leveraging exist, few have addressed the effects of major sport on tourism and destination branding. Regrettably, the theory underpinning emerging economies and destinations of the Global South has been neglected. This paper, therefore, addresses the gap by investigating the major event and its effects on the emerging South African brand. The study followed a qualitative design featuring semi-structured in-depth interviews with key industry stakeholders involved in sport, nation and tourism brands. The findings clearly revealed positive effects of major events for a developing destination, in line with socio-economic development and brand exposure. Furthermore, strong emphasis on the importance of strategic partnerships for effective brand development is evident. The paper contributes to the developing country’s perspective on topics investigated largely in the developed contexts. It also holds practical significance for stakeholders of other developing nations, providing them with guidance on how to achieve branding benefits through major sport event leveraging. |
| first_indexed | 2024-12-13T23:23:00Z |
| format | Article |
| id | doaj.art-c09344514a8f4399b2e441f08f90dc12 |
| institution | Directory Open Access Journal |
| issn | 2065-0817 2065-1198 |
| language | English |
| last_indexed | 2024-12-13T23:23:00Z |
| publishDate | 2018-02-01 |
| publisher | Editura Universităţii din Oradea |
| record_format | Article |
| series | Geo Journal of Tourism and Geosites |
| spelling | doaj.art-c09344514a8f4399b2e441f08f90dc122022-12-21T23:27:40ZengEditura Universităţii din OradeaGeo Journal of Tourism and Geosites2065-08172065-11982018-02-01211213225THE EFFECTS OF MAJOR SPORT EVENT LEVERAGING FOR TOURISM AND DESTINATION BRANDING: THE CASE OF SOUTH AFRICA AS AN EMERGING DESTINATIONJanice HEMMONSBEY0Tembi Maloney TICHAAWA1University of Johannesburg, School of Tourism and Hospitality, College of Business and Economics, South Africa, e-mail: janicehemmonsbey@yahoo.com University of Johannesburg, School of Tourism and Hospitality, College of Business and Economics, South Africa, e-mail: tembit@uj.ac.za Emerging nations with transitioning or newly transformed brands are increasingly using sport as a branding platform to generate and communicate strong and coherent brands. This is done in acknowledgement of sport as a powerful agent for destination branding. While many studies on sport mega-events leveraging exist, few have addressed the effects of major sport on tourism and destination branding. Regrettably, the theory underpinning emerging economies and destinations of the Global South has been neglected. This paper, therefore, addresses the gap by investigating the major event and its effects on the emerging South African brand. The study followed a qualitative design featuring semi-structured in-depth interviews with key industry stakeholders involved in sport, nation and tourism brands. The findings clearly revealed positive effects of major events for a developing destination, in line with socio-economic development and brand exposure. Furthermore, strong emphasis on the importance of strategic partnerships for effective brand development is evident. The paper contributes to the developing country’s perspective on topics investigated largely in the developed contexts. It also holds practical significance for stakeholders of other developing nations, providing them with guidance on how to achieve branding benefits through major sport event leveraging.http://gtg.webhost.uoradea.ro/PDF/GTG-1-2018/282_Tichaawa.pdfMajor sportevent leveragingtourismdestination brandingemerging nationsSouth Africa |
| spellingShingle | Janice HEMMONSBEY Tembi Maloney TICHAAWA THE EFFECTS OF MAJOR SPORT EVENT LEVERAGING FOR TOURISM AND DESTINATION BRANDING: THE CASE OF SOUTH AFRICA AS AN EMERGING DESTINATION Geo Journal of Tourism and Geosites Major sport event leveraging tourism destination branding emerging nations South Africa |
| title | THE EFFECTS OF MAJOR SPORT EVENT LEVERAGING FOR TOURISM AND DESTINATION BRANDING: THE CASE OF SOUTH AFRICA AS AN EMERGING DESTINATION |
| title_full | THE EFFECTS OF MAJOR SPORT EVENT LEVERAGING FOR TOURISM AND DESTINATION BRANDING: THE CASE OF SOUTH AFRICA AS AN EMERGING DESTINATION |
| title_fullStr | THE EFFECTS OF MAJOR SPORT EVENT LEVERAGING FOR TOURISM AND DESTINATION BRANDING: THE CASE OF SOUTH AFRICA AS AN EMERGING DESTINATION |
| title_full_unstemmed | THE EFFECTS OF MAJOR SPORT EVENT LEVERAGING FOR TOURISM AND DESTINATION BRANDING: THE CASE OF SOUTH AFRICA AS AN EMERGING DESTINATION |
| title_short | THE EFFECTS OF MAJOR SPORT EVENT LEVERAGING FOR TOURISM AND DESTINATION BRANDING: THE CASE OF SOUTH AFRICA AS AN EMERGING DESTINATION |
| title_sort | effects of major sport event leveraging for tourism and destination branding the case of south africa as an emerging destination |
| topic | Major sport event leveraging tourism destination branding emerging nations South Africa |
| url | http://gtg.webhost.uoradea.ro/PDF/GTG-1-2018/282_Tichaawa.pdf |
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