The staging of sport mega-events such as the Football or FIFA World Cup has drawn much attention from different countries, as a result they bid to host such events because of the social, economic and political positive spin-offs associated with them (Swart and Bob, 2004; Grundling and Steynberg, 2008). Deccio and Baloglu (2002) assert that sport mega-events, because of their magnitude and size, have the potential of not only impacting upon the host cities but their impacts can also be felt in the periphery of the host cities. Cornelissen and Swart (2006) specifically state that the winning of the 2010 FIFA bid presents a challenge to the South African government on delivering on its promise of improving the lives of all South Africans through hosting the 2010 event. Rural communities in South Africa remain marginalised and often impoverished. Deccio and Baloglu (2002) argue that most studies about sport mega-events focus on the host city’s resident’s perceptions and neglect the perceptions of the non-host rural communities. This study specifically assesses what rural communities and Park Managers expect (both the costs and benefits) from the 2010 event and how they are planning to use the event to their advantage. This is a particularly neglected area of research in relation to mega-events. Questionnaires were administered to 100 household respondents in two rural communities in KwaZulu-Natal (Izibukwana which is close to Durban, one of the semi-final host cities and Makhowe which is approximately 200 km away from Durban). Telephonic interviews were conducted with the Park Managers (one from Tala Private Park and another from Ezulwini Private Park, in KwaZulu-Natal). The findings of the study reveal perceptions of different stakeholder groups (rural communities and Park managers) about the upcoming 2010 FIFA World Cup. The results indicates that the socioeconomic status of the respondents was low because of reasons such as high unemployment rate, lower level of education, low income level and also lack of basic services. Most of the community respondents and both Park managers indicated that the 2010 FIFA World Cup will be the best ever and leave positive legacies for South Africa. However, the Park managers indicated that they do not think that the 2010 event, since it will be a once-off event, will have any positive impacts or leave any legacies for their Parks as they are already well established ecotourism sites. The Park managers also indicated that they are not preparing for the 2010 event since they already have improved infrastructure such as accommodation areas that can cater for the visitors who will be coming for the 2010 event. Furthermore, linkages/ partnerships linked to 2010 do not exist and Park managers do not see this happening. The results also indicate that communities expect direct benefits from the 2010 FIFA World Cup. However, most community respondents indicated that they can mostly benefit directly from the 2010 event if they can establish a relationship or form partnership with their adjacent Parks. What also emerges as a critical finding is the linkages with tourism enterprises located in or in close proximity to the rural communities. It is envisaged that these linkages need to be strengthened to ensure that socio-economic opportunities related to the hosting of the World Cup are developed in rural areas. / Thesis (M.A.)-University of KwaZulu-Natal, Durban, 2010.

Thesis (MTech (Tourism and Hospitality Management))--Cape Peninsula University of Technology, 2009 / Football is considered one of the most important sports in several of the 53 countries in Africa, with the largest viewership and participation.

Thesis. (M. Tech. (Dept. of Marketing, Faculty of Management Sciences)) -- Vaal University of Technology, 2011. / Spectators are key constituents of sport organisations’ success as a large spectator base attracts sponsors. Once a spectator enters a sport stadium, the physical environment and the experience of the game may lead to a relationship with the environment and a team resulting in the spectator either revisiting a sport stadium, recommending the venue to others or avoiding the environment. Spectator attendance at sports stadia is also a primary sources of revenue for sport events. Stadium attendance also brings different benefits for spectators as a stadium can add excitement and atmosphere to an event experience and opportunities for socialisation within the environment. The main purpose of this study was to determine the role of servicescapes in spectators’ attendance at selected sport stadiums in Gauteng. Since sport depends on the facility for its production and service delivery, place (distribution) is an essential component in the marketing mix, as it can lead to approach or avoidance behaviours. The study was conducted at two different stadiums namely (Soccer City (formerly FNB) and Orlando stadiums) in the Gauteng Province. A quantitative research approach was used. A structured questionnaire was administered to 200 spectators using non-probability convenience sampling. Data from a total of 170 completed questionnaires were analysed. Data analysis was undertaken in two phases: firstly by pilot testing the questionnaire and secondly by the consolidation of the main survey findings through a more detailed analysis. The data was analysed with a view to address the objectives of the study. In order to ensure high quality analysis, all evidence was considered and all major rival interpretations were also addressed. Factor analysis was used to determine the various servicescape dimensions. Seven factors of servicescape were extracted, namely scoreboard quality, refreshment provisioning, facility aesthetics, space allocation, stadium accessibility, seating comfort and stadium cleanliness. The findings in this study indicate that there is significant positive correlation between the seven factors and future attendance and also a desire to stay within the stadium. The regression analysis reported significant predictive relationships between the stadium servicescape, future attendance and also a desire to stay within the stadium. Regression models depict that spatial allocation and functionality followed by stadia cleanliness made the greatest impact on spectators’ desire to stay within a servicescape and seating comfort and facility aesthetics significantly contributes to future patronage. Recommendations in this study suggest that stadium management and sport marketers should not concentrate on one factor but on several servicescape factors in order to maintain spectator patronage on sport stadium. By fulfilling spectators’ expectations, sport marketers and stadium management should ensure that spectators are satisfied with the stadium facilities and the physical environment to maintain their retention and loyalty to the stadium. / Central Research Committee. Vaal University of Technology.

M. Tech. Tourism and Hospitality Management / South Africa has been the world's stage in hosting major and mega sport events that drew the world's attention such as the legacy of the Rugby World Cup 1995, the Cricket World Cup in 2003, the Fédération Internationale de Football Association (FIFA) Confederations Cup 2009 and the latest FIFA World Cup 2010 which are also examples of the opportunities provided by major and mega events. Such as in many cities, destination marketing organizations have engaged in the systematic planning, development, and marketing of events as tourist attractions, image-makers, or catalysts for other developments however, the involvement of local residents in the planning and operational stages is often neglected. Therefore, this study has been conceived to focus on the local resident's perceptions of the impacts of the Confederations Cup 2009 within the City of Tshwane (Metropolitan Municipality).

Dissertation submitted in fulfilment of the requirements for the degree Master of Technology: Tourism and Hospitality Management in the Faculty of Business at the Cape Peninsula University of Technology 2013 / The continent of Africa hosted the FIFA World Cup™ for the first time in 2010. The historical hosting of Africa‟s first mega-event by South Africa was deemed to be a key opportunity to initiate and promote socio-economic legacies for local South Africans. Therefore, the importance of examining visitor experiences and perceptions of the event cannot be overemphasised. The global struggle for competitive advantage, national reputation or nation branding is in recent times more and more significant as countries compete for attention, respect and trust of investors, tourists, consumers, donors, immigrants and media. Assessing visitors‟ experiences can contribute significantly to knowledge management and inform the planning of future events to leverage positive benefits while minimising the negative impacts. In this study, visitors‟ perceptions of the event are examined using Nelson Mandela Bay / Port Elizabeth (one of the nine [9] host cities for the 2010 event) as a case study. A spatially-based systematic sampling technique was used to interview visitors at fan parks and in the Nelson Mandela Bay Stadium precinct during the 2010 FIFA World Cup™. Face-to-face interviews were conducted and in all, two thousand, two hundred and twenty-five (n=2225) visitors were interviewed. The key findings reveal that many of the visitors came from the key tourism source markets of South Africa (the United Kingdom [UK], Germany, the Netherlands, the United States of America [USA] and France), were men and had an average age of thirty three (33) years. They generally had positive perceptions about the hosting of the event and the quality of tourism facilities and services on offer during their stay in Nelson Mandela Bay / Port Elizabeth, and South Africa generally. Additionally, many visitors suggested that the hosting of the event in Nelson Mandela Bay / Port Elizabeth offered an opportunity to experience a different tourism destination, with potential for future repeat visitations. However, the city was found to be a poor responsible tourism destination and as not being a good value-for-money destination. During the event, the Nelson Mandela Bay / Port Elizabeth region arguably drew its biggest international crowd as it usually receives fewer international tourists when compared to other regions in South Africa. The study therefore underscores the need for local tourism authorities to devise strategies aimed at capitalising on the exposure garnered through the hosting of the event and at maximising the opportunity to tap into new tourism markets with a view to increasing international visitation in a province that is said to attract only five percent of South Africa‟s international visitors.

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing, Johannesburg, 2016 / This study was conducted with the aim of investigating the influence electronic word of mouth (e-WOM) engagement and brand image have on purchase intention. The study was based on understanding factors influencing football fans’ consumption behaviour in relation to sports, specifically football. The study involved different aspects, including the impact of social media and branding on consumer behaviour. The literature consulted assisted with conceptual model and hypotheses development, around which the study was centred. Data for this study was collected from 260 Orlando Pirates FC fans at the Sebokeng branch, where participants were all supporters of the football club which was the subject of the study. Data was collected through a self-administered survey. Using the SPSS 22 and AMOS 22 packages to analyses the data, all the hypotheses were confirmed at 99% confidence level. E-WOM proved to be the most influential factor on fans’ consumer behaviour towards purchase intention while engagement showed the least. The conclusion and recommendation section was informed by the results following the data analyses. Recommendations which emanated from the findings were split between marketing practitioners and academic researchers. Maintaining a positive brand perception proved to be beneficial for brands based on the outcomes of the study. The outcomes also proved that the participant ranked engagement on the club’s Facebook page as the lowest factor t influence their consumer behaviour. As there are few studies on fans’ consumption behaviour in the sports environment, let alone football in South Africa, it would be interesting to see more studies done in this field in future. / GR2018

Thesis (MA)--Stellenbosch University, 2012. / Includes bibliography / ENGLISH ABSTRACT: The onset of democracy in South Africa in 1994 was accompanied by the rise in bids for, and the hosting of sports mega-events so as to accomplish national interests and goals. This was done with the purpose of rebranding the South African image to the international community through national and international campaigns that sought to highlight the country’s aspirant status as a rainbow nation and its pan-Africanist ideals. This study investigates how, as host for the 2010 FIFA World Cup™, South Africa was reported on by two international online media newspapers, The New York Times (United States of America (USA)) and the Guardian (United Kingdom (UK)). The aim is to address an understudied aspect of South Africa’s hosting of the 2010 FIFA World Cup™ by reflecting systematically on the tone and content of international media portrayals of the event, both before and during the tournament. The study has two focuses. Firstly, it considers the motives for South Africa’s bid to host the 2010 FIFA World Cup™. Secondly, it appraises the content and nature of reporting in the two overseas newspapers. The study uses a mix of secondary and primary sources, which include academic journals, books, websites, newspaper articles and government and the FIFA websites. The findings of this study suggest that the bid to host the 2010 FIFA World Cup™ was based on the country’s positive experience from hosting previous sports mega-events. Additionally, South Africa wanted to showcase its commercial maturity, its development of physical infrastructure, and the presence of human skills. The motives underpinning the bid aimed at dispelling and challenging international misconceptions of the African continent. The novelty of an African country bidding to stage and hosting a sport mega-event such as the FIFA World Cup™ resulted in the country gaining extensive international media coverage from The New York Times and the Guardian. The qualitative and quantitative content analysis from these two newspapers yielded some commonality and recurrence of words such as: “stadium”, “tickets”, ‘vuvuzela”, “crime”, and “security”. The differences between the two newspapers were minimal, supporting the liberal-pluralist theoretical claim that the media acts as an agenda setter, and in line with the Marxist theory of the ideological role of the media. Media coverage of sports mega-events is important and influential in determining the way in which the host country is branded, and future studies are necessary to address the / AFRIKAANSE OPSOMMING: Die koms van demokrasie in Suid-Afrika in 1994 het gepaard gegaan met die toename in tenders en die gasheerskap van megasportgebeure om nasionale belange en doelwitte te bereik. Die doel was die herposisionering van die Suid-Afrikaanse beeld in die internasionale gemeenskap deur middel van nasionale en internasionale veldtogte wat daarna gestreef het om die land se reënboognasiebeeld en sy pan-Afrikanistiese ideale te beklemtoon. Hierdie studie ondersoek hoe Suid-Afrika, as gasheer vir die 2010 FIFA Wêreldbeker, deur twee internasionale aanlynmediakoerante, The New York Times (Verenigde State van Amerika) en die Guardian (Verenigde Koninkryk) uitgebeeld is. Die doel is om die meer onverkende aspekte van Suid-Afrika se gasheerskap onder oë te neem, en voorts om sistematiese peiling te doen van die toon en inhoud van internasionale media-uitbeeldings van die sport gebeurtenis. Die studie het twee fokuspunte. Eerstens word ondersoek ingestel na die motiewe van Suid-Afrika se bod om die 2010 FIFA Wêreldbeker aan te bied. Tweedens beoordeel dit die inhoud en aard van verslaggewing in die twee oorsese koerante. Die studie gebruik ’n mengsel van sekondêre en primêre bronne, insluitend akademiese tydskrifte, boeke, webwerwe, koerantberigte en die regering en FIFA se webwerwe. Die bevindinge van hierdie studie beklemtoon dat die motiewe van Suid-Afrika se bod om die 2010 FIFA Wêreldbeker aan te bied, gegrond was op die bewese positiewe prestasierekord wat die land as gasheer in vorige megasportgebeure opgebou het. Voorts wou Suid-Afrika sy kommersiële volwassenheid, die ontwikkeling van fisiese infrastruktuur, en die teenwoordigheid van mensvaardighede ten toon te stel. Die motiewe vir die bod was ook daarop gemik om internasionale wanopvattings oor die Afrika-vasteland uit te daag en uit die weg te ruim. Die ongekendheid van die aanbied van ’n megasportgebeurtenis soos die FIFA Wêreldbeker deur ’n Afrikaland, het daartoe gelei dat die land uitgebreide internasionale mediadekking in The New York Times en die Guardian geniet het. Die kwalitatiewe en kwantitatiewe inhoudontleding het getoon dat daar ’n mate van gemeenskaplikheid en herhaling van woorde was, soos: “stadium”, “tickets”, “vuvuzela”, “crime” en “security”. Die verskille tussen die twee koerante was minimaal en ondersteun liberaal-pluralistiese teorie wat die media as ’n agenda steller uitwys. Dit ondersteun ook Marxistiese teorie oor die ideologiese rol van die media. Mediadekking van megasportgebeure is belangrik en invloedryk in die bepaling van die manier waarop die gasheerland as handelsmerk voorgestel word, en toekomstige studies is nodig om die onderbestudeerde aspekte van die 2010 FIFA Wêreldbeker ™ te ontleed. Dit sluit onder andere in, ontleding van die langtermyn ekonomiese, politieke en maatskaplike nalatenskappe van so ’n gebeurtenis.