Thesis (MTech (Tourism and Hospitality Management))--Cape Peninsula University of Technology, 2018. / Sport mega-events are a powerful tool for branding nations. There has been a significant shift in countries that bid for and win the rights to host sport mega-events. Historically, Western countries used to be leaders in winning rights to host such events; however a new emerging trend has seen developing countries winning the rights ahead of developed ones, for example, South Africa, Brazil and Russia winning the rights to host the FIFA World CupTM. South Africa faced a serious branding challenge leading up to the 2010 FIFA World CupTM. Therefore, one of the primary objectives of hosting this tournament was to change international tourists’ perceptions of South Africa. There has been limited research on the brand legacies of the 2010 FIFA World CupTM, hence this research examined the brand image legacies of the tournament in the long run. It is believed that the football fans who attended the 2016 UEFA European Championship either visited South Africa during the 2010 FIFA World CupTM or watched the tournament on television (TV) at home, therefore they have certain perceptions of South Africa as a sport tourism destination. A quantitative methodology was employed to survey football tourists at fan parks and stadium precincts in five metropolitan cities in France during the 2016 UEFA European Championship, using a spatially based systematic sampling technique. In total 391 football tourist questionnaires were completed. The key findings reveal that prior to the 2010 FIFA World CupTM, football tourists’ perceptions of South Africa as a sport tourism destination were generally positive; however they indicated that they were very concerned about safety and security, as well as segregation issues, prior to the tournament. It can be argued that the tournament had a significant impact on reinforcing the positive perceptions of the destination as well as reducing the negative perceptions of the destination. The findings reveal statistically significant differences in most aspects between tourists’ perceptions prior to, and six years after, the 2010 FIFA World CupTM. Tourists’ perceptions on most aspects changed positively six years after the event, including those that were major concerns prior to the tournament. The findings also show that there has been very little repeat visitation to South Africa since South Africa hosted the 2010 FIFA Word CupTM. However, an overwhelming majority of respondents indicated that they were willing to travel to South Africa should it host another sport mega-event in the near future. The key findings of this study have a wider applicability to sport mega-events legacy research and body of knowledge. These key findings can assist destination marketers in managing the destination image and foster a greater understanding of brand image legacies of past mega-events in order to inform the bidding and hosting of future sport mega-events.

Submitted by Programa de Pós-Graduação em Mídia e Cotidiano (ppgmc@vm.uff.br) on 2017-06-20T19:43:38Z No. of bitstreams: 1 PPGMC - Roberto José Marinho Falcão - Dissertação - Copa do Mundo 2014, o jogo de sentidos entre o regional e o global no discurso jornalístico.pdf: 4856221 bytes, checksum: 6744cb3c52d133374ef217092147a3b9 (MD5) / Approved for entry into archive by Josimara Dias Brumatti (bcgdigital@ndc.uff.br) on 2017-06-23T16:19:13Z (GMT) No. of bitstreams: 1 PPGMC - Roberto José Marinho Falcão - Dissertação - Copa do Mundo 2014, o jogo de sentidos entre o regional e o global no discurso jornalístico.pdf: 4856221 bytes, checksum: 6744cb3c52d133374ef217092147a3b9 (MD5) / Made available in DSpace on 2017-06-23T16:19:13Z (GMT). No. of bitstreams: 1 PPGMC - Roberto José Marinho Falcão - Dissertação - Copa do Mundo 2014, o jogo de sentidos entre o regional e o global no discurso jornalístico.pdf: 4856221 bytes, checksum: 6744cb3c52d133374ef217092147a3b9 (MD5) / Este trabalho estuda os cadernos de esporte dos jornais A Tarde, da Bahia, e A Crítica, do Amazonas, no período de disputa da Copa do Mundo Brasil 2014, buscando estabelecer a lógica que pauta a imprensa regional na cobertura de um megaevento esportivo de interesse global a partir da análise de conteúdo de textos e fotos publicados. Foram estudadas as características da imprensa regional, particularmente a do Brasil, e como os dois jornais se organizaram para cobrir a Copa do Mundo. Também foi observada a aplicação dos conceitos de agenda setting e espiral do silêncio aos megaeventos esportivos e a lógica de seleção e edição a partir da identificação de valores-notícia. No exame das matérias de A Tarde e A Crítica foi possível constatar que a identidade (da cidade, do estado e do Brasil) é importante para situar o estrangeiro visitante. Em A Tarde são analisadas as matérias que tratam da convivência entre a delegação alemã de futebol e a população local de Santa Cruz Cabrália, no sul da Bahia, que serviu de base para a seleção que conquistou a Copa do Mundo de futebol em 2014. A estratégia de aproximação com os moradores a partir da vivência de sua identidade marcou a cobertura de A Tarde e criou um clima simpático à seleção alemã. Música e dança, dois dos principais elementos formadores desta identidade nacional, estão presentes em várias matérias de A Tarde, que também associa os alemães a características atribuídas aos brasileiros, como amabilidade, cordialidade e boa convivência. Em A Crítica, foram analisadas as matérias que trataram da passagem de torcedores estrangeiros por Manaus e sua interação com a população da cidade, em relatos explorando a identidade do visitante por sua diferença daquela do habitante local. Também sofreram análise as matérias que trataram do legado da Copa, um assunto que ganhou espaço quando se encerrou a participação de Manaus, com o fim da fase de grupos, a quase três semanas da partida final. / This paper aims to investigate the sports supplements of the Brazilian newspapers A Tarde from Bahia e A Crítica from Amazonas during the Fifa World Cup Brazil 2014 trying to discover the parameters of the major sports events coverage by the regional media based on published texts and photos. The characteristics of the regional media, mainly the Brazilian regional press were analyzed as well the working organization adopted by the two newspapers in order to cover the Fifa World Cup. This work also exams the concepts of agenda setting and spiral of silence applied to the major sports events and the process of editing according the news values. Analyzing the articles of A Tarde and A Crítica we can establish how the identity (of the city, of the state and of the country) is important to the understanding of the foreigner. The articles of A Tarde concerning the social interaction between the German football delegation and the local people of Santa Cruz Cabrália, city of the state of Bahia where the 2014 world champion team was based during the Fifa World Cup Brazil 2014 were studied. The German strategy to incorporate the local identity and build social connections with the inhabitants influenced the coverage of A Tarde and created a good atmosphere in favor of the German team. Music and dance, two of the most important features of the Brazilian identity can be found in some of articles of A Tarde. The newspaper also relates to the Germans some Brazilian characteristics as kindness, cordialness and friendly relationship. This work also exams the articles of A Crítica concerning the visit to Manaus by the foreigner supporters and their social interaction with the local people showing the differences between their identities. The articles concerning the Fifa World Cup legacy played an special role after Manaus hosted its last match almost three weeks before the final game. Keywords:

The study investigates South Africa’s actions and efforts within environmental and climate issues in relation to the country’s hosting of the 2010 FIFA Soccer World Cup. The investigation is conducted by applying idea analysis on the empirical material in order to highlight what ideas South Africa might have when it comes to environmental and climate related measures in connection to the World Cup. The two theories of Behavioralism and Rational Choice are to be compared in order to reveal the true reasons for South Africa’s environmental actions. In addition, an own-formulated hypothesis which claims that measures within environmental issues are improved due to the 2010 World Cup is tested against the empirical material. Results are presented as a review over what is being done today within environmental and climate issues in South Africa and these answers are then connected to the World Cup as it is analyzed concerning how the event affects the country’s policies and efforts within these areas. Finally, a concluding discussion states what role environmental and climate issues have in connection to a major sporting event such as the 2010 FIFA World Cup and how South Africa administers this opportunity to act accordingly and present itself to the rest of the world.

The 2010 Fédération Internationale de Football Association’s (FIFA) World Cup (WC) would be the first time that a FIFA WC would be hosted on the African continent. This study was aimed at describing the South African City of Tshwane (COT) general volunteers’ experiences of volunteering at the 2010 FIFA WC. The FIFA Volunteer Programme consists of two groups of volunteers: Local Organising Committee (LOC) volunteers and each Host City (HC) volunteers. The COT volunteers are HC volunteers from the Tshwane Metropolitan Area (TMA). Volunteers are active in a variety of different contexts, namely in the community, volunteers at sport clubs or schools and also at mega sport events. Volunteers make it possible to host a mega sport event because they provide their time and effort without expecting remuneration or they receive a stipend amount. The existing literature of volunteers at mega sport events investigated what motivated volunteers to participate as well as how satisfied the volunteers were with the experience. The aim of this study was to describe COT general volunteers’ experiences of preparing (preparation phase) for the 2010 FIFA WC; COT general volunteers’ experiences during (participation phase) the 2010 FIFA WC, as well as the South African COT general volunteers’ experiences on their involvement (reflection phase) at the 2010 FIFA WC was described. The methodology employed in this study was Descriptive Phenomenology and the Duquesne Phenomenological Research Method was used to analyse the material. The differences between Descriptive Phenomenology and Interpretive Phenomenology were described. The material consisted of a written account as well as an interview, which was based on the essences that were portrayed in the written accounts. There were five participants — three spectator services volunteers and two rights protection volunteers. All of the participants were female. The findings of this study were divided into the preparation phase, participation phase and the reflection phase. In the preparation phase the COT general volunteers described two essences namely, the application process and training. In the participation phase the COT general volunteers experienced four essences namely, the working of shifts, interaction with volunteers, interaction with supervisors and lastly interaction with tourists. In the reflection phase the volunteers described two experiences, growth and value. This research project contributes to sport psychology because this study describes the experiences of volunteers at the 2010 FIFA WC. / Dissertation (MA)--University of Pretoria, 2012. / Psychology / unrestricted

Human rights violations have been connected to several FIFA World cups. In 2010 the first article published by Amnesty international on human rights violations of the South Africa World cup. The impacts of mega sporting events such as human rights violations and environmental impacts have been under scrutiny in literature of sustainable development and legacies of mega sporting events, such as the FIFA World cup. Prior to the FIFA World cups, sustainability strategies are published which consider the issues and impacts of the World cup. These strategies will be analyzed by using the framework of Carol Bacchi’s “what is the problem represented to be '' approach. Additionally, the problem representation of the strategies will be compared   with Graham Houghton’s theoretical framework of Equity principles. With this the aim is to understand what the problem is represented to be in the sustainability strategies and regard the similarities and differences of the strategies. It can be concluded that throughout the strategies the social issues dominate the problem representation. Also, the strategies come closer to Houghton’s idea of sustainable development through time where the Qatari is closer to the idea of sustainable development than the two predecessors.

Background: There has been a noticeable growth in the use of sponsorships and corporate social responsibility in the world of professional sports, especially in football. This phenomenon is not particularly surprising given that modern companies are forced to compete for the attention of more socially conscious audiences. The socially responsible reputation of a firm may be significantly strengthened by incorporating CSR and CRM efforts. Audiences have shown to have a more positive opinion of these initiatives when they are implemented in the sports industry, often differentiating them from direct corporate marketing due to their perceived authenticity and compassion. Hummel's decision to tone down the Danish national team's kit for The 2022 FIFA World Cup in Qatar serves as a compelling example of cause-related marketing within the football industry.   Purpose: The development of an in-depth understanding of how online communities perceive the cause-related campaign executed by Hummel at The 2022 FIFA World Cup in Qatar. Method: Qualitative Research; Interpretivism; Methodology – Exploratory Case Study; Inductive Approach; Data Collection – Systematic; Sampling – Deliberate/Nonprobability Sampling; Data Analysis – Content Analysis (creation of tree-diagrams based on quotes, generic categories and main categories)  Conclusion: The authors have undertaken a comprehensive analysis of the findings derived from content analysis, establishing meaningful connections between these findings and relevant theories regarding cause-related marketing (CRM) and corporate social responsibility (CSR). As a result, this study makes a contribution to the scholarly understanding of the potential responses exhibited by online communities towards cause-related marketing campaigns. The findings of this study shed light on the diverse range of reactions that can be anticipated when a company chooses to engage in such sponsorship endeavors.

[pt] Nos últimos anos tem se verificado no Brasil o crescimento na utilização do transporte aéreo no Brasil, resultando no aumento do consumo dos combustíveis utilizados na aviação, como o Querosene de Aviação (QAV) e a Gasolina de Aviação (GAV). A Petróleo Brasileiro S.A. (Petrobras) como principal fornecedora de QAV no Brasil necessita analisar a distribuição logística deste derivado em São Paulo, com o objetivo de mapear gargalos e propor soluções visando atender o mercado crescente, visto a existência de aeroportos de grande fluxo de passageiros e cargas como o de Cumbica (Guarulhos), Viracopos (Campinas) e Congonhas (São Paulo). O estudo da cadeia logística do QAV representa um importante esforço para se conhecer os integrantes do sistema de distribuição, assim como identificar as limitações existentes e propor alternativas no atendimento do mercado futuro, visto a coexistência de aeroportos públicos e privados, concorrência fiscal entre Estados e atendimento aos eventos internacionais, como a Copa do Mundo FIFA (Fédération Internationale de Football Association) de Futebol, ocorrida nos meses de Junho e Julho/2014 e os Jogos Olímpicos de 2016. A utilização do Método AHP (Analytic Hierarchy Process) serviu para estruturar os fatores que impactam o suprimento de QAV no Estado de São Paulo, e subsidiar a elaboração do questionário enviado aos especialistas para avaliação dos componentes que impactarão o atendimento do mercado futuro, até 2030. Os resultados obtidos pelo estudo podem auxiliar a Petrobras na identificação dos gargalos, assim como no planejamento do atendimento do mercado, visto a sinalização por especialistas de itens que podem ser críticos no futuro. / [en] In recent years Brazil has overseen a growth in the use of air transportation, resulting in increased consumption of fuels used in aviation, such as Aviation Kerosene (Jet Fuel) and Aviation Gasoline (GAV). Petrobras, as the main supplier of jet fuel in Brazil, has seen the need to analyze the distribution logistics of this oil derivative in São Paulo, aiming to map the bottlenecks and propose solutions to meet the growing market, given the large flow of passengers and cargo in its airports such as Cumbica (Guarulhos), Viracopos (Campinas) and Congonhas (Sao Paulo). The study of jet fuel supply chain is an important effort to meet the members of the distribution system, and identify the limitations and propose alternative way of distribution in the future, since the coexistence of public and private airports, tax competition between states and attendance at international events such as the FIFA World Cup held in the months of June and July/2014 and the 2016 Olympics Games. The AHP Method was used to support the factors that impacts the supply of jet fuel in São Paulo State and the development of the questionnaire sent to experts for evaluation of the components that impact the supply of future demands, until 2030. Results from the study may help Petrobras for identifying bottlenecks, as well as for planning the supply of market demands.

The employment effect of hosting the FIFA world cup has been researched multiple times with city, municipality, or state data using a variety of methods. Arguably, the Difference-In-Difference (DID) method, first used by Hotchkiss et al. (2003) then refined by countless others, is the most common method for measuring both short-term and long-term employment effects of mega sporting events (Hagn & Maennig, 2008). This event study applies a static and a dynamic two-way fixed effects difference-in-difference model (TWFEDD) to national employment data for 24 nations throughout 42 years between 1979 and 2021. The World Cup hosts included in the study are Mexico 1986, Italy 1990, USA 1994, France 1998, Korea & Japan 2002, Germany 2006, and Russia 2018. The two TWFEDD models fail to reject the hypothesis that there is no causal employment effect when hosting a World Cup.

An investigation into FIFA's corruption is conducted in this thesis, with a particular emphasis on the organization's awarding of the 2022 World Cup hosting rights to Qatar. Using institutional corruption, power dynamics, and lack of transparency as a lens into FIFA's decision-making process, this study attempts to understand the factors influencing international sports governance generally. A comprehensive range of sources is consulted in order to shed light on the intricate web of corruption surrounding Qatar's bid, including academic articles, news reports, and official FIFA documents. By analyzing the power dynamics and vested interests involved, it explores the role corrupt practices play in shaping FIFA's decisions. The study investigates the extent to which institutional corruption within FIFA influenced the selection of Qatar as the host nation. It delves into the potential motivations behind FIFA officials' actions, including personal gain and political influence, and examines the impact of these factors on the integrity and transparency of the bidding process. Furthermore, this research explores the broader implications of FIFA's decision for international sports governance. It examines how the lack of transparency and accountability can undermine the credibility of sports organizations and perpetuate a culture of corruption. The study emphasizes the need for improved governance and accountability mechanisms to promote transparency and integrity within the world of sports.

В аспекте глобализации вопрос локализации рекламных сообщений для крупных международных компаний приобретает особое значение. В связи с этим, встает вопрос о создании универсальной методики выбора подходов к локализации, используя имеющуюся информацию об этнических, территориально-географических, исторических и политических особенностях страны. В данной работе были рассмотрены сущность и причины локализации рекламных сообщений крупными международными компаниями, изучены основные подходы к локализации, а также сложности, с которыми сталкиваются международные компании в процессе локализации. Был выполнен сравнительный анализ подходов к локализации рекламных сообщений крупными международными компаниями и определены наиболее эффективные подходы к локализации и их элементы в международной рекламе. Также при помощи разработанной методики были изучены особенности локализации рекламных сообщений в Катаре и проведен анализ использования элементов различных подходов в рекламных сообщениях, локализованных для рынка Катара. Было выявлено, что наиболее часто используемыми элементами подходов к локализации международных рекламных сообщений в рамках рассмотренных отраслей являются элементы территориально-географического и этнического подходов, а эффективность использования тех или иных элементов сильно варьируется в зависимости от отрасли, в которой крупная международная компания осуществляет свою деятельность. Были разработаны рекомендации по использованию подходов к локализации международных компаний-спонсоров FIFA 2022. / The issue of localization of advertising messages for large international companies is of particular importance. In this regard, arises the question of creating a universal methodology for choosing approaches to localization, using available information about the ethnic, territorial, geographical, historical and official capabilities of countries. In this paper, the main approaches to localization were considered, as well as problems arose with international companies in the localization process. A comparative analysis of approaches to the localization of advertising messages was carried out and the most effective approaches to localization and their elements in international advertising were identified. In addition, special methods for the localization of advertising messages in Qatar were developed and an analysis of the use of various approaches in advertising messages localized for the Qatar market was carried out. It was revealed that the most frequently used elements are dependent on the industry in which a large international company is involved in its activities. FIFA 2022 provided recommendations on the use of approaches to localization of international sponsor companies.