Thesis (MComm)--Stellenbosch University, 1996. / ENGLISH ABSTRACT: Sport organisations in the Western Cape are finding it
increasingly difficult to survive. The major problem seem to
be a lack of financial resources, but the financial position
of any sport organisation is the culmination of a number of
factors which directly or indirectly influence the financial
status of these organisations.
It is clear that sport organisations did not develop at the
same pace as other business enterprises, with the result that
they are still managed on an informal basis and, in many
instances, by volunteers. It is therefore easy to realise why
virtually no active marketing of sport organisations is
currently being undertaken. It is absolutely necessary that
sport organisations start applying the principles of the
marketing science if they want to ensure their survival. A
total transformation of the organisation might be required and
the best way to face this possibility, is to undertake a
process of strategic planning.
The sport organisation will then be forced to look at all
aspects of its operations in a scientific manner. Strategies
should be devised in terms of each one of the elements of the
marketing mix for sport organisations, namely the sport
product, price, place, promotion and public relations.
It is also clear that co-operation amongst sport organisations
is vitally important in terms of the development of the sport
industry. In addition, the appointment of professional
marketing personnel will ensure the proper implementation of
the sport organisation's marketing plan.
The key marketing success factors for the marketing of sport
are presented in order to provide sport organisations with
guidelines which could be of assistance in the planning
process. The relevance of these success factors will be
determined in each case by the nature and extent of operations
of the organisation.
The implications of sport marketing for the promotion of
tourism in the Western Cape are also considered. This is done
primarily in the form of major sport events and its influence
on the tourism industry.
This study proposes various recommendations for sport
marketing and sport tourism. The outstanding feature of these
recommendations is the recognition of the need for an
organisation to foster co-operation amongst sport
organisations and also between the sport industry and the
tourism industry.
It is generally recognised that tourism in South Africa has
potential for enormous growth over the next few years, In
this regard, it is important to realise that sport has a
unique role to play in the promotion of tourism in the -Western
Cape. Sport organisations are seemingly not aware of their
current and future contributions to tourism, with the result
that there is a lack of interaction and co-operation between
sport organisations and the tourism industry. This situation
will have to be addressed in order to integrate sport into a
tourism strategy for the region. / AFRIKAANSE OPSOMMING: Sportorganisasies in die Wes-Kaap vind dit al moeiliker om te
oorleef, hoofsaaklik om finansiele oorwegings. Die finansiele posisie van enige sportorganisasie is die resultaat van die
direkte of indirekte invloed van ' n aantal faktore op die
finansiele status van sodanige organisasies.
Dit is duidelik dat sportorganisasies nie teen dieselfde pas
ontwikkel het as ander sake-ondernemings nie, met die gevolg
dat hierdie organisasies steeds op 'n informele basis en deur
vrywilligers bestuur word. Dit is dus duidelik waarom daar
huidiglik byna geen aktiewe bemarking van sportorganisasies
plaasvind nie. Dit is absoluut noodsaaklik dat
sportorganisasies die beginsels van bemarking op 'n wetenskaplike basis toepas om sodoende hul oorlewing te
verseker. Dit mag 'n totale transformasie van die organisasie
vereis en die beste manier om hierdie moontlikheid te aanvaar
is om 'n proses van strategiese beplanning te onderneem.
Die sportorganisasie sal dan verplig word om wetenskaplik na
alle aspekte van sy bedrywighede te kyk. Strategie moet dan
ontwikkel word in terme van elkeen van die elemente van die
bemarkingsmengsel vir sportorganisasies, naamlik die
sportproduk, prys, plek, promosie en eksterne betrekkinge.
Dit is ook duidelik dat samewerking tussen sportorganisasies
uiters belangrik is in terme van die ontwikkeling van die
sportbedryf. Daarbenewens sal die aanstelling van
professionele bemarkingspersoneel die korrekte implementering
van die sportorganisasie se bemarkingsplan verseker.
Die belangrikste faktore wat die behoorlike bemarking van
sport sal verseker word voorgestel om sodoende riglyne, wat
waardevol in die beplanningsproses kan wees, aan
sportorganisasies te verskaf. Die toepaslikheid van hierdie
faktore word in elke geval bepaal deur die aard en omvang van
die bedrywighede van die organisasie.
Die implikasies van die bemarking van sport vir toerisme in
die Wes-Kaap word ook in oenskou geneem. Dit word hoofsaaklik
gedoen na aanleiding van die invloed van groot
sportgebeurtenisse op die toerismebedryf.
Daar word algemeen aanvaar dat toerisme in Suid-Afrika groot
potensiaal vir groei in die volgende jare inhou. In hierdie
verband is dit belangrik om te besef dat sport 'n unieke rol
het om te speel in die bevordering van toerisme in die Wes-Kaap.
Sportorganisasies skyn nie bewus te wees van hul
huidige en toekomstige bydraes tot toerisme nie, met die
gevolg dat daar 'n gebrek aan interaksie en samewerking tussen
sportorganisasies en die toerismebedryf bestaan. Hierdie studie maak sekere aanbevelings ten opsigte van die
bemarking van sport en die invloed van sport op toerisme. Die
uitstaande kenmerk van hierdie aanbevelings is die besef dat
daar 'n behoefte bestaan aan 'n organisasie wat samewerking
tussen sportorganisasies, asook tussen die sportbedryf en die
toerismebedryf , sal verseker.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/55238 |
| Date | 03 1900 |
| Creators | Van Der Heever, Ivan Charles |
| Contributors | Leibold, M., Stellenbosch University. Faculty of Economic & Managemnet Sciences. Dept. of Business Management. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | English |
| Type | Thesis |
| Format | 252 p. |
| Rights | Stellenbosch University |
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