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“Win in Africa, With Africa”: Social responsibility, event image, and destination benefits. The case of the 2010 FIFA World Cup in South Africa

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  • Walker, Matthew
  • Kaplanidou, Kiki
  • Gibson, Heather
  • Thapa, Brijesh
  • Geldenhuys, Sue
  • Coetzee, Willie

Abstract

Applying image transfer related to sponsorship theory and the cognitive–affective model of consumer behavior, this study explores how the deployment of a socially responsible program by a multinational (non-governmental) sport organization impacts the image of a mega sport event. Using the 2010 FIFA World Cup as the research context, the hypothesized model is tested among a sample of international sport tourists (N = 6606) from all nine host cities (ten stadiums) in South Africa during the tournament. The structural model results demonstrate that: (1) tourists' familiarity with the ‘Win in Africa, with Africa’ program, and (2) the perception of FIFA as a socially responsible organization influence event image and one form of consumer patronage.

Suggested Citation

  • Walker, Matthew & Kaplanidou, Kiki & Gibson, Heather & Thapa, Brijesh & Geldenhuys, Sue & Coetzee, Willie, 2013. "“Win in Africa, With Africa”: Social responsibility, event image, and destination benefits. The case of the 2010 FIFA World Cup in South Africa," Tourism Management, Elsevier, vol. 34(C), pages 80-90.
    • Handle: RePEc:eee:touman:v:34:y:2013:i:c:p:80-90
    DOI: 10.1016/j.tourman.2012.03.015
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    2. Scarpi, Daniele & Pizzi, Gabriele & Raggiotto, Francesco & Mason, Michela, 2018. "A qualitative comparative analysis (QCA) of satisfaction toward extreme sporting Events," Australasian marketing journal, Elsevier, vol. 26(4), pages 358-368.
    3. Raggiotto, Francesco & Scarpi, Daniele & Mason, Michela C., 2019. "Faster! More! Better! Drivers of upgrading among participants in extreme sports events," Journal of Business Research, Elsevier, vol. 102(C), pages 1-11.
    4. Mainolfi, Giada & Marino, Vittoria, 2020. "Destination beliefs, event satisfaction and post-visit product receptivity in event marketing. Results from a tourism experience," Journal of Business Research, Elsevier, vol. 116(C), pages 699-710.
    5. Andersson, Tommy D. & Lundberg, Erik, 2013. "Commensurability and sustainability: Triple impact assessments of a tourism event," Tourism Management, Elsevier, vol. 37(C), pages 99-109.
    6. Tinashe Chuchu, 2021. "The South Africa 2010 FIFA World Cup: A Look Back: Perceptions of its Impact on Tourism in South Africa," International Review of Management and Marketing, Econjournals, vol. 11(4), pages 49-58.
    7. Marcello Risitano & Annarita Sorrentino & Michele Quintano, 2014. "L?impatto dei mega eventi nella gestione strategica dei territori. Il caso America?s Cup World Series di Napoli," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(3), pages 113-140.

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