When Fit Matters: Leveraging Destination and Event Image Congruence

The nation branding opportunities provided by a sport mega-event: South Africa and the 2010 FIFA World Cup

“…Key influencing factors of the nation branding legacy As discussed earlier in the creation of brand awareness, the global media plays a vital role in the dissemination of images to a global audience. The following quotation lends support to the literature that views the media as an agent of change in terms of imagery and place meaning (Chalip & Costa, 2005;Florek & Insch, 2011;Higham & Hinch, 2009). 'The media plays a huge role in the perceived ability of a country to host an event and the perception of the success of the event' (Communications Manager, 2010 World Cup, Cape Town Tourism).…”

“…For example, the Olympic Games have long been used to serve the imaging or re-imaging of places (Higham & Hinch, 2009). Florek and Insch (2011) cite the case of Sydney and the Olympic Games of 2000 that accelerated the awareness of Australia as a destination by up to ten years while they also cite the case of Germany's image being "softened and boosted" through the hosting of the 2006 FIFA World Cup. Heslop, Nadeau, O'Reilly, and Armenakyan (2013, p.13) note the perceived nation brand benefits for emerging nations from hosting sport mega-events: 'Many emerging nations have risked a great deal in betting that hosting of a mega-event can be a fast-track to world recognition and reputation enhancement, and there is considerable evidence that this bet has payoffs in positive impacts on country images and reputations as producers of products and as tourism destinations'.…”

“…Such events may provide an opportunity to create or promote an image and also re-brand a nation (Anholt, 2007;Florek & Insch, 2011). For example, the Olympic Games have long been used to serve the imaging or re-imaging of places (Higham & Hinch, 2009).…”

“…The high media profile of mega-events can be harnessed to increase the awareness, prominence and standing of places as well as serve as an agent of change in terms of imagery and place meaning (Chalip & Costa, 2005;Florek & Insch, 2011;Higham & Hinch, 2009). …”

Planning and Leveraging Event Portfolios: Towards a Holistic Theory

“…Although there is a burgeoning literature on the use of events in tourism development, the predominant interest of event tourism research focuses on singular mega-events and their capacity to generate a flow of impacts/benefits to destinations (e.g., Dansero & Puttilli, 2010;Florek & Insch, 2011;Fourie & Santana-Gallego, 2011;Hall, 1992;Ritchie & Smith, 1991;Smith, 2012;Weed, 2008). This extensive interest is broadly framed within the notion of legacy, which has brought into the fore the positive and negative impacts or legacies of major events (Mangan & Dyreson, 2009;Preuss, 2007).…”