Abstract
This article reports on a study that was conducted which aims to understand the optimal usage of e-marketing in sport mega-events with reference to the 2010 FIFA Soccer World CupTM which was held in South Africa. A conceptual framework to optimally leverage e-marketing opportunities related to the hosting of sport mega-events was developed from the findings of this study. Building on an in-depth analysis of the contemporary literature on this very dynamic topic, as well as key lessons learned from an analysis of international case studies, primary research was conducted before and after the 2010 FIFA Soccer World CupTM, involving key stakeholders in the event and destination marketing sphere. Based on the preceding phases, the strategic framework that was conceptualised provides parameters and guidelines for the effective utilisation of e-marketing and e-marketing tools in future sport mega-events. Furthermore, 11 critical success factors (CSFs) were determined that should be considered when developing and implementing an e-marketing strategy for mega-events. In addition to adding value to the body of knowledge in this increasingly important sphere of tourism, recommendations regarding future research in this dynamic field of study are addressed.
Highlights
M ega-events such as the Olympic Games and the FIFA Soccer World CupsTM (FSWCTM) are generally initiated and driven by cadres of societal elites, and are aimed at satisfying development goals around competitiveness (Pillay & Bass, 2008; Hachleitner & Manzenreiter, 2010)
Among the landmark events held in South Africa after the end of apartheid was the hosting of the 1995 Rugby World Cup, the 1996 African Cup of Nations, the 1998/9 All-Africa Games, the 2003 Cricket World Cup, and the 2010 FIFA Soccer World CupTM (2010 FSWCTM) (Swart, 2005; Van der Merwe, 2007; Carlson, 2010; Fourie & Spronk, 2011)
The findings reveal that partnerships with strategic allies are critical in the e-marketing environment for sport mega-events
Summary
M ega-events such as the Olympic Games and the FIFA Soccer World CupsTM (FSWCTM) are generally initiated and driven by cadres of societal elites, and are aimed at satisfying development goals around competitiveness (Pillay & Bass, 2008; Hachleitner & Manzenreiter, 2010). Among the landmark events held in South Africa after the end of apartheid was the hosting of the 1995 Rugby World Cup, the 1996 African Cup of Nations, the 1998/9 All-Africa Games, the 2003 Cricket World Cup, and the 2010 FIFA Soccer World CupTM (2010 FSWCTM) (Swart, 2005; Van der Merwe, 2007; Carlson, 2010; Fourie & Spronk, 2011). These events highlighted South Africa’s enthusiastic participation in the staging of various mega-events (Labuschagne, 2008; Van der Merwe, 2007)
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