The social impacts of events: the case of the triathlon event ‘Spec-Savers Ironman’ in South Africa

Abstract

Events are emerging globally as a significant and growing sector and are seen as having significant economic, socio-cultural and political impacts. There are several intended and unintended impacts of hosting events that relate to economic benefits, increased destination awareness, an increase in investor potential, infrastructural development, social aspects, etc. Therefore, the aim of this chapter is to discuss the social impacts of sport events tourism in the context of Spec-Savers Ironman South Africa Triathlon (SSISAT). The chapter includes a general overview of the social impacts of the sport events tourism phenomenon and its contribution to the tourism industry. Furthermore, it focuses on sport events tourism in East London in South Africa. The chapter further deals with the positive and negative socio-cultural impacts of sport events tourism. Events do not take place in a vacuum; they touch almost every aspect ofour lives, be it social, cultural, economic, environmental or political. The benefits of these positive connections are a large part of the reason for the popularity and support of events (Bowdin et al. 2006: 25). Various theorists have researched the topic of social impact and its relevanceto the local community, specifically in the tourism industry. Consequently, many of these theorists have come up with different theories on social impacts. Special events are a popular component of tourism and economic development strategies for communities and regions in many parts of the world (Twynam and Johnston 2004: 30). The relationships between an event and the social, economic and natural environments include the impact of the event on the environment and vice versa. It is important to note that social, economic and environmental aspects often overlap, and that these intersections and interactions need to be considered when planning and designing events, especially in relation to ensuring that a positive impact pertaining to one component (e.g. maximizing social and economic benefits) does not have a negative impact on another (e.g. harmful environmental consequences). Twynam and Johnston (2004: 242) state that researchers continue to developan understanding of the positive and negative social impacts of events and toassess residents’ support for these events and their views about the impacts thereof. Social impacts of events are generally neglected during the design phase with a significant focus on economic benefits. However, failure to consider adequately the needs and concerns of local communities may have negative penalties which can range from lack of support for the event to antagonism towards it. Twynam and Johnston (2004: 242) quote Fredline and Faulkner (2000), whoaffirm that special events are often viewed as important sources of tourismrelated benefits to the host community. It is therefore expected that events such as the SSISAT will create greater tourism awareness of the host city or region, in addition to encouraging tourism activity associated with the event itself and with the creation of new facilities and infrastructure. For instance, in the case of South Africa’s preparation for the FIFA 2010 World Cup, a significant development in the infrastructure of the country, more specifically in the host cities, was noticed. This in turn was purported to have a positive impact on host destinations. The negative outcomes associated with events are large and small; it istherefore evident that special events will continue to be a popular option for community officials and business people as they attempt to increase tourism earnings and to facilitate specific tourist images of the host communities or regions. This can be illustrated through understanding the impacts of events. It was stated earlier that some cities have focused on sport events for theirbranding. These events range from large international events to local community events and even street parties in which tourists mingle with residents. Researchers have been studying closely the various aspects of event management, events tourism and social impacts. Understanding the socio-cultural impacts is critical because the host destination benefits enormously thereby.