Title

Win in Africa, with Africa: Social Responsibility, Event Image, and Destination Benefits. The Case of the 2010 FIFA World Cup in South Africa

Document Type

Article

Publication Date

2-1-2013

Department

Human Performance and Recreation

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. (C) 2012 Elsevier Ltd. All rights reserved.

Publication Title

Tourism Management

Volume

34

First Page

80

Last Page

275