Brand messages that influence the sport tourism experience: the case of South Africa

Hemmonsbey, Janice; Tichaawa, Tembi Maloney

doi:10.1080/14775085.2020.1822200

Cited by 21 publications

(17 citation statements)

References 45 publications

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“…Ultimately, in line with Hemmonsbey and Maloney [46], from a strategic perspective, to maximise the potential for place branding creation of the SSSEs, similar approaches between organisers, participants and DMOs should be supported.…”

Section: Discussionmentioning

confidence: 99%

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Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram

Taberner

Pujol

2021

Sustainability

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Over the last few decades, various regions have taken advantage of sport as a tool for place branding. One of the most used strategies has been sporting events, which can help to position the regions and improve their image. With regard to destination image (DI), the penetration and popularity of social media such as Instagram has opened new avenues for place promotion and has turned the users of these platforms into active agents in the promotion of DI. This study aims to explore whether the participants and organisers of small-scale sport events (SSSEs) can contribute to the creation of destination image through the content they post on Instagram. For this purpose, the content of 1315 photographs posted by SSSE participants and organisers on Instagram was analysed. The results show that the photographs related to SSSEs reproduce destination attributes of the region and, consequently, are a source of DI creation. The results also show the importance of the specific moment of the event both in the DI and in the engagement of the posts. This research provides valuable information on the management of Instagram in the context of SSSEs, on the importance of the characteristics of the starting and finishing lines and of the course of the event; and on the desirability of aligning the perspective of the organisers and participants to maximise the potential for the creation of DI through SSSEs.

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Section: Discussionmentioning

confidence: 99%

“…However, Kaplanidou and Vogt [45] did not find the same relationship in the reverse direction. Either way, sport can be a helpful tool to differentiate a place brand, promote brand positioning and create lasting perceptions of a destination brand [46].…”

Section: The Role Of Sports In Place Branding and Destination Imagementioning

confidence: 99%

Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram

Taberner

Pujol

2021

Sustainability

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“…Furthermore, Kapferer (2012) argues the importance of destinations to possess a clear value proposition to establish and augment brand distinctiveness. Consequently, many destinations have viewed sport (events) as powerful tools for brand positioning (Govers a nd Go, 2009;Zhang and Zhao, 2009;Hemmonsbey and Knott, 2016;Hemmonsbey and Tichaawa, 2019a/b;Hemmonsbey and Tichaawa, 2020). Accordingly, studies contextualising sport brand positioning in relation to consumer perceptions and tourist behaviour have emerged (Lee et al, 2018), thus giving grounds to the current study's scope and context.…”

Section: Literature Review Brand Positioning In Context To Destinationsmentioning

confidence: 90%

Stakeholder and Visitor Reflections of Sport Brand Positioning in South Africa

Hemmonsbey¹,

Tichaawa²,

Hospitality³

2021

GTG

Self Cite

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The purpose of this paper was to identify stakeholder and visitor perceptions of brand images of the South African destination brand in order to examine how sport is utilised as a catalytic agent for achieving brand positioning. Following a mixed method approach, in-depth semistructured interviews were conducted with 24 sport, tourism, and government stakeholders. Survey questionnaires were administered with 403 sport event visitors at major events across South Africa. The results show congruence between stakeholder and sport event visitor perceptions on the multi-layered brand images of South Africa. Uniquely defined city brand images raise challenges and opportunities for establishing a coherent national brand positioning. The utilisation of sport for brand positioning is greatly dependent on brand distinctive ness and dedicated stakeholder vision and policy. The study provides a framework of recommendations that practically guide key industry stakeholders on value propositions that underpin brand positioning strategies. This study also makes a contribution to existing brand positioning t heories and practice by exploring the value proposition construct to a unique sport environment while employing real-life destination brand scenarios.

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“…Impacts of tourism development are divided into three categories: economic, environmental and social ( 35 ). Among the key elements in sustainable tourism are environmental conservation, strengthening communities, and preserving traditional cultural heritage ( 36 ) by making changes in moral and social norms and values ( 37 , 38 ). It is usually associated with a positive impact on the services provided by the community to its residents ( 39 ), which allows the creation of new recreational opportunities ( 40 ).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Tourism Development During the Pandemic of Coronavirus (COVID-19): Evidence From Iran

Hallaj

Bijani

Abbasi

et al. 2022

Front. Public Health

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The coronavirus (COVID-19) epidemic has created a great deal of fear and uncertainty about health, economy, and social life. Therefore, the health, social, and economic impacts of COVID-19 are of great importance. In prone rural communities, tourism industry can contribute to the sustainable economy and social development of the villagers, and as a dynamic economic sector, cause economic, social, cultural, and environmental changes. In this regard, the purpose of this inquiry was to develop tourism during the coronavirus pandemic using the social exchange theory (SET). The present study is a descriptive, correlational and causal inquiry that is conducted using survey technique. The statistical population included tourists visiting Sistan region around Hamoun Wetland in eastern Iran (N = 850). In the sampling process, 266 tourists were selected as a sample using random sampling strategy. The study instrument was a researcher-made questionnaire, whose validity was confirmed by a panel of subjectivists and its reliability was approved by a pilot study and Cronbach's alpha coefficients (0.87≥ α ≥ 0.71). Based on SET, the proposed causal model was able to explain about 56% (RAdj2 = 0.562) of the variance changes in tourism development during the COVID-19 epidemic.

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Brand messages that influence the sport tourism experience: the case of South Africa

Cited by 21 publications

References 45 publications

Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram

Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram

Stakeholder and Visitor Reflections of Sport Brand Positioning in South Africa

Tourism Development During the Pandemic of Coronavirus (COVID-19): Evidence From Iran

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