Image and South Africa FIFA 2010

What is it about?

A country's image is an important part of their tourism marketing. The impact of media coverage on American’s images of South Africa pre and post the 2010 World Cup were examined. Before the World Cup positive images included parks and wildlife, Nelson Mandela and negative images pertained to racial issues and being a developing country. After the World Cup South Africa was perceived as modern and images of racial strife were reduced. Tourism marketers need to harness sports media coverage.

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Why is it important?

Use of a quasi experimental design to examine the influence of media on destination image is unique. The findings show sport coverage can effect change in a country's image. Tourism marketers need to work with sport media to effectively shape these images.