n African Journal for Physical Health Education, Recreation and Dance - Event destination factors influencing the decision to attend international sports events : a post-2010 World Cup™ analysis of local residents s management and marketing - : sports management and marketing

Volume 18 Number sup-1
  • ISSN : 1117-4315


International sports events are widely regarded as sacrosanct. South Africa has on several occasions enjoyed the privilege of hosting these events. The 2010 FIFA World Cup™ was one of the major international sports events hosted by the country. However, despite explosion of research interests focusing on most aspects associated with this event in its aftermath, the opinions of South Africans have not received much attention. The purpose of this study was to examine the perceptions of local residents on event destination factors that are important in influencing an individual's intention to attend international sports events, based on their experiences during the 2010 World Cup. A questionnaire was used to elicit information from a purposively selected sample of 211 individuals based in the Gauteng Province of South Africa. Data were analysed using descriptive statistics. Cronbach's alpha coefficient was used to measure the reliability of the measurement scale. The findings of the study revealed that safety/security, availability of accommodation, quality of services, cleanliness (hygiene) and availability of transportation are the most important factors influencing the decision by resident South Africans to attend an international sports event in the country. The magnitude of the sports event, scenery and political situation emerged as the least important factors. Therefore, to increase the support for international sports by local residents, sports marketing practitioners should place more emphasis on those factors that emerged as important to local residents.

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