The 2010 FIFA World Cup and South Africa: A study of longer-term effects and moderators of country reputation

摘要

Using the 2010 FIFA World Cup event as a stimulus, this study measured the effect of international sporting events on country reputation over the longer (one-year) term. A nationally representative sample of more than 1200 US adults participated in the longitudinal study. Factor analysis of country reputation was conducted and findings are discussed in the context of the extracted factors. In addition, moderating variables including travel behavior, knowledge, information processing and information seeking were examined. Findings revealed that the increases in affection toward South Africa that were achieved directly after the World Cup deteriorated over the one-year time span after the event. Dimensions of leadership increased slightly after the World Cup and maintained that level in the longer term, while aspects of culture remained stable throughout. Analysis of moderating variables suggested that certain groups of Americans were more likely affected by the World Cup than the others. Implications for tourism marketers and country reputation managers are discussed.