The 2010 FIFA World Cup event was a tremendous boost to the pride and confidence of Africa and its people. Credit should be given to South Africa for taking the leading role in marketing the event as African and not as South African. Such marketing strategy did not only ensure African ownership but it instilled the sense of African pride. Mega-events have a tendency to create prospects and assumptions that are often linked to the accumulation of economic opportunities, related infrastructural development, identity and image building of the host country, let alone a massive boost to the tourism potential of the country. South Africa hosted the 2010 FIFA World Cup and thus becoming the first ever African country to host the event. This mega-event created hopes for the continent, since it was marketed as an ‘African event’; albeit being hosted in South Africa.
2010 FIFA World Cup: An Analysis of South Africa’s Decision Based on Keynes and Game Theory
- Publisher:International CHRIE
- Publication year:2014
- Online pub date:
- Discipline: Sports Economics, Entertainment & Sports Marketing
- Contains:Teaching Notes
- Length:3,007 words
Region:Southern AfricaCountry:South AfricaOrganization:FIFA World CupOrganization Size:Originally Published In:2014). 2010 FIFA World Cup: An analysis of South Africa’s decision based on Keynes and game theory. Journal of Hospitality & Tourism Cases, 3 (4), 28– 34.(Type:Online ISBN:9781529710700Copyright: © 2014 International Council on Hotel, Restaurant, and Institutional Education (ICHRIE). All rights reserved.