Mega Event = Mega Impact? Travelling Fans' Experience and Perceptions of the 2006 FIFA World Cup Host Nation

Abstract

Mega sports events provide organisers with a unique opportunity to modify the international image of the host country. The article tracks and analyses the destination image change of travelling New Zealand football fans as a result of having attended the 2006 FIFA World Cup in Germany. The event itself, rather than team support or destination attractiveness was the main motivation to travel. The article follows a longitudinal approach into the subject, methodologically distinct and advanced from previous studies due to its ‘pre-then-post’ approach. Findings from the surveys and interviews show a significant improvement of the host country's image as a result of respondents' direct experience. In particular, respondents thought of Germany as a less expensive, more friendly and multi-cultural place. Insights into the character and dimensions of this change are provided, reflecting on ‘soft’ and ‘hard’ factors of destination image. The analysis of results defines which aspects of sports supporters' perceptions go beyond the pure sports experience. This offers avenues for future research into the link between mega sports events, travelling fans' host country experience and tourism destination promotion.

Keywords:

• Sport Tourism
• Football World Cup
• Destination Image
• Sport Mega Event
• Germany
• New Zealand

Additional information

Notes on contributors

Magdalena Florek

Magdalena Florek is at the Poznan University of Economics, Department of Trade and Marketing, Al. Niepodleglosci 10, 60-967 Poznan, Poland. Magdalena Florek worked as senior lecturer in the Department of Marketing, School of Business, University of Otago, Dunedin, New Zealand at the time of manuscript preparation.

Tim Breitbarth

Tim Breitbarth and Francisco Conejo are in the Department of Marketing, School of Business, University of Otago, PO Box 56, Dunedin, New Zealand.

Francisco Conejo

Tim Breitbarth and Francisco Conejo are in the Department of Marketing, School of Business, University of Otago, PO Box 56, Dunedin, New Zealand.