Sport marketing in the Western Cape with specific reference to the implications for tourism

[摘要] ENGLISH ABSTRACT:Sport organisations in the Western Cape are finding itincreasingly difficult to survive. The major problem seem tobe a lack of financial resources, but the financial positionof any sport organisation is the culmination of a number offactors which directly or indirectly influence the financialstatus of these organisations.It is clear that sport organisations did not develop at thesame pace as other business enterprises, with the result thatthey are still managed on an informal basis and, in manyinstances, by volunteers. It is therefore easy to realise whyvirtually no active marketing of sport organisations iscurrently being undertaken. It is absolutely necessary thatsport organisations start applying the principles of themarketing science if they want to ensure their survival. Atotal transformation of the organisation might be required andthe best way to face this possibility, is to undertake aprocess of strategic planning.The sport organisation will then be forced to look at allaspects of its operations in a scientific manner. Strategiesshould be devised in terms of each one of the elements of themarketing mix for sport organisations, namely the sportproduct, price, place, promotion and public relations.It is also clear that co-operation amongst sport organisationsis vitally important in terms of the development of the sportindustry. In addition, the appointment of professionalmarketing personnel will ensure the proper implementation ofthe sport organisation's marketing plan.The key marketing success factors for the marketing of sportare presented in order to provide sport organisations withguidelines which could be of assistance in the planningprocess. The relevance of these success factors will bedetermined in each case by the nature and extent of operationsof the organisation.The implications of sport marketing for the promotion oftourism in the Western Cape are also considered. This is doneprimarily in the form of major sport events and its influenceon the tourism industry.This study proposes various recommendations for sportmarketing and sport tourism. The outstanding feature of theserecommendations is the recognition of the need for anorganisation to foster co-operation amongst sportorganisations and also between the sport industry and thetourism industry.It is generally recognised that tourism in South Africa haspotential for enormous growth over the next few years, Inthis regard, it is important to realise that sport has aunique role to play in the promotion of tourism in the -WesternCape. Sport organisations are seemingly not aware of theircurrent and future contributions to tourism, with the resultthat there is a lack of interaction and co-operation betweensport organisations and the tourism industry. This situationwill have to be addressed in order to integrate sport into atourism strategy for the region.

[发布机构] Stellenbosch University