Resumen de The South Africa World Cup: the Ability of Small and Medium Firms to Profit from Increased Tourism Surrounding Mega-Events
Bob Heere, Pieter Van Der Manden, Patricia Van Hemert
The purpose of this study is to implement a microeconomic lens to examine how a mega-sport event affects small and medium businesses (SMEs) that hope to profit from the increased tourism associated with the event. Guided by stakeholder theory, local SME owners were interviewed before and after the World Cup. Respondents suggested that the opportunities to take advantage of the World Cup were limited for SMEs because: a) limited or no access to the event and associated tourists, b) lack of knowledge and expertise to take advantage of opportunities, and c) the priority the organizing committee gives to other stakeholders, such as sponsors and the FIFA. Due to these constraints, SMEs were not able to build lasting partnerships through the World Cup, nor were they able to make any profit from the event.
