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- Title
The media impact of the 2014 FIFA World CupTM in selected tourism markets.
- Authors
MURESHERWA, GIFT; SWART, KAMILLA; DANIELS, TRACY
- Abstract
This study undertakes a media analysis of Brazil's hosting of the 2014 FIFA World CupTM. The hosting of the 2014 World CupTM was an ideal opportunity for Brazil to enhance its international image. The aim of this study was to investigate the impact of the media on the hosting of the 2014 FIFA World CupTM on Rio de Janeiro as a host city and major tourist destination in Brazil. In addition, it provides an understanding of how Rio and Brazil have been profiled in the media - pre-, leading up to, during and post the World Cup - in order to determine what has changed about the perceptions of Rio and Brazil as a result of hosting this mega-event. A media content analysis was conducted in Brazil's key tourism markets, viz: Argentina, USA, Germany and Portugal. These countries were purposively selected since they represent Brazil's main tourism markets. The methodology adopted was a qualitative analysis including content sourcing, content identification and the use of Leximancer, an analytic tool for large amounts of textual data. The study examined the media coverage of online newspapers with the largest circulation numbers in the selected markets. Findings revealed a shift in media coverage about Rio and Brazil from negative to a more positive perception over the four time periods. The lead-up period presents an ideal time of addressing expectations since it is usually coupled with massive unfavourable coverage as in the case of Brazil. The positive images need to be highlighted in the marketing of future events in Brazil.
- Subjects
RIO de Janeiro (Brazil); BRAZIL; FIFA World Cup; TOURISM; TOURIST attractions; QUALITATIVE research
- Publication
African Journal for Physical, Health Education, Recreation & Dance, 2015, p180
- ISSN
1117-4315
- Publication type
Article