Sport Events As Catalysts for Tourism and Hospitality Development in Libreville, Gabon
Total Page：16
File Type：pdf, Size：1020Kb
SPORT EVENTS AS CATALYSTS FOR TOURISM AND HOSPITALITY DEVELOPMENT IN LIBREVILLE, GABON by JOELLE-DESIREE ODOUNGA OTHY Thesis submitted in fulfilment of the requirements for the degree Master of Technology: Tourism and Hospitality Management in the Faculty of Business and Management Sciences at the Cape Peninsula University of Technology Supervisor: Professor Kamilla Swart District Six Campus November 2020 CPUT copyright information This thesis may not be published either in part (in scholarly, scientific or technical journals), or as a whole (as a monograph), unless permission has been obtained from the University DECLARATION I, Joelle-Desiree Odounga Othy, declare that the contents of this thesis represent my own unaided work, and that the thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the Cape Peninsula University of Technology. 1 March 2021 Signed Date i ABSTRACT In contemporary times, countries around the world have progressively adopted the hosting of sport events as a catalyst for the promotion of economic growth, a tendency which is reflected in consensus within extant studies highlighting the economic value of sport events. The hosting of the 2012 African Cup of Nations was heralded as an opportunity for the development of the tourism and hospitality sector. The aim of this study was to undertake an examination of the value of major sporting events hosted in Libreville, Gabon, as catalysts for the development of the tourism and hospitality sector. Adopting a qualitative approach, a purposive sampling technique was implemented in the data collection process. In total, eighteen structured interviews were conducted with key informants from relevant stakeholder organisations within the sport, tourism and hospitality cluster in Libreville. So as to succinctly elaborate on the key patterns emerging from the empirical data, a thematic analysis of the findings was conducted, whereby significant themes were identified, grouped into conceptual categories, and analysed. The findings revealed that sport events are a valuable instrument that can be used in promoting the growth of the tourism and hospitality industry in Libreville, as well as in the rest of Gabon more broadly. Additionally, the findings also enunciate the ability of sport events to attract positive outcomes in promoting the economic growth of Libreville, and in enhancing the image of Gabon. However, the findings also indicate nuanced concerns and challenges that might hinder such growth potential. Furthermore, recommendations were proposed, highlighting the need for a more broad-based approach to stakeholder collaboration, at all levels of the sport event life cycle, so as to leverage the opportunities provided by such events for promoting the economic growth of Libreville, and of the rest of Gabon, as an even more competitive destination within the sport event tourism sector than it has been in the past. ii ACKNOWLEDGEMENTS I wish to thank: . Jesus Christ, who gave me the strength and courage to complete this study; . my supervisor, Professor Kamilla Swart, who guided and inspired me throughout this study; . Dr Bama Hilary Kennedy Nji, for guidance and support during the course of my research; . my parents, Mr Odounga Pierre and Mrs Odounga Josephine, for their faith in, and encouragement of, me; . my brothers Didier, Saint-Daniel, Jean-Eudes and Juste Odounga, for being there all the way; . my aunt, Rita Taba Ongaye, for her love, and for all the good moments of laughter and enjoyment that helped me overcome the related stress; and . my friends, Moise Kalubi and Gift Muresherwa, for their willingness to assist in providing additional support at times of daunting complexity. iii DEDICATION This thesis is dedicated to my beloved parents, Pierre and Josephine Odounga for affording me the opportunity to be educated. iv TABLE OF CONTENTS Declaration i Abstract ii Acknowledgements iii Dedication iv List of figures ix List of tables ix Glossary x CHAPTER ONE: INTRODUCTION AND BACKGROUND TO THE STUDY 1.1 Preamble 1 1.2 Clarification of basic terms and concepts used in the study 3 1.2.1 Sport events 3 1.2.2 Catalyst 3 1.2.3 Tourism industry 4 1.2.4 Hospitality industry 5 1.2.5 Development 6 1.2.6 Economic impact 6 1.2.7 Economic growth 7 1.3 Statement of the research problem 7 1.4 Specific aims and objectives 7 1.5 Research question and subquestions 7 1.6 Overview of methodology 8 1.6.1 Survey population 8 1.6.2 Methods and tools for collecting data 8 1.6.2.1 Primary data sources 8 1.6.2.2 Secondary data sources 9 1.6.2.3 Interviews 9 1.7 Method of analysing data 9 1.8 Identification of the study area 9 1.9 Ethical considerations 10 1.10 Delineation of the study 10 1.11 Significance and contribution of the study 10 1.12 Format and style of the thesis 11 CHAPTER TWO: THEORETICAL AND CONCEPTUAL FRAMEWORK 2.1 Introduction 12 2.2 Political economy theory 12 2.2.1 The political economy of major sport events 13 2.2.2 Globalisation of major sport events 17 2.2.3 The context of developed and developing countries 19 2.3 Stakeholder theory 22 2.4 Stakeholder analysis 25 2.4.1 The event owner 26 2.4.2 The event organiser 26 2.4.3 Local organising committees 27 2.4.4 The role of government agencies 28 2.4.5 Community groups and event influences 29 2.4.6 The media complex as stakeholders 31 2.5 Sustainable tourism development 32 2.6 Events planning and management 35 2.7 Summary 38 v CHAPTER THREE: LITERATURE REVIEW 3.1 Introduction 39 3.2 Events in context 40 3.2.1 Event tourism 41 3.2.2 Sport event tourism 43 3.2.3 Leveraging of events 45 3.2.4 Leveraging framework 46 3.2.5 Events portfolio 52 3.3 Tourism 58 3.4 Sport 61 3.5 The confluence of sport and tourism 64 3.6 Service quality in sport tourism 69 3.7 Characteristics of services in relation to sport tourism events 72 3.7.1 Intangibility of services 72 3.7.2 Inseparability of production and consumption 73 3.7.3 Perishability of services 73 3.7.4 Heterogeneity of service offering 73 3.8 Impacts of sport tourism events 74 3.8.1 Economic benefits 76 3.8.1.1 Media revenue and branding opportunities 77 3.8.1.2 Infrastructure development 80 3.8.1.3 Employment opportunities 83 3.8.1.4 Boost in tourism 84 3.8.2 Economic costs 87 3.8.2.1 Leakage of economic benefits 88 3.8.2.2 Over-reaching 90 3.8.2.3 The crowding-out effect 92 3.8.2.4 Business displacement 93 3.8.2.5 Lack of quality employment opportunities 94 3.8.3 Social benefits 95 3.8.4 Social costs 99 3.8.4.1 Socio-economic costs 102 3.8.5 Environmental benefits 103 3.8.6 Environmental costs 105 3.8.7 Summary 109 CHAPTER FOUR: RESEARCH DESIGN AND METHODOLOGY 4.1 Introduction 110 4.2 Research questions 110 4.3 Study areas 110 4.3.1 An overview of tourism activities in Gabon 111 4.4 Research design and methodology 113 4.4.1 Qualitative research 114 4.5 Sampling procedure 114 4.5.1 Target population 115 4.5.2 Sampling size 116 4.5.3 Sampling techniques 116 4.6 Research instruments and data collection 117 4.6.1 Secondary sources of data 118 4.6.2 Primary sources of data 118 4.6.3 Interviews 118 4.7 Qualitative data analysis 118 4.7.1 Thematic analysis 119 4.7.2 Thematic analysis process 120 vi 4.8 Validity and reliability measurements 121 4.9 Validity 121 4.10 Reliability 123 4.11 Ethical considerations 123 4.12 Summary 124 CHAPTER FIVE: RESULTS AND DISCUSSION 5.1 Introduction 125 5.2 The interview count based on the stakeholders’ category 125 5.3 Respondents’ views on how sport events contribute to the economic 127 growth of Libreville 5.3.1 Infrastructural development 127 5.3.2 Tourist arrivals 128 5.3.3 Visitor spending 129 5.3.4 Increased turnover 129 5.3.5 Branding 130 5.4 Respondents’ views on how local businesses are involved in 131 organising sporting events in Libreville 5.5 Respondents’ views on whether businesses leverage the 133 opportunities associated with the hosting of sport events in Libreville 5.6 Respondents’ views of some of the challenges encountered in using 134 sport events to increase tourism in Libreville 5.7 Respondents’ views on whether events creates opportunities for 138 local businesses to benefit from their leverage 5.8 Respondents’ views on whether the annual organisation of events 139 can promote Libreville’s image 5.9 Respondents’ views on whether closer collaboration between sport 142 federations and event organisers can foster Libreville’s image regarding the development of tourism and hospitality 5.10 Respondents’ views on the number of tourist arrivals following on the 144 AFCON 5.11 Respondents’ views about Libreville’s hotels occupancy rate after the 145 holding of major sport events 5.12 Respondents’ views of which factors could support the development 146 of tourism and hospitality in Libreville 5.13 Summary 148 CHAPTER SIX: CONCLUSIONS AND RECOMMENDATIONS 6.1 Introduction 150 6.2 Conclusions 150 6.2.1 Conclusion on the findings regarding the establishment of the motivating 150 factors that encourage Libreville to organise sporting events 6.2.2 Conclusion on the findings regarding the analysis of the challenges and 151 opportunities related to the organising of sport events in Libreville 6.2.3 Conclusion on the findings regarding the exploration of the lessons 151 learned from the hosting of events for the tourism and hospitality industry in Libreville 6.2.4 Conclusion on the findings regarding the consideration of aspects that 152 can support the development of tourism and hospitality in Libreville through the hosting of