Resident co-creation: The case of the 2010 Soccer World Cup

Purpose: The purpose of the study was to investigate the involvement and actions (co-creation) of residents of South Africa prior to the commencement of the 2010 Soccer World Cup, which was held in South Africa during June and July 2010. Design/methodology/approach: Quantitative research was conducted in the three major metropolitan centres in South Africa, using a self-completion questionnaire among residents in South Africa, using purposive sampling. The questionnaire consisted of two sections. Data collection was supervised by trained fieldworkers. Findings: The responses of 1,352 respondents who took part indicate significant differences between the involvement of the genders, language groups and nationalities, while in the case of actions, significant differences were found between genders and income groups. The study also found an association between the involvement and actions in the case of this mega-event. Research limitations/implications: The research was conducted one month prior to the event, and those who had exhibited actions may have been predisposed to taking part in the event. Research was limited to three major centres in South Africa. Practical implications: This has implications for the marketing of mega-events in other countries as well as events other than sports events, specifically in the development of the marketing strategy associated with the event and more specifically the marketing communication strategy, focussed on attracting residents. Originality/value: The importance of the study can be found in the scarcity of the literature that primarily investigates the role of residents in the co-creation associated with a mega-event.