A critical review of base camp city stakeholder management during a mega-sport event
Abstract
The aim of this study was to conduct a critical review of base camp city stakeholder management during a mega-sport event. The development of events as economic and social development strategy for countries and cities necessitate research in this regard. More so the in-depth analysis of base camp cities as pare of these events is under-research with much potential. A mixed methodology was therefore adopted to identify and analyse the views of base camp city stakeholders that participated in the Soccer World Cup in 2010 regarding their levels of influence, levels of involvement and expectations. The literature review indicates that event studies are a relatively new field of study. No or little literature are available on base camps during mega events. Literature focus on mega events and not base camps. Events have developed into an industry that could potentially benefit communities and other stakeholders. Academic writers have developed a system to categorise events, and EMBOK (the Event Management Book of Knowledge) lists different domains of relevant knowledge, namely administration design, marketing, operations and risk to optimise the management of events. The literature review indicates the scale and magnitude of mega sporting events. It introduced the ongoing debate on the real value and cost of such events. It comments on the legacies of such events and who the real beneficiaries and potential losers are. There is a clear indication that not all agree on the value of hosting a mega event. Events can have a negative or a positive impact, which includes economic, socio-cultural, political and environmental effects. There is some disagreement on the value of the Soccer World Cup 2010 to South Africa, the host country. It would be difficult to argue that it had no value at all, but the literature review highlighted the complexity of deciding which stakeholders benefitted from this mega-sport event. Stakeholder management is seen as a science, which include various approaches and theories, notably three stakeholder interaction perspectives: positive perspectives, positive normative perspectives, and normative perspectives. The review unpacked various theories in terms of the three perspectives. This provides a context in which to consider the roles of various stakeholder concepts and how these evolved, as well as how these concepts are applied as a management tool. The mapping of stakeholders is important to this study because it relates to the power, interest and predictability of stakeholders. This was a core and important discussion relating to Mendelow's mapping methodology. The empirical study employed both quantitative and qualitative research methods as part of the data collection process to reflect the stakeholder groups. This made it possible to identify stakeholders, and to map them in terms of power, interest and predictability. The qualitative part formed the core of the study and focused on 45 in-depth interviews with key stakeholders that formed part of the Soccer World Cup 2010. These interviewees played key roles in this event as well as previous mega-events held in South Africa. Their questions focused on aspects important to the various stakeholder groups. It includes topics such as media reporting, base camp selection criteria, financial and future gain. The quantitative part of the study focused on similar topics but allow only for a quantitative respond. Quantitative research allowed for the ranking of important base camp considerations of stakeholders as well as the ability to scientifically research questionnaires to identify trends and compare the data of the two base camp cities and the various stakeholders. The key findings of this study from the qualitative and quantitative analyses provide sufficient information on the important stakeholders and allowed for mapping to facilitate categorisation according to their level of power and interest. The study provided a framework to identify stakeholders and further to develop a power interest grid as well as templates to indicate the timing of engaging with stakeholders and a checklist per stakeholder group. This is the first time this was done in this field of research. The key findings included that stakeholders for base camp cities are similar to that of a mega and major event but their power and interest levels vary significantly from the event stakeholders and the base camp stakeholders. The study further identifies issues specifically related to base camp such as the economic value for a base camp due to hosting a base camp team. Team management, official hospitality providers, the media, safety and security, and the International Federation, Local Organising Committee Events and Local Organising Committee Cities, were identified as key stakeholders. Issues per stakeholder group were identified and form the foundation for the development of strategies. It was possible to identify 18 Base Camp city stakeholders. The analysis comparing the various groups indicated that the general public was more positive about mega events than the business community - in this study, interviewees in Potchefstroom were less positive than those in Centurion (one reason was probably that they were more isolated from the hosting centres and tourism attractions). The influence of positive reporting could have influenced the opinion of the public, who argued that even they did not benefit from the mega event. The criteria that were considered to be important in selecting a Base Camp were training facilities and accommodation. This study contributed firstly to the body of knowledge by identifying the 17 key stakeholders for base camp cities in developing countries. Added to this the power and interest of each group was analysed which is valuable information in the education of future event managers. Secondly, the stakeholders were mapped according to Mendelow's Power and Interest grid and categorised into four sub-groups. This mapping includes categorisation of key stakeholders and other stakeholder groups, according to their level of power and interests within four quadrants: key players who need stakeholder participation, stakeholders who need to be engaged and satisfied, stakeholders who need to be informed and stakeholders who require minimal effort. In practise event managers can utilised this grid in the planning of stakeholder management for base camps by allocating the correct energy, time and effort per group, to manage the stakeholders better. Key stakeholders require more attention than stakeholders who need only monitoring. Thirdly, this study reviewed literature on mega and major events together with literature relating to stakeholder management applied to the unique case of base camp cities. This is of extreme value for cities who plan to serve as base camp cities during mega-events. No guidelines exist as to how different stakeholders should interact, who is responsible for what or even who the different stakeholders are. This study contributed to establishing this information. The framework and guidelines are of significant importance in future events as well as future research.