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Case Study: "Try Scoring: Advancing Rugby Tourism in South Africa"
South Africa, a country with diverse cultures and remarkable landscapes, has a rich history in sports,
with rugby being one of the most celebrated. Rugby is not just a sport in South Africa; it's part of the
national identity, a symbol of unity, and a source of pride. The country's success on the international
stage, including multiple World Cup victories, has significantly contributed to the global popularity of
South African rugby.
In recent years, the South African Tourism Board has identified the potential of rugby tourism, aimed
at both domestic and international tourists. This includes not only attending rugby matches but also
exploring the rich history and culture of rugby in South Africa, meeting and training with local teams,
and even participating in amateur rugby tournaments.
However, developing a successful rugby tourism strategy requires a deep understanding of the
interests and motivations of rugby tourists. The Board needs to provide a comprehensive rugby
experience, including match viewing, interactive experiences, cultural immersion, and more.
Moreover, the board must also overcome certain challenges. Rugby tourism could lead to
over-commercialization and negatively affect the authenticity of local rugby culture. Also, balancing
the needs of international tourists, domestic tourists, and local rugby fans is crucial.
Your task as a consultant is to assist the South African Tourism Board in developing a comprehensive
rugby tourism strategy. Understand the types of rugby tourists, their motivations, and the experiences
that could be offered to them. Identify potential challenges and propose solutions.
Source: Perić, M., 2010. Sports tourism and system of experiences. Tourism and hospitality
management, 16(2), pp.197-206.
1. What types of rugby tourism experiences would you recommend for South Africa? Justify
your answer.
To develop a successful rugby tourism strategy for South Africa, it is essential to recommend a
variety of rugby tourism experiences that cater to the diverse interests of rugby tourists while
preserving the authenticity of local rugby culture.
Match Viewing Packages: Organizing packages that include tickets to high-profile rugby
matches such as the Currie Cup, Super Rugby, and international test matches would attract
both domestic and international tourists. These packages could include pre- and post-match
events like meet-and-greets with players, stadium tours, and exclusive hospitality options. Such
experiences offer tourists a chance to immerse themselves in the vibrant atmosphere of South
African rugby.
