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Social media has revolutionized marketing communication (MC). Rugby is South Africa’s most professionalized sport, leading the industry in its business management structure as well as its high-performance achievements. However, below the professional level, local rugby clubs face a large disparity compared to their professional counterparts, often relying on volunteers or part-time employees to manage the organizations. Therefore, the purpose of this study is to investigate how non-professional rugby clubs use social media as a MC tool.

The study was exploratory, and a cross-sectional sample of twelve organizations was selected and employed a multiple case study approach. Club managers responsible for MC or social media participated in semi-structured interviews. The qualitative data analysis software, ATLAS.ti, facilitated the researchers’ use of an inductive approach to develop codes and themes for further analysis.

The findings revealed a high level of adoption of social media by the multiple cases (i.e. rugby sports club respondents), with only slight variations in the usage of specific social media applications (viz., Facebook, Instagram, Twitter, and WhatsApp). The sports clubs perceived that employing social media added substantial value to their MC. There were six emergent themes related to the organization’s perceived benefits from adopting social media MC, namely: brand awareness, relationship-building, player recruitment, attracting sponsors, storytelling, and information sharing.

The study makes a novel contribution in terms of how rugby clubs use social media as an MC tool. The paper advances scant knowledge and awareness of the relationship between South Africa’s sports marketing and social media. The conclusions will aid non-professional sports organizations in enhancing the effectiveness of their social media marketing by ensuring that their objectives and target audiences are well-defined.

Sport mega-events have received much criticism of late. However, there has been increasing awareness of the brand-related benefits from hosting a sport mega-event, with their hosting being a deliberate policy for many nations, most notably among emerging nations. One such nation is South Africa, which explicitly stated its nation branding ambitions through the staging of the 2010 FIFA World Cup. Through this single case, this paper aims to identify the unique characteristics of the sport mega-event that were leveraged for benefits of nation branding.

An interpretivist, qualitative study explored the insights of nation brand stakeholders and experts, elicited using in-depth, semi-structured interviews (n = 27) undertaken two to three years after the staging of the event.

Three characteristics of the 2010 sport mega-event were deemed by stakeholders to be unique in creating nation branding opportunities: the scale of the event that created opportunities for transformational development; the global appeal, connection and attachment of the event; and the symbolic status of the event that was leveraged for internal brand building and public diplomacy. The paper proposes that while sport mega-events provide nation branding opportunities, the extent of these benefits may vary according to the context of the nation brand with lesser-known, troubled or emerging brands seemingly having the most to gain.

While acknowledging the critique of mega-events, this paper highlights a pertinent example of an emerging nation that leveraged the potential of a sport mega-event for nation branding gains. It extends the understanding of sport mega-events and their potential for nation branding.

This paper aims to indicate a shift in focus from legacy to the leveraging of event impacts, and previous papers have indicated a growing awareness of the brand-related legacies associated with sport mega-events for a host nation. However, none have explored this in relation to the strategic activities of nation brand stakeholders.

The case of South Africa and the 2010 FIFA World Cup was selected, as this host nation clearly stated its aim of using the sport mega-event to develop its brand. A qualitative study explored the insights of selected, definitive nation brand stakeholders and experts, elicited using in-depth, semi-structured interviews (n = 27) that took place two to three years post the event.

A thematic analysis clustered the leveraging imperatives into seven key strategic focus areas, namely, the media, local citizens, stakeholder partnerships, the tourism experience, design, sustainable development and urban transformation and event hosting.

This paper is not an audit of leveraging activities nor does it assess the costs of leveraging. The focus on a specific case has allowed for an in-depth analysis, although, for greater transferability of these findings, it is recommended that further comparative studies be conducted, especially in emerging nation contexts.

The paper identifies key strategic focus areas as well as examples of practical activities for leveraging mega-events to gain and sustain nation brand benefits. In particular, stakeholders are urged to plan and budget for leveraging before, during and especially post an event.

In light of the critique of mega-events linked to their social impacts and costs, this paper recommends leveraging focus areas, and especially the mobilisation of citizen support, that can assist the realisation of positive social outcomes.

The paper adds to the emerging discourse of nation branding, highlighting opportunities derived through sport mega-events and assisting brand stakeholders to leverage such opportunities more effectively.

This article aims to provide a critical review of the articles included in this special issue and highlight their findings and contribution to events, festivals and destination management research.

The article critically reviews methodologies, findings, themes and conclusions offered by each article included in this special issue.

The articles in the special issue identify the latest thematic trends in events, festivals and destination management research and propose conceptual frameworks for event and festival life cycle trajectories. They build on previous research confirming how accessible tourism and a balanced event portfolio can increase the sustainability and competitiveness of the destination. Based on sound methodologies, they offer specific theoretical and practical implication for the successful planning, marketing and management of events, festivals and destinations. They provide suggestions on how event innovation, participatory sport events, mega sport events, food and wine festivals and meetings, incentives, conferences and events (MICE) can assist in the marketing and branding of the tourism destination.

The articles in this special issue lay the foundation for future research in events, festivals and destination management. Articles in this special issue apply various research methods and analysis, indicating the growth of event and festival research. Research methods and analysis techniques used in the special issue include content/theme analysis, case studies, qualitative studies and questionnaires. The research articles and methodologies used in this issue should help both researchers and industry practitioners.

This study highlights key findings, theoretical and practical implications and contributions of the articles included in this special issue. It provides a holistic view of events, festivals and destination management research and suggests areas for future research.

This research provides a bibliometric review of the state-of-the-art information and communication technologies (ICTs) in the context of events, and maps out an agenda for future directions on how innovations in the technological realm can help fostering sustainability in the events industry.

To explore the progress of ICTs and future applications in events, this study conducts a two-fold method of a bibliometric analysis and a modularity clustering technique based on 293 papers published in the last 30 years.

The findings offer a snapshot of the past progress to offer a glimpse into the future by formulating novel areas for research that merit attention. By interweaving the past, present and future towards sustainability, an agenda with four concrete areas for research is identified, including (1) virtual events, (2) the use of artificial intelligence, (3) big data technology, and (4) virtual reality and augmented reality in the events industry.

The current global challenges together with the rapid technological progress can particularly give rise to innovations in the technological sector. Through a bibliometric review of past research, this study offers a future research agenda of ICTs in the events sector in light of the Sustainable Development Goals. It contributes with a discussion on how to harvest the technological progress to create more sustainable events.

The contradiction between the purpose of the water-splashing tradition, the use of water in a water-stressed destination and overconsumption during a time of water shortage led the researchers to question the spirit of the Songkran Festival. It is important to keep the spirit of the festival alive without interrupting the livelihoods of the community and to critically engage with opportunities and challenges related to water-saving practices during the festival. Thus, this study aims to investigate the opportunities and challenges to responsible practices of water-saving at a cultural festival, using a case study of the water-splashing practice at the Songkran Festival in Thailand.

This study used the cultural practice, namely, the water-splashing tradition at the Songkran Festival in Thailand, as a case study. The researchers conducted document analysis on local newspapers, the Bangkok Post specifically and participant observation at the Songkran Festival in the Khao San Road area in Bangkok, to gain first-hand insights to develop comprehensive results which answers the study’s objectives.

The key findings show three significant themes representing the opportunities for implementing sustainable water-saving practices; a call for a water-saving campaign, education on water saving and water-splashing restrictions. In terms of challenges to implementing water-saving practices, two key themes emerged; a lack of water stress and drought awareness and the hedonistic characteristic of water splashing. The study findings provide important implications to theory and practice for sustainable event management and provide considerations for event stakeholders to minimise water overuse in festivals.

Environmental degradation is a key global issue that the United Nations addresses in the Sustainable Development Goals (SDGs) scheme (United Nations Development Program, 2016). According to Pereira et al. (2009), water scarcity can be caused by both human activities and natural causes. Factors such as unlimited water consumption, population growth and climate change are some of the contributing factors that not only affects resident's access to water but also on events hosted within communities. It is crucial that event managers critically re-think the way festivals are designed in water-stressed destinations.

With the global adoption of the United Nations Sustainable Development Goals (UN SDGs), it has become increasingly important for educators to develop a responsive curriculum where future event practitioners understand, value and implement sustainability as a core component of meeting and event management. The purpose of this paper is to explore the viewpoints of industry to embed sustainability as part of developing a Meeting and Event Management curriculum that is responsive to industry needs, and in so doing, contribute to quality education (SDG4).

Qualitative data were generated from 10 key informant interviews amongst top-level meeting and event professionals. Open questions elucidated industry viewpoints to develop content for a Meeting and Event Management curriculum at Advanced Diploma level in South Africa. Content analysis and data interpretation revealed key topics that guided the embedment of SDGs in the curriculum as knowledge, skills, values and attitudes.

Curriculum content was linked to six specific, corresponding SDGs, namely: good health and well-being; quality education; decent work and economic growth; industry, innovation and infrastructure; climate action and partnerships for the goals.

The paper contributes valuable industry insights into academic educators concerned with responsive curriculum development in the field of meeting and event management by outlining how SDGs can be integrated as competencies and learning outcomes in a tertiary qualification.

This paper examines the under-investigated well-being outcomes of literary festival attendance. It is an exploratory study into how a festival contributes to attendees' overall well-being. Drawing from the literature on well-being and festival studies, this paper seeks to understand the well-being dimensions generated by festival attendance and the factors that promote attendees' health and well-being.

This exploratory study adopts an inductive and interpretivist approach. Observations, 45 on-site interviews and 17 follow-up interviews were undertaken at one literary festival in Ireland. Thematic analysis was used to analyse data and identify key themes.

The findings reveal that attendees perceived a sense of well-being that included five interconnected dimensions: social, mental, emotional, spiritual and physical. Results also show that five factors generated attendees' overall well-being: festival programme, social environment, place, weather conditions and attendees' background.

This paper presents a new comprehensive model that shows that festival attendance has the potential to generate five interconnected dimensions of attendees' well-being. The model also captures the five main factors that can promote attendees' health and well-being. The model is proposed to guide further research on attendees' overall well-being is associated with festival attendance.