Sport Management lecturer presents cutting-edge research to Parliament

“It’s important that CPUT continues to support innovative researchers. This firmly establishes our university as a knowledge resource - not only for our students but for industry and our nation. “ So says Brendon Knott, Senior Lecturer in the Sport Management Department, who was recently invited to present his research before the Tourism Portfolio Committee in Parliament. Knott was joined by CPUT colleague Prof Kamilla Swart of the Centre for Tourism Research in Africa (CETRA) who also presented at the Tourism Summit.

“Being invited to this summit helped to raise awareness for CPUT’s research profile and specifically links us with applied research that is useful for policy and decision-makers.
It was also an opportunity to showcase some of the relevant and cutting-edge research that CPUT is producing. Prof Swart and I were welcomed and accepted by the Committee and our presentations appeared to be valued”, said Knott.

His presentation was based on his current PhD, which focuses on the nation-branding legacy of the 2010 FIFA World Cup for South Africa. Undertaken through the University of Bournemouth in the United Kingdom, the first part of his fieldwork surveyed 561 international visitors in Cape Town and Durban during last year’s World Cup. Knott wanted to find out what their perceptions of the South African brand were before they arrived in the country, and then, having experienced South Africa first-hand, if and how these perceptions changed. His findings were quite significant, says Knott.  “Many visitors did not have clear perceptions before they came, but now were very positive about certain aspects, such as the natural beauty of the country and the friendliness of South Africans. Most visitors even rated the country as a safe place to visit; where safety was a major concern prior to the event.”

Knott gave the Committee recommendations on the use of future mega-events, and smaller home-grown events which could be used to leverage the nation-branding impact of the 2010 event for the country. He also highlighted the need for greater collaboration and co-ordination between government departments in sharing the responsibility for nation-branding.

When asked what kind of initiatives and partnerships his department currently has with industry, Knott said: “I represented the department in a few group research projects (mostly through CETRA) that helped the City of Cape Town and the Provincial Government with their preparations for the 2010 FIFA World Cup. I also attended the Provincial 2010 Technical Committee meetings leading up to the event. Apart from this, the Sport Management Department has strong links with sports federations, including provincial rugby and cricket bodies, football associations and other sport development organisations”.

Knott believes as long as the research focus is current and relevant for industry, then prestigious invitations to speak at and advise Parliament will continue to happen.

By: Thando J. Moiloa

Written by CPUT News
Email: news@cput.ac.za