Greening Event Goers At The 2010 Fifa World Cup: A User Perspective Assessment Of Sustainable Transport Strategies

Mega sporting events are tourist-based events that have recently begun subscribing to the sustainable development framework by greening its events to curtail environmental impact, especially on travel. The sustainable transport strategies outlined in the Green Goal Program for the 2010 FIFA World Cup aimed to reduce car use in favor of public transport, promote environmental awareness, and encourage behavior change. This thesis is an assessment of the structural and informational sustainable transport strategies implemented at the 2010 FIFA World Cup from the event goer perspective. An eclectic approach using social media, web resources, and quantitative-qualitative methods was used. Event goers reported using car more than public transport; many did not notice the environmental campaigns; hardly any post-event behavior changes related to travel were made. Event goer context provides insight on the effectiveness of structural and informational strategies and yields recommendations to improve outcomes for future events. ii