Abstract:
Globally, academics, industry professionals, governments and societies are
directing their attention to the issue of global warming and are engaged in efforts to
conserve the Earth’s natural resources. This has led to the introduction of the concept of
sustainability. Lately, the event sector as part of the tourism industry, is being viewed
as playing an increasing role in climate change. However, sustainability does not only
entail conservation of the natural environment, it also involves the socio-cultural and
the economic environment. Events have been found to positively contribute to the
economy and the social-cultural environment as well. As little has been published
regarding sustainable urban event practice in South Africa, this research aims to
establish a greater comprehension of sustainable event practice and the significance
thereof. In-depth interviews with corporate events sponsors within the Gauteng region
found that these sponsors play an important role in promoting sustainable urban event
practice, in terms of enlightening the public and the event companies on sustainability.
Due to consumer association with the sponsor and the increased market reach they
offer to the event, sponsors can increase awareness and interest in the event, and in
doing so influence customers’ perceptions on sustainable event practice. Sustainability
is a significant issue and is growing in importance. It is essential that the sponsors and
managers of event companies work together to develop sustainable urban event
guidelines and policies and a formal accreditation programme within the industry.
