Abstract Book of the 8th International Conference on Business, Management and Finance
Year: 2025
DOI:
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The Impact Of The FIFA World Cup 2022 On The Image Of Qatar’s Destination : A Survey Of Moroccan Tourists/Supporters
Aomari Amina, Khouilid Mustapha
ABSTRACT:
Destination marketing aims to create a strong, distinctive brand image for the destination, highlighting its unique assets and strengths. This allows the destination to stand out from the competition and attract a specific target audience.
Organising a football World Cup brings many benefits to the host country, not least attracting millions of visitors, which in turn benefits the tourism industry and the economy in general, helping to raise the profile of the destination on the international stage.
The present research focuses on the perception of Moroccan tourists/supporters of Qatar’s image as a destination following the organisation of the FIFA World Cup 2022. The empirical study was carried out among 440 Moroccan supporters on the occasion of the Moroccan national football team’s participation in the 2022 World Cup. The research model is analysed using structural equation modelling and the results show that the organisation of the World Cup, communication about the destination and social influence have a significant impact on the image of Qatar’s destination.
Keywords: destination image, experiential marketing, intention to visit, sporting event