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The destination image of Qatar

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by

Marie Spohr

on 25 August 2015

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Transcript of The destination image of Qatar

The destination image of Qatar
Contents
1. Relevance of the resarch

2. Methodology

3. Findings

4. Recommendations and outlook
Relevance of the research
Methodology
- Conceptual framework

- Population: Germans

- Sampling method: Convenience sampling

- Analysis of data: SPSS

Findings
Recommendations
- Improve current situation regarding FIFA controversies

- Market positive attributes

- Differentiate from other Arab countries with similar assets

- Free Doha Tours from airport

- Tourism products
The perception of Qatar's destination image among Germans and hence resulting strategies for a competitive brand posititioning
by Marie Spohr
August 25th, 2015
- Timely topic
- Strategy 2030
- FIFA World Cup 2022
How is Qatar's image formed among the population?
Organic image formation (Total mentions, N=665)
What holistic aspects does the German
tourist associate with Qatar?
Outlook
Holistic-functional image
Holistic-psychological image
What attributes does the German tourist associate with Qatar?
Attribute-based image (scale from 1 to 5)
In how far does the image differ between those who have visited Qatar and those who have not?
Primary and secondary image

- Different associations

- Different perception of attributes

- Same conative image

- Overall primary image is positive

- Overall secondary image is neutral
Thank you for your attention!
- Limitations

- Potential of tourism in Qatar

- Replica studies


From which channels have you heard of Qatar?
Have you ever noticed any advertisement/promotion of Qatar as a travel destination?
Induced image formation
(N=388)
Full transcript