Graduation Year
2022
Document Type
Thesis
Degree
M.A.
Degree Name
Master of Arts (M.A.)
Degree Granting Department
Mass Communications
Major Professor
Kelly Werder, Ph.D.
Committee Member
Roxanne Watson, Ph.D.
Committee Member
Travis Bell, Ph.D.
Keywords
4D Model, Country image, FIFA 2022, Strategic Communication, Qatar
Abstract
International sporting competitions have become an essential tool for countries to promote a favorable image of themselves around the world. This study focuses on the FIFA 2022 World Cup, which will be hosted by Qatar - the first Arab country ever to host the event. Since 2010, when Qatar was awarded the FIFA 2022 World Cup, several studies have shown that soccer fans are hesitant to attend matches in Qatar. This study investigates the correlations between soccer fans’ level of knowledge, soccer fans’ perception of Qatar using a 4D model of country image, and soccer fans’ behavioral intention to support the FIFA 2022 World Cup in Qatar. The research data was collected by an online survey of 397 participants who were selected from the U.S population and recruited by the Mturk website. We did not find a statistically significant correlation between soccer fans’ level of knowledge and the four dimensions of a country image or between soccer fans’ level of knowledge and their behavioral intention to support the FIFA 2022 World Cup in Qatar. However, we did find a statistically significant correlation between the 4 dimensions of country image and soccer fans’ behavioral intention to support the FIFA 2022 World Cup.
Scholar Commons Citation
Al-Adbah, Taleb, "An Analysis of International Soccer Fans’ Knowledge of Qatar, Perceptions of Qatar’s Country Image, and Intention to Support the 2022 FIFA World Cup" (2022). USF Tampa Graduate Theses and Dissertations.
https://digitalcommons.usf.edu/etd/9286
Included in
Business Administration, Management, and Operations Commons, Islamic World and Near East History Commons, Mass Communication Commons
