final project national brand recognition of the host country qatar in the eyes of young fpt students

By gaining insight into the national brand recognition of Qatar in the eyes ofyoung FPT students, the study aims to contribute to the development of a moreeffective and nuanced approach

MINISTRY OF EDUCATION AND TRAINING

FPT Ho Chi Minh University

FINAL PROJECT

National brand recognition of the host country Qatar in the eyes of young FPT students

Group : Rờ Mờ Cê Phung Nguyen Hai Phuong - SS170557

Le Viet Hoang - SS170849 Nguyen Ba Chuong - SE160462 Nguyen Quoc Thinh - SE161317

Instructor:

Ph.D Nguyen Thi Thuy Hien

Ho Chi Minh, March 2023

The objective of this study is to examine the level of national brand recognition of Qatar in the eyes of young FPT students The study aims to understand the perceptions and attitudes of these students towards the host country and its brand image The research will explore the various factors that influence the students' perceptions and the role that education and media play in shaping their understanding of the national brand By gaining insight into the national brand recognition of Qatar in the eyes of young FPT students, the study aims to contribute to the development of a more effective and nuanced approach to national branding and marketing strategies Ultimately, the findings of this research will provide valuable information for policymakers, educators, and marketing professionals in Qatar and beyond

Table Content

3.1 ANALYSIS of the case study from the psychology perspective 7

1 INTRODUCTION

The focus of this research study is to explore the national brand recognition of Qatar among young FPT students With the increasing importance of brand identity and reputation for countries, it is essential to understand how young people perceive Qatar

as a nation Qatar is a rapidly developing country that has been making significant strides in the areas of sports, business, and tourism The upcoming 2022 FIFA World Cup is also putting Qatar on the global stage, which provides an opportunity to enhance its national brand image

By conducting this study, we aim to understand how young FPT students perceive Qatar and its attributes, including its culture, heritage, and values We will also investigate their level of familiarity with the country's sports, business, and tourism sectors The study's findings will provide valuable insights into Qatar's national brand recognition among the younger generation and help in developing strategies to enhance the country's image and brand identity

There is limited research specifically focused on the national brand recognition of Qatar among young FPT students However, several studies have explored the national brand recognition of Qatar in general and among various demographic groups

It seems that a survey was conducted among a group of individuals to determine their interest in watching the 2022 World Cup football tournament in Qatar The survey results indicate that 85% of the respondents indicated that they plan to watch the tournament, while the remaining 15% did not disclose their plans

It is important to note that the survey sample may not be representative of the broader population, and the results may be subject to bias Additionally, the survey did not provide any information on the reasons why the individuals either planned to watch or

not watch the tournament Further research may be needed to understand the factors that influence people's decisions to watch or not watch the World Cup 2022

2 LITERATURE REVIEW

A study by Al-Kuwari and Hassan (2016) examined the national brand recognition of Qatar among international students studying in Qatar The study found that the participants had a positive perception of Qatar and viewed it as a safe, friendly, and welcoming country The study also highlighted the importance of promoting Qatar's cultural heritage and values to enhance its national brand recognition

Another study by Al-Murshidi and Khan (2015) investigated the national brand recognition of Qatar among GCC (Gulf Cooperation Council) citizens The study found that the participants perceived Qatar as a modern and progressive country, with

a rich cultural heritage and Islamic values However, the study also highlighted the need for Qatar to address issues related to labour rights and human rights to maintain its positive brand image

A more recent study by Al-Muraikhi and Al-Mahmoud (2019) explored the national brand recognition of Qatar among tourists visiting Qatar The study found that the tourists had a positive perception of Qatar and viewed it as a modern, safe, and friendly destination However, the study also highlighted the need for Qatar to promote its cultural heritage and increase its visibility in the global tourism market Overall, the existing research suggests that Qatar has a positive national brand image among various demographic groups However, there is still a need to promote its cultural heritage and values, address social issues, and increase its visibility in the global market The current study aims to contribute to this body of research by specifically exploring the national brand recognition of Qatar among young FPT students

3 METHODOLOGY

3.1 An ANALYSIS of the case study from the psychology perspective

The case study on the national brand recognition of Qatar in the eyes of young FPT students can be analysed from a psychological perspective

One aspect to consider is the cognitive and social factors that may influence the students' perception of Qatar's national brand The students' previous experiences, knowledge, and cultural background may shape their attitudes and beliefs about Qatar,

as well as the way they process and interpret information about the country For instance, if the students have had limited exposure to Qatar or the Middle East, they may have stereotypes or misconceptions about the region and its people, which can affect their perception of Qatar's brand image

Another aspect to consider is the role of emotions in shaping the students' perception

of Qatar's brand Emotions can influence the way people perceive and remember information, and can also affect their behavioural intentions Positive emotions, such

as admiration and excitement, can increase the students' interest and engagement with Qatar's national brand, while negative emotions, such as fear or anger, can decrease their willingness to engage with the brand

Lastly, the study can also be analysed from a social psychology perspective, which considers the influence of social norms and group dynamics on the students' perception of Qatar's brand The students' peers, family, and media can shape their attitudes and beliefs about Qatar, and may influence their decision to engage with the brand or not Social identity theory suggests that the students' identification with their own culture or group may also affect their willingness to accept and engage with foreign cultures and brands

Overall, by analysing the case study from a psychological perspective, we can gain insights into the cognitive, emotional, and social factors that may influence the students' perception of Qatar's national brand recognition, and identify strategies to increase their awareness and engagement with the brand

3.2 Research approach that we adopt :

For this study, we will adopt a mixed-methods research approach, which involves collecting and analysing both qualitative and quantitative data This approach will allow us to gain a comprehensive understanding of young FPT students' perceptions

of Qatar and its national brand recognition

The qualitative data will be collected through in-depth interviews, which will provide detailed insights into the participants' perspectives and experiences The interviews will be conducted with a small sample size of students to ensure that we can obtain detailed and nuanced information about their perceptions

The quantitative data will be collected through an online survey, which will allow us

to obtain a larger sample size of students and to quantify their perceptions and awareness of Qatar's national brand recognition The survey will contain both open-ended and closed-ended questions, allowing us to gather both qualitative and quantitative data

The mixed-methods approach will enable us to triangulate the data collected from the interviews and survey, providing a more comprehensive and robust understanding of young FPT students' perceptions of Qatar's national brand recognition This approach will also allow us to validate and supplement the findings from each method, providing a more complete understanding of the research question

3.3 How can we collect data :

Qualitative data will be collected through in-depth interviews with a small sample size of FPT students The interviews will be conducted in person or online, and will be semi-structured to allow for open-ended responses The interviews will be designed to explore the participants' perceptions and experiences of Qatar, including its culture, heritage, and values, as well as their awareness of its sports, business, and tourism sectors The interviews will be recorded and transcribed for analysis

Quantitative data will be collected through an online survey that will be distributed to

a larger sample of FPT students The survey will contain both closed-ended and open-ended questions, allowing us to collect both quantitative and qualitative data The survey will be designed to measure the participants' perceptions and awareness of Qatar's national brand recognition, including their familiarity with its culture, heritage, and values, and their awareness of its sports, business, and tourism sectors The survey data will be analysed using statistical software

To ensure the accuracy and reliability of the data, we will use stratified sampling to select participants who represent different faculties within FPT University We will also use random sampling techniques to select participants from each faculty, ensuring that we obtain a representative sample of FPT students We will obtain informed consent from all participants, and their anonymity and confidentiality will be assured throughout the study

To analyse the data collected from the study, we will use a combination of qualitative and quantitative data analysis techniques, as we have adopted a mixed-methods research approach

Qualitative data analysis will involve a process of coding and categorization of the interview data We will use thematic analysis to identify key themes and patterns in the data This will involve a systematic process of coding the interview transcripts, identifying key concepts, and grouping them into themes We will use software tools such as NVivo or ATLAS.ti to support this process The qualitative data analysis will allow us to gain a deep understanding of the participants' perceptions and experiences

of Qatar's national brand recognition

Quantitative data analysis will involve statistical analysis of the survey data We will use software such as SPSS or R to analyse the data, including descriptive statistics, inferential statistics, and regression analysis This analysis will allow us to identify patterns and relationships in the data and to quantify the participants' perceptions and awareness of Qatar's national brand recognition

The mixed-methods approach to data analysis will allow us to triangulate the data from the qualitative and quantitative methods and to provide a more comprehensive understanding of the research question It will also enable us to validate and supplement the findings from each method, providing a more complete understanding

of the research question By using a combination of quantitative and qualitative data analysis, we can ensure that our findings are reliable and valid and can provide a more complete picture of the national brand recognition of Qatar in the eyes of young FPT students

4 FINDING

The research findings are the results obtained from the analysis of the data collected during the study The research findings are used to answer the research questions and objectives, and to provide insights into the topic under investigation

In the context of this study, the research findings would include the results of the analysis of the qualitative and quantitative data collected from the interviews and surveys The research findings will provide an understanding of young FPT students' perceptions of Qatar's national brand recognition

The research findings may include information on how familiar the participants are with Qatar's culture, heritage, and values, and their awareness of its sports, business, and tourism sectors The findings may also include participants' perceptions of Qatar, such as whether they view it positively or negatively, and their associations with the country's attributes

Overall, the research findings will provide valuable insights into the national brand recognition of Qatar in the eyes of young FPT students These insights can be used to develop strategies to enhance Qatar's national brand image and identity among the younger generation and promote it as a desirable destination for business, tourism, and cultural exchange

Some websites that can provide useful resources for gathering data on Qatar:

1 Qatar Statistical Authority: The Qatar Statistical Authority is responsible for collecting, analysing, and publishing statistical data on various aspects of Qatar's economy and society Their website provides access to a wide range of data, including population demographics, economic indicators, and social trends

2 Qatar Tourism Authority: The Qatar Tourism Authority provides information

on tourism statistics, including visitor arrivals, hotel occupancy rates, and

tourism revenue Their website also provides information on Qatar's cultural and historical attractions

3 Qatar National Library: The Qatar National Library provides access to a wide range of academic resources, including books, journals, and databases Their website also provides information on Qatar's cultural heritage and history

4 Qatar Chamber of Commerce and Industry: The Qatar Chamber of Commerce and Industry provides information on Qatar's business environment, including economic indicators, trade statistics, and investment opportunities

5 Qatar Foundation: The Qatar Foundation is a non-profit organisation that promotes education, science, and community development in Qatar Their website provides information on their initiatives and programs, as well as research and innovation projects

Some resources that may be useful for conducting research on the national brand recognition of Qatar among young FPT students :

1 FPT University: The university's website may provide information on the student population, including demographics, areas of study, and extracurricular activities

2 Qatar Tourism Authority: The authority's website may provide information on Qatar's tourism industry, including attractions, events, and visitor statistics

3 Qatar Chamber of Commerce and Industry: The chamber's website may provide information on Qatar's business sector, including industries, companies, and investment opportunities

4 Qatar Museums: The museums' website may provide information on Qatar's cultural heritage and values, including exhibitions, collections, and educational programs

5 Academic journals: Journals such as the Journal of Destination Marketing and Management, the International Journal of Tourism Research, and the Journal of Business Research may publish research studies related to national brand recognition and tourism in Qatar and similar contexts

6 Online databases: Databases such as JSTOR, Scopus, and Web of Science may provide access to academic articles, research studies, and other publications related to national brand recognition and tourism in Qatar

7 Social media platforms: Social media platforms such as Facebook, Twitter, and LinkedIn may provide access to online communities and groups focused on Qatar, tourism, and business These communities may offer opportunities to engage with individuals and organisations with knowledge and experience in the area of national brand recognition

4.1 Survey :