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 countryQatar in the eyes of young FPT students

Group : Rờ Mờ CêPhung Nguyen Hai Phuong - SS170557

Le Viet Hoang - SS170849Nguyen Ba Chuong - SE160462Nguyen Quoc Thinh - SE161317

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 ofQatar in the eyes of young FPT students The study aims to understand the perceptionsand attitudes of these students towards the host country and its brand image Theresearch will explore the various factors that influence the students' perceptions andthe role that education and media play in shaping their understanding of the nationalbrand 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 to national branding and marketing strategies.Ultimately, the findings of this research will provide valuable information forpolicymakers, 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 Qataramong young FPT students With the increasing importance of brand identity andreputation for countries, it is essential to understand how young people perceive Qataras a nation Qatar is a rapidly developing country that has been making significantstrides in the areas of sports, business, and tourism The upcoming 2022 FIFA WorldCup is also putting Qatar on the global stage, which provides an opportunity toenhance its national brand image.

By conducting this study, we aim to understand how young FPT students perceiveQatar and its attributes, including its culture, heritage, and values We will alsoinvestigate their level of familiarity with the country's sports, business, and tourismsectors The study's findings will provide valuable insights into Qatar's national brandrecognition among the younger generation and help in developing strategies toenhance the country's image and brand identity.

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

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

It is important to note that the survey sample may not be representative of the broaderpopulation, and the results may be subject to bias Additionally, the survey did notprovide 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 factorsthat 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 ofQatar among international students studying in Qatar The study found that theparticipants had a positive perception of Qatar and viewed it as a safe, friendly, andwelcoming country The study also highlighted the importance of promoting Qatar'scultural heritage and values to enhance its national brand recognition.

Another study by Al-Murshidi and Khan (2015) investigated the national brandrecognition of Qatar among GCC (Gulf Cooperation Council) citizens The studyfound that the participants perceived Qatar as a modern and progressive country, witha rich cultural heritage and Islamic values However, the study also highlighted theneed for Qatar to address issues related to labour rights and human rights to maintainits positive brand image.

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

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 FPTstudents can be analysed from a psychological perspective.

One aspect to consider is the cognitive and social factors that may influence thestudents' 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 Forinstance, if the students have had limited exposure to Qatar or the Middle East, theymay have stereotypes or misconceptions about the region and its people, which canaffect their perception of Qatar's brand image.

Another aspect to consider is the role of emotions in shaping the students' perceptionof Qatar's brand Emotions can influence the way people perceive and rememberinformation, and can also affect their behavioural intentions Positive emotions, suchas admiration and excitement, can increase the students' interest and engagement withQatar's national brand, while negative emotions, such as fear or anger, can decreasetheir willingness to engage with the brand.

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

Overall, by analysing the case study from a psychological perspective, we can gaininsights into the cognitive, emotional, and social factors that may influence thestudents' perception of Qatar's national brand recognition, and identify strategies toincrease 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 involvescollecting and analysing both qualitative and quantitative data This approach willallow us to gain a comprehensive understanding of young FPT students' perceptionsof Qatar and its national brand recognition.

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

The quantitative data will be collected through an online survey, which will allow usto obtain a larger sample size of students and to quantify their perceptions andawareness of Qatar's national brand recognition The survey will contain bothopen-ended and closed-ended questions, allowing us to gather both qualitative andquantitative data.

The mixed-methods approach will enable us to triangulate the data collected from theinterviews and survey, providing a more comprehensive and robust understanding ofyoung FPT students' perceptions of Qatar's national brand recognition This approachwill 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 samplesize of FPT students The interviews will be conducted in person or online, and will besemi-structured to allow for open-ended responses The interviews will be designed toexplore the participants' perceptions and experiences of Qatar, including its culture,heritage, and values, as well as their awareness of its sports, business, and tourismsectors The interviews will be recorded and transcribed for analysis.

Quantitative data will be collected through an online survey that will be distributed toa larger sample of FPT students The survey will contain both closed-ended andopen-ended questions, allowing us to collect both quantitative and qualitative data.The survey will be designed to measure the participants' perceptions and awareness ofQatar's national brand recognition, including their familiarity with its culture, heritage,and values, and their awareness of its sports, business, and tourism sectors The surveydata will be analysed using statistical software.

To ensure the accuracy and reliability of the data, we will use stratified sampling toselect participants who represent different faculties within FPT University We willalso use random sampling techniques to select participants from each faculty, ensuringthat we obtain a representative sample of FPT students We will obtain informedconsent from all participants, and their anonymity and confidentiality will be assuredthroughout the study.

To analyse the data collected from the study, we will use a combination of qualitativeand quantitative data analysis techniques, as we have adopted a mixed-methodsresearch approach.

Qualitative data analysis will involve a process of coding and categorization of theinterview data We will use thematic analysis to identify key themes and patterns inthe data This will involve a systematic process of coding the interview transcripts,identifying key concepts, and grouping them into themes We will use software toolssuch as NVivo or ATLAS.ti to support this process The qualitative data analysis willallow us to gain a deep understanding of the participants' perceptions and experiencesof Qatar's national brand recognition.

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

The mixed-methods approach to data analysis will allow us to triangulate the datafrom the qualitative and quantitative methods and to provide a more comprehensiveunderstanding of the research question It will also enable us to validate andsupplement the findings from each method, providing a more complete understandingof the research question By using a combination of quantitative and qualitative dataanalysis, we can ensure that our findings are reliable and valid and can provide a morecomplete picture of the national brand recognition of Qatar in the eyes of young FPTstudents.

4 FINDING

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

In the context of this study, the research findings would include the results of theanalysis of the qualitative and quantitative data collected from the interviews andsurveys 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 arewith 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 thecountry's attributes.

Overall, the research findings will provide valuable insights into the national brandrecognition of Qatar in the eyes of young FPT students These insights can be used todevelop strategies to enhance Qatar's national brand image and identity among theyounger generation and promote it as a desirable destination for business, tourism, andcultural 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 ofQatar's economy and society Their website provides access to a wide range ofdata, including population demographics, economic indicators, and socialtrends.

2 Qatar Tourism Authority: The Qatar Tourism Authority provides informationon tourism statistics, including visitor arrivals, hotel occupancy rates, and

tourism revenue Their website also provides information on Qatar's culturaland historical attractions.

3 Qatar National Library: The Qatar National Library provides access to a widerange of academic resources, including books, journals, and databases Theirwebsite 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, includingeconomic indicators, trade statistics, and investment opportunities.

5 Qatar Foundation: The Qatar Foundation is a non-profit organisation thatpromotes education, science, and community development in Qatar Theirwebsite provides information on their initiatives and programs, as well asresearch and innovation projects.

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

1 FPT University: The university's website may provide information on thestudent population, including demographics, areas of study, and extracurricularactivities.

2 Qatar Tourism Authority: The authority's website may provide information onQatar'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'scultural heritage and values, including exhibitions, collections, and educationalprograms.

5 Academic journals: Journals such as the Journal of Destination Marketing andManagement, the International Journal of Tourism Research, and the Journal ofBusiness Research may publish research studies related to national brandrecognition and tourism in Qatar and similar contexts.

6 Online databases: Databases such as JSTOR, Scopus, and Web of Science mayprovide access to academic articles, research studies, and other publicationsrelated to national brand recognition and tourism in Qatar.

7 Social media platforms: Social media platforms such as Facebook, Twitter, andLinkedIn may provide access to online communities and groups focused onQatar, tourism, and business These communities may offer opportunities toengage with individuals and organisations with knowledge and experience inthe area of national brand recognition.

4.1 Survey :