Studija slučaja
https://doi.org/10.20867/thm.28.2.12
DIAMOND OF THE DESERT: THE CASE OF QATAR’S 2022 FIFA WORLD CUP
Eduardo Russo
orcid.org/0000-0003-3094-9244
; Associate Researcher The COPPEAD Graduate School of Business Federal University of Rio de Janeiro Rua Pascoal Lemme, 355 Cidade Universitária da Universidade Federal do Rio de Janeiro
Ariane Figueira
; The COPPEAD Graduate School of Business Federal University of Rio de Janeiro Rua Pascoal Lemme, 355 Cidade Universitária da Universidade Federal do Rio de Janeiro
Kamilla Swart
; College of Science and Engineering Hamad Bin Khalifa University Qatar Foundation Education City Ar-Rayyan Qatar
Leonardo Jose Mataruna Dos Santos
orcid.org/0000-0001-9456-5974
; Leonardo Jose Mataruna Dos Santos, PhD, Associate Professor Faculty of Management Canadian University Dubai City Walk - Al Wasl Dubai United Arab Emirates
Sažetak
For the first time in the Arab world, the FIFA World Cup in Qatar 2022 was one of the
main drivers for promoting important infrastructural changes in the country, as well as
for transforming the image of Qatar in order to make the destination more attractive to
foreign tourists. However, despite the great wealth from its Oil & Gas reserves, several
social challenges that historically affect the country began to emerge due to greater
coverage of the international media, threatening the expectations of positive legacies left
on the country's image from the event. Given this context, the case puts the reader in the
role of Ahmed Al-Nasr, then Chairman of the Qatar Supreme Committee for Delivery
and Legacy, as he faces different pressures made by major international brands
sponsoring the event who now see their image threatened by successive controversies
that the country has been involved in and they are threatening to withdraw their support
and investments. The case is indicated for undergraduate and graduate students of
courses in the area of Tourism, Sport Management, and Business interested in discussing
topics and concepts related to environmental, social, and governance (ESG)
responsibility, management of mega events, international marketing, and country
destination image.
Ključne riječi
ESG; Mega Sporting Events; Destination Image; FIFA World Cup
Hrčak ID:
281119
URI
Datum izdavanja:
3.8.2022.
Posjeta: 2.696 *