Qatar's FIFA World Cup odyssey: A quest for legacy transforming a small nation into a global destination

Abstract

This study delves into the profound impact of mega-events on a destination's perception, focusing notably on Qatar's hosting experience during the FIFA World Cup 2022. Employing a qualitative longitudinal research approach, data is drawn from a variety of sources including Scopus articles, international studies, tourism records, newspapers, and interviews with diverse stakeholders such as visitors, tourism experts, executives, and government officials. Through an inductive content analysis of this extensive dataset, the authors identify key influencing factors. They meticulously examine a decade-long evolution using assessments from independent travel and tourism rating organizations alongside various metrics. The findings reveal a significant uptick in Qatar's allure and inbound tourism. Factors contributing to this surge are systematically categorized, with transportation and events infrastructure, hospitality and accommodation facilities, and media exposure emerging as consistent themes across host nations. Additionally, contextual factors like security/safety, culture/heritage, and diversity are highlighted for their pivotal role in shaping a destination's image. This research underscores how mega-events act as catalysts for reshaping Qatar's destination identity and attracting inbound tourism, as evidenced by a range of indicators contingent upon maintaining both universal and contextual factors. It emphasizes the importance of a strategic vision that nurtures these factors over time, aligning with the destination's life cycle to forge a lasting legacy. Furthermore, the study illuminates how mega-events can bolster soft power for small countries lacking significant natural or historical attractions, providing valuable insights for policymakers and marketers to devise effective strategies.