Winning FIFA World Cup Bids: Country Image Analysis as a Tool to Understand and Secure Bids. A Moroccan Case Study.

Abstract

The purpose of this research was to apply country image analysis to understanding and securing a successful host country FIFA bid with Morocco as a case study. Country image was conceptualized as having cognitive and personality dimensions. The findings revealed the most salient elements upon which Morocco's country image is built and provide a strong foundation for any future world cup bidding committee to promote or reposition perceptual aspects of Morocco's country image.