In this study, we
examine how and the degree to which Experiential Media (EM) are utilized to
promote travel, sports, and, more broadly, cultural tourism in EM contents
produced in the buildup to the 22nd FIFA World Cup to be hosted by Qatar in 2022, the first Arab nation to host the World Cup. Three YouTube channels were considered for this study, namely: RoadTo 2022, AlJazeeraContrast, and QatarAirways. Using a virtual
reality head-mounted display and the model of EM framework, we found that all
of the nine productions featured limited use of the six qualities of EM. We
identified three broad thematic categories: 1) FIFA stadium and travel, 2) use
of cutting-edge technology, and 3) Qatar’s history and traditions, and many
sub-themes pertaining to travel, lifestyle,
and more. We provide practical and managerial implications of EM contents for the tourism industry, sports tourism, and
destination marketing.
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