The current study sought to identify the image of the Omani society among non-Omani. Random stratified sampling was used to recruit 245 non-Omani academics working at Sultan Qaboos University, where online questionnaires were distributed. The study revealed that the respondents’ evaluation of the image of the Omani society was high which means that the image of Omani society among non-Omanis is positive. Moreover, the highest evaluation was for the phrase “Omani society is a cohesive society that supports each other”. The study identified several factors that shaped the Omani society’s image among non-Omani such as personal communication, social media, academic institutes, and others. The study recommended the authorities responsible for introducing the Sultanate to prepare communication strategies for its official websites and social media as they are considered valuable resources of information. Along with that, the study recommended paying more attention to communication activities that aim to introduce and market the Sultanate and to employ the elements of the national identity in producing a variety of interactive content that would contribute to the marketing of the Sultanate and in building a good image for it. Additionally, the study recommended conducting more in-depth research related to the image of the Sultanate.
Rahma Harith Nasser Al-Harrasi (Fri,) studied this question.