Tourism as a Method of “Soft Power” in Modern Diplomacy on the Example of the Russian Federation

Author Name(s): Oleg A. Bunakov, Boris M. Eidelman, Liliya R. Fakhrutdinova, Niyaz K. Gabdrakhmanov
Author Email: nz99nz@yandex.ru

Abstract

In this article authors describe formation of the concept “soft power” and its place in the modern world. Authors come to a conclusion that tourism is that element of “the soft power” which can promote more effective and competent positioning of Russia as benevolent country. Today the tourism industry is a key milestone of applying “the soft power” concept, plunging in particular countries, in particular cultures, in particular national life, the tourist recreates a true picture of the events in the state. Authors note that the Russian Federation needs creation abroad of positive image, for the purpose of applying the «the soft power» concept in the solution of diplomatic questions. In turn, tourism is one of the main methods of the «the soft power» concept and in any a case it is impossible to diminish a tourism role in permission of international issues. Development of the tourism industry promotes not only to increase in a tourist stream and attraction of investments, but also allows creating a positive image of the country and its subjects in the opinion of foreign tourists. Investigating value of the «the soft power» concept, authors came to a conclusion that tourism represents a secret platform for realization of national and public interests on the international scene.

Tourism as a method of “the soft power” in modern diplomacy is, first of all, the tool by means of which the state will be able to tell about itself to the world.

Introduction

By Joseph Nye’s definition, “the soft power” assumes achievement of necessary results due to formation of own attractive image and voluntary will of other participants [1].

Today the tourism industry is a key milestone of applying the «the soft power» concept, plunging in particular the countries, in particular cultures, in particular national life, the tourist recreates a true picture of the events in the state. Sometimes, this picture of the events is various with the picture created by mass media.  Russia is a many-sided country with a huge tourist potential which is important for positioning correctly on the international scene. Importance of the correct positioning of image of the country in 2012 was sounded by Vladimir Vladimirovich Putin at the Meeting of ambassadors. At the moment, large-scale work in this direction is developed: brands of tourist subjects are created, large sporting international events, such as the Winter Olympic Games in Sochi and the Universiade in Kazan, etc. are held.

The Russian Federation needs creation abroad of positive image, for the solution of diplomatic questions. In turn, tourism is one of the main methods of the «the soft power» concept and in any a case it is impossible to diminish a tourism role in permission of international issues. Development of the tourism industry promotes not only to increase in a tourist stream and attraction of investments, but also allows creating a positive image of the country and its subjects in the opinion of foreign tourists.

Conclusion

Leaning on everything aforesaid, it is possible to draw a conclusion that one of bright and effective methods of “the soft power” is tourism which represents a secret platform for realization of national and public interests on the international scene. Tourism as a method of “the soft power” in modern diplomacy is, first of all, the tool by means of which the state will be able to tell about itself to the world.

Acknowledgements

The work is performed according to the Russian Government Program of Competitive Growth of Kazan Federal University.

References

[1] Nye Joseph S. Bound to Lead: The Changing Nature of American Power. N.Y.: Basic Books; 1990, p. 153-171.

[2] Filimonov GY. Topical issues of formation of strategy of “the soft power” in foreign policy of the Russian Federation. The Geopolitical magazine; 2013. № 1.

[3] Cherevichko TV. Turizm as instrument of public diplomacy. History. Mezhdunarodnye otnosheniya; 2014, No. 4.

[4] Nye, Joseph. Soft Power. The Means to Success in World Politics. NY: Public Affairs; 2004.

[5] Bunakov O.A., Zaitseva N.A., Larionova A.A., Suslova I.A. Improoving the training system as a basis for improved management of sustainable development of tourism. Pp. 275-283.

[6] Nye, Joseph S. Think Again: Soft Power. Foreign Policy; 2006. February, 23.

[7] Bunakov O.A. Development of tourism in the region on the basis of cluster approach. Pp. 5104-5106.

[8] Eidelman B. M. and Fakhrutdinova. L. R. Improving of Using of Advertising Technology in Tourism. International Business Management, Vol: 10, Issue: 21, 2016, pp. 5086-5088.

[9] Bunakov, O.A., Rubtzov, V.A. Complexity of positioning in tourism as the basis of its sustainable development. International Business Management; 2016, 10 (21), pp. 5101-5103.

[10] Bunakov, O.A., Zaitseva, N.A., Larionova, A.A., Chudnovskiy, A.D., Zhukova, M.A., Zhukov, V.A. Research on the evolution of management concepts of sustainable tourism and hospitality development in the regions. Journal of Sustainable Development, 2015, 8 (6), pp. 39-44.

[11] Gabdrakhmanov N.K, Rubtzov V.A, Baybakov E.E, Tourism and sustainable development. Academy of Strategic Management Journal; 2016, Vol.15, Special Issue 1, pp.21-26.

1,372 total views, 3 views today

Download PDF File

About the author: admin