INTERNATIONAL TOURISM AS A TOOL OF PUBLIC DIPLOMACY: NEW OPPORTUNITIES OF STRENGTHENING FOREIGN INFLUENCE OF UKRAINE
DOI:
https://doi.org/10.17721/apmv.2016.127.1.27-41Abstract
The article examines functional capabilities of international tourism to perform as a channel of «public diplomacy». The author defines the main factors, which in the terms of globalization, transform the world tourist flows into a foreign policy tool of influence. The article characterizes the dynamics of international tourist arrivals in the second half of the XX - early XXI century, which are represented as a global space of social networks and corresponding economic and geopolitical influences. The paper highlights basic approaches of «new public diplomacy» within which social institutions and processes (including tourism) are considered as independent subjects of international relations and important components of «soft power». The study reveals constructive role of tourism in shaping the global rating of «soft power» and the rating of national brands. It is claimed that there’s a direct correlation between tourist attraction and an opportunity to exert «soft» influence. The article grounds expediency of strengthening the promotion of national tourist product as an effective tool of public diplomacy in Ukraine.
The author comes to the conclusion that in the terms of globalization tourism is gaining political weight as a factor in informal international contacts, additional tool to achieve foreign policy interests of the state and basic foundation of public diplomacy and diplomacy can be represented as an operational strategy for the development of national tourism.
Key words: public diplomacy, cultural diplomacy, soft power, international tourism, tourist flows, tourist image, national brand.
References
Kuleba D. Miaka syla – holovna zbroia Ukrainy [Elektronnyi resurs] / Kuleba D. – Rezhym dostupu:
http://tsn.ua/politika/ekspert-m-yaka-sila-golovna-zbroya-ukrayini-340433.html.
Kuleba D. Publichna dyplomatiia – nova zbroia Ukrainy v umovakh hibrydnoi viiny [Elektronnyi resurs] / Kuleba D. – Rezhym dostupu: http://www.eurointegration.com.ua/experts/2015/09/23/7038633/.
Peresunko T. Ukrainska kulturna dyplomatiia: ambitnyi pochatok [Elektronnyi resurs] / Peresunko T. – Rezhym dostupu: http://culture.lb.ua/news/2016/03/02/328751_ukrainska_kulturna_diplomatiya.htm.l.
What is Public Diplomacy? [Electronic resource]. – Way of access: http://uscpublicdiplomacy.org/page/whatpd.
Webster C., Ivanov, S. Tourism as a force for political stability / Webster C., Ivanov, S. // International Handbook on Tourism and Peace / Edited by Wohlmuther, C., Wintersteiner, W., Drava Verlag, Klagenfurt, Austria, 2014. – P. 167-180.
Richter L. Political Instability and Tourism in the Third World / Richter, Linda. // Tourism and the Less Developed Countries / Edited by David Harrison. – New York: Wiley. – 1992. – P. 35-46.
Hall C. M. Tourism and politics: policy, power, and place. Chichester ; New York : Wiley, 1994. – 238 p.
Cherevichko T. V. Turizm kak instrument publichnoj diplomatii / Cherevichko T. V. // Izvestiya Saratovskogo
gosudarstvennogo un-ta. Seriya: Istoriya. Mezhdunarodnye otnosheniya. – 2014. – T. 14, vyp. 4. – S. 93-95.
Zakliuchnyi akt Narady z bezpeky ta spivrobitnytstva v Yevropi – [Elektronnyi resurs]. – Rezhym dostupu:
http://zakon3.rada.gov.ua/laws/show/994_055.
Manil’skaya deklaraciya po mirovomu turizmu (10 oktyabrya 1980 g.) – [Elektronnij resurs]. – Rezhim dostupu:
http://www.businesspravo.ru/Docum/DocumShow_DocumID_33268.html.
Ofitsiinyi sait mizhnarodnoho instytutu myru cherez turyzm – [Electronic resource]. – Way of access:
Tourism highlights. 2015 Edition. UNWTO [Electronic resource]. – Way of access: http://www.unwto.org.
Ignat’eva I. F. Prostranstvo potokov: ehkonomicheskij i geopoliticheskij analiz turizma [Elektronnyj resurs] / Ignat’eva I. F. – Rezhim dostupa: http://www.terrahumana.ru/arhiv/13_01/13_01_21.pdf.
The New Public Diplomacy: Soft Power in International Relations / Edited by Melissen, Jan. – Basingstoke, New York: Palgrave Macmillan, 2005. – 221 p.
New Public Diplomacy in the 21st Century: A Comparative Study of Policy and Practice / Edited by James Pamment – Routledge, 2013. – 184 p.
A Strong Britain in an Age of Uncertainty: The National Security Strategy – [Electronic resource]. – Way of access: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/61936/national-security-strategy.pdf.
Ken S. Heller, Liza M. Persson. The Distinction Between Public Affairs and Public Diplomacy / Ken S. Heller, Liza M. Persson // Routledge handbook of public diplomacy / edited by Nancy Snow, Philip M. Taylor. – New
York – London: Taylor & Francis. – 2009. – P. 225-232.
Nye J. The Future of Power, New York: Public Affairs, 2011. – 320 p.
Rasmussen I. Towards a theory of public diplomacy: A quantitative study of public diplomacy and soft power [Electronic resource] / Rasmussen I. – Way of access: http://sites.tufts.edu/ivanwr/files/2012/06/A-Theory-of-
Public-Diplomacy-Rasmussen-June-2012.pdf.
Pakhomov Iu. M. Systema tsinnostei yak faktor konkurentospromozhnosti krain u hlobalnomu sviti / Pakhomov Iu. M. // Ekonomika rynkovykh vidnosyn. – K., 2008. – №1 (1). – S. 38-45.
Parfinenko A. Iu. Obraz, imidzh, brend rehionu – chynnyky formuvannia konkurentnykh perevah rehionalnoho
rozvytku / A.Iu. Parfinenko // Turystychnyi imidzh rehionu: monohrafiia / za red. A. Iu. Parfinenka – Kh. : KhNU imeni V. N. Karazina, 2011. – S. 10-34.
The Soft Power 30: А global ranking of soft power – [Electronic resource]. – Way of access: http://softpower30.portland-communications.com/pdfs/the_soft_power_30.pdf.
Ufimceva E. I. Rol’ turisticheskoj aktivnosti v processe formirovaniya imidzha Rossii / E. I. Ufimceva // Turizm i kul’turnoe nasledie : mezhvuz. sb. nauch. tr. / SGU. – Saratov. – S. 249-253.
Olins W. Making a National Brand / Olins W. // The New Public Diplomacy Soft Power in International Relations / Edited by Jan Melissen. – Basingstoke, New York: Palgrave Macmillan, 2005. – P. 169-179.
Anholt S. Competitive Identity: The New Brand Management for Nations, Cities and Regions / S. Anholt. – 1st edition. – Palgrave Macmillan, 2007. – P. 20-21.
Anhol’t S. Brend Amerika: mat’ vsekh brendov / S. Anhol’t, Dzh. Hil’dret. – M. : Dobraya kniga, 2010. – 232s.
Tourism highlights. 2015 Edition. UNWTO [Electronic resource]. – Way of access: http://www.unwto.org.
Vyizd hromadian Ukrainy za kordon za krainamy, do yakykh vony vyizhdzhaly, u 2015 rotsi – [Elektronnyi resurs]. – Rezhym dostupu: http://www.ukrstat.gov.ua.
Vizd inozemnykh hromadian v Ukrainu za krainamy, z yakykh vony prybuly, u 2015 rotsi – [Elektronnyi resurs]. – Rezhym dostupu: http://www.ukrstat.gov.ua.
Tourism highlights. 2009 Edition. UNWTO [Electronic resource]. – Way of access: http://www.unwto.org.
Parfinenko A. Iu. Mizhnarodnyi turyzm v Ukraini: heopolitychni aspekty hlobalnoho yavyshcha / A. Iu. Parfinenko // Aktualni problemy mizhnarodnykh vidnosyn. – 2015. – № 126. – S. 12-23.
