Soft power, tourism
A country with strong global influence is more effective in attracting tourists, garnering investments, exporting products, drawing in talented workers, and getting one’s way in foreign policies. Such geopolitics is conducted through military and economic means, often known as “hard power.” It is also conducted through affective and symbolic means or “soft power” (Nye 2004).
Soft power is transmitted through culture, political values, and foreign policies in geopolitical competition. It is about winning the hearts and minds of people around the world. The goal is to get others to tacitly accept, emulate, and aspire to the country’s values, beliefs, and agenda. A country has strong soft power if global audiences empathize and feel sympathetic toward it. Global pop cultures, national promotion institutions (e.g., British Council, Goethe Institute), international newspapers, and developmental aid are some soft power channels.
Soft power, exemplified through tourism, is most effective when...
KeywordsForeign Policy Soft Power Country Image Public Diplomacy Place Brand
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