Affiliation:
1. Department of Entrepreneurship, GITAM University (Deemed), Visakhapatnam, India
2. Department of Operations, GITAM University (Deemed), Visakhapatnam, India
Abstract
Soft power, which includes culture, political principles, and diplomatic strategies, aims to influence people's opinions around the world. An honest example of the usefulness of soft power is tourism. This bibliometric research investigates the function of soft power in the growth of tourism over the last 10 years. In addition to examining common terms and topics associated with tourism and soft power, the study identifies prominent writers, works, governments, and affiliations in this field. The study uses a dataset comprising 124 documents written by 266 researchers from 34 nations, highlighting China's pioneering role in this field. The interconnection of soft power, tourism, and associated elements is illustrated using thematic and co-occurrence analysis. The study offers managerial and theoretical ramifications, giving scholars, decision-makers, and practitioners useful information about how to use soft power in the context of tourism.
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