TOURISM IN SOCIAL NETWORKS AS A COMPONENT OF SMART POWER IN MODERN POLITICAL PROCESSES

Abstract

The article considers tourism as a component of the concept of soft power within the framework of implementation of the smart strategy by political actors power. Special attention is focused on the influence of tourism on modern political processes. The heuristic potential of tourism as a policy tool is outlined. an explanation is offered that tourism in social networks is defined as a component of smart power in modern political processes. Tourism represents communicative practices that can be successful in attracting billions of people around the world, and therefore is an ideal platform for positioning the state, its culture, and brand. It is substantiated that tourism is a component of a package of tools used by states that are actively developing in order to mark their soft power in the context of the smart strategy power. Therefore, tourism is an ideal form for the implementation of this strategy, because it is characterized by an appeal to universal values and the ability to «glue» divisions in society. It is determined that the tourism industry fits within the concept of public diplomacy since such events become modern state-centric affairs, providing unique opportunities for states to be under the close attention of television audiences around the world. Tourism is the personification of the image of the purpose and content of public diplomacy, which includes the construction, mass communication of the positive use of the history and culture of the state, political actors. The article is devoted to the study of tourism as one of the socio-cultural mechanisms of maintaining international prestige, establishing feedback with the foreign community, a tool for improving the effectiveness of public diplomacy, increasing its influence on the international space through its cultural, historical and political values. Tourism is examined as a constituent of the soft power concept within the realization of the smart power strategy by political actors. The special attention is paid to the influence on modern political processes by the events. The heuristic potential of tourism as a political tool is outlined. Competent connection of domestic tourist potential as an important complement to the country’s foreign policy will help increase the efficiency of its so-called «soft power». Tourism as a constituent of modern political processes.