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Il turismo come strumento di diplomazia pubblica

Patrizia Laurano

Abstract


The paper examines tourism as a tool of public diplomacy, an open diplomacy of governments on the world stage throught to the use of mass media. In the era of global communication, the power of a state is also defi ned by their reputation and their image in the international public opinion. Today, the governments use the tools of soft power rather than hard power to achieve their objectives. All nations use a marketing operation to «sell» their brand to attract economic investment, to form political alliances, to attract tourists. The tourist image of a country is essential and must be carefully constructed. In this paper there are several examples of branding operations (from Israel to the former communist countries of Central Europe) and particular attention is to defining and distinguishing between the terms used in this new field of study, halfway between sociology, marketing, politics and tourism.

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Rivista di Scienze del Turismo. Ambiente Cultura Diritto Economia
Registered by Tribunale di Milano (15/09/2008 n. 530)
Online ISSN 2037-7908 - Print ISSN 2037-7916


Executive Editor: Nicola Boccella - Associate Editor: Azzurra Rinaldi
Editorial Staff: Andrea Billi - Patrizia Laurano - Antonio Magliulo - Angelo Quarto
Editorial Board: Alberto Abruzzese (Iulm Milano), Victor Aquino (Universidade de São Paulo), Sergio Arzeni (Ocse), Piero Barucci (Università degli Studi di Firenze), Nicola Boccella (Sapienza Università di Roma), Michael Crang (Durham University), Anya Diekmann (Université Libre de Bruxelles), Renato Guarini (Sapienza Università di Roma), Roberto Grossi (Federculture), Han Yong Liang (Zhejiang University), Jorge Lozano (Universidad Complutense de Madrid), Michel Maffesoli (Université Paris-Sorbonne), Vanda Perretta (Sapienza Università di Roma), Marina Righetti (Sapienza Università di Roma), Azzurra Rinaldi (Unitelma - Sapienza Università di Roma), Irene Salerno (Sapienza Università di Roma), Pasquale Sandulli (Sapienza Università di Roma), Manuel Valenzuela (Universidad Autónoma de Madrid)