Regional Aspects of the ‘Soft Power of Tourism’ in the Context of Globalization through the Example of an International Organized youth Environment

The presented study analyzes the phenomenon of the ‘soft power of tourism’ as one of the specific modern phenomena in expanding the boundaries of international exchange.

Aim. The authors attempt to determine the role of young people as the subject of the ‘soft power of tourism’ in the context of globalization, with a particular focus on the development of this process in specific Russian regions.

Tasks. In the geopolitical environment that has developed over the past decade, it is important to solve the problem of defining soft power and identifying the boundaries of its application. On the basis of this theoretical foundation, this study resolves the issue of developing strategies for soft power application in completing the priority objectives of the society and the state.

Methods. In spite of the increasingly obvious tendency towards the transition of youth relations and tourist contacts into the domain of international politics and public diplomacy, in practice there are strong regional imbalances associated with the different level of opportunities for the youth environment itself. This approach makes it possible to draw attention to the problems of examining the channels for receiving feedback from foreign young people in the context of regional development.

Results. The study addresses certain problems of building the image of territories in the regional aspect as a result of this interaction within the framework of Russia’s foreign cultural policy and identifies the major problematic aspects and factors that characterize the prospective role and place of an organized youth environment as a relevant instrument of the ‘soft power of tourism’ and a mutual regional influence channel in the international exchange system.

Conclusions. Exploration of the phenomenon of the ‘soft power of tourism’ opens up new opportunities for intercultural and international interaction, economic and cultural cooperation.

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