Socio-Cultural Strategy

Socio-Cultural Strategy

Cultural Strategies of Public Diplomacy and Soft Power in Sports tourism of the Islamic Republic of Iran

Document Type : Original Article

Authors
mahbobe abedi 1
morteza dosti 2
1 Assistant Professor of Sports Management Department, University of Mazandaran, Babolsar, Iran (Corresponding author).
2 Professor of Sports Management Department, University of Mazandaran, Babolsar, Iran.
10.22034/scs.2022.162619
Abstract
Today, international relations are heavily influenced by cultural factors. Sports play an important role in culture, values ​​and politics. Major sports events provide a good opportunity to realize the goals of public diplomacy and soft power of countries. Despite having several thousand years of history and civilization, the Islamic Republic of Iran has not been able to use sports as a useful and low-cost way to develop international relations, as it deserves. Therefore, the researcher decided to identify the cultural strategies of public diplomacy and soft power in sports tourism in Iran. The current research was conducted in the framework of a qualitative approach and data were collected through semi-structured interviews. The statistical population of the research included 5 people with a doctorate in sports, 5 people with a doctorate in tourism, 7 people with a doctorate in political science, 5 people with executive work experience in the tourism and cultural heritage organization, and athletes with a history of participating in international competitions. Data collection was done by combining library and interview methods. The most important cultural strategies of public diplomacy and soft power in Iran's sports tourism were four components including sports culture, peace and friendship, fundamental values, prestige and international branding. According to the results of the research, it is suggested to use sports
 
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  • Receive Date 10 December 2022