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Article
IMPACT OF TOURISM ON NATIONAL SOFT POWER
Virginija Jureniene, Skaiste Jurene
ABSTRACT. The article presents and analysis of the concept of soft powerand cultural tourism and Lithuania tourism situation in 2017-2018. In order to analyse the influence of tourism on soft power in the case of Lithuania, a comparative statistical analysis method and qualitative research (interview) was carried out. Results shows that Lithuania carries out the following three types of cultural tourism: local, inbound and outbound. All these three types of tourism are seen as growing throughout the period of 2014-2016. Hovewer, the research did not reveal the fact that cultural tourism had a direct impact as art on the country's soft power. But, cultural tourism uses cultural heritage, cultural events (festivals), art exhibitions, etc., by creating tourism products; therefore, it can be stated that cultural tourism can be a channel (carrier) of the country's soft power. Thus, tourism has an indirect impact on the country's soft power.
KEYWORDS: impact, tourism, soft power, values, Lithuania.
JEL classification: Z3.