DAVLATNING IJOBIY IMIJINI YARATISHDA TURIZM VA XALQ DIPLOMATIYASINING STRATEGIK O‘RNI
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https://doi.org/10.5281/zenodo.17998411##semicolon##
xalq diplomatiyasi, milliy imij, turizm diplomatiyasi, raqamli kommunikatsiya, ijtimoiy media marketing, “Nation Brand Hexagon”, “yumshoq kuch”, milliy brend##article.abstract##
Globallashuv sharoitida davlatlarning xalqaro maydondagi mavqei axborot oqimlari, madaniy-gumanitar
hamkorlik hamda jamoatchilik bilan samarali muloqot mexanizmlariga tobora ko‘proq tayanmoqda. Xalq diplomatiyasi
madaniyat, ta’lim, turizm, san’at, ilm-fan va yoshlar tashabbuslari orqali milliy manfaatlarni ilgari surish hamda davlatning
xalqaro imijini shakllantiruvchi “yumshoq kuch”ning muhim vositasi sifatida e’tirof etilmoqda. Tadqiqotda Saymon
Anholtning “Nation Brand Hexagon” modeli asosida milliy brendni mustahkamlash jarayonida turizm diplomatiyasi va
raqamli kommunikatsiyalarning samaradorligi tahlil qilindi. So‘nggi yillarda turizm diplomatiyasining faollashuvi, viza
siyosatining liberallashuvi hamda ijtimoiy tarmoqlardagi tizimli targ‘ibot ishlari mamlakatga bo‘lgan global qiziqishning
ortishiga xizmat qilmoqda. “Yangi O‘zbekiston” taraqqiyot strategiyasi va “O‘zbekiston 2030” konsepsiyasida xalq
diplomatiyasining institutlashuvi milliy imijni mustahkamlashning ustuvor yo‘nalishlaridan biri sifatida belgilangan.
Milliy qadriyatlar va innovatsion kommunikatsiyalar uyg‘unligiga asoslangan ushbu yondashuv Uchinchi Renessans
poydevorining shakllanishiga munosib hissa qo‘shmoqda
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