Abstract
Research background: When it comes to conducting international events in a country with a small open economy, the issue of assessing the ratio of costs of the event to subsequent economic effects is relevant. If the evaluation of short-term revenues in the country is quite realistic, then quantifying the long-term effect on a country’s image is much more difficult, and directly related to the concept of soft power and its evaluation as a neutral instrument in international relations. The study was based on the concept of soft power and its instrument, such as the international image of the state, the improvement of which is possible by conducting various events of an international level. Purpose of the article: The opportunity was of interest to assess the effect of using one of the neutral tools of the so-called soft power, such as holding international sports events. Methods: To test hypotheses, time series models were used on the example of Belarus data. Also, for Belarus, the Soft Power Index was calculated according to the methodology of the Moscow School of Management Skolkovo and the British audit and consulting company Ernst and Young. Findings & Value added: The conclusion is confirmed that the holding of sports events of an international scale directly affects the increase in indexing in the search queries of keywords characterizing the country, which in turn through the components of the globalization index positively affects its values for the country. Also, the holding of sports and cultural events has a positive effect on the influx of foreign tourists into the country.
Highlights
IntroductionThe ability to influence other states in order to realize their own goals through cooperation in certain areas, aimed at persuading and forming a positive perception
The concept of soft power first appeared in the 1980s in the work of the renowned American political scientist, leading expert on international relations, as well as Professor of the Harvard Institute of Public Administration Joseph Nye
Soft power is the ability to shape the preferences of others, or the ability to make others want what you want by being drawn to your culture and ideology
Summary
The ability to influence other states in order to realize their own goals through cooperation in certain areas, aimed at persuading and forming a positive perception. He spoke about the fact that the soft power of the country is a key element of governance and relies on resources of culture, values and politics [1, 2]. When artificially promoting the country's image, it is planned to carry out various measures: advertising, informational, which are aimed at improving the international image of the state, i.e. we are talking about a purposeful and deliberate policy of soft power. One can mention the education system, including university rankings, academic mobility programs, tourism and sports, and migration policy
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