Investigating the Impact of Perceived Media Diplomacy on Tourism Industry (in Persian)

Purpose: The purpose of this research was to identify the relationship between media diplomacy and dimensions of the tourism industry from the viewpoints of experts and media proprietors. Methodology: To achieve the mentioned purpose, this research was conducted through quantitative approach using statistical regression tests. The statistical population included official experts and media proprietors. The sample size consisted of 250 individuals, and the sampling method was non-probability and purposive. Findings: Based on the results, six indicators of the tourism industry including foreign investment, health tourism content creation, urban symbols branding, soft power, feeling of security and urban identity have been counted. The results of data analysis show that most dimensions of the media diplomacy influence the tourism industry. Originality: This research develops the existing literature in the field of tourism by presenting a media diplomacy evaluation model based on the indicators of the tourism industry and helps to identify the characteristics of media diplomacy effectiveness. Implications: Rrecommendations of the current research include the preparation of tourism re-education texts on the bases of media indicators, the establishment of a tourism university and related fields such as tourism journalism, and the development of tourism knowledge of tourism officials and planners based on media approaches.