Tourism Diplomacy Co-creates and Reshapes Perceptions in Tourist-Host Relationship

This study examines the role of tourism diplomacy in promoting regional peace from the perspective of the tourist-host relationship. The aim is to assess whether tourism improves or erodes links between two geopolitically connected countries that have been involved in conflicts. Based on interpretive paradigms, the findings confirm that tourism constitutes a form of soft diplomacy promoting mutual understanding. Determining factors of current and future tourism diplomacy are identified: (i) economic dependence, (ii) an open atmosphere, and (iii) physical and psychological distance. Furthermore, the proposed frameworks highlight that the tourist-host relationship extends to a broader social sphere. Additionally, it is suggested that the tourist-host relationship should be expanded to include both parties; the previous host becomes the traveller, and vice versa.