Transnational Recreation Industry and the Modern State

Abstract

The article based on the touristic transnational corporations’ activity in Russian is dedicated to not only negative but also positive sides of interaction between Russian business and power institutions. Talking about transnational corporation in toutistic sphere we should consider at least three factors: internationalization and globalization of intertational tourism; connected with this factor tranformation of transnational corporations’ structure and functions in recreational industry; specificity of so-called «soft power» implementation in the area of state and transnational business interaction. Unification of consumers’ attitudes equally as common cultural values coming from globalization are able to not only simplify the organization of international touristic business but also put to use this business as the channel of “cultural diplomacy”. Herewith the authors are invocating to treat with caution with the concept of “soft power”: commercial aims of touristic companies’ activity predominate over humanitarian duties and balance between state and private interests is not an easy course. This fact set the whole complex of obstacles in analysis of peer interaction especially in forming (or redesigning) and promoting of state image on the world stage. The authors try to overcome these obstacles and show why and whereby resource potential of foreign (needless to say about Russian ones) transnational corporations could be used for forming and promoting of Russian Federation’s positive image on the world stage.

Keywords

• globalization
• international tourism
• transnational corporations
• state
• soft power
• image