Soft Power Phenomenon in Azerbaijan Foreign Policy: A Study on the
Tourism Sector
AGIL MAMMADOV
Department of Economics and Business Administration,
Azerbaijan State University of Economics (UNEC),
Acad. Hasan Aliyev 135. II. Education Building UNEC,
AZERBAIJAN
Abstract: - The concept of power, which is one of the most common discussion topics in the discipline of
international relations, has been examined with many different dimensions, and the soft power dimension has
become an important discussion and study area, especially since the Cold War. Physically, power is the
efficiency achieved by using available forces. By a behavioral definition, power is the ability to change the
behavior of others to achieve desired results.
When we pay attention to the last centuries in the Caucasus, it is possible to say that the situation in the region
has been shaped more by the axis of hard policy formation. Azerbaijan has aimed to produce foreign policy
strategies by keeping the peaceful aspects in the foreground in the foreign policy formation process from its
independence to the present day. While doing this, tourism emerges as a soft power element in foreign policy.
One of the main problems of Azerbaijan's foreign policy after independence has been the Karabakh problem.
Azerbaijan's gaining sovereignty after the 44-day war with Armenia in 2020 has led to the emergence of new
opportunities. The natural beauties, historical artifacts, and cultural riches, which were liberated from the
occupation after the 44-day war in the autumn of 2020, reveal the importance of tourism in Azerbaijan.
Another important problem of the Azerbaijani economy is the country's dependence on oil. Tourism can play
the role of an alternative economy for diversifying the economy.
Considering these factors, the present study aims to reveal the soft power tendency in Azerbaijan's foreign
policy-making process. In the process of scientific creation of the study, research was made based on the
official data of the State Statistical Committee of Azerbaijan.
Key Words: - Soft Power, Soft Power Phenomenon, Foreign Policy, Tourism Sector, Azerbaijan.
Received: August 17, 2021. Revised: May 29, 2022. Accepted: June 13, 2022. Published: June 24, 2022.
1 Introduction
Military forces are used by states to ensure their
security, combat threats, and achieve their
objectives. Economic power is frequently a
straightforward and time-consuming use of power.
However, employing soft power is a tough and
time-consuming task that is contingent on the
acceptance of the target audience. It is slower, more
common, and heavier to use soft power sources than
it is to use hard power sources. When soft power is
used successfully, however, the benefit is more
permanent and long-lasting.
To improve their image favorably in the eyes of
target countries, states create economic development
support programs and pursue a constructive and
active foreign policy approach. Countries that spend
in the right way on public diplomacy have a positive
image, which increases the likelihood of attaining
the intended outcomes.
The history and culture of a state, as well as its soft
power, are factors that greatly affect its foreign and
domestic policy, its place in the international
system, and its prestige.
Tourism is seen as a tool in the study in terms of
resolving long-standing conflicts in the region based
on peaceful methods. Tourism will play an
important role in establishing functional relations
and diversifying the economy.
The tourism sector constitutes an important service
sector for Azerbaijan. Especially in recent years, the
large imbalances in oil and natural gas prices have
further strengthened the interest and relevance of the
tourism sector in our country.
After the 44-day war in 2020, as soft power, it
seems like an alternative to end the conflict between
Azerbaijan and Armenia as quickly as possible and
stabilize the region. It is expected that the
establishment of the relationship between soft power
and tourism based on solid foundations will lead to
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an increase in the number of tourists coming to
Azerbaijan.
2 Literature Review
Foreign policy analysis, which focuses on the
consequences of decision-making processes on
foreign policy outcomes, ignores the question of
how decision-maker’s preferences and behaviors are
established during the creation of foreign policy.
Emphasizing that decision-making processes are as
important as foreign policy outcomes to understand
and make sense of international politics, foreign
policy analysis examines the processes that affect
the behavior of decision-makers, while also
focusing on how states use and evaluate their power
tools. It is known that in the field of international
relations, disputes around the concept of power
make up a significant portion of the literature. Many
times, the components of the idea of power have
been stated, and these components have been
divided into "hard" and "soft" power tools. Soft
power, which has grown in importance after the
Cold War, has been said to be deployed by Western
democracies, particularly the United States. From
this perspective, it has been argued that these
nations can generate consent spontaneously as a
result of the appeal of the values they defend,
without the necessity for economic or military
consequences or the ability to use force [1].
The concept of soft power is a concept that entered
the international relations literature in 1990 with
Nye's work "Bound to Lead - The Changing Nature
of American Power" [2].
However, although the concept is quite new, the
discussion of the phenomenon described through the
concept in the literature on international relations is
not new. The power over these ideas was mentioned
in the book titled "The Twenty Years' Crisis 1919-
1939: An Introduction to the Study of International
Relations", which was written by Carr in the period
from the World War I to the World War II and
published for the first time in 1939. It was also
emphasized that when evaluated for political
purposes, it was not less important than military and
economic power [3].
As Melissen states, Carr's very old argument was
transferred to Nye's recently produced terminology,
so that hard power and soft power are inextricably
linked, and among the international relations
theorists, Carr was the first to grasp and show the
strategic importance of soft power in terms of
foreign policy [4].
After Carr, theoretical studies that count soft power
elements, which Nye would call later, among the
power elements, were frequently encountered within
the realist school. Morgenthau, in his work titled
“International Politics” published in 1948, included
qualitative elements such as national character,
national morale, and the quality of diplomacy in
addition to quantitative elements such as geography,
natural resources, industrial capacity, military
readiness, and population among the elements of
national power [5].
Nye defined the concept of soft power by comparing
it with the concept of hard power. It is often
possible to have others change their utilizing hard
power, such as military power and economic might,
accompanied by threats. Whereas, soft power is the
ability to get what you want by attracting the other
rather than having the other paid a price [6].
According to Nye, it is possible to talk about three
potential soft power sources. The first of these
sources is culture. While fields such as literature,
art, and education are more important in influencing
the elites of the target actor, popular culture
focusing on mass entertainment can be considered
important in guiding large segments of the public.
The second potential source of soft power is
political values, and the third is foreign policies.
When the three potential sources of power are seen
as attractive by the target, accepted as legitimate,
and have moral authority, they can turn into real
sources of soft power [7].
There are many publications in the literature that
classify the sources of soft power by deepening
Nye's tripartite distinction on the sources of soft
power (culture, political values, and foreign
policies). For example, McClory presented culture,
management, diplomacy, education, and economic
activity/invention as basic soft power categories [8].
Especially as a result of developments in the field of
information-communication, the values that states
have and represent, their historical and cultural
heritages with global appeal, their capacity to
produce new cultural elements, and the general
sense of acceptance that foreign policy actions are
"legitimate" have also gained importance. Soft
power, which is very difficult to measure in
concrete terms, is based on the ability of the actors
in the international system to persuade others, and
the actor who intends to use soft power as an
international policy tool must be credible in this
framework [9].
Soft power is defined as the power to influence the
decisions of other countries by persuasion or
attraction without any overt threat. The effect of the
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attraction created by a country on other countries
can appear in the form of voluntary obedience,
adoption, inclination, and imitation [10].
3 Methodology
The methodological basis of the study will be the
use of a functionalist instrumental approach to
solving a specific problem that examines all tools in
terms of usability. Soft power instruments are
accepted as a tool (means) to attain the objectives in
international relations. Due to the originality and
complexity of the stated problems, systematic and
institutional methods will also be applied during the
study. The systems approach provides an
opportunity to examine in detail the role and
importance of “soft power” instruments in modern
Azerbaijani foreign policy.
4 Tourism Activities in Azerbaijan
and Digital Review
Fig. 1: Number of foreigners visiting Azerbaijan for
tourism
Source: [11]
The number of visits by foreigners to Azerbaijan for
the years 2010-2020 is given in Figure 1. As can be
seen from the table, the number of tourists visiting
the country in 2010 was 1,279.8 thousand. The
largest tourist influx in 2010-2020 was recorded in
2019 with 2,863.5 thousand people. In 2020, there
were 519.4 thousand people.
Table 1. Number of foreigners visiting Azerbaijan
by country
Countries
2017
2018
2019
2020
Total
2696745
2849592
3170373
795
722
Russian
Federation
854 331
880 029
932 984
225
201
Georgia
538 213
610 556
725 465
184228
Iran
363 528
241 124
255 628
72783
Turkey
301 924
291 499
316 628
160
504
Great Britain
31 751
29 417
36 914
7 051
Ukraine
57 818
57 707
59 116
6 953
Kazakhstan
36 360
37 824
47 551
8 498
USA
15 178
17 516
18 787
2 604
Germany
16 319
17 200
20 509
3 531
Uzbekistan
18 795
18 306
23 507
5 283
China
10 274
15 730
25 542
1 532
Israel
15 385
40 158
47 056
4 238
Turkmenistan
17 101
28 305
52 127
8 257
Belarus
13 119
13 024
14 844
6 036
India
14 244
39 051
65 118
12 769
France
6 959
7 903
9 101
1 506
Italy
10 133
11 035
12 259
2 820
Pakistan
17 579
41 307
46 602
7 773
Netherlands
4 703
5 892
6 104
1 143
Qatar
7 896
12 461
10 472
1 567
Tajikistan
2 434
2 246
3 453
1 483
Iraq
62 547
67 514
50 723
5 186
Egypt
2 148
3 711
5 775
1 134
Saudi Arabia
33 312
73 284
107 230
11 945
United Arab
Emirates
102 498
94 031
68 346
7 951
Kuwait
16 481
29 803
30 303
7 076
Bahrain
5 628
11 422
8 104
1 746
Other countries
35 594
44 253
40 319
5 431
Source: [11]
As can be seen from Table 1, the number of
foreigners and stateless persons visiting Azerbaijan
in 2016 was 2,248,773. In 2020, this figure
decreased to 795,722 people. So, in 2020, 64.6
percent or 1,453,051 fewer tourists visited
Azerbaijan compared to 2016. The highest tourist
influx in 2016-2020 was 3,170,373 people in 2019.
In 2020, the largest number of 795,722 tourists, that
is, 225,201 people or 28.3% of the total number of
visitors came from the Russian Federation; 184,228
people or 23.2 percent - the Republic of Georgia;
160,504 people or 20.2 percent - the Republic of
Turkey; 72,783 people or 9.2 percent - the Islamic
Republic of Iran. Furthermore, 16,953 people came
from Ukraine, 12,769 people - India, 11,945 people
- Saudi Arabia, 8,257 people - Turkmenistan, 8,498
people - Kazakhstan.
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Table 2. Division of the purpose of the visits of
foreigners and stateless persons to the country
Source: State Statistical Committee of Azerbaijan
2017
2018
2019
2020
Total number of foreign
citizens visiting
Azerbaijan
2696,7
2849,6
3170,4
795,7
Total number of foreign
citizens visiting
Azerbaijan for tourism
purposes
2454,0
2605,3
2863,5
519,4
recreation, entertainment
tourism
839,3
1042,4
1164,0
164,9
business tourism
834,4
787,4
850,5
177,5
medical tourism
49,1
63,1
63,9
10,4
religious tourism
14,7
15,3
16,6
3,0
visit of relatives, friends
674,9
651,6
719,9
133,2
for other tourism purposes
41,6
45,5
48,6
30,4
for other purposes
242,7
244,3
306,9
276,3
Fig. 2: Division of foreign tourists and stateless
persons visiting Azerbaijan in 2020 for visit
Source: [11]
The purpose of visits of foreigners and stateless
persons to Azerbaijan for 2014-2020 is shown in
figures in Table 2, and in percent in Figure 2. As
can be seen from the table, the number of visitors
visiting Azerbaijan for touristic purposes was
2,159.7 thousand in 2014. In 2020, it amounted to
519.4 thousand people. So, in 2020, compared to
2014, the number of tourists decreased by 75.9
percent, or 1,640.3 thousand people. According to
this indicator, the most tourists came to the country
in 2019 - 2,863.5 thousand people. So, in 2020, the
number of tourists coming for recreation and
entertainment was 164.9 thousand people. This
accounted for 31.7 percent of total arrivals. The
number of visitors visiting Azerbaijan for business
tourism was 177.5 thousand people or 34.2% of
total visitors; for treatment - 10.4 thousand people;
for religious tourism - 3.0 thousand people; for
visiting relatives and friends - 133.2 thousand
people; for other tourism purposes - 30.4 thousand
people. As you can see, tourism is mostly based on
recreation and entertainment activities, business
activities, and people visiting their relatives and
friends.
Fig. 3: Structure of persons accommodated in hotels
and hotel-type establishments in 2020, in percent
Source: State Statistical Committee of Azerbaijan
Figure 3 shows the number of local and foreign
tourists staying in hotels in the country in 2020 as a
percentage. With the help of figures provided by the
State Statistical Committee of Azerbaijan, it is
possible to assess and analyze the tourism potential
of Azerbaijan in general.
Health Tourism
Among the national natural resources of the country,
recreational resources (mineral waters, healing mud,
climate, etc.) and infrastructure have economic and
social importance. The possibility of using these
resources for medical and health tourism purposes is
measured by providing the relevant economic
factors (finance, production, personnel, etc.). With
the use of natural spa-health resources, it is possible
to treat chronic diseases, rehabilitate patients after
clinical treatment, prevent rehabilitation and health,
and take recreational measures. Mineral waters,
various mud types, naphthalene oil, iodine-bromine,
salt lakes, climate-landscape, and sandy beaches are
examples of such natural healing resources [12].
2%
0.6%
25,6%
34,2% 31,7%
5,9%
1.Treatment purpose
2.Religious visit
3. Visiting friensd and
relatives
4. Busuness purpose
5. Leisure, recreation
purpose
6. Other tourism
purpose
60%
40%
1. Country citizens 2. Foreign citizens
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In general, the international promotion of resort
tourism products in Azerbaijan, the adjustment of
prices to the market for competing countries, their
promotion on the online platform, and the
implementation of the SMM strategy in this area
would have a greater economic impact. In the
preparation of package tours especially to Naftalan,
Galaalti Hotel & Spa, Yengija, Duzdagh, and
Lankaran Springs Wellness Resort, it is important to
present short, medium, and long-term products and
to promote them internationally. At the same time,
increasing the range of Naftalan oil-based cosmetic
products and branding them accordingly will
increase the demand for these products [12].
Shusha is very popular in our country as a climate
treatment center. It is said to be superior to Davos
Health Center in Switzerland due to the city's dry
and clean air and the healing properties of
ultraviolet rays. On the other hand, the natural
mineral waters of Shirlan and Turshsu in Shusha
and the priceless mountain views have been factors
that increase the tourism potential of Shusha [13].
Religious tourism
Religious tourism, one of the oldest forms of
tourism, has been associated with people's religious
beliefs and encourages them to travel. This area is to
meet the religious needs of people of different
religions and to encourage them to travel and visit
holy places to ensure their comfort. Lankaran
district is rich in cultural and historical artifacts.
There are also many religious centers. Religious
centers in the region are visited by believers during
various religious ceremonies and holidays. In
particular, the people living in the Lankaran
economic region are adherents of religious traditions
and customs. The interest of foreign tourists in such
places has been proven in international practice.
From this point of view, the development of this
type of tourism in the region is inevitable [14].
Historical Tourism
The main source of Azerbaijan's historical tourism
is its rich historical and cultural heritage. Azerbaijan
is one of the ancient human settlements.
Azerbaijan's historical heritage and beauty, along
with its natural resources, have attracted
international attention. This potential country is
distinguished by significant infrastructure - roads,
economic, and financial opportunities for travel.
A detailed picture of the historical and cultural
monuments of Azerbaijan is reflected in the list of
real estate historical and cultural monuments on the
territory of the Republic of Azerbaijan under state
protection. More than 6,300 monuments are named
here. Historical and cultural monuments testify to
the historical development of the country.
The preparation and analysis of the general
chronology of more than 430 historical and cultural
monuments of the world and national importance in
Azerbaijan demonstrate their dynamics and
connection with the historical period. Icher Sheher,
together with the Palace of the Shirvanshahs and
Maiden's Tower, Gobustan State History and Art
Reserve, as well as Khan Palace and the historical
center of Shaki, are on the UNESCO World
Heritage List. Baku-Absheron, Guba-Khachmaz,
Shirvan, Sheki-Zagatala, Ganja-Gazakh, Karabakh,
Nakhchivan, Javad-Salyan, Lankaran-Astara, as
well as the Caspian Sea, can be considered a
historical tourist destination of Azerbaijan [15].
Haydar Aliyev Foundation
Moreover, Haydar Aliyev Foundation, which has
been operating as a public institution since 2004,
continues its multifaceted activities not only in
Azerbaijan but also abroad. In recent years, the
Foundation has restored the Cathedral in Strasbourg,
France, the monuments in the park of the Palace of
Versailles in Paris, France, and the tombs of St.
Peter and Marcelina in Rome, Italy. The Heydar
Aliyev Foundation has modernized several
educational institutions in the Netherlands, Russia,
Pakistan, Georgia, Romania, Egypt, and other
countries, supported the protection of the intangible
cultural heritage of African countries, and signed
dozens of global and advanced projects such as the
Gabala International Music Festival. The victory of
the Azerbaijani representatives in the Eurovision
Song Contest 2011 and the activity of the
foundation during the first European Games in Baku
were at the forefront. At the same time, the
Foundation is active in various fields for the
formation of Azerbaijan's image in the international
arena [16].
5 Conclusion
The concept of soft power has become a concept
that has made a name for itself on academic and
political platforms in recent years. It has been
frequently encountered that simultaneously having
soft power is defined as a criterion of success at the
level of international relations. The measurement of
a power category, which is used so intensely and
presented as a measure of success in the foreign
policy of states, has naturally become a subject that
is included in international relations studies. In this
context, many classifications have been made on the
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sources of soft power, and different methodological
experiments have been attempted on the
measurement of soft power.
To increase the population of Azerbaijan over other
countries, the tourism industry can also be used as a
soft power tool. To do this, Azerbaijan needs to
ensure its national security. Because, first of all, the
basic condition for the realization of the tourism
event is security. If there are wars, internal conflicts,
and political turmoil in a country or region, there is
a serious decrease in tourist arrivals to that area. The
stability of the number of tourists visiting a country
can also give a clue about the security and stability
of that country. From this point of view, it is a soft
power tool that determines the statistics of the
country's tourism data and the perceptions about the
security of the country. In other words, tourism
activities feed the soft power potential of countries.
At the same time, the soft power potentials of
countries also feed tourism activities.
The main objective of the study is to emphasize the
importance of the small state in terms of
diversifying its foreign policy strategies.
With the resolution of the Karabakh problem to a
great extent, the possibility of soft power elements
to replace hard policies in the region is revealed.
When we examine the data of the Azerbaijan State
Statistical Committee, we can see that the number of
tourists increased even more in the period before the
pandemic.
The geopolitical position of Azerbaijan and its
favorable climate show that significant
improvements can be made in this sense.
Besides, the tourism sector is important for
Azerbaijan in terms of diversifying the economy
and the development of the non-oil sector. The
tourism sector will play an important role not only
in foreign policy but also in reducing the budget's
dependence on oil.
It is also possible to state that soft power is a
process that should be evaluated by the countries of
the region in terms of preventing war and
maintaining peace.
It is possible to express the attractiveness factor in
foreign policy and to use tourism as a tool in this
respect as an important process.
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