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This chapter describes the business goals, purpose, and strategy of public diplomatic services. It reinforces diplomatic organizations’ fundamental bureaucratic administrative culture (Tier 1). The bureaucratic culture of diplomacy is deconstructed, and each of the five layers is described in detail. The authors also explain why focusing on the artifacts and behavior layers are the dominant and essential starting points for analysis in diplomatic cultures. The public service culture (Tier 2) overlays and mediates the bureaucratic culture.

Additionally, the authors describe the influence that political appointees as leaders may play in shaping public service cultures. Next, the authors explain how diplomatic cultures reflect the core values of a state’s culture. Next, the chapter outlines the landscape of external influencing cultures (Tier 3) in diplomacy. Finally, the knowledge, learning, and collaboration (KLC) culture of diplomacy is considered, with opportunities for future growth.

This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2) identifies the countries generating the most social media content.

A total of 1,711,084 posts were collected for analysis, focusing on FIFA World Cup Qatar 2022, XLI Marathon Valencia Trinidad Alfonso 2022 and Davis Cup 2022, with a particular emphasis on the Spain brand. Through Atribus, diverse social media data were recovered and analyzed. Later, we recommended employing various metrics and ANOVAs to address the research questions. Additionally, we conducted a sentiment analysis.

The results show differences between (1) the use and relevance of social network platforms and events and (2) the content generated by different countries. The practical implications offer valuable insights for sports event organizers, destination managers and other stakeholders. The research implications suggest potential avenues for future research based on the observed patterns and behaviors in social media posts related to sports events and Brand Spain.

(1) Some papers have studied the role of sports events’ social media, ignoring the comparison among different social media platforms; (2) usually, previous literature has focused on a single event or sport and (3) although there is considerable research related to the strategic and operational Inés Küster Boluda Inés Küster Boluda role of social media, there is less systematic analysis related to the extent sports events use social media in general and in specific social media platforms and virtually nonexistent studies that employ index measurements.

本研究擬分析就三個與西班牙品牌有關的國際體育賽事而言，體育社交媒體對一個國家的影響。俱體而言，本研究擬探討： (一) 、各體育賽事社交媒體平台的使用和其重要性，以及 (二) 、是哪些國家生成最多的社交媒體內容。

研究人員收集共計1,711,084帖子以便進行分析;其焦點放在2022年卡塔爾世界盃 (即2022年國際足聯世界盃) ，2022年特尼利尼達阿方索馬拉松賽－瓦倫西亞 (XLI Marathon Valencia Trinidad Alfonso 2022) 和2022年台維斯盃;研究人員特別把重點放在西班牙品牌上。研究人員透過 Atribus 重新取得多種多樣的社交媒體數據，然後進行分析。之後，研究人員建議使用不同的度量和方差分析去處理各研究問題，以及進行了情感分析。

研究結果顯示了以下兩者之差異：(一) 、社交網絡平台和比賽項目的使用和關聯，以及 (二) 、不同國家生成的內容。從這個研究發現，體育賽事的籌辦者、目的地管理人員和其它利益相關者，均會獲得寶貴的實務啟示;至於就未來學術研究的路向而言，學者和研究人員或許可觀察關於體育賽事和西班牙品牌的社交媒體帖子裡顯示的模式和行為，從而找到合適的研究路徑。

本研究有以下的貢獻：(一) 、從前的研究多只探討關於體育賽事的社交媒體所扮演的角色，而忽略了要比較不同社交媒體平台的需要;(二) 、過去的文獻通常聚焦於單一的賽事或運動上;以及 (三) 、雖然探討關於社交媒體在戰略上和在操作上所扮演的角色的研究為數不少，但甚少研究、就體育賽事大體使用社交媒體的程度，或使用特定的社交媒體平台的程度進行分析和探討。再者，幾乎沒有學者或研究人員在有關的研究上使用指標測量法;就此三點而言，本研究可說填補了有關的研究空白。

The purpose of this paper is to focus on the perceptions of Qatar’s suitability to act a successful sports event host and, in doing so, look ahead to some of the key organisational challenges facing Qatar leading up to the World Cup in 2022. This paper is framed around the perceptions of nation branding and soft power and draws on the experiences of various key demographics who offer valuable insight into Qatar’s World Cup.

Semi-structured interviews were conducted with football journalists, experienced tournament staff and volunteers, football supporters and expatriates working in the Gulf region. The paper is longitudinal in nature, with data collected between January 2010 and June 2018 including seven FIFA and FIFA-affiliated confederation events, namely, the 2011 Asia Cup in Qatar, the 2011 Gold Cup in USA, the 2014 World Cup in Brazil, the 2015 Copa America in Chile, the 2016 European Championships in France, the 2017 African Cup of Nations in Gabon and the 2018 World Cup in Russia.

The paper uncovers several concerns and considerations connected to hosting a first Middle Eastern World Cup in Qatar in 2022. The findings demonstrate some of the key organisational challenges facing the event which were found to include supporter access, security and the fan experience.

This paper examines Qatar in the context of the 2022 World Cup and its connection to soft power and nation branding. This particular event is so significant, not simply because it is the showcase tournament of the globe’s most popular sport from both a spectator and participation perspective, but because it represents such a notable divergence from previous editions. The majority of preceding World Cups have/will be hosted by highly populated countries with relatively developed football traditions and/or infrastructures. As a change to this pattern, the unique position of Qatar’s World Cup renders it as an important case study. This paper, which examines informed perspectives relating to access, security and diplomacy, provides a number of issues for Qatar’s World Cup organisers to consider.

Sport mega-events have received much criticism of late. However, there has been increasing awareness of the brand-related benefits from hosting a sport mega-event, with their hosting being a deliberate policy for many nations, most notably among emerging nations. One such nation is South Africa, which explicitly stated its nation branding ambitions through the staging of the 2010 FIFA World Cup. Through this single case, this paper aims to identify the unique characteristics of the sport mega-event that were leveraged for benefits of nation branding.

An interpretivist, qualitative study explored the insights of nation brand stakeholders and experts, elicited using in-depth, semi-structured interviews (n = 27) undertaken two to three years after the staging of the event.

Three characteristics of the 2010 sport mega-event were deemed by stakeholders to be unique in creating nation branding opportunities: the scale of the event that created opportunities for transformational development; the global appeal, connection and attachment of the event; and the symbolic status of the event that was leveraged for internal brand building and public diplomacy. The paper proposes that while sport mega-events provide nation branding opportunities, the extent of these benefits may vary according to the context of the nation brand with lesser-known, troubled or emerging brands seemingly having the most to gain.

While acknowledging the critique of mega-events, this paper highlights a pertinent example of an emerging nation that leveraged the potential of a sport mega-event for nation branding gains. It extends the understanding of sport mega-events and their potential for nation branding.

How could a city, a region or a country succeed in its attempt to use sport to (re-)define, position and promote itself? Consequently, what do jurisdictions and brand managers need to consider when using sporting events as a leverage to market themselves abroad? The paper aims to discuss these issues.

This paper draws from a combination of an extensive literature review and secondary data collection in order to build a conceptual framework, entitled the “diamond” of place branding through sport.

Managers and politicians of cities, regions and countries should espouse a holistic approach when developing their place branding strategy through sport. This holistic approach can be articulated around four dimensions: sport, economic, commercial and social.

Drawing mainly from a literature review, with the support of concrete examples, this is a first step within the confines of an exploratory research. A future study could analyze the specific cases of jurisdictions and how these fit within the conceptual framework articulated in this paper.

A place branding strategy through sport should be translated into a socio-economic legacy, with private and public benefits for the community. Ultimately, place branding through sport is one of the components of the overall place branding strategy of a jurisdiction.

Despite the privatization of its various components, the bidding process and the preparations for the Olympics are still initiated and tightly managed by central governments. Moreover, intentionally and unintentionally, governments use mega sports events such as the Olympics as a soft power medium in which to pursue their goals such as economic development and social integration and a lot of literature has already reviewed the economic and sociocultural impact of hosting the event. This chapter argues that the Olympics have been used as the medium to assist in the formation of legitimacy for a weakened authoritarian leader in the early phase of democratization in Korea. In addition, the chapter tries to explain how the bureaucracy contributed to the success of the national event and how it eventually impacted political modernization and the attitude of bureaucrats. To these ends, first, this chapter explores the influence of soft power on international competition by providing an empirical statistical analysis. Specifically, the chapter analyzes the process by which countries compete with one another for the privilege of hosting the Olympic Games as an important field of global interaction between political actors Further, the chapter discusses which components of soft power can affect international competition. To investigate the explanatory power and concrete applicability of soft power theory, the chapter looks at the influence of democratic and government dimensions of soft power on the selection of Olympic host cities and the role of bureaucracy during that process.