The Role of Cultural Values in Relationship Building: Mevlâna (Rumi) in the Context of Cultural Diplomacy and Nation Branding

OpenAlex İngilizce

Cultural diplomacy and nation branding strategies play “a crucial role in shaping a country’s international image. Values that convey universal messages play a pivotal role in enhancing the effectiveness of cultural diplomacy by fostering intercultural understanding and interaction. In this context, Mevlâna, through his philosophy of love, serves as an essential source of soft power for Türkiye. This study examines the influence of Mevlâna’s universal values on foreign visitors’ perceptions of Türkiye and explores their role in Türkiye’s cultural diplomacy and nation branding efforts. This thinker and Sufi mystic, better known worldwide as Rumi, is known in Türkiye as Mevlâna, so this study is based on local usage. In this study, a descriptive and quantitative approach was adopted, with data collected through a questionnaire developed to measure perceptions of cultural diplomacy and nation branding. The findings indicate that the majority of respondents (54.1%) perceive the universal values represented by Mevlâna positively and recognize their contribution to Türkiye’s cultural diplomacy objectives. While Mevlâna’s role in fostering shared meanings and identities within Turkish culture was positively evaluated, the impact was found to be limited among certain groups. Although Mevlâna makes a positive contribution to Türkiye’s national brand image and cultural diplomacy efforts, transforming this influence into sustainable international relationships requires strategic planning and long–term initiatives. As a cultural asset, Mevlâna embodies Turkish–Islamic heritage from a universal perspective and should be leveraged more effectively in the international arena to foster shared meanings and identities.