EVENT TOURISM AS A FACTOR OF INCREASING RECOGNITION OF THE TERRITORY

Abstract

Aim. To identify the advantages of the development of event tourism in the regions of Russia as a modern trend in territorial marketing. Methodology. The complex application of the methods of comparative geographical and system analysis for the study made it possible to describe the possibilities of the impact of event events on increasing the recognition and development of the territory. To assess the qualitative param-eters of the event potential of Russian regions, the study gave preference to the method of rating estimates. Using the example of the Smolensk region, using SWOT analysis, the factors for the formation of a new tourism product in the field of event tourism are revealed. Results. Based on the results of the study, the main benefits of the development of event tourism compared to other types of tourism were substantiated (obvious economic and social effect, construction and/or modernization of the territory’s infrastructure, promotion of the destination at the global and national level, increase in tourist flow, attracting investors). Optimal directions and effective measures for the strategic development of event tourism in the Russian regions are proposed (to develop a program for the development of event tourism in the regions of the Russian Federation, to diversify the options for event events and their thematic focus, to activate the mechanism for subsidizing event events in the regions, etc.). Research implications. The article outlines the main conditions for the formation (consolidation of the efforts of government authorities at all levels, business and the scientific community, ac-curate targeting of the target audience, careful preparatory work, etc.), essential characteristics (mass, all-season, entertainment, regularity, interactivity) and the main elements event tourism industry (accommodation, food, transport, information, management and personnel support). The need for the development of event tourism has been proven to increase the tourist attrac-tiveness of territories and increase tourist flow, especially during the low tourist season.