Построение бренда территорий на основе событийной составляющей
The article deals with the currrent state of place branding in Russia. The author analyses key problems as well as particular cases basing at the marketing approach to place management. Prospective of co-development tourism and grobal brands is considered.
The article looks into the activity of organizations involved in holding film festivals and prize ceremonies. Analyzing the ways of overcoming the so called “pulsating effect”, the author reveals the flaws characteristic of certain structures functioning in this field, determines the array of issues in event-based management and marketing and suggests the methods of improving management practice.
The article is devoted to the problem of borrowing, reproduction of similar constructive and visual-graphical solutions, as well as plagiarism in the field of territorial branding, arising due to a number of factors and conditions of contemporary visual communication, as reflected in the work. This problem is relevant for the perception of visual identification of the target audience and has a direct impact on the existence of a visual brand-identification of the territory in a public space and marketing communications of the brand territory.
This study discusses the advantages and limitations of applying the new analytical framework of “creative atmosphere” to sustainable tourism and development. The main hypothesis is that creative atmosphere providing opportunities for creative projects from both the artistic and commercial points of view, facilitates the development of creative and cultural industries and defines their role in sustainable regional development. Empirical qualitative data were collected at two musical events: Pori Jazz Festival (Finland) and the “September in Tikhvin” festival (Russia). The research identifies both economic and non-economic effects of the cultural events including sustainable tourism development that are influenced by creative atmosphere. Key words: creative atmosphere, cultural events, effects, sustainable tourism