Маркетинговая оценка готовности жителей поддерживать масштабные городские мероприятия в сфере туризма

Вестник Удмуртского университета. Серия Экономика и право. 2017. № 6. С. 58–64.

Sazhina A.

Mega events are an incentive for various city changes. The organization of such events presupposes complex decision-making processes and the consolidation of various socio-economic resources of all stakeholders, the most important of which are residents, as the main taxpayers and the labor of cities. In order to ensure the effectiveness of the implementation of mega events activities in the field of tourism, first of all, it is necessary to enlist the support of the people directly. For this purpose, it is necessary to study in detail the moods and opinions of residents, their willingness to accept tourists and the desire to support the organization and conduct of various city events. One of the most common ways of including residents is the process of interaction with other stakeholders is the implementation of the coproduction concept. The author of this article has developed and empirically verified a conceptual model of assessing the willingness of residents to support mega city events in the tourism industry, which allows assessing the influence of various factors on the willingness of residents to participate in different types of coproduction (volunteering, crowdsourcing, giving recommendations and coachsurfing). In order to process the results of the study, the statistical package SPSS-22 was used. The result of the regression analysis was the verification of four hypotheses of the study, each of which was confirmed.

Keywords: туризм, жители, residents, tourism, маркетинг территорий, mega-events, coproduction, маркетинг туризма, маркетинговая оценка, масштабные мероприятия