Residents’ coproduction activities as the basis of urban development: the case of the Football World Cup in Volgograd

2018. No. 07/URB/2018.

Sazhina A.

Coproduction is a practice that encourages active interaction between customers and producers in creating products, services or events. In the urban management framework the above-mentioned concept is just starting to be put into practice and is characterized by the involvement of residents in different city activities' organization including mega events managed by local authorities. The new types of interaction between residents and authorities include participation of residents as volunteers in organization and carrying out of different city events and activities, mass collaboration or crowdsourcing, crowdfunding, recommendations to external stakeholders, couchsurfing, and slum tourism. The article examines the theoretical aspects of coproduction concept introduction in urban development, describes the types of interaction between residents and local authorities as well as the benefits of this interaction. The author has developed and empirically verified a conceptual model for willingness assessment of residents to participate in coproduction of mega events based on the example of the city of Volgograd which hosted one of the Football World Cup stages.

Keywords: place marketing, residents, coproduction, urban development, mega events

Publication based on the results of: Опрос жителей г. Волгограда (участника Чемпионата мира по футболу FIFA 2018) в рамках подготовки диссертационного исследования на тему «Сопроизводство в маркетинге территорий в сфере туризма как источник совершенствования деятельности продвижения городов» (2018)