Событийный маркетинг как инструмент привлечения жителей к массовым мероприятиям: кейс Чемпионата мира по футболу — 2018 в Волгограде

РИСК: Ресурсы, информация, снабжение, конкуренция. 2020. № 1. С. 55–58.

Sazhina A., Колотилина И. А.

The article analyzes such a marketing tool as event marketing, organization of mega events in particularly. A typology of mega events based on their substantive attributes is presented. The authors assess the advantages and disadvantages of organizing mega events. Despite the fact that the holding of largescale events is traditionally associated with increasing the attractiveness of the places, an analysis of real practices shows that many residents refuse to support these events. The purpose of this article was to analyze the willingness of residents to support mega events, as well as to identify the causes of dissatisfaction of residents with these events on the example of an empirical study of residents of Volgograd, in which one of the stages of the 2018 World Cup took place. Lacks of the interest to football in general as well as lack of the interest to 2018 World Cup were among the main reasons for the residents’ unwillingness to support World Cup in Volgograd. Positive attitude to Volgograd city and football had a great influence to the residents’ willingness to support the 2018 World Cup.

Keywords: маркетинг, marketing, жители, residents, событийный маркетинг, 2018 World Cup, mega events, event marketing, массовые мероприятия, ЧМ по футболу 2018