Вовлечение жителей в сопроизводство масштабных событий как инструмент развития маркетинга территорий

M. : -, 2022.

Sazhina A., Кузменко Ю. Г., Окольнишникова И. Ю.

The monograph considers the theoretical aspects of involving residents in the coproduction of mega events as an effective tool for place marketing. The authors propose and substantiate mechanisms for increasing the attractiveness of territories by involving residents in the organization and holding of mega events, which forms their involvement and contributes to increasing the value of the territory in the eyes of the general public.

The monograph specifies the types of coproduction, and also substantiates the possibility of applying the principles of interaction marketing, event marketing and the concept of coproduction in the development of territory marketing tools. A methodical approach to modeling the processes of involvement and assessing the degree of readiness of residents in the process of coproduction is proposed, a model is formed and tested to identify the degree of readiness of residents to participate in the co-production of large-scale events. The authors proved the expediency of using a phased algorithm for involving residents in coproduction to ensure the operational management of the marketing activities of the territory, aimed at increasing its competitiveness.

Keywords: place marketing, жители, residents, маркетинг территорий, coproduction, сопроизводство, mega events, масштабные события