Исследование практики социокультурного брендирования территории на основе фестивального движения

Abstract

The purpose of the study is to substantiate the potential of the festival movement in the process of sociocultural branding of the territory. The scientific novelty of the research lies in the fact that: a comprehensive study of the problem of socio-cultural branding of territories by means of the festival movement has been carried out in the historical, theoretical, organizational aspects; the specific characteristics of the regional festival movement are highlighted, its role in the process of socio-cultural branding of the territory is substantiated; the problem of theoretical analysis of the potential of the festival movement as a factor of socio-cultural branding of the territory at the regional level is posed, the conditions for the development of the festival movement on the territory of a particular territory are substantiated. As a result, it was concluded that it is necessary to intensify the festival practice at the regional level as an effective technology of territorial positioning.