РОЗВИТОК ПОДІЄВОГО ТУРИЗМУ ТА ЙОГО ВПЛИВ НА ПРОСУВАННЯ ТЕРИТОРІЇ

Abstract

Today, most European destinations consider the event tourism organization as a tool for socio-economic development. The tourism industry development contributes to the income sources diversification in the territories budget, which in combination with other sources can be a factor in shaping the socio-economic development of a particular territory. The event tourism development should be developed as a soft tourism form that is well adapted to local diversity. The purpose of the article is to study the event tourism development in Ukraine and its impact on the territory promotion. The article uses general scientific methods and content analysis. Despite the significant scientific achievements on this issue, in the Ukrainian tourism discourse, event tourism has not become the object of due attention. This fully applies to the significant reputational event tourism potential, its ability to act as a factor in shaping the tourist attractiveness of the territory. The structure of event tourism development in Ukraine by events types is investigated in the article. It is determined that the largest share is made up of music festivals and competitions. There are also a significant number of gastronomic festivals, national holidays and festivals, film and theater festivals and theatrical shows, which also attract a large number of visitors. According to the territorial distribution results of events by regions of Ukraine, the largest number of events takes place in the largest cities and regions of Ukraine – Kyiv and Kyiv region, Lviv region, Odessa region and Kharkiv region. The paper proposes the concept use of event marketing in tourism, which is due to the fact that in modern conditions it is becoming increasingly difficult to capture the attention of tourists; and as old marketing tools lose their effectiveness over time, destinations are forced to invent new concepts that fully meet the requirements of today's target audience. One of the tools that allows you to retain and attract visitors and investors is event marketing. Event marketing in tourism is the event use to promote a certain area and attract consumers who do not find a tourist destination attractive enough to visit it for no reason.