I. A. Pakshina. Ethno-Event Attractiveness of the Region: Analysis and Assessment

UDК 39:316.7

doi: 10.15507/2413-1407.124.031.202303.527-547

Abstract

Introduction. One of the tools for positioning the territory and a way to create a positive image is to demonstrate its unique ethnic heritage. Mordovia, having rich experience in organizing mega events, is currently focused on holding a large number of small-scale events. The purpose of this article is to identify the attitude of the population to the ethno-folklore holidays held and to assess the level of interest shown in them in the context of the problems of promoting the image of the region.

Materials and Methods. The information basis of the study was the results obtained using a combination of methods: a sociological survey (of the population and the target group) and an analysis of interactive documents (statistics of queries in the Yandex search engine by keywords). The data of the online survey allowed us to determine the attitude of the population to the studied portfolio of eventful activities. Comparing the intensity of search queries with the situational context made it possible to record and evaluate the interest shown in ethnic holidays.

Results. According to a sociological survey, the idea of promoting the region through ethno-cultural events enjoys support among the population. Employees of cultural institutions attach significant importance to them; the population gives priority to sports competitions and theater festivals. For respondents who perceive the region positively, ethnic and folklore holidays are of greater value. Comparison of these search queries with the thematic event context made it possible to reveal the stability of interest in ethno-cultural events held in the republic. It has been established that during the holidays the number of queries of a reference nature (naming and location) increases significantly, but there are no search queries about entertainment, ritual and gaming components of events that form ethnic specificity.

Discussion and Conclusion. The results obtained allow us to conclude that the ethnic marking of small-scale events is an effective way to attract attention and a successful strategy for developing the external and internal attractiveness of the region. The results of the study are of practical importance for specialists involved in the technologies of positioning and promoting the brand of the region.

Keywords: portfolio of events, small-scale events, ethno-cultural originality, ethno-event attractiveness, search queries

Conflict of interests. The author declares that there is no conflict of interest.

Funding. The study was carried out as part of the implementation of the research work “Identification of sustainable brands of the Republic of Mordovia” of the Thematic Plan of the Scientific Center for Social and Economic Monitoring.

For citation: Pakshina I.A. Ethno-Event Attractiveness of the Region: Analysis and Assessment. Russian Journal of Regional Studies. 2023;31(3):527–547. https://doi.org/10.15507/2413-1407.124.031.202303.527-547

REFERENCES

1. Cassinger C., Merkelsen H., Eksell J., Rasmussen R.K. Translating Public Diplomacy and Nation Branding in Scandinavia: An Institutional Approach to the Cartoon Crises. Place Branding and Public Diplomacy. 2016;12(2/3):172–186. https://doi.org/10.1057/s41254-016-0013-y

2. Makarova G.I. Significant Events as the Basis of Regional Branding Strategies in Tatarstan. Vestnik Instituta sotziologii. 2019;10(4):16–35. (In Russ., abstract in Eng.) https://doi.org/10.19181/vis.2019.31.4.602

3. Ryzhikh O.V. Increasing the Attractiveness of the Belgorod Region on the Basis of Event Tourism, Tourism Marketing and Branding. Rossiiskie regiony: vzglyad v budushchee. 2018;5(2):115–125. (In Russ., abstract in Eng.) EDN: UQXEDS

4. Polyakova I.E., Ivanova R.M., Skrobotova O.V. Satisfaction with the Tourist Event: The Functionality of the Study, the Assessment Method (on the Example of the Lipetsk Region). Economics: Yesterday, Today, Tomorrow. 2020;10(10-1):304–311. Available at: http://publishing-vak.ru/file/archive-economy-2020-10/32-polyakova-ivanova-skrobotova.pdf (accessed 25.01.2023). (In Russ., abstract in Eng.)

5. Terskikh M.V., Strukchinskaya M.E. [Special Events as a Tool for Forming the Image of the Territory (on the Example of the City of Omsk)]. Alʼmanakh teoreticheskikh i prikladnykh issledovaniy reklamy. 2015;(2):19–30. (In Russ., abstract in Eng.) EDN: XCJHWB

6. Ostashkov A.V., Murunova E.V. Visual Communications of Newsworthy Events in Territory Branding. Vlast’. 2020;(5):41–46. (In Russ., abstract in Eng.) https://doi.org/10.31171/vlast.v28i5.7568

7. Kovaleva N.E., Zagoruiko M.V., Zabrodina G.D., Beshaposhnikova V.I. The Concept of Forming Territorial Brand on the Saratov Region Example. Dizain i tekhnologii. 2020;(80):122–129. Available at: http://d-and-t.ru/files/journal/80.pdf (accessed 25.01.2023). (In Russ., abstract in Eng.)

8. Guchetl R.G. Local Events in the Development of Marketing and Image of the Tambov Region. Components of Scientific and Technological Progress. 2020;(10):22–27. Available at: http://moofrnk.com/assets/files/journals/components-of-scientific-and-technological-progress/52/Components-of-Scientific-10(52)-main.pdf (accessed 25.01.2023).

9. Getz D., Page S.J. Progress and Prospects for Event Tourism Research. Tourism Management. 2016;52:593–631. https://doi.org/10.1016/j.tourman.2015.03.007

10. Arcodia Ch., Whitford M. Festival Attendance and the Development of Social Capital. Journal of Convention & Event Tourism. 2006;8(2):1–18. https://doi.org/10.1300/J452v08n02_01

11. Duffy M., Mair J. Future Trajectories of Festival Research. Tourist Studies. 2021;21(1):9–23. https://doi.org/10.1177/1468797621992933

12. Morozov I.A., Sleptsova I.S. Cultural Transformations and Globalization Trends: on the Status of “New Localities”. Journal of Sociology and Social Anthropology. 2018;21(4):7–37. Available at: http://jourssa.ru/jourssa/article/view/169 (accessed 25.01.2023). (In Russ., abstract in Eng.)

13. Gibson C., Waitt G., Walmsley J., Connell J. Cultural Festivals and Economic Development in Nonmetropolitan Australia. Journal of Planning Education and Research. 2010;29(3):280–293. https://doi.org/10.1177/0739456X09354382

14. Matheson V.A. Is Smaller Better? A Comment on “Comparative Economic Impact Analyses” by Michael Mondello and Patrick Rishe. Economic Development Quarterly. 2006;20(2):192–195. https://doi.org/10.1177/0891242405285872

15. Malchrowicz-Mośko E., Poczta J. A Small-Scale Event and a Big Impact – Is This Relationship Possible in the World of Sport? The Meaning of Heritage Sporting Events for Sustainable Development of Tourism – Experiences from Poland. Sustainability. 2018;10(11):4289. https://doi.org/10.3390/su10114289

16. Agha N., Taks M. A Theoretical Comparison of the Economic Impact of Large and Small Events. International Journal of Sport Finance. 2015;10(3):199–216. Available at: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2709537 (accessed 25.01.2023).

17. Mahon M., HyyryläinenT. Rural Arts Festivals as Contributors to Rural Development and Resilience. Sociologia Ruralis. 2019;59(4):612–635. https://doi.org/10.1111/soru.12231

18. Pakshina I.A., Maskayeva E.N. Lexical and Symbolic Representation of the Image of Modern Mordovia by the Population of the Republic. Finno-Ugric World. 2023;15(1):85–97. (In Russ., abstract in Eng.) https://doi.org/10.15507/2076-2577.015.2023.01.85-97

19. Zhulina M.A., Kitsis V.M., Firstov M.I. Positioning of the Republic of Mordovia as a Tourist Destination. Services in Russia and Abroad. 2019;13(4):111–122. (In Russ., abstract in Eng.) https://doi.org/10.24411/1995-042X-2019-10410

20. Valkova O.E., Kitsis V.M. Using the Legacy of the 2018 FIFA World Cup in the Constituent Entities of the Volga Federal District. Russian Journal of Regional Studies. 2020;28(2):261–278. (In Russ., abstract in Eng.) https://doi.org/10.15507/2413-1407.111.028.202002.261-278

21. Zhulina M.A., Kitsis V.M., Chegina O.E. Areas of 2018 FIFA World Cup Influence on the Tourism Development in the Republic of Mordovia. Services in Russia and Abroad. 2020;14(3):130–144. (In Russ., abstract in Eng.) https://doi.org/10.24411/1995-042X-2020-10309

22. Pakshina I.A., Kalachina O.S. Symbolic Capital of the Region in the Context of the Construction of an Ethno-Cultural Brand (Case of the Republic of Mordovia). World of Science. Series: Sociology, Philology, Cultural Studies. 2022;13(4). (In Russ., abstract in Eng.) https://doi.org/10.15862/06SCSK422

23. Bolotnov А.V. Informational Waves and their Types in Up-To-Date Media Discourse: Statement of the Problem. Tomsk State Pedagogical University Bulletin. 2015;(6):102–106. Available at: https://vestnik.tspu.edu.ru/archive?year=2015&issue=6&article_id=5362&format=html (accessed 25.01.2023). (In Russ., abstract in Eng.)

Submitted 28.03.2023; revised 04.05.2023; accepted 12.05.2023.

About the author:

Iraida A. Pakshina, Cand. Sci. (Cultur.), Leading Researcher of the Editorial-and-Publishing Department, Scientific Center of Social-Economic Monitoring State Institution (39а B. Khmelnitcky St., Saransk 430009, Russian Federation), ORCID: https://orcid.org/0000-0003-3050-2127, iraida-69@mail.ru

The author has read and approved the final version of the manuscript.