The thesis is devoted to the theoretical substantiation and development of practical recommendations for the formation of a management system for the development of event tourism in the region.
In the first section it is considered the theoretical aspects of defining the essence of the definitions "event", "mega-event", "tourism", "event tourism", "event tourism management". It is shown that an organized event can be considered as a tourist resource, its features are highlighted. Analysis of scientific sources has identified two approaches to the definition of "event tourism". In the first approach, event tourism is a tool for regional or national development. The second approach analyses this type of tourism as a dynamic process of interconnection of the following components: territory-time-event-consumption-tourist. The analysis allowed to form the author's vision of event tourism as a complex of a certain economic system and event, as a complex socio-economic and emotional factor influencing the consumer of a tourist product. The development of event tourism depends on the ultimate goal of the event organizers and the level of its implementation. The model of influence of the organized event on development of implementation’s region is developed, taking into account system action on the basic spheres of a society’s life. The scheme of tourist flows management under the condition of the scientific vector’s formation of region’s development is presented.
In the second section of the paper, the qualimetric method is used to estimate the level of tourism development in countries that are located in the closest European region to Ukraine and whose citizens can be involved in targeted trips to Ukraine. The countries are clustered into four groups according to the main indicators, the tendencies of development of their tourist branches are singled out, the main factors of influence on the development of tourism in the represented countries are considered. The method of cluster analysis identifies countries’ groups that are promising for Ukraine from the standpoint of the event tourism clusters’ formation. The advantages of forming tourist event clusters of Ukraine with the leading countries of the European region are considered, which are the possibility of redistribution of tourist flows, in order to avoid recreational congestion, development of a unique event tourist product, fuller use of tourist potential.
An analysis of the development of event tourism in Ukraine is held. Insufficient management of this sphere’s events of activity by the state is revealed, which leads to the inhibition of the creation of a national tourist event product. The presence of a tendency to the formation of districts on the themes of organized tourist events is shown. With this in mind, it is proposed to implement certain areas of event tourism in the regions of Ukraine.
The analysis of the potential of tourist event resources is held on the example of Kharkiv region as a region with experience in holding international tourist mega-events. A SWOT-analysis of event tourism development in the Kharkiv region is held, the results of which showed the feasibility of developing an event tourism management system at the regional level.
In the third section, using a conceptual approach, recommendations are developed for the creation of a system for managing the development of event tourism in the region through the implementation of the proposed tasks. The priority directions of event tourism development in the Kharkiv region are determined.
The methodological approach to determining the motivational aspects of economic behaviour of consumers of regional event tourism products has been improved, based on a set of general characteristics and categories of potential consumers of the organized event.
An analysis of the mutual influence of large-scale events on the economic development of the region on the example of Kharkiv region is held. A system of integrated indicators is used to determine the estimation of the event tourism’s impact on the economic development of the region.
Dynamic econometric models of the level’s dependence of the region’s development and tourist infrastructure on the intensity of tourist flow are developed. The positive impact of large-scale events for the Kharkiv region is established.
The practical significance of the obtained results is used in the activities of regional bodies of the State University. Thus, in the activities of the Department of International Cooperation of the Kharkiv City Council (№ 723/1 / 01-01-26 of September 11, 2019). FOP GLADKYI YURIY MYKOLAYOVYCH (reference № 28/4 dated 31.12.2017), (reference № 04/4 dated 15.06.2018); FOP SMALCHENKO VYACHESLAV MYKOLAYOVYCH (reference № 32/2 dated 31.12.2019). The educational process of KhNEU. S. Kuznets (№20 / 86-02-119 / 1 dated 10.08.2020).
