Event management as a tool for regional identity development and its role in promoting the image of the region[Ивентменеджмент Как Инструмент Формирования Региональной Идентичности И Его Роль В Продвижении Имиджа Региона]

The relevance of the research is determined by the need to assess the processes of regional identity, regional image and image construction by means of event marketing, the use of image-making and image-marketing tools in promoting the region. Regional identity is a prerequisite for image construction, and regions are increasingly using territorial marketing tools for promotion at the national and international level. The article analyzes the problems of constructing the image of the region, theoretical and methodological aspects of the regional image development. The article uses the example of Saint Petersburg to propose a specific set of event-related arrangements that promote the region’s integrated potential. The article reveals the problems of event management in promoting the image of the region. The main strategic goals of the PR campaign and the expectations of target groups are revealed. The relevance of the research is also determined by the need to reveal the image potential of the region, which is determined by the quantity and quality of communications, information support of events, information distributed on behalf of the region and about the region in external communication environments. The purpose of the research is to analyze and evaluate the processes of constructing regional identity and image of regions by means of event management and event marketing tools. The research methods are structural and functional analysis, content analysis, and secondary analysis of sociological data. The scientific novelty consists in revealing the experience of the region – the city of Saint Petersburg – in creating and implementing a number of international events, analyzing the regional experience of image development, and promoting the values of the region. The results of the research allow us to talk about successful event management, the presence of strategic installations in the implementation of the communication concept of promoting the region among target audiences. Event management for image-making of the territory is a rather complex process that involves all local communities of the region and the country as a whole. The advantages of the city of Saint Petersburg as a region are considered to be a refrain for special events within the context of cultural and historical heritage. The results of the study show that the image of a region is a basic element of its strategic public capital, which affects the totality of the region’s functioning in the external space, in international relations, in the world economy, and so on.