Senior Lecturer of the Department of economics and marketing of the Academic institute of entrepreneurship and advanced technologies of the Lviv Polytechnic National University
After local elections were held in Ukraine in October 2020 based on the new territorial ground of communities and districts, all communities received equal competencies and basic opportunities to generate their capacity and development foundations (namely, the use of single terminology – rural, town, and municipal territorial communities). Nowadays, the authorities of territorial communities should continuously improve the management foundations and methods to create conditions for the dynamic development of the territory, since the competition among the territories is growing. The paper aims to examine and research the available approaches to marketing of territorial communities’ territories and develop recommendations on modeling the management of territorial communities based on territorial marketing as the most efficient way to manage communities to secure their competitiveness and sustainable development. The conditions to improve new approaches in the management of territorial communities, in particular based on the advantages of territorial marketing, strengthen the role of marketing tools in the development of communities, and improve their competitive ability and attractiveness were created in the context of finalization of the process of authorities and finance decentralization in Ukraine, local governance reform, and administrative-territorial reform. On this ground, the need to use the marketing approach to the development of territorial management foundations using the marketing complex (goods, prices, promotion, distribution) and supplementing it with the features of qualitative and quantitative characteristics peculiar to territorial communities in current conditions is emphasized. The conceptual scheme of managing the communities based on territorial marketing using well-known elements of complex management like analysis, planning, organization, motivation, and control is suggested and substantiated.
The event market has been developing in Ukraine for less than 15 years. It is a market with high competition, yet, according to experts, a low culture that requires research, study, and improvement. The article reveals the concepts: event industry, event technology, events, event management, event marketing, as well as describes the relationship between them. The event industry sector is studied based on the development of the creative economy in Ukraine. The conceptual model of event organization is built and the interrelation of its elements is investigated. The approaches to the practical application are described. The example of the State Enterprise “Arena Lviv” outlines the problems of development of the event industry in Ukraine in modern conditions, operating during the quarantine period associated with the prevention of the spread of acute respiratory disease COVID-19 in Ukraine. The article determines that in the quarantine period, the number of event measures decreased significantly, in particular, many planned activities were canceled or postponed. To hold events in compliance with all quarantine norms, the State Enterprise “Arena Lviv” proposed a new type and method of events - a project - a car cinema, where spectators stay in their cars and do not lose touch with art. Prospects and ways of further development of the event industry in Ukraine are described. The paper generalizes that for further development of the event industry in Ukraine, it is necessary to create conditions for the interpenetration of spheres that form the basis of the industry. It is determined that the government approaches to the development of the event industry should take into account the fact that the industry makes extensive use of human relations, so it is most vulnerable to emergencies and unusual social situations.
Oleksyuk, H. V., Popadynets, N. M., & Samotiy, N. S. (2021). Upravlinnya terytorial'nymy hromadamy na zasadakh terytorial'noho marketynhu: teoretyko-metodolohichni aspekty [Management of territorial communities on the basis of territorial marketing: theoretical and methodological aspects]. Rehional'na ekonomika – Regional economy, 3(101), 15-27. DOI: https://doi.org/10.36818/1562-0905-2021-3-2 [in Ukrainian]. {re2022.01.072.002}
Oleksyuk, H. V., Popadynets, N. M., & Samotiy, N. S. (2021). Upravlinnya terytorial’nymy hromadamy na zasadakh terytorial’noho marketynhu: teoretyko-metodolohichni aspekty [Management of territorial communities on the basis of territorial marketing: theoretical and methodological aspects]. Rehional’na ekonomika – Regional economy, 3(101), 15-27. DOI: https://doi.org/10.36818/1562-0905-2021-3-2 [in Ukrainian]. {re2022.04.021.009}
Oleksyuk, H. V., Popadynets, N. M., & Samotiy, N. S. (2021). Upravlinnya terytorial'nymy hromadamy na zasadakh terytorial'noho marketynhu: teoretyko-metodolohichni aspekty [Management of territorial communities on the basis of territorial marketing: theoretical and methodological aspects]. Rehional'na ekonomika – Regional economy, 3(101), 15-27. DOI: https://doi.org/10.36818/1562-0905-2021-3-2 [in Ukrainian]. {re2022.04.027.008}
Oleksyuk, H. V., Popadynets, N. M., & Samotiy, N. S. (2021). Upravlinnya terytorial'nymy hromadamy na zasadakh terytorial'noho marketynhu: teoretyko-metodolohichni aspekty [Management of territorial communities on the basis of territorial marketing: theoretical and methodological aspects]. Rehional'na ekonomika – Regional economy, 3(101), 15-27. DOI: https://doi.org/10.36818/1562-0905-2021-3-2 [in Ukrainian]. {re2022.04.033.008}
Oleksyuk, H. V., Popadynets, N. M., & Samotiy, N. S. (2021). Upravlinnya terytorial’nymy hromadamy na zasadakh terytorial’noho marketynhu: teoretyko-metodolohichni aspekty [Management of territorial communities on the basis of territorial marketing: theoretical and methodological aspects]. Rehional’na ekonomika – Regional economy, №3(101), 15-27. DOI: https://doi.org/10.36818/1562-0905-2021-3-2 [in Ukrainian]. {re2023.01.034.006}
Oleksyuk, H. V., Popadynets, N. M., & Samotiy, N. S. (2021). Upravlinnya terytorial’nymy hromadamy na zasadakh terytorial’noho marketynhu: teoretyko-metodolohichni aspekty [Management of territorial communities on the basis of territorial marketing: theoretical and methodological aspects]. Rehional’na ekonomika – Regional economy, 3(101), 15-27. DOI: https://doi.org/10.36818/1562-0905-2021-3-2 [in Ukrainian]. {re2023.02.041.008}
Oleksyuk, H. V., Popadynets, N. M., & Samotiy, N. S. (2021). Upravlinnya terytorial’nymy hromadamy na zasadakh terytorial’noho marketynhu: teoretyko-metodolohichni aspekty [Managing territorial communities based on territorial marketing: theoretical-methodological aspects]. Rehional’na ekonomika – Regional economy, 3(101), 15-27. DOI: https://doi.org/10.36818/1562-0905-2021-3-2 [in Ukrainian]. {re2023.03.028.007}
Oleksyuk, H. V., Popadynets, N. M., & Samotiy, N. S. (2021). Upravlinnya terytorial’nymy hromadamy na zasadakh terytorial’noho marketynhu: teoretyko-metodolohichni aspekty [Managing territorial communities based on territorial marketing: theoretical-methodological aspects]. Rehional’na ekonomika – Regional Economy, 3 (101), 15-27. DOI: https://doi.org/10.36818/1562-0905-2021-3-2. [in Ukrainian]. {re2023.04.005.007}
Oleksyuk, H. V., Popadynets, N. M., & Samotiy, N. S. (2021). Upravlinnya terytorial’nymy hromadamy na zasadakh terytorial’noho marketynhu: teoretyko-metodolohichni aspekty [Management of territorial communities on the basis of territorial marketing: theoretical and methodological aspects]. Rehional’na ekonomika – Regional economy, 3(101), 15-27. DOI: https://doi.org/10.36818/1562-0905-2021-3-2 [in Ukrainian]. {re2023.04.067.010}
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rusyna.nata@gmail.com
UDC 332.146.2:336.027:352; JEL F02, O18, R10