ЦИФРОВЫЕ КАНАЛЫ ПРОДВИЖЕНИЯ СОБЫТИЙНОГО ТУРИЗМА В СЕВЕРНЫХ МОНОГОРОДАХ РОССИИ

Abstract:
The problem of this study is the ineffectiveness of using traditional marketing strategies in the context of the geographical isolation of northern single-industry towns, which hinders the dynamic sustainability of event tourism and therefore requires the introduction of adaptive digital promotion channels. The purpose of the article is to scientifically substantiate the need for digital promotion channels capable of ensuring the dynamic sustainability of event tourism in the specific conditions of the northern single-industry towns of Russia. The author’s hypothesis is based on the assumption that traditional methods of marketing territories are not effective enough in the conditions of geographical isolation of northern single-industry towns, which requires the development of fundamentally new approaches to communication with a potential audience. The methodological framework of the work is based on the principles of system analysis, which made it possible to consider a single-industry town as a complex socio-economic system in need of diversification by increasing the degree of event activity. In the course of the research, the authors studied in detail the functionality of modern geoservices, social media and specialized digital travel platforms. The article attempts to comprehend their influence on the formation of the value proposition of destinations that are at the stage of transition from a raw material model to a service one. The scientific novelty of the article lies in the formation of a multi-level model of digital promotion, where each channel performs a specific role in the value chain of a tourist product. The study proved that the active use of interactive content formats and targeted advertising tools will allow changing the image of a closed industrial hub into an open space designed, among other things, for event leisure. The practical significance of the results obtained is confirmed by the possibility of their implementation in the activities of relevant ministries and departments responsible for the development of Arctic territories and the implementation of programs for the socio-economic revival of single-industry towns.