ABSTRACT
Introduction. For the successful development of smart cities, it is important to promote ideas about the effects of digitalization among a wide range of stakeholders, including event marketing. The relevance of the study lies in the fact that there is currently a certain shortage of research on issues of assessing the effectiveness of event marketing activities in promoting smart city projects. The purpose of the study is to systematize the indicators for assessing the effectiveness of event marketing activities in relation to smart city projects. The novelty of the results obtained lies in the development of indicators system for assessing the effectiveness of event marketing activities in relation to the promotion of smart city projects.
Materials and methods. The research method was a systematic logical analysis of the performance indicators of marketing activities in the context of promoting smart city projects. The research algorithm was as follows: an analysis of scientific publications on the topic of smart cities was conducted, the features of event marketing activities in promoting smart cities were identified, the performance indicators of event marketing activities were systematized, and an original approach to the use of performance indicators of event marketing activities in promoting smart city projects was developed.
Results and conclusions. The study systematizes the indicators for assessing the effectiveness of event marketing activities, develops an original typology of event marketing activities in promoting smart city projects, and proposes indicators for assessing the effectiveness of each group of events. Thus, the paper concludes that event marketing is an effective tool for promoting the smart city concept. An important aspect is assessing the effectiveness of events, which will identify the pros and cons and show growth points for different projects. The proposed system of event marketing performance indicators shows which indicators are suitable for certain types of events.
Discussion. The use of event marketing in the context of a smart city promotes the active involvement of businesses and government bodies in the process of the city digital transformation. The integration of event marketing into smart city projects using a system of event performance indicators makes it possible to optimize costs and create a basis for the successful implementation of smart city project development strategies. The theoretical significance of the study lies in the possibility of their use in further research on the topic of territorial marketing. The practical significance of the study lies in the possibility of their use in the development of strategies and plans for the development of urbanized territories.
KEYWORDS
Smart city, event marketing, evaluation indicators, efficiency, promotion, territory