1. Post-event activity management in the organizations of event industries
The project covers the research of post-event activity cases which create extra effects after event. In the framework of this project, recommendations of network activity, post-event activity formats and participants’ loyalty creation towards conducting event organizations will be developed. In this purpose, there will be conducted opinion poll of “Museum night” event visitors which will let know more about motivations and post-event activity formats.
Project curator: Aleksei Gorgadze
2. Digital footprints study in the sphere of culture and tourism
Current project is devoted to study of digital footprints which are left on the web pages of cultural and tourist objects. We analyze visitors’ reviews from such places using methods of Text Mining, SNA and geo – mapping. Such analysis let know and monitor main trends in the sphere of culture and tourism, understand inquiries and its dynamics.
Project curator: Aleksei Gorgadze
3. Museum management and marketing.
The project is based on cooperation with the range of leading museums. Thus, research works devoted to different formats of youth work (State Hermitage, State Russian Museum), excursion activities gamification (State Russian Museum) and overtourism regulation (State Hermitage, Peterhof) are conducted. All studies are related to the study of work practice in the largest museums in the world and Russia.
Project curator: Dr. Valery E. Gordin
4. Business models of services in the form of sharing economy.
In the framework of this project, students conduct benchmarking of different platforms functioning in accordance with the principles of sharing economy. On the base of it they develop own platforms in the sphere of creative industries and build their business models. The result of this activity is projects presentations on the basis of which startups for venture companies can be created.
Project curator: Yulia Shulyateva
5. Atmosphere in the organizations of creative industries as efficient tool for event marketing.
In this project different ways for more effective environment in provision of services in creative industries are studied. It let notice a variety of customer segments features and create memorable experience from participation at the event.
Project curator: Ekaterina Shishova
SEMATIC ANALYSIS OF THE IMPERIAL TOPIC: CASE OF ST.PETERSBURG, ISTAMBUL, BERLIN, VIENNA
Tourism products’ variety engenders a correspondingly large number of approaches to their promotion. One popular angle for promotion, applicable in a handful of cities, draws on the destination's imperial heritage. However, the patterns of using the imperial theme for tourism marketing vary in different capitals. This study is the first in a larger project aiming to study the former imperial capitals (St. Petersburg, Istanbul, Berlin, and Vienna). Our overall goal is to understand, first, how city representatives and travel agencies narrate the “imperial” past and turn it into a competitive advantage for the city, and second, how tourists react to such narratives. To collect and analyze the data, we used web scraping and text mining techniques. In this article, we present the first results of our study using the case of St. Petersburg.
CULTURAL AND EVENT ACTIVITY AS DEVELOPMENT FACTOR OF REVITALIZIED TERRITORIES
Research object: the creative spaces created in revitalized territories which are carrying out cultural and event activity.
Increase in appeal of these territories among visitors allows to increase its investment prospects, contributing thereby to the further development of surrounding infrastructure and adjacent territories. Despite lower profitability, such projects are important, they can become a push for development of the further business and housing estate and also emergence of the objects attractive to new categories of tourists. Cultural and event activity – the important instrument of drawing attention to revitaliziruyemy territories.
DESTINATION BRAND ROLE IN INCREASE IN APPEAL OF TERRITORIES TO TOURISTS
It is possible to refer studying of definitions of a brand of a destination, its image and reputation to main objectives of a research as marketing complex components concerning territories; the description of technology of creation of a semantic kernel of a brand and also the review of technologies of creation of territorial brands and their advance in various markets, including tourist, and for various groups of target audience. The final section of the real research is caused by need of receiving vision and perception of a brand of the city by tourists (on the example of St. Petersburg), as for understanding of key points of consent and a divergence concerning a place brand between the stakeholders and various groups of tourists creating a brand.The received results during the research conducted by authors can be used by the organizations occupied with development of a complex of marketing concerning territories. Is of value in terms of the scientific importance of a research as a theoretical part of a research in which the review of key concepts and approaches of the territories realized in branding is given; and empirical – illustrating the designated difficulties and debatable questions concerning creation of brands and their role in development of the territory; describing algorithms of decisions at the level of stakeholders and measures of public administration and support.
ORGANIZATIONS OF THE CULTURAL AND CREATIVE INDUSTRIES, WEB ANALYST, MARKETING INFORMATION ECOSYSTEMS, DIGITAL MARKETING, ADVANCE, EVENT ACTIVITY
The organizations of the cultural and creative industries became an object of the conducted research.It is possible to refer identification of straight lines and indirect effects of functioning of the organizations of the cultural and creative industries and their subsequent analysis to main objectives of a research. The research of mechanisms of effective advance of the organizations of the cultural and creative industries in Internet space is based on the data obtained by the mixed methods (qualitative and quantitative) with their subsequent triangulation in the course of the analysis.The applied nature of the conducted researches based, at the same time, on implementation of volume theoretical and methodological material allows to draw a conclusion that the sphere of introduction of the researches conducted by authors are those organizations of the cultural and creative industries which are interested in targeting of the marketing policy, search and fixing of target audience, increase in efficiency of marketing tools, especially regarding digital marketing.
RESEARCH OF CREATIVE POTENTIAL OF DEVELOPMENT OF CULTURAL TOURISM
The Laboratory of Cultural Economics of the National Research University: «Higher School of Economics St. Petersburg» constantly monitors trends in the development of tourism; today, one of its most popular forms on the agenda is cultural tourism. What processes are taking place in these areas and what innovations are formed in cultural tourism as the economy of impressions develops.
Matetskaya Marina, Kuzmina Ksenia and Shishova Ekaterina - the design team and, also, the employees of the laboratory of economy of culture can answer these questions without difficulty. But why did it ever occur to these people to explore the creative potential of developing cultural tourism? All because the tendency of falling interest, especially among young people, to the traditional products of cultural tourism was noticed. Today, the consumption of cultural goods and services has become directly dependent on the availability of high-quality digital content in organizations, which itself can be a product, and can serve as a tool for promoting traditional products and services. In 2015, when the project was just beginning, the goal was set: to form new theoretical and practical ideas about the creative potential of cultural tourism, which in turn is implemented on the basis of innovative methods of cultural institutions and creative industries. And now we will mention the main results achieved in the course of the project and the methods by which the research was carried out.
An analysis of the theoretical foundations of the creative potential of cultural tourism has shown that today the most important thing is to create the image of the territory and the uniqueness of its product tour, this, in turn, is achieved by introducing innovative approaches to the cultural presentation of a particular destination.
The study of the creative potential of cultural tourism organizations was conducted by means of in-depth interviews with leaders and managers of organizations that were included in the sample. Among such organizations were: 9 festival organizers; 7 representatives of museums, among which there are 3 directors, 2 curators of exhibition projects, 1 head of the development department, 1 hall administrator; 3 heads of IT companies; 2 heads of event-agencies; 3 heads of creative spaces; 6 directors of excursion bureaus, 2 of which represent organizations of informal tourism; 6 hotels offering exclusive services for tourists and organizing various events. This method allowed us to identify a number of innovative approaches to the flow and promotion of cultural values, among them:
• The creative potential of the producer and the consumer in creating a creative product.It should be noted that the involvement of the consumer in the process of creating the service is today a competitive advantage.
• Creative product as the implementation of innovative hobbies. Creative projects often involve the implementation of event and project management technologies, modern marketing tools in working with consumers and building partnerships. Among them are gastronomic, music festivals, fairs and exhibitions. These formats were marked as innovative and creative.
• Innovation in working with the audience.An example is the opening of a hostel (bar) in the art center or vice versa, art space in the hostel, services for families with children, an individual approach to working with tourists and partnerships of cultural tourism organizations, through which a consumer can purchase a service from partners for example theater tickets right in your hotel.
• Promotion of creative products in the market for cultural offerings.Joint projects, partnership agreements, Internet promotion and, in particular, SMM are the main ways to promote creative products.
However, the project does not end there, and the group turns to the study of the perception by visitors of the creative practices of traditional cultural institutions on the example of the Peterhof Palace and Park Complex.The method of mapping consumer behavior of visitors to the observation and sociological survey of visitors to the cultural heritage site revealed that the lack of maps in the park affects the behavioral practices of the guests of the park, the visitor acts intuitively and relatively previously obtained knowledge about the park, and not in accordance with a given marketing strategy. The lack of complete information about the museum complex is reflected in the shortening of routes, which were marked on the maps by visitors to the museum-reserve. This, in turn, can affect both the prospects for the return of visitors, as it impedes their cognitive processes and affects their receiving full experience and emotions from their stay, and the current consumption of services located on the territory of the reserve. More details about the project and its results can be found in the report:
PROJECT- APPLICATION OF WEB ANALYTICS TOOLS FOR THE INVESTIGATION OF EFFECTS OF CULTURAL AND CREATIVE INDUSTRIES
HSE St. Petersburg is in step with the times!
It's not a secret that the development of technology affects all spheres of society. Thanks to the emergence of new technologies, new approaches to conducting research are emerging and, as a consequence, new opportunities for collecting and analyzing data to obtain relevant results are opening.
In our opinion, it would be foolish to ignore all the "gifts of fate" in the form of opening opportunities! That is why, within the framework of the LEK (Laboratory of Cultural Economics) of NRU HSE St. Petersburg a study was conducted in which considerable attention was paid to the tools of web analytics and also the effectiveness of their use is considered.
The subject of the study is the organization of cultural and creative industries, one of the areas on which the laboratory focuses. However, the process of organization, as we know, includes a lot of stages and characteristics. Therefore, the issue of using web analytics tools was considered not only within the framework of a study of organizations of cultural and creative industries, but also within the framework of promoting events of cultural and creative industries through web analytics tools, their role for organizers and visitors of these events and the possibility of using them to assess the atmosphere components of cultural and creative industries.
In addition to this, as part of the study, the effects of cultural and creative industries were studied, the direct and indirect effects of conducting events within the framework of these industries were identified and, of course, the theoretical component of the question was not ignored- existing approaches have been studied and even new approaches to study this issue were developed.
Also, another subject of the research- the information ecosystem, deserves the attention: the marketing information ecosystems of cultural and creative industries, its construction and the behavior of consumers in it were studied. By the way, an information ecosystem is a relationship between the principles of ecology and the properties of a daily growing digital information environment or, in other words, an information ecosystem reflects the information space as an ecosystem.
Summarizing, it is worth noting that the research paper includes four areas of research: a study of the mechanisms for effective promotion of the organizations of cultural and creative industries in the Internet space, a research of the effectiveness of promoting festivals through web analytics tools, a study of the audience of classical music festivals and a research of the atmosphere of museum and park complexes.
It is also worth mentioning that complex of methods used in the study provides an opportunity to obtain the most believable and complete picture of what is happening in the context of the topic under study. Relevant results were obtained through the use of mixed methods: quantitative (a large number of groups of organizations of cultural and creative industries in social networks were studied, information about likes and reposts, the number of participants and messages was analyzed, indicators of the effectiveness of target audience attraction and promotion of events in cultural and creative industries were analyzed via web analytics tools) and qualitative (about 50 in-depth interviews with representatives of cultural and creative industries and more than 150 express interviews with visitors of the events in this area were conducted, a generous amount of open data in the Internet space were analyzed, and even the data on GPS- coordinates of the location of 13 European royal residences were collected).
It is safe to say that the above-mentioned methods that were used and their characteristics led to obtaining reliable relevant and, what is really important, practice-oriented results that can be used by organizations of creative and cultural industries to improve the marketing mix, build their own development strategy and interact with various groups of stakeholders, to develop a more clearly targeted concept of products, services and their promotion taking into account requests and features of consumer practices of various groups of stakeholders.
Coming closer to the results- the project team managed to draw the following conclusions:
• the effectiveness of promotion of organizations of cultural and creative industries depends largely on the type of funding;
• joint project activities of cultural organizations and creative spaces play an important role in the process of their promotion;
• organizers of festivals do not effectively use web analytics tools and other specialized tools to promote them, however, it was also revealed that promotion of classical music festivals is successfully implemented through social networks;
• the lack of a well-designed navigation system affects the perception of the atmosphere of the museum-reserve and hampers visitors' access to the consumption of cultural goods;
• extensive residence spaces are not fully used, it can be solved through the organization of the cultural and creative events.
More information about the study and the obtained results can be found at: here should be a link
BRAND IN PROMOTION OF DESTINATIONS
The Laboratory for Cultural Economics completed a research work on the topic “The role of the destination brand in increasing the attractiveness of territories for tourists”. The aim of this work was to study the influence of destination brands on competitiveness of destinations on the base of identifying constituents of destination brands and sub-brands in order to develop a more effective marketing communications system and identify the strongest components of the destination brand.
The study was conducted in several directions. Firstly, the definitions of the destination brand, its image and reputation as components of the marketing mix according to the territories were studied; the importance of the brand as part of the marketing mix in the development and promotion of destinations was justified; the principles of building brands of territories taking into account the interests and involvement of key stakeholders in this process were formulated.
Secondly, the components of the brand of St. Petersburg were investigated. To this end, in addition to analyzing various regulatory documents, there were conducted in-depth interviews with experts in the field of tourism policy, on the basis of which actual trajectories and factors of the development of St. Petersburg as a tourist destination were identified; as well as a survey of tourists, the results of which led to the conclusion of the perception of the components of the St. Petersburg brand by guests of the city.
Thirdly, the effectiveness of the promotion of the Estonian brand to the Russian and Finnish target markets was analyzed. To this end, the analysis of the social networks of Russian and Finnish tourists, tourists web-sites was conducted. On the basis of this analysis conclusions were made about which tourist product is promoted for Finnish tourists and which is for Russian tourists, what are the characteristics of consumption of the tourist product of the target groups studied.
The result of this research work was the specification of competitive branding of a destination and its components.
The results obtained in this investigation can be used by official bodies specializing in the development of tourism in the region, and by organizations that produce tourism products, develop tourism routes and branding territories.
THE CREATIVE POTENTIAL OF CULTURAL TOURISM DEVELOPMENT
In 2015, LEC completed research project "Research on creative potential of cultural tourism development".
Currently, new trends and phenomena can be seen in the fields of culture and tourism. Distinctive features of the processes occurring in these fields are: intensification of new forms of cultural and tourism goods and services, emergence of new subjects of production and promotion. It is necessary to create new forms of interaction between traditional cultural institutions and organizations of the creative industries, in particular, innovative products of cultural tourism.
The goal of the research project is to develop new theoretical and practical conceptualization of creative potential of cultural tourism embodied in innovative methods of work of cultural organizations and creative industries.
The objects of the research are organizations and projects of cultural industries representing both cultural heritage and creative industries, which develop a platform for products of cultural tourism formation.
Data collection is carried out through interviews with organizers, partners and other actors of the field, expert interviews with executives in the field of tourism and culture, analysis and systematization of best practices in innovative product development in cultural tourism, semi-structured interviews with visitors of cultural heritage, and mapping consumer behavior of visitors of cultural institution.
Today a lot of business spheres are actively developing in internet-space. This tendency has touched a lot of areas, including gastronomy. However, which models of digital gastronomy are exactly viable and effective still stays as an ‘open question’. This project is mainly aimed at searching a solution of this problem.
Within the project participants are faced by a number of tasks: definition of regularities and tendencies, which are mostly typical for digital gastronomy sphere in Russia and in the whole world in general; the mark of potential of digital gastronomy resource for forming digital gastronomic tourism ecosystem; analysis of best and worst practice in the sphere of digital gastronomy, development of cases, which are based on the founded materials; analysis and typologization of digital gastronomy forms; researching digital gastronomy consumer’s opinions; carrying out researches of digital gastronomy sphere expert’s opinions; identification of the perspective models of digital gastronomy; developing economical justification of effectiveness of their functioning.
CULTURAL EVENTS AS A DRIVER OF A DEVELOPMENT OF SMALL CITIES
In 2013-2014 projects devoted to studying of impacts of event activity on social and economic development of territories such as 'Cultural events as a driver of a development of small cities' (2014) and “Research of event activity as a tool for the experience industry development"(2013) were being developed within the Lab.
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