The staff of the Laboratory for Management in Culture and Tourism took first place at the IV International Forum of Young Researchers of the Creative Economy
The researchers of the Laboratory of Management in Culture and Tourism took first place for their research of the Sevkabel Port visitors. During thefield research, they conducted a survey among guests of the creative space to identify the preferences of different social groups. As a result of the project, researchers proposed recommendations aimed at making Sevkabel Port more appealing to various target audiences. Read more about the main points of the research in our release.
Sevkabel Port is a rapidly growing creative space. In order to enhance existing services and to create new formats for interaction with the audience, it requires a deeper examination of its diverse visitor groups. In order to achieve this, the Laboratory staff in collaboration with students from the Bachelor programmes in «Sociology and Social Informatics» and «Public Policy and Analytics» conducted a survey among the guests of Sevkabel Port.
The research was held in two steps: the first one involved data collection through visitor surveys, while the second step focused on systematization and analysis of the gathered information using semantic analysis . This approach allowed researchers to uncover factors influencing visitors’ perception of Sevkabel Port.
PostDoc of the Laboratory for Management in Culture and Tourism
During the field research, we gathered data through in-person surveys. To enhance the representativeness of the sample, we allocated time slots strategically in order to receive responses during both small and large events held at Sevkabel Port. This approach provided students with practical experience in collecting of the qualitative data.
Analyst of the Laboratory for Management in Culture and Tourism
Semantic analysis enabled the research team to gain a deeper understanding of visitors’ emotions and needs, revealing both positive and negative aspects of the space such as its low accessibility for individuals with limited mobility which often gets unnoticed in traditional surveys. The applied method also allowed the audience segmentation which highlightedhighlighting the preferences of different groups such as youth and families with children It can help the events at Sevkabel Port to be more personalized. Finally, the semantic analysis simplified the development of recommendations regarding infrastructure and events improvement. We can anticipate that due to our observations the number of satisfied visitors will increase, and the space could be used even more effectively.
The management division of Sevkabel Port was interested not only in the daily visitors activity but also in their attitude towards various event formats within the creative space. Sevkabel Port regularly hosts exhibitions, festivals and workshops that attract individuals with diverse social and professional backgrounds. Therefore, it was essential for researchers to understand the differing demands and consumer patterns among these groups.
As part of the «New Geography of Tourism» concept developed by the Government of St. Petersburg, Sevkabel Port is positioned as a key location for those interested in creative industries. The researchers also focused on the preferences of tourists visiting the public space. It turned out that a significant part of these visitors are guests from Moscow already familiar with numerous creative spaces and services offered there.
The researchers also examined the attitude of residents from the Vasilievsky Island neighborhoods (the area where the creative space is located) towards Sevcable Port. The study revealed that local residents enjoy visiting the public space during quiet hours. They are also interested in the development of new areas for relax, walking and sports activities.
As a result of the project, researchers formulated recommendations that may contribute to the further enhancement of Sevkabel Port as an attractive destination for both tourists and locals.
Junior researcher of the Laboratory for Management in Culture and Tourism
We noticed that a significant portion of Sevkcabel Port visitors are professionals of creative industries. Therefore, this public space not only creates job opportunities for these workers but also serves as a "third place" where they can relax and socialize. As a recommendation, we suggested developing coworking areas to attract more representatives from the creative industries also during morning hours.
Thanks to the semantic analysis we also discovered that anchor zones such as the embankment, the former workshop ("Tsech"), and the bar line are associated by visitors with strong imagery. For instance, the “workshop” is seen as a venue for exhibitions that can break stereotypes. The current task for the space is to strengthen and develop these locations to meet visitor expectations.
3rd year student of the Bachelor programme in «Sociology and Social Informatics»
This project was interesting. It was enjoyable to be in such a field – the summer, the bay, and almost always a pleasant weather. Therefore, my colleagues and I often remained to make a walk around after work. I was able to enhance my street survey skills and create engaging field diaries. I would also like to highlight the constant support from the project organizers; they were always quick to respond and address any emerging questions.
4th year student of the Bachelor programme in «Public Policy and Analytics»
The project was extremely important for me as it helped me to strengthen my skills in analytics and data processing. Together with my colleagues, we were able to build behavioral models based on survey results, visualize them in graphs and draw interesting conclusions from them. Additionally, it was great to practice in creating mental maps in a rather unconventional way – using the JSFiddle service. The work was labor-intensive yet very exciting!
The jury of the International Forum recognized not only the high scientific level of methods applied in this research but also the practical significance of its findings and recommendations which can enhance both the social and economic effectiveness of public space.