Peculiarities of communicative festival space formation: marketing aspects

Bohatyryova, Galina and Богатирьова, Галина Андріївна and Богатырева, Галина Андреевна and Barabanova, Valentina and Барабанова, Валентина Віталіївна and Барабанова, Валентина Витальевна (2019) Peculiarities of communicative festival space formation: marketing aspects. Вісник Донецького університету економіки і торгівлі імені Михайла Туган-Барановського (2 (71)). pp. 20-29. ISSN 2079-4819

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Abstract

The authors reveal the features of the sociocultural context of the modern festival space, which is considered as a complex, open and dynamic system of interactions. The structural, systematic approach to the study of the spatial paradigm of the festival is based on the peculiarities of the configuration of the festival space, the variety of types of socio-cultural interaction, which underlies the creation and realization of synthetic types of interaction. The authors consider the types of festival communication, which combine its verbal and nonverbal forms, various ways of conducting cultural dialogue, the language of visual-spatial communication, artistic construction of space, which ultimately act as mechanisms of regulation and correction According to the authors, the communicative festival space is a system of functioning of sociocultural interactions that form a certain structure of the communicative space with opportunities for creating new products of joint creativity and their realization. The defined system has feedback mechanisms that express different dialogues within the structure, as well as control mechanisms. The components of the marketing approach to the formation of the communicative festival space, identified by the authors, include: dialogue of the communicative space and models of marketing communications; studying the demand and meeting the needs of the target consumer; expansion of the contingent of existing and potential consumers of festival services; sponsorship of festival projects and their implementation. The mechanism of realization of the marketing approach to the formation of the festival space through combination of different forms of socio-cultural dialogues within the festival space is investigated. The authors have developed a model of formation of the communicative festival space as a system of effective realization of types of socio-cultural interaction and various types of festival communication. The developed structural and functional model of this system based on the synergistic approach manifests itself in the creation of opportunities and realization of creative festival projects as a territory of vivid impressions, which involves the dialogue of the communicative festival space and the use of effective models of marketing communications.

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