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Rukoleeva R.T., Shelginskaya V.A. [The features of implementing event-technologies in the small business activities] World of Science. Series: Sociology, Philology, Cultural Studies, 2022, Vol. 13, No. 1. Available at: https://sfk-mn.ru/PDF/23SCSK122.pdf (in Russian).

The features of implementing event-technologies in the small business activities

Rukoleeva Rimma Timergazievna
Ural State Mining University, Yekaterinburg, Russia
E-mail: rimma.rukoleeva@mail.ru

Shelginskaya Victoria Alekseevna
Russian Presidential Academy of National Economy and Public Administration
Ural Institute of Management, Yekaterinburg, Russia
E-mail: victoria.shelg@yandex.ru

Abstract. Currently, event-technologies are being actively introduced and gaining increasing popularity, providing for various events in socio-cultural space. Event has become an important tool for promoting and positioning an organization in the service sector, since it is difficult for the target group to assess the quality of services before purchasing them due to their immateriality. Large companies have great opportunities to implement various forms of events as communication technologies. Small business in conditions of increased competitiveness overcomes difficulties by introducing innovations into its activities and their point adjustment taking into account the interests of the target audience. The preservation of the competitive advantages of small business requires innovative activity, creative resourcefulness, the use of original forms and methods to attract customers from the entrepreneur. The success of promoting event technologies and strengthening their market positions largely depends on competent marketing. Event technologies are a comprehensive tool for organizing entertaining cultural events. The event is also a certain socio-cultural phenomenon, the significance of which is determined by both entrepreneurial interest and public interest. Modern events is organized in accordance with the cultural needs and social expectations of the audience. The article considers the possibilities of using event technologies in the context of achieving a two-way effect: as a tool for implementing the business or communication goals of an organization, as well as an effective means of influencing the cultural and creative potential of urban communities. The authors believe that it is in the service sector that there are favorable conditions for the use of event technologies in terms of updating the cultural potential, since when using this tool, the expectations and interest of the audience are taken into account most of all.

Keywords: event technologies; sociology of culture; event management; leisure; small business; brand perception

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