Ethno-Event Attractiveness of the Region: Analysis and Assessment

Introduction. One of the tools for positioning the territory and a way to create a positive image is to demonstrate its unique ethnic heritage. Mordovia, having rich experience in organizing mega events, is currently focused on holding a large number of small-scale events. The purpose of this article is to identify the attitude of the population to the ethno-folklore holidays held and to assess the level of interest shown in them in the context of the problems of promoting the image of the region. Materials and Methods. The information basis of the study was the results obtained using a combination of methods: a sociological survey (of the population and the target group) and an analysis of interactive documents (statistics of queries in the Yandex search engine by keywords). The data of the online survey allowed us to determine the attitude of the population to the studied portfolio of eventful activities. Comparing the intensity of search queries with the situational context made it possible to record and evaluate the interest shown in ethnic holidays. Results. According to a sociological survey, the idea of promoting the region through ethno-cultural events enjoys support among the population. Employees of cultural institutions attach significant importance to them; the population gives priority to sports competitions and theater festivals. For respondents who perceive the region positively, ethnic and folklore holidays are of greater value. Comparison of these search queries with the thematic event context made it possible to reveal the stability of interest in ethno-cultural events held in the republic. It has been established that during the holidays the number of queries of a reference nature (naming and location) increases significantly, but there are no search queries about entertainment, ritual and gaming components of events that form ethnic specificity. Discussion and Conclusion. The results obtained allow us to conclude that the ethnic marking of small-scale events is an effective way to attract attention and a successful strategy for developing the external and internal attractiveness of the region. The results of the study are of practical importance for specialists involved in the technologies of positioning and promoting the brand of the region.