An original methodology for managing the development of an event agency in the context of digital transformation

The article is devoted to the development and substantiation of an authorial methodology for managing the development of an event agency in the context of the digital transformation of the events industry. The study examines the specific features of an event agency as an object of management, associated with the project-based nature of its activities, a high degree of uncertainty, and a strong dependence on the human factor. The main directions of digital transformation in the event industry are analyzed, and key management problems arising from the fragmented implementation of digital technologies and the low level of organizational digital maturity are identified. Special attention is paid to the formation of a process-based and cyclical approach to managing the development of an event agency. The article presents an authorial development management model and methodology, comprising strategic, operational, and analytical levels, as well as an implementation algorithm and a system of digital tools to support managerial decision-making. The proposed approaches are aimed at improving the manageability of event agency development, reducing risks, and ensuring organizational effectiveness in a dynamically changing external environment.