Event tourism as an element of social and economic potential of the region: the role of the human factor

The present article aims to examine the expected and real impact of the World Cup 2018 on the economy of the Rostov region as a leader among southern regions by investments into preparation to the World Cup. It is also to find out if such a large-scale event has negative consequences for the economic state of the region. Despite the solely positive estimates of experts, the author puts forward the hypothesis according to which the World- Cup 2018 has also a negative impact which is probably less expressed and studied by economists today. Statistical data and articles published before and after the World Cup have been analyzed. Both positive and negative influence on economy of the Rostov region and the whole country in general has been justified. The problem of insufficiently objective assessment of the World Cup’s results, which have been reflected in such economic indicator as GDP, has been raised by the author. The relevance of chosen topic is expressed in its newness which, therefore, results in insufficiently deep research. The article employs the concept of sports event tourism and emphasizes the results of similar research on impact of sports event tourism on economy. The research methodology includes empirical analysis of statistical and analytical data. The author concludes that the negative impact of the World Cup 2018 on economy of the Rostov region does exist. It is expressed in the risk of non-repayment of some projects, uneven distribution of incomes in the service sector and short-term emergence of new workplaces. Further research will allow to examine subsequent impact of the World Cup 2018 which have been reflected in the economic indicators of the region under study for a long time.