A model for assessing the resident's involvement in the implementation of big events in the region

The purpose of the study is to develop and scientifically substantiate a methodological approach to modeling the processes of involvement and assessing the degree of willingness of residents to participate in co-production in the framework of territory marketing. The subject of the study is the organizational and economic relations that arise during the formation and implementation of territory marketing tools based on the involvement of residents in the co-production of big-scale events. The study proved that in order to develop territory marketing strategies, it is necessary to take into account the attitude of residents to planned marketing activities. The article presents the results of an empirically validated original approach to modeling the processes of involvement and assessing the degree of willingness of residents to participate in co-production in the framework of territory marketing. As a result of empirical testing of the model, it was revealed that the behavioral and affective components of the model are the key factors influencing the readiness of residents to co-produce big-scale events. The factors identified by the authors that influence the willingness of residents to participate in the co-production of big-scale events can be used in the formation of regional and municipal event marketing programs to increase the validity of management decisions when choosing models and mechanisms for involving residents in the co-production of big-scale events at the level of regions and municipalities.