Music and festival tourism in the socio-cultural space of the city (using the example of Saratov)

The phenomenon of music festival tourism contributes to the preservation of cultural diversity, uniqueness and local identity, being a tool for promoting territories, forming their positive image and attracting investments. The study of cultural practices of Saratov’s music festival tourism is determined by the peculiarity of its development as one of the oldest centers of musical culture in Russia, with historically rich cultural, musical and performing traditions. The central event of Saratov’s music festival practices is the Sobinovsky Festival, which has been held since 1986. Its characteristic feature is the vocal competition, which is attended by young Russian and foreign performers. The combination of the competition and professional training during the festival provides an opportunity for professional improvement and career growth. The competition promotes the formation of a professional culture, constructive communication, where mentoring and continuity are key elements. A comprehensive analysis of the Saratov music festival tourism model has revealed both the strengths and weaknesses of organizing and conducting music festivals. The implementation of promising areas of music and festival tourism requires the formation of a long-term strategy that takes into account the specifics of the region and its rich cultural potential. Saratov has great opportunities and real prospects for modernizing the existing model of music festival tourism. For the development of music festival tourism, its institutionalization is necessary, which requires the creation of special institutions that could plan, organize, coordinate, provide PR support, and promote marketing to achieve the goals and objectives of this multidimensional and time-consuming activity. In the field of music and festival tourism, special attention should be paid to the technological component of festivals, the active use of online platforms, and Internet promotion, which helps inform a wide audience, position established festival brands with a high positive reputation, and maintain professional communications.