The role of event marketing in the strategic management of tourist competitiveness of the Russian constituent entities

The article examines event marketing as a strategic tool for enhancing the tourism competitiveness of the constituent entities of the Russian Federation. The study is based on the concept of systemic management of regional development, within which event marketing and event tourism act as interrelated elements of territorial branding and the region’s image policy. The published materials were prepared within the framework of the State Assignment No. 075–00126–25–00 dated 12/25/2024 of the Ministry of Education and Science of the Russian Federation for the implementation of the research work «Scientific approaches to the structural assessment of the tourism competitiveness of the subjects of the Russian Federation, including system monitoring and predictive development assessments». The aim of the study is to determine the role and functions of event marketing in the strategic management of tourism competitiveness of the Russian regions, to identify the structure and effects of event tourism, and to propose a model for its integration into the system of regional governance. The research employs methods of systemic, institutional, and structural- functional analysis, as well as content analysis. The information base consists of scientific publications by Russian and foreign authors. A multi- level model of event marketing has been developed, including strategic, organizational (and communication), operational, and result- oriented levels. The economic, social, image, and cultural effects of event tourism have been identified, and their role in the formation and development of the region has been determined. Event marketing shapes the competitive advantages of a region, contributes to the growth of tourist flows, investment activity, and public engagement, and serves as a link between strategic management, territorial marketing, and tourism development.