Article 19118

Title of the article

PROMOTION OF “ZOLOTARYIVSKOE GORODISHCHE” AS A UNIQUE HISTORICAL AND CULTURAL DESTINATION
OF PENZA REGION BY MEANS OF SMM 

Authors

Okhotnyy Artem Sergeevich, Student, Penza State University (40 Krasnaya street, Penza, Russia), artyom_09@bk.ru
Utkina Natal'ya Vladimirovna, Candidate of economic sciences, associate professor, sub-department of marketing, commerce and services, Penza State University (40 Krasnaya street, Penza, Russia), penzamarketing@mail.ru
Ostashkov Aleksandr Valer'evich, Candidate of economic sciences, associate professor, sub-department of public administration and regional sociology, Penza State University (40 Krasnaya street, Penza, Russia), oavrus@mail.ru

Index UDK

338.48; 339.187; 796.5

DOI

10.21685/2072-3016-2018-1-19

Abstract

Background. The social networks play in modern life a huge role. Currently they are used not only as a means of everyday communication, but also act as one of the most effective marketing tools for working with the target audience, including for organizations of the socio-cultural sector, particularly museums. The urgent task for the museum is applying social networking to promote the company and its services, and objects of natural and (or) cultural heritage administered by the Museum. The aim of this work is to analyze the possibility of using SMM as a tool for promoting regional objects of historical and cultural heritage in the Internet on the example of the promotion of the Zolotaryovskoe Gorodishche settlement of ancient settlement on a social network “VKontakte”.
Materials and methods. Implementation of research tasks was achieved on the basis of analysis of scientific works devoted to the study of the uniqueness the Zolotaryovskoe Gorodishche settlement. A special place in the framework of the present study is a work on museum marketing, theory and practice of SMM, promotion in social networks. Basic research methods: analysis, comparison, induction, deduction, analogy, classification.
Results. The article analyses a practical experience in the use of social network “VKontakte” as a platform for the promotion of the Zolotaryovskoe Gorodishche settlement as a unique historical and cultural place in Penza region.
Conclusions. Competent job of promoting in the online space through the use of social networks allows you to create and develop interest in regional objects of historical and cultural heritage that is one of the main and urgent tasks of marketing in the socio-cultural sphere.

Key words

marketing, museum marketing, promotion, SMM, social networks, Zolotaryov settlement, tourism, Penza region

 Download PDF
References

1. Eticheskiy kodeks IKOM dlya muzeev [Ethic Code ICOM for museums]. Transl., ed. M. Gnedovskiy. 2014. Available at: http://icom.museum/uploads/tx_hpoindexbdd/code_russia2013.pdf (accessed Sept. 14, 2017).
2. Leshchenko A. G. Reklama i marketing v muzeynom dele [Advertising and marketing of museums]. 2009, no. 1, pp. 25–32.
3. Muzei. Marketing. Menedzhment: prakt. posobie [Museums. Marketing. Management: tutorial]. Comp. by V. Yu. Dukel'skiy. Moscow: Progress-Traditsiya, 2001, 224 p.
4. Nazarov P. V., Shubina O. A. Spravochnik rukovoditelya uchrezhdeniya kul'tury [Cultural institution manager’s reference book]. 2011, no. 9, pp. 17–35.
5. Belorybkin G. N. Zolotarevskoe poselenie [Zolotaryovskoe settlement]. Saint-Petersburg; Penza: Izd-vo PGPU im. V. G. Belinskogo, 2001, 200 p.
6. Russkoe geograficheskoe obshchestvo (Penzenskoe oblastnoe otdelenie): sayt [The Russian Geographical Society (Penza region branch): website]. Available at: http://rgopenza.livejournal.com/32720.html (accessed Mar. 11, 2017).
7. Forum penzenskikh kraevedov [The forum of Penza regional ethnographers]. Available at: http://penzoved.forumhub.ru (accessed Mar. 10, 2017).
8. Novruzova E. Sotsial'nye seti v Rossii, leto 2017: tsifry i trendy [Social networks in Russia, summer 2017: figures and trends]. Available at: http://www.cossa.ru/Brand_Analytics/166387/ (accessed Sept. 07, 2017).

 

Дата создания: 13.06.2018 14:24
Дата обновления: 01.10.2018 14:12