Transformation of Event Trends in the Context of Socio-Cultural Development of Ukraine

Authors

DOI:

https://doi.org/10.31866/2709-846X.2.2024.335885

Keywords:

trend, event trends, event technologies, event industry, event, event culture

Abstract

Introduction. The modern event sphere is highly dynamic and adaptive; it responds quickly to current challenges and external circumstances, forming new trends and determining development trends. Despite the losses and crises caused by the pandemic and exacerbated by the war, the event market in Ukraine continues to develop and become more competitive. Knowledge and understanding of trends allow professionals to create innovative formats and unique offers, adapt international experience to domestic realities, and be flexible and progressive. At the same time, today’s domestic events reflect and shape the new values of Ukrainian society – charity, volunteering, inclusiveness, and national identity. Global trends related to the use of digital technologies, data analytics, mobile applications, gamification, etc., are integrated into domestic events, combining traditions and innovative approaches. Purpose and methods. The article aims to analyse the transformation of event trends in the 2020s of the twenty-first century, identify the relationship with socio-cultural, social, political, economic, and other factors of the development of Ukrainian society, and outline prospects for further research. The study used methods of analysis and synthesis, which made it possible to analyse event trends as a separate phenomenon and, in combination with external factors, identify their impact on the socio-cultural development of Ukraine. The comparison method allowed for the identification of differences in technologies, formats, and methods inherent in events of different years. Results. Modern event trends have been systematised, focusing on forming new trends in the event sector under the influence of external circumstances, such as the improvement of digital tools, diversification of technologies, the COVID-19 pandemic, martial law in Ukraine, and others. Conclusions. The scientific novelty of the article is that it compares event trends of different years, identifies their advantages and disadvantages, and suggests prospects for further research. The conclusions drawn from the study focus on the diversity of trends and their formation, depending on external circumstances. The ideas proposed in the article will allow adapting global trends to domestic realities. It will help to increase the competitiveness of Ukrainian events both in the local and large-scale international markets.

Author Biography

Liudmyla Polishchuk, Kyiv National University of Culture and Arts

Professor

References

Andriievska, A. (2021, May 26). Top-5 trendiv 2021 roku, yaki zminyly ivent-industriiu [Top 5 trends of 2021 that changed the event industry]. Budni. https://surl.li/cexcpk [in Ukrainian].

Budnikevych, I. M., & Semkiv, A. Yu. (2022). Urakhuvannia tendentsii ta vyklykiv marketynhovoho seredovyshcha pry formuvanni napriamkiv ivent-aktyvnosti vitchyznianykh kompanii, mist ta terytorii [Consideration of the trends and challenges of the marketing environment when forming the directions of event activity of domestic companies, cities and territories]. Economic Bulletin of Cherkasy State Technological University, 65, 61–69. https://doi.org/10.24025/2306-4420.65.2022.262901 [in Ukrainian].

Danylykha, N., & Pakholok, I. (2021). Ivent-zakhody yak instrument populiaryzatsii natsionalnoi kultury (1991–2021) [Event-activities as the promotion tool of national culture (1991–2021)]. The Ethnology Notebooks, 3(159), 593–600. https://doi.org/10.15407/nz2021.03.593 [in Ukrainian].

Derhachova, H. M. (2022). Ivent-menedzhment [Event management]. National Technical University of Ukraine "Ihor Sikorskyi Kyiv Polytechnic Institute". https://surl.li/jazznc [in Ukrainian].

Diachenko, Yu. V., Sedikova, I. A., & Bondar, V. A. (2020). Event-menedzhment yak skladnyk informatsiino-komunikatsiinykh tekhnolohii u publichnomu upravlinni [Event management as a component of information and communication technologies in public management]. Scientific Notes of Taurida National V. I. Vernadskyi University. Series: Public Administration, 31(6), 39–44. https://doi.org/10.32838/TNU-2663-6468/2020.6/07 [in Ukrainian].

Event Ukraine. (n.d.). Holovna [Home]. Retrieved November 20, 2024, from https://eventukraine.com/ [in Ukrainian].

EventMB Studio. (2019). The State of Event Technology. https://surl.li/znhhvh [in English].

Hubernator, O. I. (2022). Imersyvni kulturni praktyky XXI stolittia: osoblyvosti ta pryiomy [Immersive cultural practices of the 21st century: Features and techniques]. Culturological Almanac, 3, 283–289. https://doi.org/10.31392/cult.alm.2022.3.36 [in Ukrainian].

Hyland, S. (2019, January 22). The Top Event Technology Trends for 2019 – According to 27 Event Experts. Event Industry News. https://www.eventindustrynews.com/news/event-technology/the-top-event-technology-trends-for-2019-according-to-27-event-experts [in English].

International Organization for Standardization. (2024). Event sustainability management systems – Requirements with guidance for use (ISO 20121:2024) (2nd ed.). https://www.iso.org/standard/86389.html [in English].

Khytrova, O. A., & Kharytonova, Yu. Yu. (2018). Stan i tendentsii rozvytku ivent-menedzhmentu v Ukraini [The state and trends in the development of event management in Ukraine]. International Humanitarian University Herald. Economics and Management, 30, 27–31 [in Ukrainian].

Krasnomovets, V. A., & Trachuk, A. M. (2022). Teoretychni pidkhody do vyznachennia poniattia "trend" u haluzi turyzmu [Theoretical approaches to defining the concept of "trend" in the field of tourism]. Visnyk of Kherson National Technical University, 3(82), 166–172. https://doi.org/10.35546/kntu2078-4481.2022.3.23 [in Ukrainian].

Krupa, O., & Hubernator, O. (2023). Suchasni tsyfrovi tekhnolohii ta audiovizualni zasoby v hibrydnykh kulturno-dozvillievykh iventakh [Modern digital technologies and audiovisual means in hybrid cultural and leisure events]. Issues in Cultural Studies, 42, 173–181. https://doi.org/10.31866/2410-1311.42.2023.293773 [in Ukrainian].

Krypchuk, M., & Plutalov, S. (2022). Tendentsii rozvytku suchasnykh ivent-prohram [Trends in the development of modern event-programs]. Grail of Science, 16, 652– 655. https://doi.org/10.36074/grail-of-science.17.06.2022.112 [in Ukrainian].

Kurylenko, V. (2020, February 6). Kudy priamuiut iventy: 8 aktualnykh trendiv [Where events are headed: 8 current trends]. Event Ukraine. https://eventukraine.com/success/kudi-pryamuyut-iventi-8-aktualnih-trendiv/ [in Ukrainian].

Kuzmenko, T., & Samahala, V. (2024). Viina v Ukraini v konteksti diialnosti ukrainskykh ivent-ahentsii (2022–2023 rr.) [War in Ukraine in the context of Ukrainian event agencies activities (2022–2023)]. Issues in Cultural Studies, 43, 156–169. https://doi.org/10.31866/2410-1311.43.2024.303043 [in Ukrainian].

Mackenzie, S. (2023, January 24). 10 Event Technology Trends to Watch in 2023. Momentus Technologies. https://surl.li/xfltsh [in English].

Magazine digital edition. (n.d.). Special Events. Retrieved November 27, 2024, from https://surl.li/hxbtlv [in English].

Matviichuk, Ya. (2022, November 23). Rynok orhanizatsii podii: nova stratehiia vyzhyvannia i plany na maibutnie [Event management market: New survival strategy and plans for future]. ARENA CS. https://surl.li/pcbfoc [in Ukrainian].

Melnyk, L. H. (2020). Suchasni trendy rozvytku sotsialno-ekonomichnykh system [Current trends in the development of socio-economic systems]. Mechanism of Economic Regulation, 1, 9–27. https://doi.org/10.21272/mer.2020.87.00 [in Ukrainian].

Moore, K (2021, November 8). The State of the Event Industry: 7 Predictions for the Next 5 years. Bizzabo. https://www.bizzabo.com/blog/state-of-the-event-industry-7-predictions-next-5-years [in English].

New Research Shows Growing Technology Skills Gap in Event Industry (2019, November 6). Special Events. https://surl.li/vasfdz [in English].

Nikoliuk, O. V., Diachenko, Yu. V., & Savchenko, T. V. (2021). Osoblyvosti rozvytku ivent-menedzhmentu v Ukraini [Features of event management development in Ukraine]. Investytsii: praktyka ta dosvid, 6, 98–103 [in Ukrainian].

Noe, K. (2023, November 22). The Ultimate Directory of Top UK Event Agencies. Bizzabo. https://www.bizzabo.com/blog/top-uk-event-agencies [in English].

Oleksiuk, H. V., Anhelko, I. V., & Samotii, N. S. (2020). Ivent-industriia: rozvytok ta problemy v Ukraini [Event-industry: Development and problems in Ukraine]. Regional Economy, 3(97), 120–130. https://doi.org/10.36818/1562-0905-2020-3-13 [in Ukrainian].

Parkhomenko, I. I. (2018). Brytanska naukova tradytsiia vyvchennia ivent-menedzhmentu: osnovni poniattia (G. Bowdin, H. Pielichaty, G. Els) [UK scientific tradition in Events Management: Key concepts (G. Bowdin, H. Pielichaty, G. Els)]. Bulletin of Kyiv National University of Culture and Arts. Series in Management of Social and Cultural Activity, 2, 63–76. https://doi.org/10.31866/2616-7573.2.2018.149459 [in Ukrainian].

Pashkevych, M. Yu. (2021). Podiievi praktyky yak efektyvnyi instrument pablik ryleishnz [Event practices as an effective tool of public relations]. Culture and Contemporaneity, 1, 216–222. https://doi.org/10.32461/2226-0285.1.2021.238626 [in Ukrainian].

Petrova, I. V. (2021, March 25–26). Podiia yak kulturnyi tekst: semantyka i etymolohiia [Event as a cultural text: Semantics and etymology]. In Filosofiia podiievoi kultury: istoriia ta suchasnist [Philosophy of event culture: History and modernity] [Conference proceedings] (pp. 125–128). Kyiv National University of Culture and Arts [in Ukrainian].

Poplavskyi, M. M. (2017). Event-menedzhment u industrii dozvillia [Event-management in leisure industry]. Issues in Cultural Studies, 33, 186–197. https://doi.org/10.31866/2410-1311.33.2017.141600 [in Ukrainian].

Potsipukh, O. (2018). Poniattia "trend" u suchasnomu naukovomu dyskursi [A concept "trend" in the modern scientific discourse]. Bulletin Taras Shevchenko National University of Kyiv. Journalism, 1(24), 15–19 [in Ukrainian].

Semenchuk, K. L., & Nechyt, D. D. (2021). Upravlinnia proiektamy zghidno z trendamy event-haluzi [Project management according to event industry trends]. Development of Management and Entrepreneurship Methods on Transport, 1(74), 76–86. https://doi.org/10.31375/2226-1915-2021-1-76-86 [in Ukrainian].

Shcho take metavsesvit, navishcho vin biznesu i chomu yoho buduiut na khmarnykh tekhnolohiiakh [What is the metauniverse, why is it for business and why is it being built on cloud technologies]. (2021, December 24). GigaCloud. https://surl.li/edrccc [in Ukrainian].

Sukhorukova, H. (2023, October 6). Oflain-zakhody dlia biznesu pid chas viiny v Ukraini: ryzyky chy mozhlyvosti [Offline events for business during the war in Ukraine: Risks or opportunities]. Kyivstar Business Hub. https://surl.li/pknsjp [in Ukrainian].

SUN Event. (2024). Embroidered with pain. beaworld. https://beaworldfestival.com/eubea_events/embroidered-with-pain/ [in English].

Trend. (n.d.). In Slovnyk.ua [Dictionary.ua]. Retrieved October 16, 2024, from https://bit.ly/4dc8SwR [in Ukrainian].

Vyshyti bolem. Istorii pro yaki movchat, vyshyti na rushnykakh [Embroidered with pain. Hand-embroidered cloths coded with stories about which they are silent]. (n.d.). Dali ye. Retrieved November 17, 2024, from https://surl.li/ ynacpi [in Ukrainian].

Worksup. (n.d.). Event trends for 2023. Retrieved November 20, 2024, from https://worksup.com/event-trends-for-2023/ [in English].

Zelenska, L. (2018). Ivent-menedzhment [Event management]. National Academy of Culture and Arts Management [in Ukrainian].

Zikii, N., & Rakocha, M. (2024, May 8). Ivent-industriia v umovakh viiny [Event-industry in war conditions]. In Stratehichni imperatyvy suchasnoho menedzhmentu [Strategic imperatives of modern management] [Conference proceedings] (pp. 129–131). Kyiv National Economic University named after Vadym Hetman. https://surl.li/jazznc [in Ukrainian].

Downloads

Published

2025-07-23

How to Cite

Polishchuk, L. (2025). Transformation of Event Trends in the Context of Socio-Cultural Development of Ukraine. Socio-Cultural Management Journal, 7(2), 91–108. https://doi.org/10.31866/2709-846X.2.2024.335885

Issue

Section

TRANSFORMATIONAL PROCESSES OF SOCIO-CULTURAL DEVELOPMENT