Managing Cultural Consumption Processes of Sport Mega Event Visitors

The aim of this master thesis is to identify factors that influence on managing cultural consumption processes of sport mega event visitors. This subject is especially important in the context of holding 2018 FIFA World Cup in Saint-Petersburg where together with the questions of logistics organization, marketing strategies, volunteer management the question of organizing cultural entertainment for tourists and citizens will be discussed. In the furtherance of this aim the following objectives were attained: theoretical approaches to defining the concept of cultural consumption and cultural practices were considered; specialties of cultural consumption in the context of sport event tourism were identified; specialties of cultural place branding during sport mega events were considered; cultural practices of sport mega event visitors were analyzed using instruments of web analytics; the factors that influence on cultural consumption of sport mega event visitors were identified; the image of Saint-Petersburg before 2018 FIFA World Cup Russia was determinated and finally the complex of recommendations for promoting cultural brand of Saint-Petersburg during 2018 FIFA World Cup Russia was developed. In particular, on the basis of these research results the recommendations for creating cultural programme for the football cup fans were proposed. This cultural programme aimed at drawing attention not only to football cup, but also to the place of its holding, Saint-Petersburg, that will allow to demonstrate cultural and tourist potential of the city on the international stage.