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Nikolsky Rows: Pop-up Events as а Factor of Formation of Tourism Destination Image

Student: Peschanskaia Evgeniia

Supervisor: Ivan Mitin

Faculty: Faculty of Urban and Regional Development

Educational Programme: Urban Development and Spatial Planning (Master)

Year of Graduation: 2021

The image of a tourist destination is a representation of knowledge, feelings and global impressions about the place. Tourism is now taking on new forms. Historical cities are interested in the development of return tourism, among other things. Thanks to working with the image of a place, it is possible to create new destinations, transform the "previous spatial representation". What can interest a modern tourist? Now people are becoming more well-fed, "well-fed”, it becomes more difficult to attract and surprise. It becomes more important to get a new experience, emotions, to be involved in any event. Here, event programming is the most competitive tool. In this context, pop-up events - events with ephemerality, changing venues, and strangeness-are something new. The effect of the temporality and surprise of the sentence sets them apart from the rest of the events. The question of the reflection of temporality in the general perception of the destination remains unexplored, what role pop-up events occupy in the general idea of the place. Relevant to study are the effects of pop-up events in the context of tourism and changes from them in the long term. That is, the search for long-term effects from such short, temporary events. As mentioned earlier, historical cities are interested in developing new attractions along with existing ones. St. Petersburg is one of the examples of cities that have already formed a layer of iconic places for tourists, continue their development, creating new places that become symbols of the city. In addition, the aspect of event tourism has been inherent in St. Petersburg for many centuries. If in the 19th century it is ballet and classical music, then the question is what can be the motivation for visitors now. it remains relevant. The research is carried out on the example of Nikolsky Rows - a new space located in the historical center of St. Petersburg in the Kolomna district.

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