THE ROLE OF STRATEGIC EVENT MANAGEMENT IN DESTINATION MARKETING

Natia Beridze E-mail: beridze.natia@bsu.edu.ge Assistant Professor,Batumi Shota Rustaveli State University Batumi, Georgia https://orcid.org/0000-0001-5706-5380   Tamar Beridze E-mail: beridze.tamar@bsu.edu.ge Assistant Professor,Batumi Shota Rustaveli State University Batumi, Georgia https://orcid.org/0000-0002-8290-0998   Tsira Tsetskhladze E-mail: tsira.tsetskhladze@bsu.edu.ge Assistant Professor,Batumi Shota Rustaveli State University Batumi, Georgia https://orcid.org/0000-0001-6907-7637   Abstract: The role of destination management in the development of sustainable tourism is highly important. However, it is also essential to note that effective destination marketing has an equally vital role to play in shaping the success of the tourism sector. The organization of events of various kinds has become more important in recent years, not only by focusing on the short-term increase in tourism demand, but also as an element of urban development policy with hoped-for effects on politics, economy and society. The aim of this article is to highlight the challenges in event management with a focus on small events. Management approaches to the involvement and interaction of stakeholders, the formation of a planning strategy for the development of the destination are considered. The role and nature of sponsorship associated with increasing the value of small events, as well as the development of a marketing management model for territory marketing, are investigated. Article also emphasizes the role of complex communication strategies in increasing the value of small events.  In the conclusion, the marketing management model for small events is represented, that can be the result of problem solving processes by event organizers based on the creation of alliances in the community ecosystem.