ESG strategies in the event industry and their impact on the brand value of a territory

Анотація

The relevance of the study lies in the strengthening of social responsibility and transparent management as fundamental principles for enhancing the competitiveness and reputation of communities. The event industry, as one of the key sectors of the creative and experiential economy, plays a crucial role in shaping perceptions of territories through large-scale cultural, sporting, and social events.

The purpose of this study is to substantiate the conceptual and practical foundations of integrating ESG principles into the event sector and to examine their impact on the development of sustainable territorial brands.

The research employed the following methods: analysis of scientific literature to assess the current state of research on the study issues; comparison to identify international practices of ESG implementation in the event industry; and generalization and systematization to present the research results.

It has been established that the implementation of ESG strategies within event organizations contributes to the formation of long-term value chains that combine environmental awareness, social inclusiveness, and ethical management. It has been proven that ESG-oriented measures strengthen the territory's image as responsible, innovative, and socially open, which directly affects its attractiveness to investors, tourists, and local communities. It is noted that environmental initiatives such as carbon-neutral logistics, waste minimization, and the use of renewable energy sources are tools for increasing environmental sustainability and improving public perception of event tourism. Social aspects, in particular inclusiveness, accessibility and involvement of the local community, form trust, emotional connection and loyalty to the territory brand among the target audience. Management of business processes, based on the principles of transparency, accountability and cooperation with stakeholders, ensures the reliability and institutional stability of the territorial brand.

It has been established that ESG strategies are now becoming a key factor in the reputational and economic growth of territories. Their integration into the events industry creates a synergistic effect between sustainability, creativity and innovation, which increases competitiveness and strengthens the long-term identity of territorial brands.