Marketing Strategies for the Development of Event and Entertainment Services

This study is aimed at identifying effective marketing strategies for the development of the event and entertainment services market in the context of globalization and digital transformation. The main objective of the research is to analyze consumer behavior in the entertainment services sector and develop a methodology for integrating digital marketing tools to enhance service attractiveness. The study employed system analysis, comparative economic analysis, and the results of a sociological survey conducted among 450 respondents. The findings revealed that the effectiveness of traditional advertising tools has declined, while personalized omnichannel marketing and experience marketing have become the primary drivers of growth. The article further enriches the concept of “emotional capital in event marketing” and proposes a model for assessing customers’ emotional engagement within the service delivery chain. Practical recommendations were also developed for entrepreneurs and public cultural institutions on optimizing marketing budgets and increasing customer loyalty.