MANAGEMENT OF BUSINESS EVENTS IN THE SERVICE ECONOMY
Annotatsiya
This paper examines the role of business events in the service economy and analyses key management aspects that influence their performance and economic contribution. It highlights how effective management practices, such as strategic planning, stakeholder coordination, and service quality management, enhance the value generated by business events for multiple stakeholders, including participants, service providers, and host destinations. Furthermore, the paper discusses the economic impact of business events on accommodation, transport, catering, and professional services, while addressing challenges related to market competition, volatility, and evolving customer expectations. The increasing role of digital technologies and hybrid event formats is also considered, emphasizing the need for adaptive and innovation-oriented managerial approaches. Overall, this study underscores the significance of business event management as a relevant and promising research area within the service economy, with implications for organizational performance, sectoral integration, and sustainable economic development.