EXHIBITION AS A SOCIO-CULTURAL PHENOMENON AND OBJECT OF EVENT MANAGEMENT

The purpose of the article is a theoretical analysis of exhibition activity as a cultural phenomenon and an object of event management. The research methodology is based on the use of dialectical, systemic, cultural and interdisciplinary approaches, which makes it possible to comprehensively investigate the multifaceted phenomenon of the organisation of exhibition activities. The scientific novelty lies in deepening the understanding of the nature of the exhibition phenomenon and the peculiarities of its event management in the conditions of complicated social relations, uncertainty, and turbulence. Conclusions. The exhibition is a special cultural phenomenon, an object of event management, a source of information about the achievements of individual enterprises, industries, regions, and countries, as well as an effective marketing tool of intercultural communication. It is a semiotic space formed for the purpose of presenting ideas, things created for their presentation to society. Exhibits as semiotic signs form certain meanings, emotional and figurative cognitive activity, contribute to the growth of interest in the relevant products, the development of national culture and economy. Considering the exhibition as a product allows you to look at this marketing tool in the event management system in a new way, identify all the opportunities it provides and use them to get the maximum effect from the exhibition. The market of exhibition services is steadily growing. However, there is a conflict of interests between the organisers and the exhibitors: the organisers cannot offer a product that satisfies the communication needs of the exhibitors, and because of this, the exhibitors do not fully use all the possibilities of the exhibition. The reason for this is insufficient methodical support of the exhibition activity, as well as failure to take into account the assessment of the level of organisation of the exhibition and the quality of services provided by its organisers. Keywords: exhibition, event management, exhibition product, market of exhibition services, effectiveness and efficiency of the exhibition.