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THE IMPACT OF THE 2018 WORLD CUP ON THE POPULARITY OF RUSSIAN CITIES AND THEIR ATTRACTIVENESS FOR GOOGLE USERS (0.85 Mb, pdf) Read
Authors:
Kuzovlev Svyatoslav Sergeevich
Annotation:

The purpose. Studying changes in the image of large cities after hosting major sport events, based on Internet metric indicators, is a new effective area in sport management. Its attractiveness is associated with unique information that is difficult to obtain with classical research methods and its applicability to the scientific- cognitive process and on practice. The main purpose of the study is to identify changes in the popularity of Russian cities and their attractiveness for Google users during and after the 2018 FIFA World Cup.

Research methods and organization. The article reveals methodology, main indicators and specific results of a study of the impact of the 2018 World Cup on the popularity of Russian cities on the Internet and on their attractiveness. We analyzed data obtained using the “Google. Trends” tool for assessment of user interest on the Internet, as “Google” is the most common search engine in the world [Alexa, 2019].

Research results The results revealed that after the World Cup popularity indicators returned to their previous level, and in some cities, they even decreased. Despite the fact that the observation period lasted for one year,

the most popular queries in the global Internet space in Russian cities were about World Cup matches and related events. Users from around the world had little interest in the history or culture of cities. In addition, the CIS countries traditionally became the main producers of popularity during the observation period.

Conclusion. The analysis revealed that there were no changes in the popularity of Russian cities in the global Internet space after the World Cup. In addition, there was a decline in interest for some cities. Russian cities were extremely attractive for users of the Internet space only during the World Cup.

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