TRANSFORMATION OF THE ORGANIZATIONAL AND ECONOMIC MODEL OF MANAGEMENT IN THE FIELD OF CULTURE AS A BASE OF TERRITORIAL BRANDING

Abstract

Purpose. Development of theoretical, methodological provisions and practical recommendations on transformation of the organizational and economic model of management in the field of culture in the context of territorial progress. Methodology of research. Methodological base of the research are a systematic approach to researching of economic phenomena and researches of leading economists on management of the field of culture. The features and trends of development of the field of culture and status of establishments of culture are determined by the help of methods of comparative analysis and economic diagnostic. Economic and mathematical modeling is used in the process of forecasting of scope of employees in the field of culture according to scope of citizens. The method of expert assessments is used in the process of determining of strong and weak sides, opportunities and treatments to development of the field of culture. System-structural and functional approaches and plural of methods which are used on the theoretical and empirical levels of scientific cognition are used in the process of development of organizational and economic model of management in the field of culture. Findings. Theoretical approaches to the management of the field of culture are generalized. Legal base and model of financial providing of local budgets are analyzed to estimate of financial status of establishments of culture in UTC. There is proposed to establish Union Cultural and Leisure Center on the base of village club, library and museum, to make UCLC self-sufficient in the future. Main orders of development of the alternative financial sources are defined. The activity on forming of tourist and recreational cluster in conditions of UTC is grounded. It is forecasted that this cluster will lead to creation and promotion of brands of each territories taking into account its unique historical and cultural inheritance. The density of correlation connection between a number of citizens of UTC and a number of employees in the field of culture in the circumstances of creation of UCLC is determined by the help of construction of the economic-mathematical model. The SWOT- analysis is carried-out. Problems are identified and orders of development of the field of culture in circumstances of UTC on the base of SWOT – analysis. Originality. The systematic approach to construction of effective organizational and economic model of management in the field of culture is used. The features of methods and means as subjects of state vertical government, and also internal governmental subsystems which are based on the involving of cluster approach, of indicators of activities of citizens and of progress of touristic field are taken into account in the process of using of systematic approach to construction of effective organizational and economic model of management in the field of culture. It is necessary to stress that such way has never been used before. Practical value. Recommendations on transformation of organizational and economic model of management in the field of culture in circumstances of UTC are carried out. These recommendations will permit to increase effectiveness of activities of establishments in the field of culture and touristic attractiveness of territories.