Creativity as a Resource for the Development of a Service Enterprise (Through the Example of Event Agencies)

Aim. The presented study aims to conduct a comprehensive phenomenological analysis of creativity as a resource for the development of a service enterprise through the example of the creative activity of event agencies.
Tasks. The authors examine the phenomenon of creativity and develop a theoretical framework for considering creativity as a resource for the development of a service enterprise through the example of event agencies; identify the indicators of creativity of a service enterprise; develop a scale of creativity of event agencies operating in the modern services market.
Methodology. The theoretical and methodological basis of this study includes the works of Russian and foreign scientists and experts in the field of creativity and its use as a resource for the development of service enterprises. The authors use the phenomenological method (to examine the phenomenon of creativity as a whole), comparative (comparison of approaches, ideas, and experience of different countries in the field of creative activity), hermeneutical (interpretation of various aspects related to the analysis of creativity), and systems analysis. To examine the indicators of creativity of event agencies, this study uses quantitative and qualitative analysis of information materials published on the official websites of the examined cities, convention and event agencies, statistics of professional associations of congress and exhibition organizations, including the International Congress and Convention Association (ICCA), as well as other analytical reports, expert opinions, and applied research on the topic. The study analyzes statistics on the number and themes of events held in each city, event infrastructure, the range of provided services, and the level of service. The cities are then comparatively analyzed based on the results of examination of each city, and general conclusions are formulated.
Results. The main problem addressed by this study is associated with the concept of “creativity”, its content, degree, limits, and risks. The scientific novelty of the study is predicated upon the insufficient investigation of the problem of creativity as a resource for the development of a service enterprise. This study is one of the first attempts to develop a methodology for comprehensively analyzing the phenomenon of creativity with regard to event agencies. The results obtained during the study are vital for the theoretical conceptualization and practical solution of the problem of creativity in the context of economic knowledge: the key indicators of creativity of an event agency are identified and a creativity assessment model is developed based on the range of possible manifestations of creativity in the professional activity of event agencies. Creativity is analyzed as a resource for the development of a service enterprise through the example of the activity of event agencies. Eight indicators of creativity of an event agency are identified and an assessment scale is developed. The creativity indicators include “fluency”, “flexibility”, “originality”, “elaboration and synthesis”, “redirection”, “redefinition”, “reinitiation”, and “generation”. These eight indicators are incorporated into a creativity scale based on the Likert scale, which makes it possible to assess the degree (level) of creativity of an event agency on a scale of one to ten. As a result, the following problems are solved: the essence of the concept of “creativity” is determined and its main features are identified by analyzing the specific aspects of the modern MICE industry landscape. Scientific information on the topic is analyzed, systematized, and generalized. Russian and foreign experience of using creativity as a resource for the development of a service enterprise is comparatively analyzed.
Conclusions. The special role of creativity as a resource for the development of an event agency is revealed, and the indicators of the agency’s creativity are formulated. A creativity scale is developed. The correlation between the competitiveness of a service enterprise and the use of the creative resource in its development is determined. This study is one of the first attempts to develop a methodology for comprehensively analyzing the phenomenon of creativity with regard to event agencies. The results of the study are important for the theoretical conceptualization and practical solution of the problem of creativity in the context of economic knowledge.

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