Organizace událostí k propagaci a posílení image Baku

This master's thesis investigates the strategic role of event organization in promoting and enhancing the international image of Baku. As cities increasingly compete on a global scale for investment, tourism, and talent, Baku has utilized major events as a core pillar of its destination management strategy to transition from an energy hub into a modern, multifaceted metropolis. The research employed a mixed-methods approach to analyze the allignment between the city's projected identity and its actual image among international stakeholders. Qualitative data was gathered through in-depth interviews with six project-event managers responsible for Baku's most prominent B2B exhibitions and forums. Quantitative insigths were derived from an online survey of 421 international visitors who had participated in at least one international event in Baku. Key findings from the research indicate that event-based promotion is the primary driver for international interest, with 90% of surveyed visitors citing it as the main factor influencing their decision to visit Baku. While sporting and cultural events such as Formula 1 and Eurovision effectively build general global awareness, specialized business events generate the highest direct economic value and professional trust. Analysis of B2B platforms revealed significant financial returns, with the Caspian Oil & Gas exhibition and the Baku Energy Forum achieving estimated ROIs of 91% and 85% respectively. Furthermore, iconic "starchitecture" landmarks like the Flame Towers and the Heydar Aliyev Center serve as critical visual identifiers, successfully linking Baku’s identity with modernity and innovation in the global media landscape.Despite these successes, the study identifies several challenges, including transportation logistics, administrative complexities, and a heavy reliance on state funding. To ensure long-term sustainability and further enhance the city's global standing, the thesis recommends implementing smart mobility solutions, simplifying administrative procedures through a single digital window, and transitioning toward a public-private partnership model to foster a more mature sponsorship culture. Ultimately, this research concludes that by focusing on high-growth sectors and maintaining a balance between global standards and local "glocal" identity, Baku can solidify its position as a crucial international hub.