MODERN HOLIDAY CULTURE OF RUSSIA: RELEVANCE OF TRANSFORMATIONS, DISTINCTIVE SIGNS AND TRENDS OF DEVELOPMENT

Abstract

The article deals with the problem of transformation of festive culture in Russia. The holiday culture of Russia is studied as a product of the implementation of past patterns in new socio-cultural conditions. The author describes the distinctive features of modern holidays, which are important to consider when setting holidays. For the first time, attention is drawn to the fact that socio-cultural marketing technologies, events and procedures for organizing professional sales, and group commercial presentations penetrate the content of the holiday culture of Russia. A new trend in the transformation of holiday culture is its use in territorial marketing and business management. The results of the study will be of interest to specialists in social and cultural activities, organizers of theatrical performances and holidays.