DEVELOPING A MECHANISM FOR SHAPING AND ACTIVATING REGIONAL IMAGE POTENTIAL
DOI:
https://doi.org/10.5281/zenodo.18440514Keywords:
regional image, image potential, regional governance, territorial marketing, diagnostic system.Abstract
In regional governance practice, a certain algorithm for image creation is commonly applied; however, the key problem remains the absence of a unified set of instruments for assessing and mobilising a region’s potential in the process of forming an attractive image. To address this issue, a mechanism for shaping and activating regional image potential has been developed. This mechanism involves engaging the entire resource potential of a region in the image-building system, incorporating not only the tools of management science but also a broad range of instruments from sociology, psychology, economic analysis, and marketing.
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