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Regional Economics: Theory and Practice
 

Culture as a factor of formation of an attractive image of the Russian territories

Vol. 13, Iss. 13, APRIL 2015

PDF  Article PDF Version

Available online: 5 April 2015

Subject Heading: SPATIAL ECONOMICS

JEL Classification: 

Pages: 60-67

Volkov S.K. Volgograd State Technical University, Volgograd, Russian Federation
ambiente2@rambler.ru

Importance The development of market relations and increase in business activities encourage strengthening the promotion of the Russian Federation and some of the territories in the international markets of goods and services. In recent years, these functions were primarily the ones of public authorities. While there was no single strategy of promotion, but despite this, over the past few years, the southern regions of the country (Krasnodar Krai, Stavropol Krai, etc.) have come to international markets in addition to the large centers (Moscow, St. Petersburg, Kazan).
     Objectives The objective of the study is to support a promising strategy of forming a positive image of Russian territories on the basis of a cultural factor.
     Methods On the basis of general scientific methods of analysis, I have considered various aspects of building a positive image of Russian territories, and performed their benchmarking.
     Results The study showed that culture is the most promising and effective factor to build a favorable image of the Russian territories. I have reviewed the experiences of the city of Myshkin, the Yaroslavl region, in the process of building a city development strategy rooted in a cultural factor.
     Conclusions and Relevance I came to a conclusion that the problem of forming a positive international image of the country and its territories is a scientific expert task of interdisciplinary research, which requires further study and elaboration of methodological frameworks, based on broad international experience. In addition, a mass visualization of cultural heritage, both the regions and the country, is necessary in the world channels of communication to improve the "photographic" qualities of Russian territories. The rendering process is to be implemented as part of the comprehensive science-based marketing (branding) strategy for the development of the Russian Federation.

Keywords: territory, marketing, culture, territory’s image, regional brand, depressed region, interregional cooperation, visualization, cultural heritage

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