2408-9346Research result. Business and Service Technologies2408-934610.18413/2408-9346-2025-11-2-0-53791TRENDS IN THE DEVELOPMENT OF INDUSTRY AND REGIONAL MARKETS. BUSINESS TRANSFORMATION IN THE NEW REAL<strong>Territorial image of the Republic of Mordovia: sotsiological analysis</strong><strong>Territorial image of the Republic of Mordovia: sotsiological analysis</strong>Bartsayeva1Victoria V.Bartsayeva1Victoria V.ZaytsevaLarisa A.ZaytsevaLarisa A.202511200

Contemporary challenges place territories in a situation of competitive struggle for various resources: financial, human, and informational.&nbsp; The spatial development strategy of the Russian Federation for the period up to 2030 determines domestic demand (consumption and investment) as a key driver of the economy. Therefore, additional incentives for development will be given to supply-oriented industries, including domestic and inbound tourism.&nbsp; At the same time, the attractive image and reputation of the territory are symbolic capital that can provide it with a competitive advantage. Achieving the target indicator for increasing the number of tourist trips encourages regions to develop and actively promote their image concept (geobrand). For example, Nizhny Novgorod is the capital of sunsets, Uryupinsk is the capital of the Russian province, Kazan is the sports capital, etc.&nbsp; The purpose of the study was to investigate the perception of the territorial image of the Republic of Mordovia in the expert environment and public opinion. The article analyzes the results of a survey of experts and ordinary respondents regarding their perception of the image of the Republic. Conclusions were drawn that the solution of sotsio-economic problems and the formation of a holistic concept of geoblocking will have an influence on the further development of perception of the image of the territory. The theoretical basis for the research was provided by the works of domestic and foreign authors who established the theoretical and methodological foundations for studying territorial brands and developed methods for evaluating them. The study employed axiological and systemic approaches, as well as structural-functional analysis and a questionnaire method, to examine the perception of the territorial image of the Republic.

Contemporary challenges place territories in a situation of competitive struggle for various resources: financial, human, and informational.&nbsp; The spatial development strategy of the Russian Federation for the period up to 2030 determines domestic demand (consumption and investment) as a key driver of the economy. Therefore, additional incentives for development will be given to supply-oriented industries, including domestic and inbound tourism.&nbsp; At the same time, the attractive image and reputation of the territory are symbolic capital that can provide it with a competitive advantage. Achieving the target indicator for increasing the number of tourist trips encourages regions to develop and actively promote their image concept (geobrand). For example, Nizhny Novgorod is the capital of sunsets, Uryupinsk is the capital of the Russian province, Kazan is the sports capital, etc.&nbsp; The purpose of the study was to investigate the perception of the territorial image of the Republic of Mordovia in the expert environment and public opinion. The article analyzes the results of a survey of experts and ordinary respondents regarding their perception of the image of the Republic. Conclusions were drawn that the solution of sotsio-economic problems and the formation of a holistic concept of geoblocking will have an influence on the further development of perception of the image of the territory. The theoretical basis for the research was provided by the works of domestic and foreign authors who established the theoretical and methodological foundations for studying territorial brands and developed methods for evaluating them. The study employed axiological and systemic approaches, as well as structural-functional analysis and a questionnaire method, to examine the perception of the territorial image of the Republic.

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