Project approach to creating the regional image
Purpose – to substantiate the influence of the project approach on creating a positive image of the region
Findings. The research puts forward a hypothesis about the positive influence of the project approach on the formation of the territory's image. It is proved that the regions where the active implementation of the territory development projects is observed are more attractive both for investors and for tourists. Author offers algorithm for creating the territory image, which includes diagnostic, design, control stages and details in specific actions. The paper also highlights the necessity of using customer-centric technologies on each stage: the project should rely on the expectations of the population, authorities, investors, guests of the region from the opportunities provided by the territory. It also shows how the functions of image management are revealed through the project approach.
Practical implications. The results of the study may be interesting in the practice of state management in Ukraine, as there is no region in this country for a comprehensive concept of imagemaking.
Originality/Value. For the first time, it proposes to adapt the practice of the project approach in developing the image of the economic regions of Ukraine.
Research limitations/Future research. In the future, it is advisable to explore the possibilities of project risk management in creating the image of the region, communicative technologies of interaction of power, business and population to promote the regional brand, to systematize the world experience of regional projects.
Paper type – empirical.
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