THEORETICAL PRINCIPLES OF TERRITORY MARKETING
Abstract
The article substantiates that the marketing of territories is a multifaceted activity that involves the use of various approaches for the development and popularization of a certain territory. The choice of approach depends on the specific goals and characteristics of the region. The economic approach is focused on attracting investment and business development, ensuring the maximization of profit for the territory. The tourism approach focuses on promoting the territory as an attractive tourist destination through branding and infrastructure development. The socio-cultural approach focuses on improving the quality of life of residents, maintaining cultural traditions and social inclusiveness. The geospatial approach uses the physical features of a place, such as transport accessibility and strategic location, to develop logistics and business. An innovative approach contributes to the introduction of the latest technologies for the improvement of infrastructure and the development of «smart cities». Sustainable development and the ecological approach are focused on ecologically clean development of the territory, preservation of natural resources and support of «green» investments. The cooperative approach emphasizes the importance of working with local communities and other territories to achieve synergy in marketing strategies.
Taking into account all the mentioned approaches, the marketing of territories should be defined as an innovative strategy of management and promotion of geographical units, which is aimed at forming a unique identity of the territory, attracting investments, developing tourism, increasing its competitiveness, creating jobs and improving the quality of life of local residents.
Modern management and promotion of territories requires a comprehensive approach to defining the main tasks of marketing territories, which contribute to the development and increase of their attractiveness. The main tasks include: creating and promoting the brand of the territory, attracting investments, developing tourist attractions, improving the quality of life for local residents, supporting small and medium-sized businesses, as well as attracting large international companies.
In addition, the marketing of territories is focused on ensuring environmental sustainability, infrastructure development, increasing competitiveness, forming partnerships and cooperation with other territories and the public.
The article defines that the marketing of territories is determined by many factors that affect their development and competitiveness: economic factors, social factors, political stability and an effective legal system, environmental factors, cultural and historical factors, technological factors, geographic and natural resources, international factors.
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