Resumen

EVSTRATOVA, Tatiana A.; MEDVEDEVA, Natalia V.; DUPLIJ, Elena V.  y  PALEHOVA, Polina V.. City image development problems in modern Russian conditions. Universidad y Sociedad [online]. 2020, vol.12, n.5, pp. 97-103.  Epub 02-Oct-2020. ISSN 2218-3620.

The municipality image is formed from the priority elements of its structure and a complex of certain factors of territory development and promotion. In the modern sense, a municipality image is an effective result or a consequence of many factors of local development, as well as an active tool for transformations, raising the status and prestige of a given territory, and its investment attractiveness. The purpose of this article is to identify the factors that impede the development of a positive image of a municipality in modern Russian conditions. The main research method was a questionnaire survey of tourists and the residents of the Chekhov urban district of the Moscow region, during which they revealed the attitude of residents and tourists to the image of the Chekhov urban district. Based on the survey results, the key factors were determined that impede the development of a city positive image: the lack of local authority involvement in the city positive image development; low level of public awareness about the territory benefits; low level of tourist attractiveness of the city. The obtained conclusions made it possible to develop recommendations that would improve the image policy of the municipality and increase the city attractiveness.

Palabras clave : Territory image; territory marketing; brand; municipal authorities; tourist attraction.

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