Marketing approach to the studies of a region’s image

Tyumen State University Herald. Social, Economic, and Law Research


2020, Vol. 6. № 1 (21)

Marketing approach to the studies of a region’s image

For citation: Pecherkina I. F., Shumilova Yu. A., Pereladova E. S. 2020. “Marketing approach to the studies of a region’s image”. Tyumen State University Herald. Social, Economic, and Law Research, vol. 6, no 1 (21), pp. 281-300. DOI: 10.21684/2411-7897-2020-6-1-281-300

About the authors:

Irina F. Pecherkina, Cand. Sci (Soc.), Associate Professor, Department of Management and Business, University of Tyumen;

Yuliya A. Shumilova, Cand. Sci. (Econ.), Assistant Professor, Department of Management and Business, University of Tyumen;

Elizaveta S. Pereladova, Master Student, University of Tyumen;


This article explores the problems of studying the image of the region. A positive image of the region, formed in the target audience minds, increases the territory competitiveness, has a significant impact on the resource potential development, budget replenishment, and local production. In these conditions, the image management becomes a significant and relevant task that has important elements such as research and adequate evaluation of the image.

This article aims to form a set of indicators that allow studying and evaluating the region’s image using the marketing approach point, through the prism of attractiveness and competitive advantages of the territory. The authors provide an empirical interpretation concept of “a region’s image” with the allocation of structural components such as tourism attractiveness, investment attractiveness, attractiveness for residents of the region, attractiveness of the regional product. In addition, they explain the usage of the indicators’ system to obtain a comprehensive assessment of the region’s image. The concept optimization of the “image of the region” has been performed in the context of the earlier mentioned components of the regional image, with the identification of objective and subjective indicators.

The authors have studied some of the Tyumen Region’s image components. The “Investment Attractiveness” component is based on objective assessments of the region’s investment attractiveness ratings; the “Attractiveness for residents” component is based on subjective assessments of the Tyumen Region and Tyumen city residents of their living standards, social well-being, satisfaction with life improvement (quality of life), assessment of regional status in public opinion, and attitude to the region as a place of residence. The presented model allows identifying priority areas of the work on the region’s image and assessing the performed activities.


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