Territorial marketing concept as a basis of formation and increase of territories attraction of the regions

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Territorial marketing concept as a basis of formation and increase of territories attraction of the regions

Journal Title: Регіональна Економіка - Year 2016, Vol 81, Issue 3

Abstract

The article regards the instruments of formation and improvement of territories attraction in the framework of situational and strategic marketing concepts. It determines that within the production concept attraction is not the object of active marketing influence, in the framework of product marketing concept the territories attractiveness is determined by its unique characteristics, sales concept of territorial marketing presupposes orientation of territorial authorities’ activity towards increase of investment attractiveness of territories. The strategic concepts of marketing: classical, social-ethical and partnership concepts are regarded as perspective concepts of territorial marketing that help creating the adequate system of administration of territories attractiveness. The system of multi-attributive territorial product is described; it consists of three levels and forms the attractiveness separately for each target group. The role of marketing complex elements is distinguished in formation of territories attractiveness of foreign countries. Certain economic theories that form the notional system of territories attractiveness are specified (investment attractiveness, business or entrepreneurship attractiveness, tourist, settlement and migrational attractiveness). The notion of marketing policy of territories attractiveness is introduced; it consists of a set of activities directed at attraction of attention of target groups to certain territory; it is elaborated and realized by territorial authorities with active participation of community members and as an element of territorial development programs and strategies influences business, investment, innovational, tourist, social, migrational, ecological, infrastructural and other types of attractiveness of the territory. It is determined that according to marketing approach the territories attractiveness is a reflection of level of meeting of demands and expectations of target groups. The authors determine attractiveness as a potential of territories from the point of view of level of meeting and perspectives of increasing demands of target groups in case of their choosing of the given territory (city, region, country) for activity (visiting, living, activity, investment etc.) with account to the set goals and their opportunities. Rating indicators of Chernivtsi region attractiveness are described, attention is drawn to the fact that each of ratings that are established nowadays in Ukraine and abroad is quite subjective (even if it is based on quantitative indicators), contradictive, it includes results of evaluation of selected general and specific factors and can be considered only as a certain oriented material for the target group. Special attention is paid to the fact that marketing efforts can be concentrated on forming of complex of sustainable long-term advantages of Chernivtsi region directed at improvement of the attractiveness of territorial product in comparison with other territories for determined target groups. Competitiveness of territories in this case is provided by mutual completing of social, business, investment, innovational, recreational, tourist, educational, financial attractiveness that will foster establishment of long-term partnership relations with target groups. Among the perspective issues that are planned for considering in further investigations are: marketing and counter-marketing instruments which will be directed to undesirable target groups for certain territories.

Authors and Affiliations

Iryna M. Budnikevych, Iryna I. Havrysh

Keywords

EP ID EP436672
DOI -
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