Marketing Research of the Territory's Image: On the Example of the Issyk-Kul Region of Kyrgyzstan

Abstract

This article discusses the process of determining a favorable image and development of a territory (region), as well as its practical development and further functioning. The image of a region is a spontaneously formed and/or artificially created image of a region that is steadily entrenched in the mass consciousness, under the influence of a set of emotional, rational characteristics, beliefs and feelings of people who arise about the characteristics of a given territory. Image is one of the determining factors of the perception of the territory. The image of the territory allows local authorities effectively to interact with various target groups: the population, tourists, investors, etc.
A positive image of the territory is an important element of ensuring socio-economic stability.
This article is devoted to the study of the image of the Issyk-Kul region of Kyrgyzstan. Issyk-Kul region is a region located in the central part of Kyrgyzstan. It got its name from Lake Issyk-Kul, which is one of the largest mountain lakes in the world. The region is known for its unique nature, picturesque mountain landscapes, clean air and diverse types of vegetation.