Assessment of the Internet attractiveness of the territory (on the example of the Samara region)
Abstract. The article considers the concept of the attractiveness of the territory and describes its types. The need to increase the attractiveness of the territory in the media space is due to the competitive struggle of territories for resources. And in crisis conditions, this method of promoting territories is the most optimal because of the possibility of wide coverage combined with moderate costs. The paper proposes a methodology for assessing the attractiveness of a territory based on its presentation on the Internet for potential users as a source of first impressions about the territory. A rating scale has been developed with an indication of the amount of points in each direction: website, social networks, specialized Internet resources. From the point of view of the attractiveness that the territory forms, such most popular destinations as tourism, investment and residential were identified. The author is testing the proposed methodology in the municipalities of the Samara region.
Keywords: attractiveness, competitiveness, creative economy, territory, municipality, territory development, marketing tools, media space, authorities, territory marketing
Highlights:
♦ a methodology is developed and tested for assessing the Internet attractiveness of the territory on the example of municipalities of the Samara region;
♦ the necessity of increasing the Internet attractiveness of territories as a factor of increasing their competitiveness is substantiated;
♦ the main types of attractiveness of the territory are identified and characterized.
Olga V. Kuznetsova - Samara State University of Economics, Samara, Russia