РЕГИОНАЛЬНЫЙ БРЕНД КАК ФАКТОР СОГЛАСОВАННОСТИ УСТОЙЧИВОГО РАЗВИТИЯ РЕГИОНА И ОБЩЕСТВЕННОГО ВОСПРИЯТИЯ

Abstract:
The purpose of the article is to develop an approach to assessing the sustainable development of the region, taking into account the public perception of the region. The relevance of the study is due to the fact that existing approaches to assessing the sustainable development of regions are mainly based on objective socio-economic indicators and take limited account of the subjective perception of the region by the population. The scientific novelty of the research lies in the integration of objective characteristics of the sustainable development of the region and the perception of interested groups within the framework of a unified methodology for assessing the sustainable development of the region. The methodological basis of the research is based on the methods of integral assessment, normalization of statistical indicators and sociological analysis. The research has developed an index of perception of the region, an indicator of the degree of perception gap between objective and subjective characteristics of the region, an index of consistency of sustainable development and perception of the region, as well as an integral index of sustainable development, taking into account the perception of interested groups. The proposed approach was tested using materials from the regions of the Volga Federal District. The study found that the analyzed regions are characterized by differentiation in terms of the consistency of objective and subjective characteristics of development. The developed consistency indicators make it possible to identify such inconsistencies, and the integral index of sustainable development, taking into account perception, makes it possible to form an aggregate indicator of sustainable development for further analysis. The practical significance of the study lies in the possibility of using the proposed approach in assessing the sustainable development of regions and developing regional policy instruments. The prospects for further research are related to the study of the influence of the regional brand on the migration attitudes of the population and the sustainability of the human capital of the region.