Роль имиджа в повышении инвестиционной и туристической привлекательности города

Abstract

The relevance of this research is caused by features and ways of impact on perception of people of such phenomenon as image. Modern operating conditions of the cities cause the necessity of use of image approach in their management. The competition of the cities for the human capital, for private and state investments into their economy, for participation in state programs and obtaining state orders for the enterprises, for tourist flows and consumers of goods and services grows. The image is one of means of competition. The image of the city formed in consciousness of investors, inhabitants and tourists exerts considerable impact on his economic indicators. In the conditions of growth of influence of mass media the question of image becomes a factor of change of reality. This problem is of interest both from a scientific and a practical point of view. Now still insufficiently general-theoretical and methodological developments in the field of studying of process of formation of image of the cities in a social and administrative context. The purpose of our research is studying of the formed image of the city of Chisinau, identification of its key aspects of development and the offer of recommendations for increasing investment and tourism attractiveness. Research methods. In the course of the research authors analyzed data of the state statistics, periodical press materials, the Internet resources, social and investment attractiveness ratings of the world's cities, and also used methods of obtaining primary information, such as interviews and observations. Results. The recommendations proposed by the authors based on the results of the research are aimed at increasing the investment and tourist attractiveness of the city and increasing its competitiveness. Jel: М31.