The Republic of Mordovia: Region’s Actual Image (Based on Expert Survey Results)
Napalkova Irina Gennadievna, Kurochkina Ksenia Vyacheslavovna
Ogarev Mordovia State University
Submitted: 14.08.2020
Abstract. The paper aims to identify specificity of Mordovia’s actual image relying on the results of an expert survey among representatives of the regional state and administrative bodies, scientific and educational centres, socio-cultural institutions, mass media, et al. as well as on an analysis of the factors influencing the region image formation (regional statistics, the eventful component, etc.). Scientific originality of the study lies in the fact that the researchers examine Mordovia’s image taking into account peculiarities of its perception by target audiences (expert respondents). The essential features of this image are revealed. The research findings are as follows: the authors prove that Mordovia’s image is in the state of transition from the elemental to the basic level. The region is highly rated according to the criteria valuable for external target audiences (first of all, tourists). The local residents put an accent on the quality of life indicator, which is evaluated as average and includes real income of the population, purchasing power, etc. Social and economic tension aggravates contradictions between primary and secondary images and leads to reducing relevance of the image-forming measures taken by the local authorities.
Key words and phrases: регион, имидж, позиционирование, опрос экспертов, Республика Мордовия, region, image, positioning, expert survey, The Republic of Mordovia
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