In this thesis work the theoretical generalization and new solution of an important problem associated with the development of theoretical, methodological and practical principles of formation and activation of the positive region images are performed. The theoretical and methodological basis of management of processes of formation and activation of the region image based on a combination of approaches of the theory of viable systems, neo-institutional theory and project management is developed.
The work presents the author's interpretation of the category «potential of the region image», defined as a complex of available and usable resources for the creation and promotion of positive image of the territory both among its population and in the external space at the state level and globally. The methodological justification of the image potential is proposed. The key preconditions of the region's development as the system influencing the image potential are outlined. Its basic components and the identified priorities of development from the standpoint of social progress are structured.
The theoretical justification of the image potential based on the structuring of its states has been improved, that provides activation of the actions of regional authorities on evaluation of the prospects for regional development, optimizes the process of choosing a strategy for promoting the image. The structure of the potential is complemented by new components such as management, reputation potential, potential of social consumption that are key for promotion of the region image.
The determinants of distribution of positive region images of Ukraine on the basis of systematization of economic, socio-cultural, ecological, geopolitical parameters of regional development in the context of their influence on the processes of image activation are outlined. Through the system of parameters, the potential of the image is revealed, and also those problems and obstacles that hinder its realization under the conditions of changing environment are revealed. Diagnostics of image potential by the proposed parameters provides an opportunity to substantiate potential scenarios for the implementation of image such as «tourist region», «green region», «socially sustainable region», «informationally transparent region».
There are developed the methodological bases of managerial analysis and diagnostics of the potential of regions that expands the informational support of the activity of regional authorities in the target vectors of the development and implementation of information policy, information culture, marketing of the territory.
The method of administrative analysis of the region's image is developed on the basis of a single indicator – the integral index of the region image, which combines the results of evaluation of the investment, tourism, migration attractiveness of the territory. The integral index of the region image is expanding the information base of the formation of image policy in the context of processing large amounts of data.
The method is supplemented by means of diagnostics of qualitative indicators of the development of the region and the reflection of the image component in the processes of activating the social, economic and cultural spheres of life. Express-diagnostics of the region image with the use of public and expert panels is offered, providing an effective tool for obtaining objective information about the potential of the region image and identifying the priority directions of its development.
A combination of the project approach of regional management, conceptual provisions of the theory of viable systems, expert evaluations based on the complex approach of activating the image potential is proposed.
It has been proved that the creation of clusters contributes to the development of business activity in the region, the close connection of production, scientific sphere and infrastructure, thus creating a favorable investor relationship, improving the standard of living and increasing public confidence, the authorities’ attention to the region is increased through activation of innovation development.
Proposals have been developed for enhancing the potential of the cluster formation of the regional space on the basis of intellectualization of production processes, development of entrepreneurial initiative, provision of regional security, dissemination of information interaction, popularization of innovation culture.
As the methodological basis of cluster formation, the main provisions of the theory of growth poles are proposed. It has been established that cluster formations has the effect of attracting, as through positive indicators of their activity they attract market agents and encourages effective cooperation more and more. Through the information interaction, the business reputation of the cluster participants, which is distributed in the internal and external information space, is formed.
