MARKETING ASSESSMENT OF STAKEHOLDERS’ ATTRACTIVENESS OF REGIONS

Abstract

The article presents the author's approach to the classification of types of attractiveness of the region by introducing a new classification feature "by target audiences" - investment, business, settlement, migration, tourism, stakeholder. The stakeholder attractiveness of the region is singled out as a separate object of research, what is due to the impact of representative and public organizations on the development and implementation of policy decisions on the development of the attractiveness of the regions. By the authors was developed a multi-component methodology for assessing the attractiveness of the region, which includes three blocks (assessment of the attractiveness of the region what is based on available official statistics; expert methodology what is based on research of ideas and thoughts of business representatives, regional and community leaders, scientists, decision makers, etc.; marketing research, the directions of which are determined by the problems of target audiences (determination of needs and level of satisfaction, image assessment, brand audit, etc.), what provides a variety of approaches to its formation.
 It is proposed to define the stakeholder attractiveness of the region as a set of characteristics and conditions possessed by the region for the implementation of regional influence groups, initiation and promotion of regional public projects, promotion of regional interests on different levels and in different areas. To conduct a comparative assessment of the attractiveness of regions for the target audience "stakeholders" was selected a set of available statistical indicators, regional indicators (index of socio-political activity in the region; index of professional and trade union activity in the region; index of socio-religious activity in the region; index, which quite fully reflects the main parameters of the attractiveness of the region. It is noted that a full assessment of the region's attractiveness goes beyond official statistics and requires detailed expert analysis, but quantitative analysis and interregional structural comparison of the number of registered and existing institutional public organizations, political parties and professional associations will form a picture of uneven stakeholder inequality of regions in Ukraine.
 The method of expert assessment of the stakeholder attractiveness of the region, which is proposed by the authors, focuses on detailing certain criteria that reveal the attractiveness of the territory in terms of meeting the interests (needs) of impact groups for further selection and comparative assessment. The criteria are: equality of regional institutions, public activity, social public control, transparency of regional relations, social climate, development of public structures, institutions and associations, the impact of corruption, regional lobbying. This approach allows to reveal the attractiveness of the territory in terms of meeting the interests (needs) of a particular target audience in order to further select and conduct a comparative assessment.
 The article presents some results obtained as a result of the assessment of the stakeholder attractiveness of Ivano-Frankivsk region, Volyn region, Chernivtsi region, Zakarpattia region, Lviv region, Ternopil region and proposals for its improvement.