The methods of identification and analysis of key indicators affecting the place reputation in the modern information and communication space

Abstract

© Published under licence by IOP Publishing Ltd. In the modern world, reputation is the most important intangible asset of the region economy and a dynamic characteristic of its activity. On the one hand, it is a major competitive resource for establishing partnerships with stakeholders. On the other hand, it is a set of opportunities to realize the interests of various target groups as a guarantee for the total implementation of the territory potential. The difficulty of building a holistic place image is related to the need to take into account a large number of indicators that are not always quantifiable. Only measurable parameters can be managed, so there is a need to create a relevant tool to assess the place reputation. In order to develop and manage an effective strategy, it is necessary not only to distinguish basic indicators, but also to analyze the reputation building mechanism as well as the factors influencing this process. Three main factors form the global attitude to the territory: attractive environment, efficient management, and developed economy. However, the parameters to differentiate these groups vary when evaluating the reputation of countries and megacities. First of all, it concerns the information and communication space, where the work of mass media and social media is of maximum importance. Subjectifying the target groups' attitude to their region, different types of media form the place image in the opinion of each member of a society. The article presents approaches that determine the crucial indexes that can affect the place reputation. So qualitative and quantitative methods of publications assessment allow us to understand the peculiarities in forming the ideological components of the place image in order to be able to monitor the building of a place reputation.