PROMOTION OF TERRITORIES AS A REGIONAL DEVELOPMENT TOOL: EUROPEAN AND DOMESTIC DIMENSION

Abstract

The article is devoted to the study of the foundations, principles, and priorities of territorial marketing promotion as a tool of regional development, in particular in the context of European experience and domestic realities. A systemic analysis of the marketing concept of territorial development is carried out, and approaches to territorial promotion are identified, including geographical-spatial, social, innovative, and cooperative approaches. It is established that the basis for successful regional promotion consists of available basic resources; supporting factors and resources; regional planning and development policy; and regional management. It is emphasized that the result of a territorial (regional) promotion strategy is the achievement of a high level of competitiveness, the formation of favorable living conditions for the population, and the development of entrepreneurial activity while taking into account new challenges, in particular the principles of sustainable development. Special attention is paid to the study of the experience of EU member states in territorial marketing promotion as a comprehensive set of measures aimed at forming a unique territorial value proposition, improving living conditions, and increasing its attractiveness among external and internal stakeholders. The importance of the practical application of European experience in Ukraine is substantiated in the context of global challenges, internal territorial disparities, polarization, and differentiation, which are exacerbated by the war in the country. The practical significance of the results lies in the possibility of their use for the marketing promotion of domestic regions based on the application of EU experience.