摘要：The object of research is the mechanism of formation and activation of the potential of the regional image. In the practice of regional management, a certain algorithm for creating an image is used, but the problem is the lack of a single tool for assessing and attracting the potential of the territory to create its attractive image. To overcome this problem, the author developed a mechanism for forming and activating the potential of a regional image. This mechanism envisages the attraction to the image-making system of the territory of its entire resource potential, a very broad toolkit not only of administrative science, but also of sociology, psychology, economic analysis, and marketing.To solve the main research tasks, such methods as system analysis, structuring, dialectical method, control theory are used. With the help of these methods, the structure of the mechanism is proposed in the form of the functioning of systems for diagnosing potential, image formation and its promotion in external space. The functional content of these systems is revealed, their tools and methodological base are developed, which can be used at various stages of development and promotion of the image. As the main reference point for the functioning of the mechanism, the interests of the consumers of the territory are put forward, their characteristics are specified, a group of stakeholders is determined, their difference from consumers of the territory is justified. Among the basic principles of the functioning of the mechanism, the principle of predictability, phasing, feedback, and productivity is singled out. Their manifestation as a result of using the mechanism is determined.The developed mechanism is universal, which makes it possible to develop measures, starting from the idea of the image of the territory to promote its holistic image. The use of the mechanism in the practice of regional management will make it possible to intensify the efforts of local authorities and the public to develop and promote the image of the territory on the national and global economic space. The tools of the mechanism can be used to diagnose the potential of regional development and develop measures for territorial marketing.
关键词：image of the territory;image potential;regional management;territorial marketing;diagnostic system
