Social Management of the Attractiveness of the Region: Principles, Methods, Stages of Implementation

   Relevance. For successful regional development it is important to make the most of the internal resources of the territory without refusing to replenish them from outside even in conditions of significant restrictions and largescale crisis processes. In this regard, the issue of increasing the attractiveness of the region is of particular relevance. 
   The purpose of the publication is to propose a variant of designing social technologies to increase the attractiveness of the region (on the example of the Sakhalin region). 
   Objectives: to clarify the concept of attractiveness of the region; to summarize the previous studies on regional attractiveness; to formulate recommendations for managing attractiveness (on the example of the Sakhalin Region). 
   Methodology. The basis of the study was the theory of social structuration by E. Giddens. 
   Results: a precised concept of regional attractiveness and its management was formulated; the main stages in the development of a set of measures to increase the attractiveness of the region were identified; recommendations to increase the attractiveness of the Sakhalin Region were formulated.

   Conclusions. The attractiveness of a region is a complex concept, usually it is analyzed by type (for investors, entrepreneurs, tourists, migrants). At the same time, one can speak of a complex (integral) attractiveness and, accordingly, approach the possibilities to control this phenomenon. The basis for the development of appropriate recommendations can be ideas related to the theory of structuration. The social space, of which the region is a part, can be represented as a combination of elements: fields, places-positions (with resources), public arenas (with normsrules), actors (with interests, patterns). Designing a policy to increase the attractiveness of the region can be carried out in stages: diagnostics of the situation (identification of the main categories of scarce actors); identification of internal reserves; determination of the required number of actors of scarce categories; identification of interests, patterns of target actors; selection of measures to in-crease the attractiveness of the region. For the Sakhalin Oblast, the emphasis is not so much on attracting the population from outside, but rather on retaining its own residents. With the help of modern social technologies (for example, "social work-shops"), it is necessary to identify the minimum required number of actors with the competencies of communicators, "socializers" who can contribute to the growth of the attractiveness of the region. Measures are also required to create and develop public arenas with the necessary functionality, correction of norms and rules.

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