DESK RESEARCH METHODS FOR MONITORING REPUTATION OF A REGION

Positive reputation of the region is the most important competitive resource of the territory, which allows to attract all kinds of resources and establish mutually beneficial partnerships with all stakeholder groups without exception. And the main task is not so much to identify the mechanism of formation of the region's reputation in the minds of stakeholders, but to analyse the indicators that influence this process, and more importantly their dynamics in one or another direction in real time. There is a significant shift in the importance of trust in the reputation formed in social media, as it is a source of knowledge from independent consumers.