Суть та чинники соціально-економічного розвитку регіону

In the context of growing global challenges, decentralization of power, and the need for balanced regional growth, the issue of identifying effective approaches to the socio-economic development of territories becomes particularly relevant. Regions act as independent actors of socio-economic transformation and require strategies focused not only on economic indicators but also on quality of life, human potential, environmental responsibility, and cultural identity. This necessitates a rethinking of regional development factors, taking into account the interests of key stakeholders – population, businesses, investors, tourists, and authorities. This article aims to provide a theoretical foundation for understanding the essence of economic, social, and socio-economic development of regions, classifying the key influencing factors, and identifying the role of sustainable development as a promising tool for enhancing regional competitiveness. It is substantiated that socio-economic development is a multifactorial process of harmonizing the interests of key stakeholders. The research applies a systems approach along with methods of analysis and synthesis, classification, comparative and content analysis, enabling a comprehensive assessment of regional processes. A classification of development factors by target audiences is proposed. Particular attention is given to the concept of sustainable development marketing, which enables the formation of a positive regional image and ensures its balanced long-term growth. The novelty of the study lies in integrating sustainable development approaches with territorial marketing to develop an effective strategy for socio-economic development. The research findings can be applied in the formulation of regional development strategies, investment attraction programs, and territorial branding efforts. Successful socio-economic development requires purposeful governance that is focused on the needs of target groups and based on sustainability principles, cross-sectoral interaction, and innovative approaches to promoting regional potential. Within the study, a classification of socio-economic development factors by target audiences is proposed, which allows for the creation of targeted development strategies. This approach involves grouping factors based on their impact on key categories of stakeholders: population, business, authorities, investors, and tourists. It helps to align regional policies more effectively with the needs of each group, enhancing decision-making efficiency and contributing to the attractiveness of the region for living, investing, and tourism.