Development of territorial marketing for the preservation and attraction of human capital (based on the example of the Zabaykalsky Krai)

To develop the marketing of the Zabaykalsky Krai territory, a study was conducted aimed at substantiating the need for the development of marketing strategy elements focused on retaining and attracting human capital. The research addressed the following tasks: 1) analyzed the theoretical foundations of territory marketing and its connection with the concept of human capital; 2) provided a quantitative assessment of the state of human capital and quality of life in Zabaykalsky Krai based on statistical data and rankings; 3) presented and interpreted the results of an author’s survey on the quality of life and sentiments of the population of Zabaykalsky Krai and its regional capital; 4) formulated practical recommendations for the development of territory marketing for the region's authorities. The subject of the research is the tools and mechanisms of territory marketing as factors in the preservation and attraction of human capital. The object of the study consists of socio-economic processes affecting the formation, preservation, and migration of the population in Zabaykalsky Krai. The study utilized general scientific methods of analysis and synthesis, statistical analysis, comparative method, and a questionnaire method to obtain primary sociological data. The methodological foundation was based on the concepts of place marketing, human capital, and regional development. The scientific novelty lies in the comprehensive analysis of demographic and economic indicators of Zabaykalsky Krai through the prism of territory marketing, integrating original data from the sociological survey of residents, as well as in the development of recommendations for the regional authorities for the development of territory marketing. The analysis of the socio-economic situation in Zabaykalsky Krai combined with the results of the author’s sociological survey of the population identified key problems hindering the retention and attraction of human capital. The study confirmed that the persistent outflow of migration and natural population decline are consequences of a complex of factors. The implementation of the recommended measures, based on successful practices of other subjects of the Russian Federation, may help to turn the tide of negative trends and shift the paradigm from "developing the territory" to "investing in people."