TERRITORY MARKETING: STUDY OF KEY TRENDS IN THE SCIENTIFIC RESEARCH DEVELOPMENT

Abstract

Territorial marketing is a multifaceted scientific direction that includes elements of branding, use of digital technologies, performance evaluation and consideration of cultural factors. It is an important tool for territories' economic, social, cultural and ecological development. It helps attract investment, support local businesses, improve the quality of life for residents, preserve cultural heritage and promote sustainable development. The purpose of the article is to study the main trends in publishing activity on the subject of territory marketing. The authors have systematised the research areas of territory marketing: the conceptual foundations of territory marketing, territory branding strategies, the use of digital technologies in territory marketing, measuring the effectiveness of marketing campaigns, and the influence of cultural and social factors. With the help of the Scopus tools, the peculiarities of publication activity on territory marketing were investigated. For the period from 1990 to 2023, more than 1,573 publications were analysed. Italy, the USA, France, Spain, Great Britain, Australia, Portugal, India, and Canada are among the leading countries in publishing activity. Key subject areas include Social Sciences, Business, Management and Accounting, Economics, Econometrics and Finance, Environmental Science, Engineering, and Medicine. The most significant publications are affiliated with the Polytechnic Institute of Cávado and Ave, Portugal, the University of Guam, Guam Island, and Charles Darwin University, Australia. The authors conclude that socio-economic development and territorial development strategies focus on increasing competitiveness by preserving and using existing, as well as forming and implementing new competitive advantages, which determines the positioning of the territory. Given this, the relevant strategies for developing territories and cities should ensure the convergence of management and economic activities of the subjects of the territorial system, effective management of production infrastructure, and provision of consumer needs. In the face of global environmental challenges, marketing territories can contribute to promoting environmentally friendly technologies and practices. This helps to attract investments in sustainable projects and increase the population's environmental awareness.