ЕМОЦІЙНА СКЛАДОВА У ФОРМУВАННІ ОБРАЗУ МІСТА

Abstract

The article defines the role of «emotional» (intangible) factors in shaping the image of the city; substantiates the ways of its development; conducts the search for optimal combinations of emotional and analytical components in shaping the positive image. In particular, it identifies and substantiates the structural model of the images of the cities as well as determines how this concept is transformed in modern conditions; it evaluates the influence of the emotional component and intangible factors on the processes in the city and its image; it researches the phenomenon of the image of the city and its emotional component on the example of the selected cities; it substantiates the requirements for forming a positive image of the city, determines the ways and reveals the means of its improvement. Based on a critical analysis of the strategic documents on the development of Lviv and Ivano-Frankivsk, the authors revealed the reflection of the phenomenon of the image of the city in the documents; the sociological surveys revealed the perception of the city by residents and visitors; peer review using linguistic variables was conducted as well; the author also described his own emotions when perceiving the image of the cities.