Mythologization of the Urban Environment

The uniqueness of the image of the urban environment is one of the criteria for the success of a territory in world political processes. The environment, which has nique advantages and causes special impressions, becomes a value for residents, a brand. At the same time, the mythologization of the urban environment is presented as an effective tool for shaping the image of the region, which plays a decisive role in the development of the tourist potential of any region of the country. At the same time, the myth is considered as a managed and dynamic complex of marketing information, generated on the basis of the existing narrative potential of the urban environment, with the aim of achieving a competitive advantage.

Autorentext

Ganna Arzili - promovierte Architektin, außerordentliche Professorin, Doktorandin an der Abteilung für Stadtentwicklung der Nationalen Universität für Bauwesen und Architektur in Kiew.