The article analyzes the factors shaping the image of the region, analyzed the conditions necessary for the strengthening of its positive component. The cultural image of the region is formed on one side and the other constructed image of the region, created a set of stable objective and subjective, emotional and rational judgments, beliefs and stereotypes about the socio-cultural features of the area. The image is fixed in the region of mass and individual consciousness manifests itself in relation to it, has an impact on the migratory behavior of the residents within the region and beyond its aisles. The image of the region is systemic and multidimensional index, which lends itself to high-quality and difficult to quantify. Interest in the issues of forming the image of cities and regions agreed with the need to develop informational, economic, social and cultural potential of each territory. This article series discusses the main factors shaping the image of the region, the mechanism and the principles of its construction. The results of concrete sociological research aimed at identifying the main elements of the cultural image of the Astrakhan region and the attitude of local people towards them. The study identified the main cultural symbols and brand in the region, the population's attitude to the objects of the tangible and intangible cultural heritage, highlighted the advantages and disadvantages that affect the image of the Astrakhan region, revealed age-dependence in the socio-cultural behavior of the population. The authors conclude that the positive image of the region has been an important subjective factor contributing to stimulate the rapid development of the territory and its tourist and cultural potential.
