METHODOLOGICAL FOUNDATIONS FOR DEVELOPING A UNIVERSAL MODEL OF THE GEOCULTURAL IMAGE OF A TERRITORY

The aim of this study is to develop the methodological foundations and structural principles for creating a universal model of a territory’s geocultural image, capable of integrating the natural, historical-cultural, symbolic, auditory, and emotional-affective components of space into a unified analytical system. Methods. The methodological framework of the study is based on concepts of geocultural branding (D.N. Zamyatin), principles of municipal and regional geocultural policy (S.A. Dianov), theories of territorial tourism branding (S.G. Timofeev), and modern approaches to the digital representation of space (E.N. Ezhova). A combination of methods was employed: structural-functional analysis, a comparative-typological approach, conceptual modeling, and the synthesis of theoretical sources. Results. A universal model of a territory’s geocultural image is proposed, comprising five interconnected components: natural-landscape, historical-cultural, symbolic, auditory, and emotional-affective. A structural diagram of the model has been developed, the functional connections between its elements defined, and the key mechanisms of their integration identified. It is demonstrated that the model’s multimodality ensures its applicability to both scientific analysis and the practical geocultural branding of regions. Conclusions. The universal model of a territory’s geocultural image enables the systematization of diverse elements of spatial perception, provides a methodological foundation for developing regional identity strategies, and opens up prospects for its operationalization in digital representation formats ‒ such as virtual maps, multimedia platforms, and digital twins of territories.