International marketing of territories as a tool for attracting infrastructure investments in post-crisis development

Abstract

International marketing of territories is gaining special importance as a tool for forming a positive image, increasing investment attractiveness and building a new development trajectory after deep crisis shocks. In this context, the proposed study aims to fill these gaps by forming a holistic vision of international marketing of territories as an integration tool capable of combining branding, analytics, institutional mediation and project management to attract infrastructure investments in the post-crisis period. The purpose of the article is to substantiate the role and potential of international marketing of territories as a strategic tool for attracting infrastructure investments in the process of post-crisis recovery, as well as to identify mechanisms for integrating marketing approaches with spatial planning, regional branding and a communication system between stakeholders in order to form a sustainable image of an investment-attractive territory. The article summarizes the main features of infrastructure investments in the context of post-crisis development. The directions of international marketing of territories in the context of attracting infrastructure investments in post-crisis development are identified. The study examines international marketing of territories as a tool for attracting infrastructure investments in post-crisis development, which today acts as one of the key components of regional and national policies aimed at restoring economic stability, modernizing critical infrastructure, and ensuring sustainable development. A detailed analysis of current trends in this area is presented, allowing for a deeper understanding of how territories position themselves in the international arena, form investment attractiveness, and confront the challenges of post-crisis development. An innovative idea is proposed that can radically transform approaches to international marketing of territories as a tool for attracting infrastructure investments in post-crisis development, which consists in creating an integrated digital platform, which we will conditionally call “GeoBranding 5.0”.