Cultural centrism as a factor of sustainable development of Ural settlements in the XXI century

Abstract

Introduction. The works devoted to the theme of the sustainable development of the Ural settlements show that the primary source of the culture-centrism of rural everyday practices is the forms of people's cultural activities that have historically developed in the Russian countryside. The cultural resources of the territory and the cultural activity of the population are recognized as important components of settlement systems. But they do not create a quick economic effect, so they play a secondary role. However, the development of territorial branding is an important factor in the sustainable development of rural areas. Materials and мethods. The method of content analysis was used in the work. The geography of the study was limited to the rural settlements of the Urals. Results. The applied use of original works of arts and crafts in territory branding is relevant for settlements where the results of people's cultural activities are in demand by actors in the hospitality industry. As an example, the paper cites the experience of the activities of creative groups of large villages in the Urals. An important role in the territorial branding of urban and rural settlements is played by cultural events (festivals, fairs, etc.). Vibrant cultural events are a necessary component of branding. Using ancient art is a possible way of branding. For the Ural-Siberian macro-region, these are the "Scythian-Siberian animal style" and "Permian animal style". Natural and cultural attractions are equally important means for implementing branding strategies. Discussion. When using the tools of the geocultural approach in the discussion of pilot scenarios for the development of the experience economy in rural settlements, it is necessary to be based on the semantic constructs of the concepts of "rural geoculture", "geocultural space of the village", "image of rural geoculture", "geocultural branding of the village". It seems logical to consider the geocultural branding of a rural settlement as a practice-oriented part of the geocultural strategy for the development of a rural district. Conclusion. The methodological "turn" of a number of researchers to the study of branding of cities and rural settlements through culture is due to their recognition of the culture-centricity of local communities. Currently, the cultural resources of urban and rural areas are used by stakeholders to develop the hospitality industry. Territory branding is in demand today, focusing on the promotion of urban and rural brands. Resume. It is shown that territory branding is the most important factor in the sustainable development of the Ural settlements. It has been established that it is possible to ensure the sustainable development of the potential of a rural area through the implementation of a geocultural branding strategy. The results of the research can be useful in the development of programs for the development of territories.