Abstract:

The positive image of the region contributes to increasing its competitiveness. The creation of such an image should be based on several methodological principles formulated in the scientific literature. During the preparation and holding of the 2014 Winter Olympics, efforts were made to promote and strengthen the positive image of Russia, the Krasnodar region and Sochi, which despite the existing problems, operates to this day.

Keywords: 2014 Olympics, image, Sochi