The population's perception of the northern region as an important element managing its development and increasing the attractiveness of the territory

This article presents the results of a sociological survey conducted in the Republic of Sakha (Yakutia), describing the positive and negative features of the northern region. The influence of ethnic, temporal and resident factors on the perception of regional particularities is revealed. In general, Yakutia is associated with beautiful nature, the availability of natural products and kind, warm-hearted people. The key disadvantages of the northern region, according to the population, are the harsh climate, the low level of social and infrastructural development of Yakutia's territories, clannishness and localism. It is emphasized that the population of the region has a high level of aspirations and inflated expectations. Ethnic stereotypes persist in society, albeit to a small extent. Based on sociological data, it is recommended to maintain the positive public opinion about the region not only through branding, image-making, but also through socio-economic resources of the authorities of the Republic of Sakha (Yakutia).