Krasnoyarsk residents about the city: associations as a mirror of a megalopolis

Statement of the problem. The city of Krasnoyarsk, a large center of Siberia, has unique natural and cultural features that can become the basis for creating an attractive image that could serve as a basis for creating tourist narratives. The purpose of this article is to study the perception of Krasnoyarsk by its internal audience and characterize the sources for forming the image of the city in the minds of internal communities. Methodology and techniques. In the course of the work, a survey of residents and tourists was conducted, as well as an analysis of media sources to identify key associations to mentions of the city. Research results. The article examines the perception of Krasnoyarsk by representatives of various urban communities – from government agencies to independent experts. The text is based on the analysis of the results of a survey of Krasnoyarsk residents and the texts of publications in social networks about the city. The authors analyze the contradictions between the official positioning of the city and its perception by people. Conclusions. Based on surveys and analysis of publications, it is revealed that the image of Krasnoyarsk is complex in contrast. On the one hand, attractive natural objects, enticing places and landscapes, and dynamic modern infrastructure. On the other hand, there is chronic “anti-ecologicality” and transport problems.