The article presents the results of a sociological study of the attitude of the Karachay-Cherkessia Republic population to the essential components of the ecological situation. The significance of the ecological factor of the region as the basis for socio-cultural development and modernization of the territory of the republic is determined. A literature review shows the importance of such studies in regions with an extreme environmental situation and in regions traditionally considered to be

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... sperous and even resort areas. For such territories, the nature and absence of air and water pollution are a possible growth point, an attractive factor for forming tourist complexes. The development of tourism infrastructure and a competent media campaign will attract investors' funds and create prerequisites for increasing tourist flows. Analysis of the survey results showed that the republic's population as a whole positively evaluates the environmental situation, which is an additional condition for the success of the modernization process in the region.