Everyday reality in its entirety is perceived by people through the lens of stereotypes. Often, along with the notion of the image of the territory as the object of study, there is an associative view of the region. Although the term "image of the region" is widely used in the scientific community and in the information space, its generally accepted definition remains the subject of scientific research, debates and discussions. The paper presents a comparative analysis of scientific approaches

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... nd conceptual models to the concept of the "image of the region" in Russian and foreign research practice, clarifies the definition of the "image of the region", considers the main methods of reconstructing the geographical image of the territory. On the basis of generalization of sources, clarification and interpretation of language, a new approach is proposed to understand the concept of the "image of the region", detalization of its content and structure. The main methodological problems of formation, development and distribution of the geographical image of the territory, justification of factors of its genesis and subjectivity of parameters were formulated. The results of sociological study carried out within the framework of quantitative and qualitative methodology among respondents of different regions of Russia and other countries for associations related to Orenburg Region was presented. Analytical assessment of the most popular responses was given and the factors that influence the emotional-sensual perception of information by respondents related to the associative perception of the image of the region were justified.