The article considers the axiological factors of regional development in terms of their impact on ensuring sustainable growth, competitiveness, security and integration of Russian regions. Noted that the axiological factors cover all components of the mental regional space, including «regional cultural capital», «regional culture», «regional identity» and «regional brand». «Cultural capital» includes a set of moral, spiritual and cultural characteristics of the region’s population, formed in the context of «regional culture», which reflects the basics of the state regional policy, defines the regional value system, ways and nature of life of a particular territory. In its turn, «regional identity» is the result of the formation of self-consciousness of the regional community as an independent and original entity, on the one hand, and as part of a holistic state system, on the other. The embodiment of identification processes at the regional level is the «regional brand», which serves as a public indicator of the cultural regional space, expresses and satisfies regional interests and values. Shown that the axiological factors can be implemented in the form of a humanoriented paradigm of regional development, which suggests inclusive models and high socio-economic regional indicators. Substantiated the relevance of the person-oriented approach both in the modern theoretical and methodological research, and in the formation of the regulatory framework for regional development. In particular, the features of the human-oriented paradigm are reflected in the Concept of long-term socio-economic development of the Russian Federation until 2020, in the Basics of the state policy of regional development of the Russian Federation until 2025, as well as in the Strategy of the state cultural policy until 2030.
regional development; axiological factors; regional cultural capital; regional culture; regional identity; regional brand; human-oriented paradigm; Russia.