Abstract
<jats:p>This study examines the complexities inherent in the investigation of regional identity in context of cultural het-erogeneity. An increasingly pertinent issue is the necessity of transcending a static conception of regional iden-tity, viewed as a natural consequence of inhabiting a particular territory, and moving towards an analysis of its dynamic, performative, and continuously reproduced nature. The theoretical basis of this research is grounded in the concepts of collective memory (M., Halbwachs), imagined communities (B., Anderson), the social con-struction of space (A., Lefebvre), and the institutionalization of regions (A., Paasi). Synthesizing these ap-proaches, the author presents the structure of regional identity through cognitive, value, emotional and regula-tory components and proves that their formation directly depends on communication processes and institution-al design. Based on the parameters, the article proposes a two-parameter model for studying regional identity, which allows for the process of its conceptualization.</jats:p>