COMFORT AS THE CONDITION OF ATTRACTIVENESS OF URBAN ENVIRONMENT
Natalya Romanova, Elena RazomasovaThe authors consider the hypothesis of attractiveness of the urban environment from the standpoint of the formation of comfortable living conditions of the population. As one of the versions of creation of comfortable living conditions in the city agglomeration the authors analyze the concept of consumer services development, including: the services of household character, public catering and retail trade noted by Novosibirsk population as necessary, generating a feeling of comfort. The growth of birthrates in synergy with social and economic projects of support of young families and mortgage lending in the Russian Federation have led to the development of construction industry, active building in the remote urban areas. The central parts of the city don’t have enough space for the construction of dwelling houses, that’s why they are built in the remote from the center of the city territories, where the demand of the population for consumer services is many times higher than the supply. Such disproportion provokes in the population, living far from the center of the city, the feeling of discomfort, forcing people to spend more time and money on searching and purchasing of necessary services. Businessmen don't want to invest into the cultural and community objects, situated in the remote territories. The reason for it is a loss of the expected profit. In different areas of the city, the economic conditions for doing business are approximately the same, but there is a significant difference in the income of the population and the traffic of customers. So, the authors come to the conclusion, that it is rather doubtful, that the project “Formation of the Comfortable Urban Environment” initiated by the Government of the Russian Federation, will be implemented to a full extent. The authors are convinced, that without the targeted support of businessmen there won’t be any growth of private service enterprises, which will allow the population to reach the level of the required comfort, when the comfort acts as a condition of attractiveness of the urban environment.