The monograph brought to attention readers is devoted to problems of creation and realization of regional tourist's products, ensuring their steady reproduction for preservation and accumulation of tourist and human capacity of the country and regions, strengthening through tourism of positions of Russia in modern intercivilization dialogue. Tourist and recreational capacity of the Crimea, a state and problems of tourist sector of economy of the region, return prospect to the Crimea of function of the All-Russian health resort reveal. The special attention is paid to marketing technologies in creation and advance of this regional tourist's product. For the students studying tourism and also for experts of the tourist industry and a wide range of readers, the interested this region and questions of development of the theory of tourism.

Таврическая академия Крымского федерального университета имени В. И. Вернадского» 295007, Республика Крым, г. Симферополь, проспект Академика Вернадского, д. 4, Российская Федерация Аннотация. В статье рассмотрены основные социально-экономические результаты функционирования туристско-рекреационного комплекса Республики Крым в составе Российской Федерации. Проанализированы динамика туристских потоков, изменения потребительской аудитории крымского турпродукта, направления развития материальнотехнической базы туризма, выявлены сдвиги функциональной и территориальной структуры туристско-рекреационной деятельности в регионе. Сформулированы ключевые задачи стратегического развития туристско-рекреационного комплекса Республики Крым.

The conditions and factors of development of the vine landscapes in Crimea and their evolution are considered for the ancient, medieval, imperial, Soviet (first and second halves of the 20th century), and post-Soviet periods. The characteristics of the vineyard landscape zones (South Coast, Foothills and Steppe) are presented. Having reached their maximum areas in the period 1955-1970, the area of the vineyards in Crimea decreased steadily until 2017. The main causes of degradation were the spread of phylloxera, the campaign against alcoholism in 1985, the deterioration of sales after the collapse of the USSR, and the ineffective system of cultivation technology. The current ways of reviving grape landscapes – the introduction of innovative methods of farming, greening and cluster forms of viticulture and winemaking – are addressed.

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The article deals with the content and stages of research of tourist destination image, They include the identification and study of factors of geospatial image of the territory, the priority image-forming objects selection, the formation of the rating and the search for variants of visualization and verbal characteristics of geospatial image of the territory. The approaches to the branding new tourist destinations on the basis of integra-tion of natural, socio-cultural and mentalmythological geospatial images of the territory are defined. The group of natural images includes objects of natural heritage, unique natural phenomena, especially protected natural territories, pic-turesque natural landscapes, etc. The sociocultural images are formed on the basis of objects of cultural heritage, traditions, cultural events, rituals, ethnic cuisine, literary, artistic, cinematic works, etc. The mental-mythological images are based on myths, legends, tales, objects of esoteric practices of the territory. The technique of branding was tested on the example of Tarhankut as a new tourist destination of the Crimea.