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This article discusses the possibilities of grape growing and wine production industry in the Volgograd region development to increase the tourist attractiveness of the region. The article describes the soil and climate, historical, agricultural and technological and social and economic prerequisites for development of this branch. It was suggested to use the cluster approach, joining efforts of grape growers and wine producers, as well as scientific and educational, tourist and hospitability enterprises of the Volgograd region for rendering tourist and recreation services for the local residents, Russian and foreign guests of the city within the educational and production project of the Volgograd state agricultural university “Innovative village “Gornaya Polyana”. The originality of suggestions is that the “Gornaya Polyana” is the unique educational, scientific and production center that not only provides the tourists with information on history, local traditions, technology and culture of alcohol drinking, but also suggests them tasting different varieties of grape and wine, working on vinelands, participating in wine festivals and thematic festivals; visiting and taking part in special exhibitions and meetings, workshop sessions and educational programs, joining the abilities of agricultural, wine, gastronomical, ethnographic, educational events and business tourism. The project suggests creating of the recreation and service areas such as: park area, pond, bath house at the water basin shore, recreation services, including the wine therapy and wine cosmetology; production and workshops, including wine production, willow weaving; leisure activities and services, accommodation means and other.The results of investigation should be used for solving the social and economic problems in the region due to development of non-agricultural activities at the rural area, such as: wine, gastronomical and ethnographical tourism.

The metatheoretical study of the tourism system of the Volgograd Region of the Russian Federation made it possible to determine the system characteristics of tourist relations of the region. Currently, an excursion type of tourism, in particular, war-historical and theological ones, is the main one in the region; this type is organized by two types of tourism products: tours (overnight) and excursions (without staying for the night). The focused interview with an expert group revealed the components and elements of the tourism product "excursion tour", which were grouped and listed in a questionnaire to assess the importance of each component and each element of the tourism product among consumers. 332 people divided into 6 age-sex groups took part in the survey. The survey results enable to form a methodology for the integrated assessment of regional tourism products: average estimates of the importance of each component and element of the tourism product for each group of respondents have been calculated; all the elements of the tourism product have been divided into two types (impression-forming and consumption-covering), to which essentially different evaluation scales are applicable.Keywords: metatheoretical study, tourism system of the region, tourism product, excursion tour, consumer preferences, components of a tourism product, elements of a tourism product.

Одним из факторов успешного развития туризма и повышения туристкой привлекательности региона является формирование благоприятной городской среды. Анализ показателей, характеризующих уровень развития городской среды городов Волгоградской области, выявил, что в 2018 году ни один город региона не набрал необходимое количество баллов для присвоения статуса «Город с благоприятной городской средой», а в 2019 г. в число таких городов вошел Камышин. Однако в настоящее время в регионе активно реализуются проекты по благоустройству территорий и используются практики развития объектов туристско-рекреационного назначения, апробированные в регионах, достигших существенных успехов в развитии туризма: реализуется проект «Создание современного туристско-рекреационного кластера в пойме р. Царица «Новая пойма»; пять городов региона завоевали гранты Всероссийского конкурса благоустройства (Михайловка, Урюпинск, Николаевск, Палласовка и Петров Вал); благоустройство парка «Заречный» г. Фролово. One of the factors for the successful development of tourism and increasing the tourist attractiveness of the region is the formation of a favorable urban environment. An analysis of indicators characterizing the level of development of the urban environment of the cities of the Volgograd region revealed that in 2018 not a single town in the region scored the required number of points to be awarded the status of "City with a favorable urban environment", and in 2019 Kamyshin was included in the number of such towns. However, at present, the region is actively implementing projects of the area improvement and the practice of developing objects for tourist and recreational purposes, tested in regions that have achieved significant success in the development of tourism, are using: the project “Creation of a modern tourist and recreational cluster in the floodplain of the river Tsatitsa "New floodplain"; five cities in the region won grants from the All-Russian landscaping competition (Mikhailovka, Uryupinsk, Nikolaevsk, Pallasovka and Petrov Val); a large improvement project in the city of Frolovo has been completed.