The articles with issues linked to formation and promotion of territorial brand. It has been noted that the brand ‗Krasnodar Krai Resorts' must fulfill the image function and be a motivator for tourist influx to the region. The unified brand shall set an associative line in consumers' minds.

The article examines the main directions of diversification of the tourist and hotel product in the context of the coronavirus pandemic and after it. In the context of the restrictions caused by the global coronavirus pandemic, closed borders and the risks of traditional travel, there is an increase in demand in the domestic tourism market with a simultaneous transformation of demand, which requires new approaches to the formation of the tourism and hotel product both at the level of individual market participants and at the level of tourism. destinations. The author has identified three types of diversification: 1) diversification under the influence of digitalization; 2) diversification caused by the consumer behavior transformation in the context of the coronavirus pandemic; 3) diversification within the framework of the regional tourism ecosystems development. The author’s interpretation of the classification of tourist and hotel products in demand in the new reality, as well as the author’s organizational and technological model of tourism development in the tourist territory, based on a system approach and the results of scientific research, is presented.

The article deals with the problems and prospects of future use of the main facilities constructed for the Olympic Winter Games in Sochi in the framework of the formation of the economic capacity development of the destination. The effects of holding the mega-events can be numerous and ambiguous. It is necessary to consider both positive and negative aspects of economic, social, political, commercial and cultural nature.Keywords: tourism; destination; mega-events; Olympic Winter Games; Sochi. ВведениеЯвляясь самым быстроразвивающимся сегментом глобальной индустрии туризма, мега-мероприятия могут играть ключевую роль в развитии туристской дестинации, формируя имидж, открывая новые туристские рынки, увеличивая предложение, стимулируя создание новых рабочих мест и социально-экономическое развитие. Наследие, которое досталось городу от проведенных Олимпийских зимних игр, требует дальнейшей поддержки и развития. По данным пресс-службы краевой администрации, департамент олимпийского наследия сможет приносить во все уровни бюджета 10-15 млрд. рублей ежегодно.Эффекты проведения мега-мероприятий могут быть многочисленными и неоднозначными -необходимо учитывать, как позитивные, так и негативные аспекты экономического, социального, политического, коммерческого, культурного характера [4]. Спортивные мега-мероприятия могут полностью трансформировать города. Однако лишь немногие используют возможный потенциал таких мероприятий на все 100 %. Ещѐ меньше из них, получают долгосрочные выгоды. Концентрируя усилия и на краткосрочную, и на долгосрочную перспективу, города и страны не просто проводят мероприятия -они формируют наследие.

The tourist destinations develop with the participation of a significant number of stakeholders, whose interests often do not coincide, and sometimes completely differently directed, which determines the multifactorial nature of the relationship in the scope of the set goals achieving. On the one hand, this is the development of tourism, in which the business community is interested, on the other hand, the interests of the territory administration, which interests are of a dual nature. Coordination of the interests of all interested parties - the administration, the population of the territorial entity, the business community and tourists becomes a priority in this situation. The solution to this priority task through partnership management technologies is proposed in this research. The research is based on the use of a systematic approach and technologies of management analysis and modelling. The proposed conclusion, algorithm, model can be used in the implementation of territories branding, in the formation and implementation of the tourist destination development, in the regional policy formulation in the tourism development and the local self-government development.

Information support in tourism industry is a complex system, which includes set of elements and implementation mechanism. In tourism, information traffic is carried out at all stages of work with a tourist product and has a particular importance in the process of a tourist product promotion. Nowadays, attraction of tourists to destination is based on the promotion of its attractiveness using modern tools of communication with the consumer. It is important not only to create conditions for tourists and a quality tourist product, but also to bring this information to the target consumer and form a desire to come and buy a tourist product. Today, the emphasis of product promotion and communication with the consumer is transferred to the Internet with the wide application of mobile technologies. Therefore, the issues of tourist destinations' effective Internet promotion and information support in tourism are relevant today and are the most important factor in increasing the competitiveness of Russian destinations in the domestic and inbound tourism market. This problem is in the trend of the digital economy development and new "smart" technologies that increase the competitiveness of the Russian economy as a whole. The article examines domestic and foreign approaches to information support of tourism activities and the tools used. The analysis of sites of leading foreign and domestic tourist destinations was conducted with the purpose of revealing the dependence between the system of Internet promotion and tourist flow to the region, including the arrivals of foreign tourists and requirements to the destination website. Based on the survey of experts carried out by the authors in 2017, an assessment was made of the current state of the promotion system for the resorts of Krasnodar Region and the main trends in information support for tourist activities. The dependence between the effectiveness of Internet promotion and the competitiveness of the tourist destination has been revealed. The model of the Internet promotion of tourist destinations on the example of the Sochi resort as an important element of information support in tourism has been proposed.