NEW CHALLENGES OF QUALITY OF THE MARKET OF HEALTH-RESORT AND TOURIST SERVICES: CASE STUDY OF KRASNODAR KRAI (RUSSIA)

The goal of this research consists in the identification of new challenges of quality of the market of health-resort and tourist services of the Krasnodar Krai. This research presents an analysis of the tourism market of the Krasnodar Krai based on the data from regional statistics for 2012-2016. The methods of statistical analysis, graphical interpretation of data, expert estimations, and content analysis have been used. It has been found that the market of health-resort and tourist services of the Krasnodar Krai, which is an established well-structured economic system with a substantial potential for development and competitiveness, will soon be faced with a number of challenges, where the key challenges are flashpacker activity and the growth of globalized competition in the age of economic globalization of modern Russia. In order to overcome them, one should adequately interprete the factors influencing the performance of this market in the region with a focus on indicative indicators defined by the "Concept of Development of Health-Resort and Tourist Complex in the Krasnodar Krai until 2030". The authors have identified competitive strengths of resorts in the Krasnodar Krai which can and should serve as the basis for the strategy of development of the market of health-resort and tourist services of Krasnodar Krai (Russia).