Abstract: Modern sanitary-epidemiological and environmental challenges produce changes in the structure of supply and demand in tourism. The share of cultural and ecological recreation in domestic tourism is growing, with a focus on the consumption of goods from local producers. The universal digitalization of public life increases the importance of cultural self-identification and creative self-expression, which also affects consumer behavior. All this forces tourism enterprises to look for new solutions to adapt their production processes and increase digital maturity. However, the complex of internal and external factors that have a decisive influence on management decision-making makes it difficult to apply existing models of digital transformation of organizations engaged in the field of tourism services. The expert literature on these issues is limited to examples of large companies and entire resorts. The author conducted an approbation of the methodology for drawing up a digital transformation strategy, proposed by a team of authors in the work "Digital Transformation Strategy: write to execute". The study is presented in the form of a case study of an Internet service development project Biggeo.ru the Sochi travel company. The article presents the experience of developing and implementing a digital transformation strategy for a travel agency, which can be useful both to representatives of the scientific community and creative industries involved in the development of innovative products and services, as well as to the heads of companies of alternative types of tourism. The digital transformation model was based on a crowdsourcing approach in the field of cultural and creative tourism, thanks to which the historical and cultural online travel guide was developed. The work carried out made it possible to confirm the hypothesis about the possibility of using this model in small enterprises of the tourism sector, to carry out a detailed description of the process of drawing up a strategy and to fill a gap in the scientific and expert literature devoted to this area. New in-demand activities and an innovative digital product, which appeared due to the implementation of the strategy for increasing digital maturity, allow us to characterize the first results of the project as successful, and the developing project is able to meet the needs of stakeholders in tools for promoting cultural and creative tourism.

Abstract: The development of digital economy implies not only deep transformation processes for individual enterprises, but also the need for adaptations to new economic conjucture of those stakeholders, who are not ready for full-scale changes in their management and production models. Thus, managing digital transformation of tourist destination require detailed and systematic study of the needs in digitalization and the search for tools for stakeholder's adaptation to new socio-economic conditions. The qualitative research methodology “Grounded theory” is able to provide tools to resolve this problem, which approbation is the main subject of the study. This method allows to form inductively a logical concept that would describe the phenomenon and directly confirm theoretical conclusions in observations. The study resulted in key categories of needs, their interconnections and corresponding digital solutions in form of different modules of digital platform, comined by the central key category - “need to increase the involvement of all stakeholders through a collaborative digital service”. The pilot study conducted according to the proposed methodology confirmed its effectiveness in studying the needs of stakeholders of tourist market and in developing the architecture of a digital industry platform. At the same time, the subsequent prototyping of the proposed digital solutions should be carried out in accordance with the strategy of implementing the industry platform and its integration into the digital ecosystem of the Krasnodar Territory.