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: Digital economy is a natural stage of development of economic system, in which the main values of economic actors consist in the knowledge and nonmaterial production. Within scientific literature prevail research of the impact of separate aspects of digital transformation upon the activity of tourism agencies and development of vacation destinations, namely the use of digital booking platforms, augmented reality in museums and exhibitions, as well as the Internet of things. However, interrelation of these vectors of development in the process of digital transformation, as well as the mechanisms of its management applicable to the sphere of tourism and Russian economy are studied insufficiently. The subject of this research is the economy and management of a separate tourism agency and the entire industry. The goal of this work consists in conducting a comprehensive research of Russian and foreign literature on the topic of methodology for managing digital transformation in different economic sectors; as well as determination of distinct characteristic of managing digital transformations in tourism sphere and the factors affecting this process. The author applies comparative analysis of literary sources and experience of managing digital transformation through implementation of digital platforms. The introduction of platform approach in management of digital transformation substantiated the transition towards network service interaction (versus traditional cooperation) as the backbone of the economy. Digital transformation of the entire economic sector requires close collaboration of economic actors within the framework of a region or a country. A conclusion is made the most appropriate model of the development of tourism sector of the economy is the ecosystem of digital platforms. Due to its peculiarities, tourism sphere can become a favorable platform for approbation of management techniques of digital transformation, functionality of regional digital platforms and system integrators.