Using the Sochi 2014 XXII Olympic and the XI Paralympic Winter Games objects in the postolympian period based on their transformation into a tourist product

Abstract

This article focuses on the use of the heritage sites of the XXII Olympic Winter Games and the XI Paralympic Winter Games of 2014 in the city of Sochi in the post-Olympic period on the basis of its transformation into a tourist product. The paper presents the results of dividing tourists into age groups using the UNWTO classification, the results of the initial survey conducted among the clients of the BEST-Tour tourist company, the calculation of the Fisher angular transformation to determine the dependence of a destination choice on the desire to visit Olympic sites, the typologies of respondents using content analysis and their classification by the method of G. Ghana, on the basis of which tours were developed for two age groups of three and five days, involving a visit to Heritage sites of the XXII Olympic Winter Games and XI Paralympic Winter Games of 2014. The article reflects the results of the secondary survey of tourists who took part in the pilot tours, presents a table with the results of segmentation of the target audience using the “5W” methodology and the most convenient channels for the transmission of advertising information. which prove a regular increase in the sales trend of tours, dependent on previously studied and listed factors, which ultimately leads to an increase in the number of guaranteed visits Olympic heritage sites by tourists in the post-Olympic period.