Marketing Research for Entertainment and Leisure Industry Services in a Tourist Region

Sochi has made a step to a higher stage of development when successfully applied for the 2014 Winter Olympic Games, claiming to become a world class health-resort. This status requires the realization of a whole number of improvement measures in each tourist industry of the resort-city. So the conducted scientific research, supported by the Russian Federal Agency for Education, is aimed to reveal the problems of the services market of the leisure and entertainment industry (LEI) in the Russian resort-cities (Sochi, Anapa, Gelendzhik), which share in the tourist services market of Krasnodar region is about 75 %. The differences between the three resort cities in the field of entertainment and leisure industry organization were compared. A common view of both local residents and guest of the three resort cities about the leisure and entertainment industry market services via experts and consumers polling was formed. To make up for the absence of recent complex experimental study in Krasnodar region, the paper will present the practical aspects on market situation of the leisure and entertainment industry. In the last part suggestions to the industry development and improvement will be given to make the theory into practice.