Organization of service in the ski resorts of the North Caucasus

The article presents the results of a study of the organization of service in the ski resorts of the Caucasus: Arkhyz, Krasnaya Polyana and the Elbrus region. The data for the last 20 years have been studied and trends in the setting of the hotel business, tourism, sightseeing services, catering and entertainment industries for vacationers have been identified. The characteristics of the ski resorts with the highest attendance and the assessment of trails for skiers and snowboarders are given. Having studied the organizational structure of the research object, we concluded that there is a ski resort or cluster system, the system-forming factor of which is service and tourism. The objects included in the system of service providers can be classified according to the principle of the share of tourist functions in their activities. The higher the company's share of serviced people who at that moment meet the definition of a tourist, the more touristic it is, and vice versa. Using the SWOT method, both positive aspects and threats have been identified, which can negatively affect the tourism industry in the region. It was established that the organization of service in the ski resorts of the Caucasus requires special attention and professionalism. Infrastructure development, ensuring the safety and comfort of visitors, as well as quality service play a key role in attracting tourists. It has been established that the lack of a unified marketing policy and different organization of recreation in resorts is inconvenient for tourists. For the convenience of tourists and service personnel when serving customers, it is advisable to create unified network structures, not only in Krasnaya Polyana, but also in the resorts of Arkhyz and Elbrus. Proposals to improve the level of service organization include modernization of infrastructure, staff training, and improvement of transport accessibility and promotion of resorts in the tourism market. It is advisable to develop digital services, online customer acquisition management systems, and timely forecast the tourist flow.