Franchise networks in Russian tourism

Such a major sporting event as the world Cup, which confirms the experience of other countries, has a significant impact on the tourism development in the country, regions and cities that hosted the matches. The purpose of the article is to study the impact of events during the preparation and holding of matches of the 2018 World Cup in Saransk on the tourism develop-ment in the region. The article is focused on identifying the areas that contributed to the increase in tourist flow to the Republic, and measures aimed at increasing the incoming flow of tourists and promoting the region as a tourist destination in the target markets. When conducting the research, the authors relied on the work of domestic and foreign authors on the conduct of major sports mega-events, their impact on the development of tourism. In this regard, the article con-siders the directions that made it possible to increase the tourist flow to Saransk, and also offers a set of measures aimed at promoting the region as a tourist destination in the target markets. Based on the results of the study, the authors concluded that due to the matches of the football Championship, both the positive image of Saransk and Mordovia, and the level of awareness about the city and the Republic among the residents of Russia and other countries have in-creased. The results of the research can be used in the activities of regional authorities and tourist organizations of the Republic in order to further promote these tourist destinations and increase the tourist flow. Further research can be directed to the study of optimal scenarios for the devel-opment of tourist activities in Mordovia.