Using the potential of local production in the region's tourism

The article studies the use of the potential of local food industry in the tourist sector. This potential can be considered as a tourist attraction. In turn, this may lead to an increase in consumption of food products produced in the region, as well as strengthen the tourist's relation to the place they stay and local food and drinks. The study, on the example of the Vologda Oblast as a region where brand development is given great importance, reviews the experience of using the potential of local products in order to form tourists' favorable impressions from the place they stay. The article uses general scientific methods of analysis, synthesis, induction, deduction, generalization, and comparison. Theinformation framework consists of works of domestic and foreign economists in the field of methodological and practical issues of tourism development management, destination marketing, territorial brands, as well as statistic of state statistics services. It is revealed that, regional tourism development does not currently involve interaction of enterprises creating unique tourist products or enterprises producing food and drinks. In conclusion, we propose ways to increase the use of this potential based on mutually beneficial cooperation of tourist and food enterprises. The practical significance of the research is that its results can be used by regional authorities to manage decision-making when designing regional tourism development programs.