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Rural Tourism in Georgia in Transition: Challenges for Regional Sustainability

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  • Lela Khartishvili

    (Institute of Landscape Development, Recreation and Conservation Planning; BOKU University of Natural Resources and Life Sciences Vienna. Peter Jordan-Str. 82, 1190 Wien, Austria
    Tourism Hospitality Management Department, Faculty of Economics and Business Ivane Javakhishvili Tbilisi State University. University Str., 0186 Tbilisi, Georgia)

  • Andreas Muhar

    (Institute of Landscape Development, Recreation and Conservation Planning; BOKU University of Natural Resources and Life Sciences Vienna. Peter Jordan-Str. 82, 1190 Wien, Austria)

  • Thomas Dax

    (Federal Institute for Less-Favoured and Mountainous Areas, Vienna, Austria; Marxergasse 2, 1030 Wien, Austria)

  • Ioseb Khelashvili

    (Tourism Hospitality Management Department, Faculty of Economics and Business Ivane Javakhishvili Tbilisi State University. University Str., 0186 Tbilisi, Georgia)

Abstract

Tourism in rural regions of Georgia has a long tradition; however, many structures had been developed during Soviet times under the framework of a centrally planned economy and forced collectivism. Today, Rural Tourism is widely discussed by the national government and international cooperation partners as a means for regional development and as an alternative source of employment in agricultural areas and mountain regions. The purpose of this study is to develop suggestions for the institutionalization of Rural Tourism in the country and to propose relevant actions. Research methods comprised a document analysis, qualitative interviews with various stakeholders, and focus group discussions. We analyzed recent tendencies and challenges of rural tourism development in Georgia with a focus on the concept of community-based tourism and integrated rural development. We also review the challenges of the current structure of tourism marketing on the national level with regard to Rural Tourism products. The key findings of the research include recommendations to create a central leading structure for rural tourism at the national level, which will work on strategic issues and general norms of Rural Tourism. At the same time, we propose the development of destination management organizations, which will integrate general provisions in regional legislation and marketing in close cooperation with local stakeholders.

Suggested Citation

  • Lela Khartishvili & Andreas Muhar & Thomas Dax & Ioseb Khelashvili, 2019. "Rural Tourism in Georgia in Transition: Challenges for Regional Sustainability," Sustainability, MDPI, vol. 11(2), pages 1-20, January.
  • Handle: RePEc:gam:jsusta:v:11:y:2019:i:2:p:410-:d:197728
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    References listed on IDEAS

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    14. Bojan Đerčan & Dragica Gatarić & Milka Bubalo Živković & Marija Belij Radin & Danijela Vukoičić & Bojana Kalenjuk Pivarski & Tamara Lukić & Petar Vasić & Milena Nikolić & Miloš Lutovac & Milena Lutova, 2023. "Evaluating Farm Tourism Development for Sustainability: A Case Study of Farms in the Peri-Urban Area of Novi Sad (Serbia)," Sustainability, MDPI, vol. 15(17), pages 1-21, August.
    15. Sophie Ghvanidze & Linda Bitsch & Alvaro Elze & Jon H. Hanf & Soo Kang, 2022. "Why Travel to Georgia? Motivations, Experiences, and Country’s Image Perceptions of Wine Tourists," Tourism and Hospitality, MDPI, vol. 3(4), pages 1-17, October.
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    17. F.J. Cristófol & Elena Cruz-Ruiz & Gorka Zamarreño-Aramendia, 2021. "Transmission of Place Branding Values through Experiential Events: Wine BC Case Study," Sustainability, MDPI, vol. 13(6), pages 1-21, March.
    18. Setiawan Priatmoko & Moaaz Kabil & Ali Akaak & Zoltán Lakner & Csaba Gyuricza & Lóránt Dénes Dávid, 2023. "Understanding the Complexity of Rural Tourism Business: Scholarly Perspective," Sustainability, MDPI, vol. 15(2), pages 1-21, January.

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