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Ivane Javakhishvili Tbilisi State University
Ivane Javakhishvili Tbilisi State University

Recent Submissions

Artificial intelligence - an innovative tool for entrepreneurship development
(Ivane Javakhishvili Tbilisi State University Press, 2026) Erkomaishvili, Gulnaz
The paper explores the role of Artificial Intelligence (AI) as an innovative driver of entrepreneurship in the era of digital transformation. It emphasizes that modern companies are constantly seeking ways to gain a competitive edge. AI offers substantial support to startups and small- to medium-sized enterprises by enhancing competitiveness, reducing costs, and fostering innovation. The study examines both the advantages and challenges of adopting AI in entrepreneurial activities. In Georgia, the AI sector is developing rapidly, with clear signs of integration into business processes, growing consumer interest, and increasing startup activity. At present, AI is most actively applied in marketing, finance, e-commerce, and digital services - industries that already rely on data-driven workflows, possess strong digital infrastructure, and embrace rechnological innovation. Companies employ AI for advertising optimization, customer behavior analysis, financial risk assessment, and sales strategy planning. Although Georgia's AI market remains in its early stages, notable progress has been made in recent years. Business are increasingly recognizing AI's potential and working to embed it into their operations. For Georgian entrepreneurs, AI presents a unique opportunity to expand into international markets and meet the challenges of global competition. Most importantly, it enables effective collaboration with international clients. Through automated analytics and marketing tools, entrepreneurs can identify foreign customer needs, tailor products and services to diverse cultural and economic context, and streamline communication across global markets. Moreover, AI enables the automatic translation of content. Websites, marketing materials, customer support messages, and product descriptions can be translated quickly and with relatively high accuracy into multiple languages. This reduces language barriers and enhances accessibility for international cutsomers. AI also contributes to improving service quality. Digital assistants, chatbots, and automated response systems ensure continuous customer communication, provide rapid responses to inquiries, and deliver personalized services. These capabilities increase customer satisfaction, strengthen brand reputation, and support the development of long-term relationships. However, several challenges accompany this process: 1. Shortage of specialists – The number of highly qualified AI professionals in Georgia remains limited, hindering the implementation of innovative projects. 2. Language barrier – The unique characteristics of the Georgian language and the scarcity of resources complicate the development of Georgian-language AI models, which are essential for addressing local needs. 3. Financial constraints – AI projects often require substantial investment, posing a significant challenge for many Georgian companies. 4. Low awareness – Some organizations still lack a comprehensive understanding of AI’s potential benefits and applications. 5. Infrastructure limitations – In certain cases, the existing technical infrastructure is insufficient for the full-scale operation of AI systems. Despite these challenges, Georgia’s technological ecosystem is gradually evolving, with innovative startups emerging to address local problems through AI. The thoughtful development and regulation of AI technologies will be decisive for their successful integration into society. This includes implementing ethical principles, strengthening collaboration between academia and industry, increasing public engagement, and raising awareness about AI. Enhancing education will allow for the maximum utilization of AI’s potential while minimizing possible negative impacts. The paper concludes that Artificial Intelligence will enable Georgian entrepreneurs not only to expand their market reach but also to deliver high-quality, efficient, and internationally compliant products and services—significantly boosting their competitiveness.
Peculiarities in implementing the concept of decent work in Georgia: challenges and prospects
(Ivane Javakhishvili Tbilisi State University Press, 2026) Tsartsidze, Murman; Tkemaladze, Irma; Gabadadze, Shota
In the context of ongoing globalization and the digital transformation of the economy, the concept of enhancing “decent work and quality of life” has become particularly relevant for achieving sustainable and stable development. The evolution of labor relations – and especially the provision of decent working conditions – must play a crucial role in this process. This issue is especially pressing in Georgia, where widespread, chronic unemployment remains one of the most acute and persistent challenges, recognized as a major driver of poverty. Addressing these problems requires close attention to the recommendations of the International Labor Organization regarding labor market regulation and social and labor relations more broadly, as well as the proper fulfillment of obligations outlined in the Association Agreement with the European Union. The “Decent Work Concept,” as a tool for implementing the global goals of the International Labor Organization, shifts the focus toward the quality of employment, social protection, security, and satisfaction with working conditions. Ensuring decent work has therefore become a global imperative. Its growing importance is closely linked to the Fourth Industrial Revolution, the accelerated pace of automation, digital transformation, and the emergence of new social risks — all of which directly affect social and labor relations. In these conditions, guaranteeing decent work requires greater emphasis on employment opportunities, security, social guarantees, and the development of social dialogue, alongside the establishment of uniform standards in social and labor relations at the international level. Many international researchers argue that the implementation of decent work (DW) standards forms the foundation of effective performance management, making it clear that achieving strategic goals is possible only through the creation of decent working conditions. Against this backdrop, research into the challenges of achieving decent work is highly relevant – particularly for Georgia. In line with the Association Agreement signed between Georgia and the European Union (Agreement N200/42, 2014), which envisages active cooperation in the field of migration, a key priority is the introduction of modern labor standards. Central to this is the adoption of decent labor standards and the realization of the Decent Work Concept. Decent work is an integral part of sustainable development, promoting both economic equality and social justice. The concept rests on four main strategic goals – its four pillars: Promoting and implementing fundamental principles and rights in the workplace; Expanding opportunities for decent employment and income for women and men; Increasing the scope and effectiveness of social protection; Strengthening social partnership and social dialogue. Decent work is therefore a comprehensive concept that addresses not only the existence of employment but also its quality, conditions, and outcomes—for individuals and for society as a whole. It represents an integrated approach to all aspects of work and is essential for poverty reduction and the achievement of sustainable development. Recognizing this, in September 2015 the UN General Assembly made decent work and its four pillars integral elements of the 2030 Agenda. One of its central goals is to achieve full and productive employment and decent work for all women and men by 2030. The Sustainable Development Goals (SDGs) thus acknowledge decent work as a key driver of sustainable economic growth. Despite this global recognition, numerous challenges continue to hinder the implementation of decent work standards. According to the UN 2025 Sustainable Development Goals report, progress is constrained by: Declining global economic growth rates; Low labor productivity growth and weakening protection of labor rights; High levels of informal employment (58.0%); Elevated unemployment among women and young people, as well as a significant share of youth not engaged in education, employment, or vocational training (NEET). For Georgia, despite relatively strong economic growth in recent years, persistent problems in the labor market and social relations have significantly hindered the implementation of the ILO–Georgia Decent Work Action Programme 2021–2025 (DWCP-Georgia-EN-10-06-2024). Key challenges include: High unemployment and poverty, accompanied by socio-economic vulnerability, gender inequality in labor force participation, and extensive labor emigration; Acute employment problems among young specialists, with a clear mismatch between skills and labor market demand; Low labor productivity across several sectors of the national economy; High levels of informal employment (29.1%), especially in rural areas (34.4%), undermining economic stability; Low average nominal and minimum wages, with no effective regulatory mechanism; Weak protection of labor rights, limited resources for labor inspection, and inadequate monitoring; Frequent violations of labor safety standards and weak trade unions; Underdeveloped systems of social partnership and dialogue among labor market stakeholders; Labor legislation, including the Labor Code, requiring further refinement to align fully with European labor standards. Given these challenges, it is clear that the highest priority must be placed on ensuring decent, highly productive, and effective employment. At the international level, the principle long recognized by the International Labor Organization — “decent work is the foundation of human well-being and national development” — remains central. Realizing this principle requires the establishment of adequate social and labor relations within a modern, civilized labor market, the creation of systems of social justice and partnership, and the development and improvement of human capital. This should become the core task of Georgia’s economic modernization and innovative development. Decent, effective employment is the foundation for inclusive economic growth and for raising living standards across the country.
Economic history and the methodology of scientific research in the works of Ivane Javakhishvili
(Caucasus International University, 2026) Veshapidze , Shota
The growing importance of interdisciplinary approaches in the humanities, particularly in the context of globalization, rapid social change, and increasing economic inequality, highlights the continuing relevance of historical methodology for understanding both past and present societies. In this respect, the scholarly legacy of Ivane Javakhishvili represents a significant contribution to the development of Georgian historiography as a scientific discipline. His methodological interpretation of Ilia Chavchavadze’s historical concept provided a systematic framework for analyzing historical processes through the interaction of social, economic, political, and cultural factors. Rather than viewing history as a sequence of isolated events, Javakhishvili emphasized the interconnected nature of historical development and the necessity of critical, evidence-based research. The aim of this study is to examine Ivane Javakhishvili’s methodological perspective and to analyze his interpretation of Ilia Chavchavadze’s historical concept, with particular attention to the social and economic foundations of historical development. The research object is the historiographical legacy of Ivane Javakhishvili, while the research subject focuses on his methodological principles and interpretation of Ilia Chavchavadze’s historical vision. The study seeks to identify the main features of Chavchavadze’s historical concept, evaluate Javakhishvili’s methodological contribution, assess the significance of social and economic determinants in historical processes, and demonstrate the role of objectivity, critical analysis, and complexity in historical inquiry. The research employs an interdisciplinary methodological framework that combines historical-critical analysis, comparative source analysis, cause-and-effect analysis, systemic interpretation, and the principle of historical perspective, which requires historical events to be understood within their specific temporal and social contexts. The findings demonstrate that Ivane Javakhishvili transformed Ilia Chavchavadze’s historical ideas into a coherent scientific methodology grounded in rigorous source criticism and comprehensive analysis. His approach confirms that social relations, economic structures, and material conditions constitute essential determinants of historical development while remaining inseparable from political and cultural processes. The study further illustrates that Javakhishvili’s methodology established enduring principles of historical research - objectivity, critical evaluation of evidence, and multidimensional analysis - which continue to provide valuable theoretical and methodological guidance for historiography, economic history, and broader social science research.
Personalized service management in the tourism and hospitality industry: the role of intelligent technologies
(Ivane Javakhishvili Tbilisi State University Press, 2026) Baliashvili, Elisabed
Personalized service has become one of the key factors in creating competitive advantage in the modern tourism and hospitality industry. The development of digital transformation, artificial intelligence, big data, and advanced customer data management systems has fundamentally changed traditional approaches to customer relationship management and service delivery. Against this background, increasing attention is being paid to assessing the role of intelligent technologies in the development of personalized services. The aim of this article is to analyze contemporary personalized service models and the practical significance of intelligent technologies in tourist destinations and the hospitality industry. The study is based on a comprehensive methodological approach that combines a systematic review of the contemporary scientific literature, comparative analysis, and content analysis of secondary statistical data. The research systematizes contemporary conceptual models of personalized service at both destination and hotel industry levels. The findings highlight the growing importance of artificial intelligence (AI), Customer Relationship Management (CRM) and Customer Data Platforms (CDP), Smart CRM, Digital Twin technologies, and hyper-personalization in customer behavior analysis, service adaptation, and the enhancement of customer experience. The analysis of the Georgian case demonstrates that technological transformation is actively taking place in both branded and independent hotels, although with different levels of integration and implementation. The results confirm that personalization in the tourism and hospitality industry is no longer merely a marketing tool. Instead, it is increasingly evolving into a data-driven strategic mechanism that significantly influences customer satisfaction, loyalty, and organizational competitiveness.
Trends in the development of seaside resorts on the example of Adjara
(David Aghmashenebeli University of Georgia, Press Publisher „Meridiani“, 2021) Baliashvili, Elisabed
The tourism is on of thegrowing an important sector in the world economy, the development of touris sufforts, to the grows country,s economy, new job creation, raising the cultural level of the country,s population and development of communication system,s Of course Georgia usually exceptionals. Georgia has diversed nature and cultural resource, our country has many important challenges. In the papers discuss the important coastal region Adjara, its challenges, streinghts and weaknesses , Contributing and hindering factors. Based on the analysis performed by the author, has some recommendations for further development of the region.