Browsing by Author "Katsitadze, Nana"
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Item About the importance of the region landscape in the development of tourism(Georgian Technical University Publishing House, 2024) Kochlamazashvili, Lela; Katsitadze, Nana; Kandashvili, TeimurazThe article - "About the importance of the region landscape in the development of tourism" talks about how the natural landscape of the region affects the development of one or another type of tourism. A region where there is no fertile land and an agro-sector developed on its basis, we cannot organize farming tourism, where there are no waterfalls and flowing rivers - poor tourism, where there are no attractive landscapes, flower beds, fields - leisure tourism and etc. In the article, Kakheti region is divided into bar and mountain zone. In the bar area (Alazni Valley), priority is given to wine tourism, agrotourism and farming tourism based on viticulture, and in the mountain area (mainly Mtatusheti) to mountain tourism. The development of these types of tourism in Kakheti region has already started, but this process is very chaotic. Therefore, most of the registered enterprises do not work. The article expresses the opinion that the private tourism business needs more help from the regional leadership - in providing information, conducting trainings and etcItem Changes in consumer behavior in the tourism market caused by the Covid-19 pandemic(Georgian Technical University Publishing House, 2020) Katsitadze, Nana; Kochlamazashvili, Lela; Tushishvili, NatelaCrisis leads to the creation of new views and demands in consumers. For the sustainable development of destinations, it is important to respond to changes in a timely manner. Therefore, tourism planners need to have predictive information about a new model of consumer behavior formed due to the Covid-19 crisis. Because of the urgency of the issue, the paper studies and analyzes the researches conducted by scholars as well as national and international tourism organizations regarding consumer sentiments and forecast on changes in tourist behavior as a result of Covid-19. A sociological study conducted, conducted, using a sampling survey method, to study the tourism market in Georgia. The study confirmed changes in consumer behavior in the following areas: - As a result of pandemic-induced fears, consumers pay more attention to the level of the healthcare system and the quality of sanitation in destinations and hosting facilities; - Due to the economic crisis they have become more price-sensitive, but not at the expense of comfort and sanitation. - Refusal of mass tourism and travel to crowded destinations. An increased demand for a more Ecofriendly and Sustainable tourism is observed. In addition, a desire of traveling to destinations far from one’s home has revealed, which indicates rapid recovery of international tourism as soon as travel restrictions are lifted.Item Convergence of strategic tasks of business tourism and hotel industry development: the case of Georgia(World Academy of Science, Engineering and Technology International Journal of Mechanical and Industrial Engineering, 2020) Katsitadze, Nana; Atanelishvili, Tamar; Kutateladze, Mariam; Tushishvili, AlexandreIn the modern world, tourism has emerged as one of the most powerful economic sectors and due to its high economic performance, it is attractive to the countries with various level of economic development. The purpose of the present paper, dedicated to discussing the current problems of tourism development, is to find the ways which will contribute to bringing more benefits to the country from the sector. Georgia has been successfully developing leisure tourism for the last ten years and at the next stage of development business tourism gains particular importance for Georgia as a means of mitigating the negative socio-economic effects caused by seasonality of tourism and as a high-cost tourism market. Therefore, the object of the paper is to study the factors that contribute to the development of business tourism. The paper uses the research methods such as system analysis, synthesis, analogy, as well as historical, comparative, economic and statistical methods of analysis. The information base for the research is made up of the statistics on the functioning of the tourism market of Georgia and foreign countries as well as official data provided by international organizations in the field of tourism. Based on the experience of business tourism around the world and identifying the successful start of business tourism development in Georgia and its causing factors, a business tourism development model for Georgia has been developed. The model might be useful as a methodological material for developing a business tourism development concept for the countries with limited financial resources but rich in tourism resources like Georgia On the initial stage of development (in absence of conventional centers), the suggested concept of business tourism development involves organizing small and medium-sized meetings both in large cities and in regions by using high-class hotel infrastructure and event management services. Relocation of small business meetings to the regions encourages inclusive development of the sector based on increasing the awareness of these regions as tourist sites as well as the increase in employment and sales of other tourism or consumer products. In conclusion, all the above-mentioned contributes to increasing revenues from tourism and promotes the development of sustainable tourism. Business tourism increases the number of hotel visitors in the non-seasonal period and improves hotel performance indicators, which enhances the attractiveness of investing in hotel business. According to the present concept of business tourism development, at the initial stage, development of business tourism is based on the existing markets, including internal market, neighboring markets and the markets of geographically relatively near countries and at the next stage, the concept involves generating tourists from other relatively distant target markets. As a result, by gaining experience in business tourism, enhancing professionalism, increasing awareness and stimulating infrastructure development, the country will prepare the basis to move to a higher stage of tourism development. In addition, the experience showed that for attracting large customers, peculiarities of the field require activation of state policy and active use of marketing mechanisms and tools of the state.Item Development of innovations in tourism and hotel business(Georgian Technical University Publishing House, 2019) Katsitadze, Nana; Kochlamazashvili, Lela; Tushishvili, AleksandreThe paper deals with the development of innovations and application of its mechanisms in tourism and hotel management, which is one of the pressing issues of scientific study of contemporary business. The author suggests the classification of the system of innovations in hotel management and provides analysis of relationship between the concepts of innovations and characteristics of hotel business. Based on the study of successful innovations, the paper identifies some innovations, which allow the hotels of different size, including small and medium guesthouses, to become competitive even with relatively modest resources. From this perspective, the author sees the relevance of applying such marketing and product innovations in hotel management like lean production, which is based on loyalty and satisfaction of consumers and is already tested and successful innovative concept in other sectors.Item Development of international tourism in eastern countries (using the example of Turkey)(Kharkiv National Pedagogical University named after G. S. Skovoroda, 2025) Aladashvili, Manana; Katsitadze, Nana; Tushishvili, NatelaTurkey is one of the most popular tourist destinations in the world. Its geographical location, rich cultural heritage, historical monuments, beautiful beaches and cuisine make it one of the most attractive places for tourists. Turkey is one of the leading countries in international tourism and the development of its tourism sector plays an important role in the country's economic growth. The number of visitors to Turkey in 2024 increased by 9% and reached 49.2 million. During the same period, tourism revenues showed a 7% increase and amounted to 46.9 billion USD. The average daily expenditure of one international visitor in Turkey reaches 107 USD. Which is a record figure for the country. The relationship between Turkey and Georgia in international tourism is very active and both countries play an important role in each other's tourism market. Georgia's popularity for Turkish tourists: Georgia is often mentioned as one of the safest and most beautiful destinations. Many Turkish tourists have already appreciated Georgia's mountainous landscape, unique cuisine and traditions . In general, the relationship between Georgia and Turkey in tourism has great commercial and cultural advantages. Main aspects contributing to the development of tourist relations between Georgia and Turkey: regional proximity, cultural similarity, variety of tourist destinations, visa-free regime (Katsitadze, N., 2020).Item Hotel market development trends against the background of new directions of tourism(Ivane Javakhishvili Tbilisi State University Press, 2018) Katsitadze, NanaThe paper studies the hotel industry development trends around the world and its relation to tourism development, substantiates the impact of accommodation facilities, as tourism infrastructure, on the development of tourist flows and target markets. In addition, the paper studies the peculiarities of development of accommodation sector in Georgia – the country, which is within the areas of new directions of tourism. The issue is pressing due to the lack of experience and knowledge at all levels in the countries like Georgia. In this regard, the possible negative consequences expected as a result of harassment of local small and medium business by international chain hotels are outlined. In the author’s opinion, solving this problem requires sharing of European experience and consistent use of regulations, as a field management tool, in accordance with the principles of sustainable development.Item Human resource as an important factor of increasing hotel service quality and guest satisfaction(Kyiv National Economic University named after Vadym Hetman, 2024) Katsitadze, Nana; Kutateladze, Mariam; Tushishvili, NatelaIn the paper classical theories, concepts and models focused on the complex study of the service quality development in the hotels are discussed. In relation to the conceptual foundations and empirical measures of "service quality", the emphasis is placed on the functional (product or service delivery process) and social (staff attitude towards customers, cultural elements) categories of service quality assessment, and their most important factors influencing the quality of hotel service are confirmed. This was also confirmed by the results of a quantitative survey of guest satisfaction in 5- and 4-star international and local branded hotels in Tbilisi. According to which the share of the personnel and other related assessment components (cleanliness, comfort) in the creation of the hotel rating was revealed, which at the same time will serve as an indicator for long-term competitiveness.Item Methodological recommendations for forming and developing priority directions of Racha rural tourism(Ivane Javakhishvili Tbilisi State University Press, 2020) Katsitadze, Nana; Vatsadze, InezaThe European Union countries consider rural tourism development as one of the most relevant economic growth alternatives in poor and depressed regions. This field of tourism consumes diverse resources in rural and surrounding areas, therefore, rural tourism can be implemented in various ways. As a fact, the regions, which are rich with tourism resources, get an opportunity to meet the customer needs better and at the same time, get economic efficiency by broadly utilizing the resources in the household turnover. As a result, agrotourism is attracting field for the country such as Georgia. The majority of the research papers dealing with the problematic issues in rural tourism is based on the concept, that development of rural tourism depends on natural resources. We agree with the consideration that tourism as a multidimensional and intersecting socio-economic phenomena is based on using various resources while the efficiency of using tourism resources is based on the factors which either create conditions for success or limit them. Nowadays, international tourism trends revealed that for the success of the countries with small economies, it is more crucial to use innovative management approaches optimally rather than the existence of tourism resources. Tourism research, as well as general regional economic study and ensuring the use of applied research direction, needs many-sided analysis of resources. For revealing the potential of the destination, the paper provides the forecast of rural tourism development based on the following algorithm: 1. Identification of customer needs in the following directions: motivations, priorities, determining the potential amount and structure of tourist flows, target segment; 2. Evaluating the resource potential of forming rural tourism product of the destination; 3. Organizational and legal field analysis; 4. Analysis of the fields of logistics and information provision. Customer research on different types of rural tourism varieties showed the demand for rural tourism directions in preferential order: a) recreational rural tourism; b) wine tourism; c) medical and wellness tourism; d) gastronomy tourism. In terms of regional scale, greater efficiency is met where territorial and functionally organized recreation areas are formed. As a result of historical analysis of the development models of agrotourism, the countries chosen are close to Georgia (Italy, Bulgaria) with their tourism resources and circumstances. For example, Italian model of rural tourism with its resource and context directions is similar to Racha’s tourism resource potential and demanded types of services. The abundance of natural sightseeings, the experience of producing good wines and the high quality traditional cuisine have an exceptional place in the “success formula” of Italian rural tourism. Even though wine and gastronomy tourism development have already achieved some level in Racha, the experience of Western Europe to establish thematic wine villages is not applied as yet. In terms of recreation tourism practice in Racha, Bulgarian model of rural tourism development also seems relevant, which provides a pleasant environment for a family vacation. This model corresponds to recreation resource potential of Racha, recreation tourism traditions and limited financial capacity. Bulgarian model is convenient for the regions, where living space is characterized with low level of comfort; however, the area is rich with natural and cultural-historical resources. This model is accepted as a pattern for “third wave” countries - the countries, which do not have sufficiently comfortable accommodation as frequently met in western Europe. Bulgarian model for high value recreational destination also include: construction of big and medium-size tourism units with specialized private hotels and other tourist services, which is relevant to Shaori reservoir, as well as recreation tourism development concepts for Shovi and Utsera territories. This model needs significant investments and working on special projects. Each discussed model needs a different types of government involvement on each level.Item Negative organizational service climate and its impact on employees' expression of false smile and burn out(Ivane Javakhishvili Tbilisi State University Press, 2019) Katsitadze, Nana; Kutateladze, MariamNowadays for hospitality institutions satisfaction of employees and their well-being become core issue. Successful organizations have realized that the profit of their business depends on their employees’ professional skills and positive behavior towards customer. In 21st century in customer service settings service with smile is job requirement but quiet often it leads to employee exhaustion and turnover. The purpose of this paper was to investigate link between employee dissatisfaction from service climate and its impact on their false expression in particular smile which leads to their exhaustion, burn out and turnover. We made an investigation in local resort hotels which are located in the regions of the country Georgia. Questioners were distributed among employees and the results have shown that dissatisfaction from organizations service climate led employees’ false smile towards customer their exhaustion and turnover. False smile was easily recognized by the customers and the frustrated employee with false smile could not provide high quality of service. This obviously shows the importance of creating positive service climate within the hospitality institutions.Item State policy in tourism – business (MICE) tourism in Georgia(Ivane Javakhishvili Tbilisi State University Press, 2018) Katsitadze, NanaDue to high social and economic effectiveness of tourism, a great majority of the countries around the world are interested in its development. Therefore, the issues of tourism theory and practice are of great interest in scientific literature, however, the role, functions and methods of the state in the management of the sector are not specified. The complexity of the issue is determined by different tourism resources among the countries, different levels of economic and historical development and the degree of maturity of the tourism industry itself that makes it impossible to use any uniform approaches. The paper also focuses on the situation that in the developing countries, where tourism flows have greatly increased recently, the scheme to receive income from the industry still needs to be improved. Seeking to receive quick economic benefits from tourism industry, these countries pay less attention to the issues of sustainable development, which creates danger to long-term development of tourism, as well as from ecological, social and cultural perspectives. Georgia belongs to the countries, which have declared tourism as a priority economic direction and for the last decade it has been trying to positively influence the development of the field through applying the state instruments. With the purpose to rapidly increase revenues from tourism sector, until recently the tourism policy of the Government of Georgia was mainly based on increasing the number of tourists and encouraging the inflow of foreign investments in the country. State intervention by implementation of changes in legislation, such as liberalization of visa regime, tax preferences, encouraging attraction of investments has provided direct positive effects. One of the most obvious consequences is the increase in the number of tourists in the country reaching 7 million visitors by 2017 (the growth compared to the previous year amounted to 20.2%), as well as the boom in the construction of hotels and the entrance of the largest hotel brands. However, such development of tourism is limited both from ecological and social perspectives. Taking into consideration the above problems, the need for changes in tourism development policy of Georgia is highlighted in the present paper. Currently, development of tourism in Georgia is on a higher level of development; therefore, it is important to pay more attention to sustainable development of tourism. The policy focusing on the increase of the number of tourists should be replaced with the policy of tourism development focusing on encouraging development of new, more profitable tourism directions oriented on sustainable development. Business tourism is considered as a priority direction among these areas of tourism. Based on the consideration that this sector is new for our country and there is lack of related practical experience and scientific research, the present paper studies the components of business tourism and the trends and peculiarities of its development on the international market, analyses the possible positive effects of the development of business tourism, identifies potential markets and the factors that encourage development of business tourism, suggests the model of business tourism development in Georgia, which includes its development in two stages. The first one is based on the optimal utilization of the existing resources based on innovative management, which implies: • Development of small and medium meeting services and facilities at the current initial stage with limited resources, instead of capital intensive large conventional centers; • Preparation and promotion of various tour packages (business tourism + recreation…, business tourism + wine tourism, etc.) in business tourism with the purpose to increase competitiveness of Georgian business tourism, sell more tourist products, increase the duration of tourist stays and tourism expenditures in the country; • Mitigating the seasonality; organizing a significant part of small meetings in the regions in order to increase their awareness and the occupancy rate of hotels in these regions. The second stage of development implies creation of a convention center and attraction of large customers of business tourism services by actively using state marketing mechanisms and instruments.Item Study of married women's attitude towards retirement age(University of the Philippines Los Baños, 2023) Kharadze, Natalia; Tikishvili, Mzia; Giorgobiani, Maia; Katsitadze, Nana; Pirtskhalaishvili, Dea; Dugladze, DavitWomen in Georgia have traditionally been perceived as the main driving force in raising children and doing household chores. The existence of Georgia under Russian influence contributed significantly to the strengthening of the mentioned stereotypes. The article discusses research related to women's attitudes toward retirement-age challenges. We presume that a woman in her retirement years devotes most of her leisure time to caring for her family. That is why comparing the characteristics of women with various marital statuses seemed interesting to us. The research was conducted in the leading universities of Georgia. 630 respondents were surveyed. In accordance with the purpose of our study, we selected female respondents (453). During the research, we formulated the following hypotheses: H1: Women's marital status plays a significant role in the fear of job loss; H2: Women's fear of losing their job at retirement age is affected by whether they have children. Along with this, the article discusses the factors that influence the attitude of women toward retirement age. The mentioned issues include the purchase of high-quality products, fear of maintaining health, travel, inability to help relatives, and psychological stress due to separation from the work environment. The SPSS statistical software package was used to process the obtained results. As a result, essential recommendations were developed to help female respondents face the retirement age with dignity.Item The role of small and medium-sized hotel development in the sustainable development of mountainous regions (on the example of the Adjara region)(Goodwood Publishing, 2025) Katsitadze, Nana; Aladashvili, Manana; Kochlamazashvili, Lela; Tushishvili, NatelaPurpose: The purpose of the research is to identify the features of the development of the hotel business in the mountainous zone of Adjara and the factors facilitating and hindering its further development; to determine the strategic directions of the hotel business in Upper Adjara in order to achieve sustainable development of the tourism industry. Methodology: The research employed a mixed-method approach, combining qualitative and quantitative methodologies to explore the development of hotel-type accommodation facilities in the mountainous zone of Adjara. Surveys, interviews with hotel managers and owners, and field observations were conducted to assess challenges, opportunities, infrastructure conditions, and investment potential, while secondary data analysis examined tourism policies and economic trends. Results: The survey results indicate that the hotel and guest house sector in the mountainous zone of Adjara plays a crucial role in local employment, with most small hotels employing between 3 to 10 people and guest houses increasingly relying on hired labor. However, a major challenge in the sector is the shortage of qualified personnel, as 72% of respondents struggle to find skilled employees, while interest in staff training programs remains low. Conclusions: This study confirms that the development of hotel-type accommodation facilities in the mountainous zone of Adjara is influenced by natural potential, infrastructure, and increasing tourist inflows. The role of family hotels is particularly significant, as they contribute to regional tourism by integrating local traditions and resources, though territorial imbalances in hotel distribution persist. Limitations: One limitation of this study is the lack of long-term data on the sustainability of hotel businesses in the mountainous regions, as well as the limited focus on the economic impact of branded hotels on local businesses. Contributions: This study provides a comprehensive analysis of the trends and challenges in developing hotel-type accommodation in the mountainous zone of Adjara, highlighting its economic, social, and environmental significance. It offers valuable insights into the role of family hotels in regional tourism and the impact of state policies on business sustainability.Item The way to save the mountainous regions of Georgia is the clustering of tourism !!!(Ivane Javakhishvili Tbilisi State University Press, 2022) Katsitadze, Nana; Baliashvili, Elisabed; Tushishvili, NatellaThe rapid development of tourism in Georgia and the benefits caused by it did not reach a significant part of the population of Georgia. In the mountainous regions of Georgia, the problem of unemployment and poverty is still acute, and the social assistance programs and redistribution schemes implemented by the government recently cannot solve the problem, and at the same time they are a heavy burden on the state budget. . There are various mechanisms that help the country overcome poverty, including in the long term. In this regard, sustainable tourism is considered as an effective mechanism that will create opportunities for economic activity and self-employment for the socially vulnerable population The article - "The way to save the mountainous regions of Georgia - is the clustering of tourism !!!" - as its title shows, discusses and justifies the need to open tourist clusters in the mountainous regions of Georgia. The authors, arguing about the advantages of clusters for the development of tourism in the mountainous regions of Georgia, rely on the highly effective results that have been repeatedly proven in the practice of the tourist business and the development of destinations. In the field of multifaceted tourist activity, organizational and economic mechanisms characteristic of the cluster are considered important, such as the complexity of interrelated enterprises, the possibility of studying the situation from a systemic point of view, the implementation of all initiatives and business ideas. в виде клустреной стратегия, efficiency achievement of branding of the mountain-tourist region and others. The article emphasizes the need to use innovative and differentiated management approaches to create inclusive development and sustainable tourism in the mountainous regions of Georgia, since the advantages of achieving success in the latest trends in the international tourism market emphasize the importance of not only the existence of rich tourist resources, but their optimal use in innovative management methods [13]. From this point of view, taking into account the specifics of the mountain regions of Georgia, the authors recommend the creation of tourist clusters of different shapes and themes in the mountain regions of Georgia - Racha-Lechkhumi, Svanetia, Adjaria, Mtianeti, Samtskhe-Javakheti. , Mta-Tusheti, Khevsureti, Pshav and others The article updates various forms of cluster development of rural tourism, for example, community partnerships around wine, "wine villages", "nature and health", "recreational tourism", "traditional gastronomy" and others [15], the development potential of which is the majority of mountain районов Грузии. The authors of the article positively assess the development of three clusters focused on the Georgian tourism market and the introduction of pilot models in the Imereti and Kakheti regions, but at the same time criticize the government for that none of the listed regions belong to the highlands, which have less attractive tourist-recreational resources for the development of tourist clusters than the other sides. Moreover, along with natural conditions in the highlands of Georgia, local and pronounced identity can be used as a resource. The authors of the paper recommend the introduction of thematic clusters and pilot models to save the Georgian highlands. In particular, based on the study of each highland side to be done with a differentiated approach introduce thematic clusters and pilot models such as: 1. Cluster of local wine and gastronomic tourism; 2. Cluster of authentic hotels; 3. Cultural Heritage Cluster. The mountainous regions of Georgia have a rich and diverse tourist resource for the development of tourist clusters, as well as different socio-economic backgrounds and different levels of tourism development maturity, which requires differentiated approaches by region and at the same time the presence of strategic tourism development programs with logical connections at all levels. . Based on the above, the state faces two questions: a) which cluster to promote in each region and b) determine what its role will be in this direction, proactive or reactive.Item Ties between wine industry and wine tourism and their possibilities(Publishing house Vyshemyrskyi V. S., 2017) Katsitadze, NanaThe objective of the study is to identify effective mechanisms for the development of wine industry and tourism, which represent strategically most important sectors of Georgian economy. Origination and development practice of wine tourism proves close relationship between the above sectors and their benefit. Popularity of wines with denominations of origin encourages development of tourism in wine regions, the outcomes of which are already evident in Kakheti region. The tourism destinations, which have already developed in Georgia, should be used for improving awareness of wine brand and creation of wine consumer. In addition, the research has shown that even in case of existence of resources, the above methods are effective only by applying innovations, creative approaches and differentiated strategies on target markets. Thus, to say it in general, it is a way for weak economies to remain competitive on international markets.