Trends in the tourist sector: Georgia
Tourism Paths of the Black Sea Region – Research and analyze of main trends of Tourism Sectors in Georgia (Part I)
Abstract
The study ,, Research and analyze of main trends of Tourism Sectors in Georgia” consists of two parts, in the presented article we will propose the first part of the research which had been conducted in the frames of the project “Tourism Paths of the Black Sea Region” implemented by ICCT and funded by the European Union in the BSR. The survey results will help the countries’ surrounding the Black Sea to see the strong and weak sides in terms of tourism development, enabling them to make better planning in future. The study covered the following issues: to determine local and foreign tourists’ preferences while traveling in Georgia, tourists’ travel motivations, main impact and influencing factors on tourists’ decision –how they got the information about Georgia.
Key Words: Tourism trends, tourism sectors – research and statistics
Target Groups: Foreign and local tourists; Tourist Information Centres;
Research design and methodology
The study was carried out in target cities and municipalities – covering 12 administrative units : Ambrolauri, Tbilisi, Rustavi, Tbilisi, Gori, Kvareli, Batumi, Poti, Mestia, Mtskheta, Telavi, Kutaisi.
About 150 respondents were questioned.
Foreign and local tourists’ survey results
During the researches the following amount of the respondents participated among which 92% were foreign tourists, and 8%- the Georgian tourists . 82% of foreign tourists visited Georgia for the first time, while 18% traveled for the second time. The absolute majority of tourists who arrived in Georgia was looking for the possibilities of recreation, cultural tourism, tourism activities and mountain walking:
Among the tourists were those whose aim was to have a holiday and those who showed their interest in sightseeing, attending cultural events and tasting traditional Georgian cuisine and wine.
About 63% of the survey participants received the tourist information via the internet. Also the high rate went on recommendations provided by friends and relatives, resulting in a total of 44% . The role of travel agencies in the development of national tourism should be noted, which attracted 31% of total travelers:
Tourists consumer behavior
Most of the tourists prefer traveling together with the partners or friends. Respondents’ experience concerning this issue was as followed:
Tourists start planning to travel much earlier before they decide to travel. It should be noted that 43% of tourists arrange their travel schedule 1-3 months before the trip, 32% -1 month before, while 26% – more than 3 months in advance. Among those who plan to travel more than 3 months in advance are the families who belong to the consumer segment:
Planning Period
Age Group
The percentage distribution
At the last minute
19–25 years
5%
1 month before
20–34 years
10%
1-3 months before
35–75 years
75%
3 months before
30–45 years
10%
The majority of tourists visiting Georgia apply to the low-cost airlines, but for local transportation they prefer a rented car, which is probably determined by a low development level of public transportation :
International Transportation
Local Transportation
Low-priced airline – 38%
Main Airlines – 34%
Charter Flight – 4%
Commercial Flight – 4%
Private Airline – 1%
Own Car – 9%
Hired Car – 38%
Bus / minibus– 22%
Train – 15%
Excursion Transport – 15%
Own Car – 9%
Bicycle – 1%
The main stream of tourists visiting Georgia for periods was ranging from 3 to 14 days. In particular, the average duration of the visit periods was distributed as followed:
Estimates of the tourist experience
During the general assessment the majority of the tourists highly estimated the conditions of the tourist sites; 86% said that the quality level of service was excellent. Only 2% complained on the service quality, while 12% refrained from answering. The impressions of the traveling were of high assessment:
The tourists’ assessment displayed strong and weak features of the typical tourist places. In particular, the environmental contamination was detected:
Ultimately, traveling along Georgia, the majority of respondents positively estimates their trip. 83% of travelers said they were satisfied with the decision to travel in Georgia . 68% of respondents believed that the experience of traveling in Georgia had exceeded all their expectations. Only 26% had a reason to express dissatisfaction, mainly due to the pollution of the environment or the low quality of service.
In order to create the travel motivations of tourists, especially for the second visit, it is not enough just to possess the rich cultural, historical and natural heritage resources. There are additional factors that affect the degree of tourist’s satisfaction. During the survey/study the following priorities were determined:
In Modern marketing the most effective advertising was considered to be the recommendations. The best way to determine a real impression of customers was to determine whether they recommended this product to their acquaintances. Providing from these factors, the percentage of spreading positive information among the respondents who had the second visits was very high:
Tourist Information Centre Assessment by Tourists
Tourist Information Centers in Georgia are in the development process. They can be found/are available only in the active tourist regions and cities . One of the research directions of their work was to define efficiency and quality of service . 90% of respondents said that they were satisfied with the services provided by the Information Centers:
Travel expenses and assessments
The average travel time and expenses in Georgia are different. It depended on the user’s age, employment status, sex and other variables. According to the overall data, the average expenditure per tourist has the rate of 1,023 EUR. Among the most low budget segment of the tourist market are students and the high budget tourist are middle-aged employed women / men. In accordance with the nationalities, most of the money spent in Georgia falls on Russian, Ukrainian and Western European tourists.
The different needs of the average expenditure was as followed (amounts are in euro currency):
Average transportation costs
ˆ243
Accommodation average flow
ˆ130
Average food spending
ˆ67
Average cost of Cafe, bar, restaurant,
ˆ100
Averagecostof souvenirs
ˆ45
average cost of Entertainment (theater / cinema / museum tickets)
ˆ36
The average spending on shopping
ˆ76
Average rate of Other costs
ˆ70
Total average expenditure per tourist
ˆ1,023
72% of visitors said that they did not exceed the costs incurred while traveling to Georgia by the specified amount. 20% of the guests said that the cost was much less than planned. The proportion of consumer respondents who said that the costs exceeded expectations were the students . Overall, tourism expenditure assessment is as follows:
In relation to travel costs 70% said that the service was worth the fee/expenses. 64% of respondents believe that in Georgia prices are reasonable for accommodation and food service . 70% think that the prices of additional services, excursions, spa services, entertainment and other facilities are absolutely acceptable.
Demographic and social characteristics of tourists
The average age of the surveyed tourists was 37 years old, including the youngest- 19 years old, while the oldest is 65 years old . Among the respondents – 44% were women and 56% – men.
The distribution of tourists interviewed by country of origin are as follows:
Poland
20%
Russia
10%
Ukraine
10%
Israel
9%
France
9%
Georgia
7%
Germany
7%
Lithuania
5%
Czech Republic
4%
USA
3%
Belgium
3%
Latvia
2%
Kazakhstan
2%
Luxembourg
2%
Turkey
1%
Armenia
1%
Azerbaijan
1%
Netherlands
1%
Denmark
1%
Sweden
1%
Finland
1%
Australia
1%
Japan
1%
Canada
1%
Research Results of Tourist Information Centres
One of the aims of the research was to share the experience and level of development of tourism in urban and regional information centers throughout the region in order to establish better tourists’ characteristics.
As a result of the information obtained, it was possible to compile a profile of the typical tourist, taking advantage of the determination and identification of areas for development.
The information centers were visited by 67% of foreign tourists and 33% of Georgian tourists. Among studied 12 administrative units only one region noted that there was provided a staff training sessions and communicative course of English.In other 11 regions negative answers were received about the trainings sessions in the regions that pointed to the lack of the work done in this direction.
Does your information center conduct a training sessions
Topic of the training
The target audience
The training organizer
Yes
8%
Communication English
The staff, the local people involved in tourism
NGO
No
92%
Urban and regional information centers occasionally cooperate with local public agencies and private companies involved in the tourism sector. However, a lot of work should be done, because it will encourage the rapid development of tourism at the local level:
92% of Tourist Information Centers stated that they are still working on statistical data collection. See below the tourist characteristics of the regions which were based on the data received from the Tourist Informational Centers after they had filled the questionnaires.
Characteristics of tourists by region:
Ambrolauri
Tourist profile:Mountain Resort.
The region’s most active tourists:Georgian, Polish, Ukrainian, French and Israelis tourists.
Consumers age:20 to 60 years.
The Consumers goal: Vacation – 82%, Cultural Tourism – 45%, Ecotourism – 20%.
Interests:83% of visitors interested in cultural and natural monuments.
The type of consumer:67% of tourists in the region were vacationers with families
Duration of stay:42% of visitors stayed at an average of 10 days
The popular means of transport:Due to the lack of transport and poor roads, 50% use a rented car, while 43% use the private cars, and a small portion of the bus.
Akhaltsikhe
Tourist profile:The region is rich of Historical monuments
The region’s most active tourists:Polish, Russian, Ukrainian and German tourists.
Consumers age:20 to 50 years.
The Consumers goal:In this region 68% of the visitors were oriented to the recreation and cultural tours and 31% tourists were wishing to visit relatives and friends.
Interests:80% of visitors were interested in the historical and cultural monuments.
The type of consumer:89% of tourists in the region, are traveling with a partner
Duration of stay:52% of visitors stayed at an average of 7 days
The popular means of transport:This region is easily accessible and has comfortable transport facilities. 62% of visitors used a bus / mini-bus to arrive, while 32% used train.
Bolnisi
Tourist profile:Historical and multi-ethnic region
The region’s most active tourists:Russian, Ukrainian, Azerbaijani and German tourists.
Consumers age:20 to 35 years.
The Consumers goal:45% of visitors to the region were cultural recreation-oriented and 40% of tourists were wishing to visit relatives.
Interests: 98% of visitors were interested to view the historical sites
The type of consumer:45% of tourists visited the region with a partner, while 35% of tourists were traveling with their families.
Duration of stay:42% of visitors stayed at an average of 7 days
The popular means of transport:Transport facilities are readily available in the region. 58% of visitors to the bus / mini bus travels, while 25% of the rented car.
Borjomi
Tourist profile:Healing / health resort.
The region’s most active tourists:Georgian, Ukrainian, Russian, Azeri and Kazakh tourists.
Consumers age:25-75years
The Consumers goal:The goal of the journey is to restore the health – 65%, Ecotourism – 20%, entertainment – 5%.
Interests:Nature monuments, local healing tasting water and rafting.
The type of consumer:The consumer segment of families with children is 85% and the elderly couples – 10%.
Duration of stay:25% of visitors stayed at an average of 7 days, and 65% stayed for 8–14 days.
The popular means of transport:The public transport facilities connecting the region is well developed.Most of the tourists travel by minibus – 55% and – 20% by train
Gori
Tourist profile::The Historical region
The region’s most active tourists:Russian, American, German and Polish tourists.
Consumers age:23-65 years
The Consumers goal:Cultural tourism – 65%, visit to friends and relatives – 25%.
Interests:View historical and cultural sites – 65%.
The type of consumer:Single traveler – 30%, middle-aged and older couples – 55%.
Duration of stay:about 7 days
The popular means of transport:The public transport facilities connecting the region is well developed. The populartransport is a minibus – 45%, rented cars – 34%.
Kvareli
Tourist profile:The Historical region, Wine-producing region.
The region’s most active tourists:Georgian, Russian, American and German tourists.
Consumers age:21–54 years
The Consumers goal:Vacation – 30%, cultural recreation-35% and Entertainment – 32%.
Interests:The local cuisine and wine tasting – 45%, cultural sites – 30%.
The type of consumer:Single travelers – 45%, young and middle-aged couples – 40%
Duration of stay:7–days – 45%, 8–14 days-30%.
The popular means of transport:Rented cars – 35%, own cars – 32% and minibus – 30%.
Tbilisi
Tourist profile:The capital, administrative and cultural center.
The region’s most active tourists:Polish, Jewish, Ukrainian, Russian, German tourists.
Consumers age:21–75years
The Consumers goal:Entertainment – 43% , businesses tours – 35% and visit of relatives / friends – 34%.
Interests:Cultural sites – 45% taking part in events – 48% of business meetings – 35%.
The type of consumer:Single travelers – 30%, of of families – 33% and of couples – 37%.
Duration of stay:7 days – 40%, 7–14 days – 36%.
The popular means of transport:The plane – 65%, own cars – 25% and the train – 10%.
Telavi
Tourist profile:The Historical region, Wine-producing region.
The region’s most active tourists:Czech, Polish, Belgian, Israeli tourists.
Consumers age:30–50years
The Consumers goal:Cultural Tourism – 45%, and visit of relatives – 24%.
Interests:Cultural sites – 67%, the local cuisine and wine tasting – 63%.
The type of consumer:Middle-aged couples – 47%, the families – 52%.
Duration of stay:
