doi.org/10.52340/eab.2025.17.02.09

The tourism industry plays a pivotal role in unlocking the country's resource potential, driving sustainable economic growth, enhancing employment opportunities, rising income levels, and addressing various social challenges.

Georgia stands out as a year-round tourist destination, celebrated for its rich cultural and natural heritage as well as ancient traditions of hospitality. These attributes provide promising opportunities for tourism development.
The country is particularly focused on attracting high-income tourists from around the world, a strategy that can also be adapted to specific regions within Georgia. In many developed and developing regions, tourism often serves as the primary source of income, significantly benefiting local population through revenues it generates.
Despite its potential, many regions lack comprehensive research of tourism service providers. Such analysis is essential for improving the quality of service and attracting affluent visitors to these regions. To address this gap, we conducted a survey targeting service providers – including hotels, catering establishments, museums, and wine cellars – as well as tourists across various cities and municipalities in the Kakheti region such as Telavi, Sighnaghi, Gurjaani, Kvereli, and Dedoplistskaro. Based on this study, we developed actionable recommendations and drew insightful conclusions.
The respondents voluntarily agreed to participate in the study. Out of 300 respondents, 256 (91.2%) filled out the questionnaire, while 44 (8.8%) declined. The research utilized a semi-structured questionnaire, tailored to the profiles of tourism-related organizations such as hotels, catering establishments, and museums.
The main goal of the study was to identify the challenges within the tourism sector in the Kakheti region and propose relevant recommendations. The objectives included analyzing the services provided by tourism businesses, assessing tourist satisfaction levels, and exploring future plans for the region.
These findings will help enhance Kakheti’s appeal to tourists, promote inclusive and sustainable regional development, and ensure that tourism continues to be a positive force for the region’s prosperity for many years to come.

Keywords: Tourism business, hotel industry, tourism services, suppliers, service quality, Kakheti region.
JEL Codes: L83, O18, R11, Z32

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