Abstract
People in the mountainous regions of Georgia have embraced new development pathways in recent years. Residents are taking advantage of the area's rapid increase in tourism, as settlements on the Caucasus Mountain slopes constitute some of the most visited tourist destinations in the country. The specific objective of this study was to determine whether the long-standing tradition of Georgian hospitality has sustained its cultural identity or has been commodified under accelerated tourism development. A grounded theory approach was used as a theoretical basis to explore primary findings. Empirical data were collected through interviews, participant observation, and guest reviews from the website booking.com. Texts were processed using qualitative data analysis software. The open-coded narratives revealed new forms of Georgian hospitality in guesthouse services amid waves of commodification of guest–host relationships. Maintenance of deeply rooted traditional behavior of the host communities under rapidly increasing tourism constitutes a firm foundation for sustainable development.
Highlights
Culture and tourism have a synergistic relationship that can make a location more attractive and competitive on both regional and national levels
Tourism can be an agent for negative cultural change or loss of indigenous identity and values, as its growth leads to cultural commodification (Shepherd 2002; Macleod 2006; Mbaiwa 2011; Williams and Lew 2015)
This study aimed to examine the conversion of longstanding practices of Georgian hospitality to tourism, and to discuss the results of this process
Summary
Culture and tourism have a synergistic relationship that can make a location more attractive and competitive on both regional and national levels. Tourism can be an agent for negative cultural change or loss of indigenous identity and values, as its growth leads to cultural commodification (Shepherd 2002; Macleod 2006; Mbaiwa 2011; Williams and Lew 2015). One dynamic in the midst of such cultural erosion and loss of authenticity is the tradition of hospitality and the guest–host relationship. Curro (2014) traced the history of the abovementioned studies and pointed out that paradigmatic expressions of hospitality, the tradition of the Georgian feast and the structure of toasts, have been defined as pillars of national identity. Even on a physical level, the elements of hospitality are integrated into Georgian secular architecture; the main room in the house is called a guest room
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