Abstract
Being a highly competitive tourism destination means contributing to the better standard of living for the local community while having sustainability in focus. This paper aims to discuss the most important factors which make Georgia a competitive wine tourism destination. Georgia is often referred to as the birthplace of wine and has its culture and traditions deeply connected to it. The country has authentic food and wine heritage which is a central point for its renowned hospitality. Ancient wine culture attracts present-day curious visitors. The study overviews the academic literature on the key concepts and analyses the wine tourism industry in Georgia. The research summarizes that the country as a wine tourism destination has great opportunities to be competitive. Its history, traditions, hospitality, nature, and other qualities are inherited resources that can attract high-spending visitors and hence contribute to the well-being of the local community. On the other hand, there are some issues and threats that must be tackled for long-term success. The paper suggests that learning the topic with empirical methods is necessary.
Highlights
Gvantsa SekhniashviliAbstract – Being a highly competitive tourism destination means contributing to the better standard of living for the local community while having sustainability in focus
Georgia, located in the Caucasus, is rich with natural and cultural resources
It is a trendy touristic spot frequently positioned as a wine tourism destination by Georgian National Tourism Administration (GNTA) - the main tourism management body in the country
Summary
Abstract – Being a highly competitive tourism destination means contributing to the better standard of living for the local community while having sustainability in focus. This paper aims to discuss the most important factors which make Georgia a competitive wine tourism destination. Georgia is often referred to as the birthplace of wine and has its culture and traditions deeply connected to it. Ancient wine culture attracts present-day curious visitors. The study overviews the academic literature on the key concepts and analyses the wine tourism industry in Georgia. The research summarizes that the country as a wine tourism destination has great opportunities to be competitive. Traditions, hospitality, nature, and other qualities are inherited resources that can attract high-spending visitors and contribute to the well-being of the local community.
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