მდგრადი ტურიზმის მარკეტინგული გამოწვევები კავკასიის მთიან რეგიონში (დაბა წაღვერის მაგალითზე)

Challenges of sustainable tourism marketing in the Caucasus mountainous regions-Tsaghveri as a case
Within the increasing development of tourism industry in Georgia it is necessary to take appropriate measures
to stimulate sustainable development of destinations. Growing industry creates new business opportunities,
which is a great incentive for small enterprises. However, along with growth, the social, economic and
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environmental challenges emerge, such as unemployment, under-qualification and inexperienced
entrepreneurs, pollution, etc. It is necessary to work out a sustainable marketing plan, which makes tourism
competitive, insures credible return on their investments and encourages a positive influence on the
destination’s environment. Accordingly, sustainable tourism marketing and transdisciplinary approaches are
innovative and one of the most important methods/concepts, which mean balancing interests of all involved
parties.
We consider Tsaghveri borough as a budget-back-up-resort next to relatively expensive destinations –
Borjomi and Bakuriani. The sustainable marketing approach implies expanding the traditional Business-toConsumer and Business-to-Business approach to innovative - Business-to-Stakeholder one.