Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Revealing Georgia's Tourism Potential
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
2014 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Although Georgia has experienced dramatic increases in the number of visitors over the past decade Swedish travellers are absent in the arrival statistics. Visitors from Eastern Europeans account for the majority of the increase in arrivals. This thesis attempts to understand what is missing in order for Swedish tourists to discover Georgia as a destination. This is done by interviewing Swedish tour operators and surveying Swedish visitors to Georgia. The results are analyzed in the framework of Leiper’s theory of destination competitiveness. A SWOT analysis is also used to structure the analysis, and the thesis suggests some benchmark measures that could be used to implement a systematic effort to improve the destination. The thesis concludes that Georgia indeed has a strong attractiveness on Swedish tourists, but that the main problems are connected with low awareness and lack of convenient transportation options. It is argued that these problems can be solved through improved marketing and entrepreneurship. Furthermore, the thesis highlights the need for Georgian destination managers to make choices today in order to shape the image of the country in the future. Georgia has a challenge to strengthen the authenticity that many travellers associate with the country, but is in a position to modernize by preserving traditions. Finally, it is argued that the results from this study are generalizable to include preferences of travellers from Western Europe in general, and therefore the study points to some significant opportunities available to Georgia.

Place, publisher, year, edition, pages
2014. , 61 p.
Keyword [en]
Georgia, Caucasus region, Tourism Development, Competitive Destination, Post-Soviet, SWOT analysis, Benchmarking, Performance Gaps, Authenticity, Mass Tourism.
National Category
Other Social Sciences not elsewhere specified
Identifiers
URN: urn:nbn:se:sh:diva-24355OAI: oai:DiVA.org:sh-24355DiVA: diva2:737993
Subject / course
Tourism Studies
Presentation
2014-06-02, MD 515, Södertörn University, Stockholm, 14:00 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2014-08-18 Created: 2014-08-14 Last updated: 2014-08-21Bibliographically approved

Open Access in DiVA

Revealing Georgia's Tourism Potential(2627 kB)714 downloads
File information
File name FULLTEXT01.pdfFile size 2627 kBChecksum SHA-512
97b6745da863b68a745b962d51afed84e72e091345df5c2e898999ddd804d2a86000331efa7150a5de6bc4bd6f19ccb55a911581b724c8bbf27d9cbc214cbc28
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Andermo, Ani
By organisation
School of Natural Sciences, Technology and Environmental Studies
Other Social Sciences not elsewhere specified

Search outside of DiVA

GoogleGoogle Scholar
Total: 714 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 289 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf