The role of storytelling and narratives in development of Georgian wine tourism

Iakobishvili Khatia (2019) The role of storytelling and narratives in development of Georgian wine tourism. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Since the ancient times visiting vineyards has been a part of organized travel. Wine became a subject of special interest after the mid-nineteenth century. Nowadays, wine tourism is a growing activity that contributes to the economic growth of wine regions throughout the world. Wine tourism's dynamic development has helped build a strong brand image for wine destinations and intensify competition between them. For many years, the link between two different industries–the wine industry and the tourism industry–has become so tight. Despite ongoing worldwide processes such as political instability, natural disasters or terrorist attacks, travel and tourism industries show their resilience in 2016, contributing to 3.1 percent direct GDP growth and supporting 6 million new jobs in the industry. (WTTC, 2017) Wine tourism as a new type of tourism plays a major role in the recent technological advancement and liberalization of international borders, as well as in the significant growth of the logistics industry, which has ultimately contributed to the globalization of tourism in recent decades. The economic impact of wine tourism is notable. The industry can bring a number of benefits to the local communities and provide employment and income for them. Small wineries can get huge advantage from wine tourism business to build up their brand recognition and publicity. Respectively, wine tourism can be considered as significant part of rural development as it’s a type of rural and agro-tourism itself. Development of wine tourism requires special unique environmental conditions. Only several regions in the world are able to grow grape on their land. Georgia is one of those lucky regions with its honorable status of “Cradle of Wine”, especially we need to emphasize Kakheti, Georgia´s main wine-producing region and one of the oldest regions in the world. Georgia is a country located at the same sea level as southern France in the Caucasus region between Asia and Europe. Wine grapes have been grown in this country for 8,000 years. Proclaimed as the "Cradle of Wine" by archeologists, Kakheti is a land of open-hearted, hospitable people living surrounded by monasteries, ancient castles and glorious churches. Kakheti is characterized by its unique varieties of grapes, perfect climate, landscape and centuries of extraordinary winemaking experience. Home to 65% of Georgia's vineyards, Kakheti harvests 80% of the country's grapes. There are unique and award-winning Georgian wines and brandies produced by generations of small farmers using ancient techniques. (UNWTO, 2016) In the past years Georgia went through a lot of obstacles, such as political and economic crises and governance of Soviet Union. Despite of this, country made an incredible progress in wine marketing and provided increase of brand name awareness. For years, Russia has been Georgia’s largest trade partner in regards of wine, but in 2006 Russian import ban of Georgian wine. Russia accounted for 80% of Georgian wine sales, and the ban turned the industry into a "big blow." After this, there was a need to explore and develop another wine markets of the world. The economy of Georgia needs a new solution which can be provided by connection between agriculture and travel. The country has enormous potential to be a worldwide popular and recognized as it is the oldest wine producing region with a unique winemaking method. We can compare countries with other old European wine countries like Spain, France, Italy and Austria. Georgia is one of the smallest, but still possesses unique qualities and values that can distinguish the country on the wine tourism market. Currently, Georgia makes an effort with significant reforms to join wine tourism on a global scale, but still country needs more support and enhancement to develop sector more efficiently. The purpose of the thesis is to explore different perspectives as a wine destination for Georgia. In addition, the research's primary goal is to find out how Georgia can enhance its image and create the brand name to expand its position in the wine tourism market.

Magyar cím

A mesemondás és a narratívák szerepe a grúz borturizmus fejlesztésében

Angol cím

The role of storytelling and narratives in development of Georgian wine tourism

Intézmény

Budapesti Gazdasági Főiskola

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Turizmus Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus menedzsment MA

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Wine tourism
Felhasználói azonosító szám (ID):	Meleg Gizella
Rekord készítés dátuma:	2019. Máj. 13. 14:57
Utolsó módosítás:	2019. Szep. 04. 14:27

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