ivane javaxiSvilis saxelobis Tbilisis saxelmwifo
universiteti
ekonomikisa da biznesis fakulteti
maia melaZe
turistuli produqtis formirebis Taviseburebani
saqarTveloSi
d i s e r t a c i a
filosofiis doqtori biznesis marTvaSi _
akademiuri xarisxis mosapoveblad
mecnier-xelmZRvaneli: ekonomikis doqtori,
asocirebuli profesori m. margvelaSvili
Tbilisi 2008
avtoris stili daculia
S i n a a r s i
Sesavali . . . . . . . . . . . . . 3
Tavi 1 turistuli produqtis Taviseburebani da misi realizaciis
formebi . . . . . . . . . . . . .
8
1.1 turistuli produqti, rogorc gansakuTrebuli saqoneli da
mis realizaciaze moqmedi faqtorebi . . . . .
8
1.2 mogzaurobis motivacia da turistuli produqtis saxeebi 26
1.3 turistuli produqtis gayidvis axali teqnologiebi . . 48
Tavi 2 turizmis ganviTarebis ZiriTadi maCveneblebi . . . . 68
2.1 turizmis ganviTarebis msoflio mimoxilva . . . . 68
2.2 saqarTvelos turizmi XXI saukunis mijnaze . . . 89
2.3 turistul produqtze moTxovnis Taviseburebani . . . 107
Tavi 3 turistuli produqtis srulyofis perspeqtivebi
saqarTveloSi . . . . . . . . . . . .
122
3.1 saqarTvelos turizmis mdgradi ganviTareba . . . . 122
3.2 abreSumis gzis turistuli produqti . . . . . 138
3.3 saqarTveloSi turistul produqtze moTxovnis
ganviTarebis perspeqtivebi . . . . . . . .
156
daskvnebi da winadadebebi . . . . . . . . . 172
gamoyenebuli literatura . . . . . . . . 186
danarTi . . . . . . . . . . . . . 195
2
S e s a v a l i
problemis aqtualuroba.
yvelasaTvis naTelia is didi da gansakuTrebuli mniSvneloba,
romelsac turizmi iZens msoflios xalxTa mSvidobiani
TanaarsebobisaTvis. igi xels uwyobs keTilmezobluri politikis
ganmtkicebas, socialur-ekonomikur TanamSromlobas da dialogs
kulturaTa Soris. saqarTvelos Tavisi geopolitikuri mdebareobiTa da
arsebuli bunebrivi, istoriuli Tu kulturuli resursebiT turizmis
ganviTarebis uzarmazari SesaZleblobani gaaCnia. amis gamo saWiroa
maqsimalurad gamoviyenoT is xelsayreli SesaZleblobebi, romlebsac
turizmis Semdgomi ganviTareba gvTavazobs.
adamianis erT-erTi ZiriTadi uflebis, dasvenebis uflebis,
uzrunvelyofam warmoqmna dasvenebis moTxovnis dakmayofilebis
aucilebloba. meoce saukunis meore naxevridan ara mxolod SeZlebul
adamianebs gauCndaT sakmarisi dro da finansebi mogzaurobisa da
dasvenebisaTvis. Sesabamisad Seiqmna moTxovna turistul momsaxurebaze.
turistTa aqtiurobis mniSvnelovani zrda warmoadgens turizms, rogorc
gasuli saukunis erT-erT yvelaze ufro mniSvnelovan ekonomikur da
socialur fenomens. saerTaSoriso turistTa raodenoba gviCvenebs
evolucias 25 milionidan 898 milionamde (1950-2007 wlebi). saSualo wliuri
zrda Seadgens _ 7 procents, Sesabamisad, Semosavlebi saerTaSoriso
turizmidan izrdeboda saSualod 12 procentiT.
turistuli momsaxurebis safuZvelze, momxmareblis moTxovnis
Sesabamisad, iqmneba turistuli produqti. magram turistuli produqti
amave dros warmoadgens rTuli sxvadasxvagvari elementebis erTobliobas:
bunebrivi resursebi, mowyobiloba (turistis ganTavsebis, kvebis
saSualebebi, mowyobiloba dasvenebisaTvis, sportisaTvis da a.S.),
gadaadgilebis saSualebebi, agreTve miznobrivi momsaxureba. bazarze isini
SeiZleba SeTavazebul iqnes rogorc erTiani kompleqsuri turi, an
3
TiToeuli maTgani damoukideblad. ZiriTadi turistuli momsaxurebis
garda arsebobs Tanmxlebi momsaxureba: sadazRvevo, sabanko, sakomunikacio.
maTi mniSvneloba gamudmebiT izrdeba da mravalferovani xdeba. turistul
produqts, momsaxurebis garda, warmoadgens zogierTi saqonelic:
suvenirebi, specialuri turistuli aRWurviloba, sursaTi da sxva.
turistul produqts axasiaTebs oTxi Tviseba, romelic ganasxvavebs
momsaxurebas fizikuri saqonlisagan: xelSeuxebloba, warmoebis da
moxmarebis ganuyofeloba, cvalebadoba da Senaxvis SeuZlebloba. amitom
turistuli produqti principulad gansxvavdeba Cveulebrivi
produqtisagan. kerZod, igi ar aris dakavSirebuli iseT cnebebTan,
rogorebicaa gadazidva, sawyobSi Senaxva, dagroveba. garda amisa,
turistuli momsaxurebis warmoeba da misi moxmareba drosa da sivrceSi
umetesad erTmaneTs emTxveva. turistuli produqti xasiaTdeba rigi sxva
TaviseburebebiTac: sezonurobiT, geografiuli danawevrebiT da a. S.
Tanamedrove turistuli produqtis realizaciis organizatorebad
iTvleba turizmis sferos moqmedi sawarmos ori saxeoba: turoperatori da
turistuli saagento, romlebic arsebiTad TviTon ar axorcielebs
turistul momsaxurebas, magram asrulebs saSuamavlo funqciebs
momxmarebelsa da momsaxurebis uSualo mwarmoebels Soris. Tavis mxriv,
maTi saqmianoba aseve momsaxurebaa.
turizmis produqcia ar SeiZleba gaisinjos mogzaurobamde. amgvarad,
gadawyvetileba _ daniSnulebis adgilas mogzaurobis yidvis Sesaxeb _
dafuZnebulia turistisaTvis misawvdom gansakuTrebul informaciaze:
megobrebis rekomendaciebi, broSurebi, gamocemuli erovnuli turizmis
moxeleebis mier an gancxadebebi. ufro metad da metad es informacia
misawvdomia internetiT.
saqarTveloSi turistuli produqti formirebis Taviseburebani
naklebad aris Seswavlili da amdenad, am sferoSi mecnieruli kvleva
uaRresad aqtualuria, rogorc Teoriuli aseve praqtikuli TvalsazrisiT.
aRniSnuli problemebis mecnieruli Seswavlis, daskvnebisa da
winadadebebis praqtikuli gamoyenebis aucilebloba ganapirobebs
sadisertacio Temis aqtualobas.
4
problemis Seswavlis mdgomareoba. turistuli produqtisa da masTan
dakavSirebuli problemebis Seswavlas eZRvneba ucxoel mecnierTa mravali
gamokvleva, romelTa Soris aRsaniSnavia v. medlitonis, s. medlikis f.
kotleris, s. plogis, a. duroviCis, e. golubkovis, i. beliaevskis, a.
aleqsandrovas da sxvaTa Sromebi. turistuli produqtis, an misi gayidvis
Tanamedrove problemebs sayuradRebo Sromebi miuZRvnes qarTvelma
mecnierebmac: m. margvelaSvilma, n. Toduam, g. SublaZem, k. abulaZem, l.
dolikaSvilma, m. metrevelma, b. barkalaiam, v. SublaZem, e. baxtaZem da
sxvebma. SromaTa simravlis miuxedavad maTSi:
_ ganxiluli ar aris uSualod turistuli produqtis formirebis
Taviseburebani;
_ sxvadasxva niSnis mixedviT ar aris gaanalizebuli turistuli
produqti da misi mniSvneloba momxmarebelTa moTxovnilebebis
dakmayofilebaSi;
_ naklebadaa Seswavlili turistuli produqtis Seqmnisa da
momxmareblamde misi dayvanis formebi da meTodebi;
_ ar aris sakmarisad Seswavlili saqarTvelos turistuli
produqtis bazris arsebuli mdgomareoba.
turistuli produqtis formirebis kvlevis sxvadasxva sakiTxi, Cveni
azriT, kvlavac saWiroebs saTanado mecnierul Seswavlas. Cven SevecadeT
SeZlebisdagvarad Segvevso TeTri laqebi.
naSromis miznebi da amocanebi kvlevis mizania saqarTvelos vaWrobis
sferoSi turistuli produqtis gayidvis rogorc tradiciuli, aseve axali
sainformacio formebis gamokvleva.
aRniSnuli miznis ganxorcielebisaTvis aucilebelia Semdegi
amocanebis gadawyveta:
_ turistuli produqtis Sinaarsis gansazRvra;
_ turistuli produqtis warmoebis arsebuli mdgomareobisa da misi
ganviTarebis pirobebis Seswavla;
_ turistuli produqtis realizaciis teqnologiebis Seswavla;
_ saqarTveloSi turistul produqtze moTxovnis Seswavla;
_ saqarTveloSi turistuli produqtiT vaWrobis Tanamedrove
teqnologiebis gamoyenebaze winadadebebis SemuSaveba.
5
kvlevis sagania turistuli produqtis formirebis Tanamedrove
teqnologiebis analizis safuZvelze saqarTveloSi maTi gamoyenebis
struqturis gansazRvra.
kvlevis obieqtia saqarTveloSi warmoebuli turistuli produqtis
formirebis sfero.
naSromis Teoriuli da meTodologiuri safuZvlebs warmoadgens
turizmis sakiTxebze arsebuli Tanamedrove mecnieruli gamokvlevebi da
literatura. kvlevis meTodia ekonomikur-statistikuri analizi.
kvlevis procesSi gamoyenebulia qarTveli da ucxoeli mecnier-
ekonomistebis gamokvlevebi, saqarTvelos statistikis saxelmwifo
departamentis, saqarTvelos ekonomikis saministros turizmisa da
kurortebis saxelmwifo departamentis, msoflio turizmis organizaciis
monacemebi, msoflio vaWrobis organizaciis, turizmis sakiTxebisadmi
miZRvnili saerTaSoriso konferenciebis masalebi da sxv., monacemebis
garkveuli nawili miRebulia Cvens mier Catarebuli sociologiuri
gamokvlevebis (anketuri gamokiTxva) Sedegad.
naSromis mecnieruli siaxles Seadgens turistuli produqtis
formirebis Tanamedrove teqnologiebis Seswavla:
_ pirveladaa Seswavlili turistuli produqtis formirebis
teqnologiebi;
_ gaanalizebulia turistuli produqtis formirebis arsebuli
mdgomareoba, gamovlenilia misi Taviseburebebi;
_ Seswavlilia saqarTveloSi turistuli produqtis formirebis
arsebuli mdgomareoba da gamovlenilia ganviTarebis tendenciebi;
_ Catarebulia turistuli produqtis bazris sociologiuri
gamokvleva da ganzogadebulia miRebuli Sedegebi;
_ SemuSavebulia saqarTvelos turistuli produqtis formirebis
ganviTarebis rekomendaciebi.
avtoris piradi monawileoba gamoqveynebul SromebSi, kvlevis
amocanebis meTodologiur dasabuTebaSi, turistuli saqonlis bazris
kvlevaSi, aseve Sedegebis Teoriul dasabuTebasa da daskvnebis
formulirebaSi gamoixateba.
6
naSromis praqtikuli mniSvneloba. Cvens mier Catarebuli
gamokvlevebis Sedegad da naSromSi warmodgenili Teoriuli da
praqtikuli rekomendaciebis gamoyeneba SeiZleba saqarTvelos turistuli
firmebis mier:
_ turistuli produqtis formirebis strategiis SemuSavebisas;
_ realizaciis axali teqnologiebis gamoyenebisas.
vfiqrobT, rom sadisertacio naSromSi miRebuli kvlevis Sedegebi
agreTve daexmareba saxelmwifo organoebs turizmis sferoSi saTanado
ekonomikuri da politikuri gadawyvetilebebis miRebis dros.
disertaciis aprobacia. sadisertacio naSromi ganxilul iqna ivane
javaxiSvilis saxelobis Tbilisis saxelmwifo universitetis ekonomikisa
da biznesis fakultetis turizmis kaTedraze 2008 wlis 27 seqtembers oqmi
#1.
publikacia. Sesrulebuli kvlevis Sedegebze gamoqveynebulia 19
naSromi, maT Soris oTxi referirebul JurnalebSi.
kvlevis Sedegebi moxsenebulia Tsu komerciisa da marketingis
fakultetis da marketinguli kvlevis centris axalgazrda mecnierTa da
aspirantTa pirvel respublikur konferenciaze `marketingis ganviTarebis
problemebi da perspeqtivebi saqarTveloSi (Tbilisi, 15-16 maisi 2001 weli)~,
regionul saerTaSoriso konferenciebze: `axali sainformacio
teqnologiebi turizmSi~ (Tbilisi, 24-25 aprili 2002 weli), `kulturuli
turizmi da ganaTlebis reforma saqarTveloSi~ (Tbilisi, 7-8 noemberi 2005
weli) da saerTaSoriso samecniero konferenciaze `globalizacia da
saqarTvelos ekonomikis mdgradi ganviTarebis perspeqtivebi~ (Tbilisi, 22
oqtomberi, 2008 weli).
disertaciis moculoba da struqtura. sadisertacio naSromi moicavs
kompiuterze nabeWd 185 gverds da Sedgeba Sesavlis, sami Tavis, daskvnebisa
da winadadebebisagan. teqstis ZiriTad nawils Tan erTvis gamoyenebuli
literaturis sia da danarTebi.
7
Tavi 1. turistuli produqtis Taviseburebani da misi
realizaciis formebi
1.1 turistuli produqti, rogorc gansakuTrebuli
saqoneli da mis realizaciaze moqmedi faqtorebi
nebismieri ganmarteba SezRudulia, xolo SezRuduloba arasodes ar
aris zusti. amitom arc erTi mecniereba, gansakuTrebiT sazogadoebrivi, ar
iZleva `dasrulebul~ gansazRvrebas. Cvens droSi miRebuli daxasiaTeba
SesaZloa ar iqnes miRebuli 50 wlis Semdeg.
sulxan-saba orbelianis leqsikonis mixedviT ramdenime saukunis win
saqoneli ganisazRvreboda, rogorc `usulo xvastagi~, xolo xuastagi _
saqoneli da sayoleli, (saqoneli da sayolelni), xvastagi ewodebis
yovelsa saqonelsa da sayolelsa [68].
meoce saukuneSi, warmoebisa da vaWrobis ganviTarebasTan erTad
saqoneli ganisazRvra rogorc gasayidad warmoebuli Sromis produqti,
xolo qoneba _ visime sakuTrebad arsebuli nivTierebis da sxvadasxva
faseulobaTa erToblioba [72].
paralelurad arsebobda termini _ produqti [laT.] sagani,
nivTiereba, romelic miRebulia adamianis Sromis Sedegad, produqcia [laT.]
_ warmoebis produqtebis erToblioba an warmoebis calkeuli produqti.
zemoT moyvanili ganmartebebis mixedviT saqonels axasiaTebs ori
Tviseba: saxmari Rirebuleba da sacvleli Rirebuleba. saxmari Rirebuleba
ganisazRvreba misi sargeblianobiT da mis gareSe ar arsebobs. yvela
ekonomikur wyobilebaSi naturalur formaSi gamoxatuli simdidrea
nivTebis gansazRvruli raodenoba, romlebic adamianis sxvadasxva
moTxovnilebas akmayofilebs, e. i. saxmari Rirebuleba simdidris
sazogadoebrivi formaa. sacvleli Rirebuleba ki sxvadasxva saxmari
Rirebulebis raodenobrivi SefardebiT aris ganpirobebuli.
saqoneli aris nivTis sasargeblo TvisebaTa kompleqsi, igi Seicavs
momxmareblis saWiroebaTa materialuri dakmayofilebisaTvis saWiro yvela
Semadgenel elements [104]. saqonlis meSveobiT SeiZleba garkveuli
moTxovnilebebis dakmayofileba [103]. saqonelia yvelaferi, rasac SeuZlia
8
moTxovnilebis an saWiroebis dakmayofileba da rac SeTavazebulia
bazrisaTvis yuradRebis mizidvis, gayidvisa da gamoyenebis mizniT [103].
saqoneli SeiZleba iyos yvela is nivTi, momsaxureba, nawarmi, idea da a. S.
romelic akmayofilebs materialur da sulier moTxovnilebebs da
gatanilia bazarze gasacvlelad [14].
rac Seexeba produqts, igi aris adamianis Sromis, sameurneo
saqmianobis Sedegi, romelic warmodgenilia materialur-nivTobrivi
(materialuri produqti) da sulieri, informaciuli formiT
(inteleqtualuri produqti) an Sesrulebuli samuSaosa da momsaxurebis
saxiT [2]. am da sxva avtorTa didi nawilis tradiciuli ganmartebis
Tanaxmad produqts gaaCnia mxolod saxmari Rirebuleba da sacvleli
Rirebuleba ar gaaCnia. magram rodesac saubaria saqonlis xarisxze,
rogorc produqciis teqnikur-ekonomikuri da esTetikuri Tvisebebis
erTobliobaze, romelic misi vargisianobis dones gansazRvravs, misi
inglisuri Sesatyvisi produqtia (quality of products) [2].
Tumca zogierT avtors gansxvavebuli azri gaaCnia _ nebismieri
materialuri Tu aramaterialuri warmoebis produqti, romelic
akmayofilebs adamianTa ama Tu im moTxovnilebas da CarTulia gacvliT
urTierTobebSi, saqonelia [88].
marketingis terminTa inglisur-qarTuli ganmartebiTi leqsikonis
mixedviT: saqoneli (Goods) _ materialuri produqtebi, rogorebicaa: saponi,
televizori da a. S., xolo produqti (Product) _ yvelaferi, rac ki
SeiZleba SesTavazon bazars yuradRebis misapyrobad, SesaZenad,
gamosayeneblad da rac SeiZleba akmayofilebdes survils an
moTxovnilebas [38].
ucxoel avtorTa jgufis mixedviT: produqti ganisazRvreba, rogorc
idea, fizikuri arsi (saqoneli), momsaxureba, an am sami elementis
nebismieri kombinacia, gankuTvnili gacvlis gziT individualuri an biznes
miznis dakmayofilebisaTvis [116].
msoflio savaWro organizaciis mier saerTaSoriso vaWrobis
statistikaSi gamoyenebuli ganmartebebis mixedviT komerciuli
momsaxurebis kategoria gansazRvrulia momsaxurebisa da saxelmwifo
9
momsaxurebis sxvaobis tolad, romelic Tavis mxriv, iyofa: satransporto,
mogzauroba da sxva komerciuli momsaxureba.
satransporto momsaxureba moicavs yvela sazRvao, sahaero, Siga
sanaosno, kosmosur da milsadeniT satransporto momsaxurebas, romelic
sruldeba erTi ekonomikis rezidentebis mier sxvebis mimarT da es
momsaxureba agreTve moicavs mgzavrTa gadayvanas, saqonlis mimoqcevas da
masTan dakavSirebul damxmare momsaxurebas.
mogzauroba moicavs individualur (janmrTelobis dacvis,
ganaTlebis da sxva mizniT) da biznes mogzaurebis mier moTxovnil
saqonelsa da momsaxurebas. sxva momsaxurebisagan gansxvavebiT mogzauroba
ar aris momsaxurebis gansakuTrebuli (damaxasiaTebeli) tipi, aramed,
mogzaurTa mier gamoyenebuli mravalferovani saqoneli da momsaxureba.
yvelaze gavrcelebuli saqoneli da momsaxureba aris: ganTavseba, kveba da
sasmeli, garToba da transporti, saCuqrebi da suvenirebi.
sxva komerciuli momsaxureba Sedgeba sakomunikacio, sadazRvevo,
safinanso, sainformacio, salicenzio da sxva momsaxurebisagan.
Tanamedrove qarTul ekonomikur literaturaSi termini `saqoneli~
gamoiyeneba ori mniSvnelobiT, erTi saqoneli viwro gagebiT, e. i. fizikuri
saqoneli, romelsac Seesabameba inglisuri termini `Goods~, meore _
saqoneli farTo gagebiT, romelsac Seesabameba inglisuri termini
`Product~, magram yoveldRiur ekonomikur cxovrebaSi, konkretulad,
bankebisa da sxvadasxva firmis saqmianobisas, gamoyenebulia termini
`produqti~ saqonlisa da momsaxurebis farTo speqtris dasaxasiaTeblad,
xolo termini `saqoneli~ gamoiyeneba mxolod viwro gagebiT, rogorc
fizikuri saqoneli. rac Seexeba turistul bizness, rogorc
literaturaSi, aseve yoveldRiur ekonomikur cxovrebaSi gamoiyeneba
termini `turistuli produqti~, xolo `turistuli saqoneli~ gamoxatavs
turistuli saqmianobisaTvis saWiro fizikur saqonels.
filip kotleris mixedviT: turistul produqts warmoadgens _
nomeri sastumroSi, dasveneba havais kunZulebze, kartofili `fri~
makdonaldsSi, avtobusiT mogzauroba istoriul adgilebSi da a. S.,
kompleqsuri saxiT igi moicavs ZiriTad produqts, Tanmxleb produqts,
damatebiT produqts da produqts farTo gagebiT.[102]
10
aleqsandre duroviCis mixedviT: termini _ „produqti“ gamoxatavs
konkretuli da abstraqtuli nivTebis xarisxs an arss (mag. sakvebi,
momzadebuli restornis mzareulis mier, an gidis momsaxureba, romelic
turists acnobs adgilmdebareobas an muzeums) [96].
mogzaurobis, turizmisa da maspinZlobis leqsikonSi (medlikis
avtorobiT) turistuli produqti viwro gagebiT aris is, rasac turistebi
yiduloben, mag., transportiT gadaadgileba an ganTavseba, cal-calke an
paketis saxiT; xolo farTo gagebiT yvelaferi imis narevi, rasac turisti
akeTebs da yvela is mimzidveloba, mowyobiloba da momsaxureba, rasac igi
iyenebs mogzaurobisas. turistis mxridan Tu SevxedavT, mTliani
turistuli produqti moicavs srul gamocdilebas mudmivi sacxovrebeli
adgilis datovebidan iq dabrunebamde. gansxvavebiT TviTmfrinavSi adgilis
an sastumros oTaxisagan, rogorc individualuri produqtisagan, mTliani
turistuli produqti aris zRvis sanapiroze dasveneba,
RirsSesaniSnaobebis daTvaliereba an mogzauroba konferenciaze
dasaswrebad da warmoadgens kombinirebul produqts [118].
turistuli produqti moicavs ara mxolod fizikur produqtsa da
momsaxurebas, aramed damatebiT dagegmvas, ganviTarebas, brendis miniWebasa
da paketis Seqmnas [124].
turizmis bazarze komerciuli saqmianobis warmateba pirvel rigSi
mimzidveli turistuli produqtiT ganisazRvreba, magram turistuli
produqti amave dros warmoadgens rTuli sxvadasxvagvari elementebis
erTobliobas:
• bunebrivi resursebi (haeri, wyali, mze, landSafti da sxv.),
istoriuli, kulturuli, arqiteqtoruli RirsSesaniSnaobebi, romlebsac
SeuZliaT miizidon turisti;
• mowyobiloba (turistis ganTavsebis saSualebebi, restornebi,
mowyobiloba dasvenebisaTvis, sportisaTvis da a.S.), romlebic
TavisTavad ar warmoadgens mogzaurobis motivacias, magram misi ar
arsebobis SemTxvevaSi warmoiqmneba mravalricxovani dabrkoleba
SesaZlo mogzaurobisaTvis;
• gadaadgilebis saSualebebi, romlebic damokidebulia turistis
mier gamoyenebuli transportis saxeobis modaze. es saSualebebi fasdeba
11
ufro metad maTi ekonomikuri misawvdomobiT, vidre gadaadgilebis
siCqaris TvalsazrisiT.
rogorc zemoT aRvniSneT, ucxoeli avtorebi (kotleri, medliki da
sxv.) ganixilaven turistuli produqtis oTx dones: ZiriTadi produqti,
Tanmxlebi produqti, damatebiTi produqti da produqti farTo gagebiT
[102, 118].
ZiriTadi produqti pasuxia kiTxvaze: `ras yidulobs myidveli
sinamdvileSi?~ nebismieri turistuli produqti warmoadgens momxmareblis
problemis gadasawyvet sxvadasxva momsaxurebis nakrebs. specialistebma
unda gaaanalizon TiToeuli momxmareblisaTvis ra aris ZiriTadi
sargebeli da gayidon swored es da ara produqtis Tvisebebi.
Tanmxlebi produqti warmoadgens momsaxurebas an saqonels, romelic
aucileblad esaWiroeba momxmarebels, raTa gamoiyenos ZiriTadi produqti.
zog turistul produqts SesaZloa hqondes didi raodenobiT Tanmxlebi
produqtebi, xolo zogierTs mxolod ramodenime.
damatebiTi produqti warmoadgens produqts, romelic ZiriTad
produqts damatebiT sargebels aniWebs da ganasxvavebs mocemul produqts
konkurentuli produqtebisagan. Tanmxleb da damatebiT produqts Soris
gansxvaveba yovelTvis TvalsaCino ar aris.
produqti farTo gagebiT moicavs ZiriTad, Tanmxleb da damatebiT
produqts erTad. marTvis TvalsazrisiT ZiriTadi produqti warmoadgens
biznesis centrs da misi arsebobis mizezs. Tanmxlebi produqtebi
aucilebelia miznobriv bazrebze ZiriTadi produqtis
pozicionirebisaTvis. produqti farTo gagebiT moicavs yvelafers, rac
miewodeba da rogorc miewodeba momxmarebels.
praqtikul saqmianobaSi ZiriTad turistul produqts warmoadgens
kompleqsuri momsaxureba _ momsaxurebis nakrebi, romelic mieyidebaT
turistebs erT „paketad“. nebismier turistul produqts safuZvlad udevs
raime moTxovnis dakmayofilebis aucilebloba. masSi Sedis momsaxurebis
mTeli rigi saxeebi, romelTagan umniSvnelovanesia: ganTavsebis, kvebis,
satransporto da miznobrivi momsaxureba. bazarze isini SeiZleba
SeTavazebul iqnes rogorc erTiani kompleqsuri turi, an TiToeuli
maTgani damoukideblad.
12
ZiriTadi turistuli momsaxurebis garda arsebobs Tanmxlebi
momsaxureba: sadazRvevo, sabanko, sakomunikacio. maTi mniSvneloba
gamudmebiT izrdeba da mravalferovani xdeba. turistuli daniSnulebis
produqts, momsaxurebis garda, warmoadgens zogierTi saqonelic:
suvenirebi, specialuri turistuli aRWurviloba, sursaTi da sxva.
turistuli produqtis formirebisas aucilebelia mxedvelobaSi
iqnes miRebuli ara marto ZiriTadi produqti, aramed Tanmxlebi da
damatebiTi produqtebi, agreTve yvelaferi is rac Seexeba am produqtis
farTo gagebas.
turistuli produqtis formirebaSi momxmareblis CarTviT
SesaZlebelia misi dakmayofilebis efeqturobisa da xarisxis amaRleba,
aseve danaxarjebis Semcireba. produqtis formirebisas momxmareblis
monawileobis dros erT-erTi yvelaze mniSvnelovani sakiTxia
standartizaciisa da adaptaciis problema. standartizacia sasargebloa
imiT, rom igi amcirebs danaxarjebs. rodesac produqti
standartizirebulia, SesaZlebelia TanamSromlebi iyvnen nakleb
kvalificirebulebi, radgan Sesaswavlia mxolod ramodenime specifikuri
operacia, gansxvavebiT arastandartizirebuli produqtisagan, romlis
Seqmna moiTxovs maRali kvalifikaciis mqone profesionalebs da
Sesabamisad, produqtis TviTRirebuleba ufro maRalia, vidre
standartuli produqtisa. specialistebma, romlebic orientirebulni arian
maRali klasis bazrebze, unda uzrunvelyon didi arCevani. produqtis
formirebisas standartizaciis xarisxi damokidebulia axali produqtis
miznebsa da pozicionirebaze.
ukanaskneli 30 wlis ganmavlobaSi turizmis koncefcia mkveTrad
Seicvala. turizmi, romelic gamoxatuli iyo rac SesaZlebelia Sors da
xangrZlivad gamgzavrebaSi da gaunZrevlad mzis abazanebis miRebaSi,
Seicvala ufro xanmokle da aqtiuri mogzaurobiT. magram ufro Zlier
Seicvala momxmareblis mier turistuli produqtis aRqma.
cxrili #1 gviCvenebs XX saukunis bolosaTvis turistuli
produqtis warmoebis transformacias (ix. cxrili #1):
13
cxrili #1.
turistuli produqtis warmoebis sistemis ganviTareba
(1960-2000 wlebi)
maxasiaTeblebi turistuli produqti
(1960-70 wlebi)
turistuli produqti
(1990-00 wlebi)
produqtis
koncefcia
masiuri turizmi mogzaurobis elastiuri
arCevani
produqti mkacrad gansazRvruli, masiuri da standartuli dasvenebebi.
masiuri bazari
dasvenebebi: moqnili, segmentirebuli, personalizebuli, garemosadmi megobruli
warmoebis teqnologia
turistuli paketebi,
Carteruli frena,
franCaizingi,
ofisebi, otelebi, turistuli centrebi
warmoebis menejmenti, special. turoperatorebi,
konkurentuli turistuli adgilebi,
izrdeba mimwodeblebisa da agentebis roli
warmoebis organizacia
masStabis ekonomia Zalian mniSvnelovania,
moTxovna prognozirebadia,
`Svebuleba Senaxulia~ gansakuTrebuli SemTxvevebisaTvis
masStabis ekonomia,
moqniloba,
bazarTan siaxlove,
diagonaluri integracia
adamianuri resursebi da swavleba
sezonuri samuSao,
samuSao Zalis maRali denadoba,
dabali xelfasi,
samuSaos mcire moqniloba
mravalfunqciuri, specializebuli da damakmayofilebeli samuSao damatebiTi Rirebulebis komponentiT
marketingi masiuri marketingi
masiuri reklama
maqsimaluri personalizacia
klientebi gamoucdeli,
SesamCnevad homogenuri,
mzis moyvarulebi,
prognozirebadi,
fasze orientirebuli
gamocdili, damoukidebeli da elastikuri,
gansxvavebuli Rirebuleba,
maRalganviTarebuli da gadaxdisunariani
xarisxi aradiferencirebuli regulirebuli
14
transformacia ZiriTadad gamoxatulia individualizaciis maRali
doniTa da elastiurobiT. masiuri turizmi TiTqmis aRar arsebobs,
Seicvala damokidebuleba turistul sawarmosa da momxmarebels Soris.
Tumca kurortebi kvlav yidian mza produqts, mainc SeimCneva
diversifikaciis elementebi.
popularulia produqtisaTvis sasaqonlo markis miniWeba _ safirmo
niSani izidavs momxmareblebs. mkacri samSeneblo wesebi, reklamisa da
gayidvis stimulirebis koordinireba, istoriuli adgilebisa da
ekologiuri dacvis pirobebis arseboba aucilebelia turistuli
dasvenebis adgilebis ganviTarebisaTvis. Sesabamisad, savaWro palatebi,
sareklamo organizaciebi, qalaqis sabWoebi, raionuli komitetebi,
ekologiuri jgufebi da istoriuli sazogadoebebi mniSvnelovan rols
asruleben sakurorto adgilmdebareobis sasaqonlo markis dacvisa da
gaumjobesebisaTvis.
momxmareblis molodinis Sesabamisi turistuli produqtis misaRebad
organizaciam msxvili sasaqonlo markiTa da mravali sasaqonlo erTeuliT
unda daamuSaos mTeli sistemisaTvis aucilebeli xarisxis standartebi. Tu
sasaqonlo marka warmatebiT moipovebs xarisxis imijs, momxmarebeli yvela
filialSi identur xarisxs elodeba. cvalebadi standartebi da
marketinguli politika sasaqonlo markis faseulobas amcirebs. am saqmeSi
mudmivoba da standartizacia gadamwyvet faqtors warmoadgens.
warmatebuli da momgebiani turistuli produqtis formirebisaTvis
mniSvnelovania produqtis sasicocxlo ciklis Teoriis gaTvaliswineba.
turistuli produqtis sasicocxlo cikli aRwers produqtis evolucias
bazarze misi pirveli gamoCenis momentidan realizaciis dasrulebamde.
nebismieri produqti rogori gansakuTrebuli samomxmareblo TvisebebiTac
ar unda gamoirCeodes adre Tu gvian gamoidevneba bazridan sxva ufro
srulyofili produqtiT.
nebismieri produqti, maT Soris turistuli, Tavisi ganviTarebis oTx
Tanmimdevrul stadias gadis. bazarze danergva, zrda, momwifeba da dacema.
sasicocxlo ciklis koncefcia SeiZleba gavrceldes turistul
adgilze, romelsac dasavleli specialistebi turistuli produqtis
amosaval elementad Tvlian. turistuli adgilis ganviTareba gaivlis
15
ramdenime stadias. avtorTa umetesoba turistuli centris sasicocxlo
cikls 6 stadiad yofs. esenia: dazverva, Cabma, ganviTareba, gamagreba,
stagnacia, dacema.
dazvervis stadia xasiaTdeba turistTa mcire raodenobiT, rac
gamowveulia turistuli infrastruqturis ar arsebobiT da mimosvlis
sirTuliT. aseT turistul adgilebs erTeuli turistebi moinaxuleben,
romlebic gaurbian adamianTa TavSeyris adgilebs, maT izidavT
xeluxlebeli buneba da kulturuli RirsSesaniSnaobebi. am stadiaze
turizmi umniSvnelo gavlenas axdens bunebriv da kulturul garemoze.
turistebi ar iwveven adgilobrivi mosaxleobis gaRizianebas da isini
siamovnebiT urTierToben turistebTan.
Cabmis stadia xorcieldeba adgilobrivi macxovreblebis iniciativiT,
romlebic aqtiurad monawileoben turistebis miRebasa da momsaxurebaSi.
turistTa raodenoba izrdeba, rac ubiZgebs adgilobriv xelisuflebas
turistuli infrastruqturis Seqmnisaken.
ganviTarebis stadia xasiaTdeba turistTa didi raodenobiT. pikis
sezonSi CamomsvlelTa raodenoba utoldeba da xSirad aWarbebs
adgilobriv mosaxleobas. am dros turizmi xdeba xelsayreli sfero
kapitaldabandebisaTvis. ucxouri kompaniebi investiciebs deben
infrastruqturis ganviTarebaSi, magram amave dros mTlianad cvlian
turistuli adgilis pirvandel saxes. popularobisa da SemosvliTi
turizmi zrdasTan erTad xdeba turistuli adgilisa da infrastruqturis
gadatvirTva, dRis wesrigSi dgeba adgilobriv da erovnul doneze
dagegmvisa da kontrolis aucilebloba.
gamagrebis stadiaze CamomsvlelTa raodenobis zrdis tempebi
neldeba, magram misi moculoba mainc izrdeba. turistTa raodenoba
aWarbebs mosaxleobis raodenobas. turizmis bazari Rebulobs momwifebul
formas wamyvani transnacionaluri kompaniebis monawileobiT.
stagnaciis stadiaze CamomsvlelTa piki ukve gavlilia da adgili
kargavs Zvel mimzidvelobas. is arsebobs CamomsvlelTa meoradi vizitebis
xarjze. turistuli adgili dgeba ekologiuri, socialuri da ekonomikuri
problemebis winaSe.
16
dacemis stadia asrulebs turistuli centris sasicocxlo cikls.
turistebis ZiriTadi masa gadavida ufro axal kurortebze. es adgili
arsebobs mxolod eqskursiebis xarjze. amave dros gamococxlebaa uZravi
qonebis bazarze _ turistuli obieqti iyideba ara turistuli
miznebisaTvis. xelisufleba cdilobs specializaciis SecvliT
gauxangrZlivos am adgils mimzidveloba. zogma turistulma adgilma
SeZlo misi bunebrivi resursebis wyalobiT ganeviTarebina zamTris
sportis sxvadasxva saxeobebi, ramac SesaZlebloba misca gaexangrZlivebina
turistuli sezoni da gasuliyo samogzauro bazris axal segmentze.
amrigad, dacemis stadiaze warmoiqmneba ganmeorebiTi ciklis impulsi.
turistuli centrebi warmoadgenen dinamikur warmonaqmnebs da maTi
sasicocxlo ciklebi Zlier gansxvavdeba erTmaneTisagan. turizmis
sferoSi saxelmwifo politika, konkurentebis arseboba da sxva faqtorebma
SeiZleba daaCqaros an Seanelos ciklis sxvadasxva stadiis mimdinareoba.
cnobilia SemTxvevebi, roca kurortis ganviTareba SeCerda romelime
stadiaze.
turistuli centrebis SeswavlaSi didi wvlili Seitana amerikelma
mecnierma s. plogma. man gamoTqva mosazreba, rom turistuli adgilis
ganviTarebis yovel stadias Seesabameba mnaxvelTa gansazRvruli kategoria.
warmoqmnis adreul stadiaze turistuli centri izidavs alocentrikebs,
maTTvis damaxasiaTebeli Tavgadasavlebis siyvaruliT. Semdeg
ganviTarebisa da ganmtkicebis stadiaze alocentrikebs cvlian
saSualocentrikebi, xolo sasicocxlo ciklis bolos (stagnacia da
dacema) _ fsiqocentrikebi, romlebic cxovrebis mSvid stils aniWeben
upiratesobas [92].
turistuli produqtis sasicocxlo ciklis koncefcias, momxreebis
garda, mowinaaRmdegebic hyavs, romlebic miiCneven, rom SeuZlebelia
zustad ganisazRvros calkeuli stadiebis dasawyisi, miiCneven rom
turistul produqtis evoluciaze Zlier moqmedebs gare faqtorebi _
qveynis ekonomikuri mdgomareoba, inflaciis done, momxmarebelTa
cxovrebis stili. Cven SegviZlia daveTanxmoT im Tvalsazriss, rom
SeuZlebelia turistuli produqtisaTvis sasicocxlo ciklis stadiebis
zustad da konkretulad gansazRvra, magram migvaCnia, rom strategiuli
17
mniSvnelobis gadawyvetilebebis miRebisas aucilebelia da friad
sasargeblo, turistuli produqtis sasicocxlo ciklis stadiebis
gansazRvra da miRebuli Sedegebis gamoyeneba.
turistuli produqtis formireba xdeba misi gayidvisa da Sesabamisad
mogebis miRebis mizniT, amitom formirebisas gasaTvaliswinebelia misi
realizaciis Taviseburebebi. turistul produqts axasiaTebs oTxi Tviseba,
romelic ganasxvavebs momsaxurebas fizikuri saqonlisagan: xelSeuxebloba,
warmoebis da moxmarebis ganuyofeloba, cvalebadoba da Senaxvis
SeuZlebloba. amitom turistuli produqti principulad gansxvavdeba
Cveulebrivi produqtisagan. kerZod, igi ar aris dakavSirebuli iseT
cnebebTan, rogorebicaa gadazidva, sawyobSi Senaxva, dagroveba. garda amisa,
turistuli momsaxurebis warmoeba da misi moxmareba drosa da sivrceSi
umetesad erTmaneTs emTxveva. turistuli produqti xasiaTdeba rigi sxva
TaviseburebebiTac: sezonurobiT, geografiuli danawevrebiT da a. S.
saqonlis gayidvis procesi damokidebulia saqonlis asortimentze da
saqonlis gayidvis formebsa da meTodebze. igi Sedgeba organizaciul-
teqnikuri da fsiqologiuri operaciebisagan. organizaciul-teqnikur
operaciebs miekuTvneba saqonlis gasayidad momzadebasTan dakavSirebuli
operaciebi, fsiqologiurs ki _ moTxovnis gamovlena, saqonlis Cveneba,
Tanmxlebi saqonlis SeTavazeba, daxmareba saqonlis SerCevaSi da a. S.
saqonlis gayidvis procesi yalibdeba saqonlis asortimentisa da
myidvelTa moTxovnis xasiaTis mixedviT. martivi da myari moTxovnis mqone
saqonlis realizaciis procesSi igi moicavs organizaciul-teqnikuri
xasiaTis operaciebs, saxeldobr, ki gayidvis Semdeg elementebs:
myidvelisagan SekveTis miReba, momxmareblisaTvis saqonlis momzadeba,
angariSsworeba momxmarebelTan da saqonlis gacema momxmarebelze. aseT
SemTxvevaSi momsaxurebiTi xasiaTis operaciebis xvedriTi wona Zalze
umniSvneloa. rTuli asortimentisa da alternatiuli moTxovnis mqone
saqonlis realizaciis dros ki gayidvis procesi moicavs, rogorc
organizaciul-teqnikuri, ise fsiqologiuri xasiaTis operaciebs. aq wina
planze iwevs momsaxurebiTi operaciebi (moTxovnis gamovlena, Cveneba,
konsultacia, Tanmxlebi saqonlisa da momsaxurebis SeTavazeba da a. S.),
rac saqonlis yidvis gadawyvetilebis miRebis safuZveli xdeba. aseTi
18
saqonlis realizaciis procesi ZiriTadad moicavs Semdeg elementebs:
moTxovnis gamovlineba, saqonlis Cveneba, Tanmxlebi saqonlisa da
momsaxurebis SeTavazeba, konsultacia, angariSsworeba momxmarebelTan da
saqonlis gacema.
bazarze saerTod da kerZod, turistuli produqtis bazarze
realizacia SeiZleba iyos uSualo, momxmarebelsa da mimwodebels Soris
da mravalsafexuriani, maT xSirad sarealizacio arxebsac uwodeben.
arxebis SerCeva yovel konkretul SemTxvevaSi konkretul gadawyvetilebas
moiTxovs.
bazris farTod mocvis saWiroeba moiTxovs kontaqti damyardes
SuamavlebTan, xolo garkveul segmentze koncentrireba _ momxmarebelTan
uSualo kavSirs.
turistul produqtze maRali moTxovnis pirobebSi naklebi saxsrebi
ixarjeba produqtis gasaRebaze da, Sesabamisad, sarealizacio meqanizmic
martivi iqneba, xolo Tu saWiroa moTxovnilebaTa stimulireba da bazris
moZebna _ saWiro iqneba Suamavlebis momsaxureba.
bunebrivia, rom rac metia Suamavali, miT naklebi mogeba rCeba
mwarmoebels mis mier warmoebuli produqtis realizaciidan. amitom yvela
mwarmoebeli miiswrafvis rac SeiZleba minimumamde daiyvanos danaxarjebi
Suamavalze. magram Tu gamoTvlebi gviCvenebs, rom realizaciis
organizacia, sxvadasxva mizezebis gamo, ufro meti jdeba, vidre
SuamavlisaTvis gankuTvnili daTmoba, maSin ajobebs maTi momsaxurebiT
sargebloba. sakuTari sarealizacio qselis organizeba mniSvnelovan
dabandebebTan da riskTan aris dakavSirebuli, amitomac misi Seqmna xSirad
mxolod Zlier mwarmoeblebs xelewifebaT.
im SemTxvevaSi, rodesac produqtis specifika moiTxovs mis swraf
realizacias, xolo realizaciis mravalsafexuriani struqturas
mniSvnelovani dro sWirdeba, aucilebelia momxmarebelTan pirdapiri gziT
dakavSireba.
saSuamavlo organizaciebTan TanamSromlobisas gaweuli muSaoba
SeiZleba Seadgendes martiv Suamdgomlobas, produqciis sareklamo
momsaxurebas, Senaxvas (rac turizmSi ar gvxvdeba) da sxva. Sesabamisad
produqtis gadacemis pirobebic mravalgvaria. magaliTad, produqti
19
SeiZleba gadaeces sareklamo niSnis, safirmo saxelis da simbolos,
gaformebis sxva saSualebebis Secvlis gareSe, an am niSnebis Secvlis
uflebiT.
Tanamedrove turistuli produqtis formirebas axorcielebs
turoperatori. turoperatoris ZiriTad turistul produqts warmoadgens
turi. turis formirebaSi igulisxmeba vadebis, miznebis mixedviT
urTierTdamokidebuli, fasSi da xarisxSi SeTanxmebuli xelSekrulebebis
Sedgena da misi wardgena Sesabamisi dajavSniT.
saqmianobis klasikuri sqemis mixedviT _ turoperatori axorcielebs
turistuli produqtis mxolod sabiTumo gayidvas turistul saagentoebze,
romlebic SemdgomSi axdenen produqtis ganawilebas da hyidian.
uSualod momxmarebelze turebis sacalo gayidvas turistuli
saagento axorcielebs; zogjer turoperatori Tavis daqvemdebarebaSi
ayalibebs gansakuTrebul qvedanayofs, romelic ara mxolod turistebis
momsaxurebiT, aramed mTeli saagentos saqmianobis koordinaciiT aris
dakavebuli. praqtika gviCvenebs, rom turizmis sferoSi turoperatorebis
raodenoba araumetes 5 procentia, xolo turistuli saagentoebis _ 95
procenti.
turoperatori pasuxs agebs momxmareblis winaSe. momxmarebeli
swored misgan iRebs momsaxurebis pakets, romelSic bevri sxvadasxva
sawarmos momsaxureba Sedis. es pasuxismgebloba gulisxmobs
turoperatoris garkveul garantiebs. sxvadasxva qveyanaSi
pasuxismgeblobis gansxvavebuli donea dadgenili.
turistis moTxovnisa da gayidvis organizaciis mixedviT, turi
SeiZleba iyos individualuri da jgufuri.
individualuri turi turists met damoukideblobas aniWebs, magram
igi bevrad Zviri jdeba, radgan, gadasaxads SidasamarSruto transportis,
gidis da zogierT sxva momsaxurebaze individualuri turisti ixdis
srulad, maSin, rodesac jgufur turebze aseTi gadasaxadebi nawildeba
jgufis yvela wevrze. amitom individualuri turi ar aris xelmisawvdomi
masobrivi momxmareblisaTvis. amasTan, individualuri momsaxurebis
organizacia Sromatevadi procesia da saWiroebs dajavSnis,
dispeCerizaciis, gamoTvlis samuSaoebis individualurad warmoebas. magram
20
individualuri turizmi ekonomikuri TvalsazrisiT turistuli
firmisaTvis momgebianicaa.
jgufuri turi ufro iafia da masobrivi momxmareblisaTvis
misawvdomi, magram jgufuri mogzaurobis dros jgufis yvela wevri unda
daemorCilos dadgenil wesebs.
specialistebi gamoyofen turistuli produqtis ZiriTad
samomxmareblo Tvisebebs [97], amaTgan Cven yvelaze arsebiTad da
mniSvnelovnad migvaCnia Semdegi:
• safuZvlianoba e. i. yvela momsaxureba unda Seesabamebodes
turistis moTxovnaze dafuZnebul mogzaurobis miznebs;
• saimedooba _ produqtis Sesabamisoba reklamasTan, informaciis
utyuaroba;
• efeqtianoba _ maqsimaluri efeqtis miRweva, minimaluri
danaxarjebiT;
• eqspluataciis simartive;
• moqniloba _ produqtisa da momsaxurebis sistemis unari moergos
sxvadasxva tipis momxmarebels da ar Seicvalos xarisxi momsaxure
personalis Secvlisas;
rogorc zemoT aRvniSneT, turizmis praqtikul saqmianobaSi ZiriTad
turistul produqts warmoadgens kompleqsuri momsaxureba, momsaxurebis
standartuli nakrebi, romlebic wardgenilia bazarze erT `paketad~.
xSirad mas `turpakets~ uwodeben da Sedgeba momsaxurebis winaswar
gansazRvruli nakrebisagan: mgzavroba, ganTavseba, kveba, eqskursiebi da a.S.
igi formirdeba turistis mogzaurobis miznebisa da moTxovnebis
Sesabamisad. rac Seexeba ZiriTad da damatebiT turistul produqts, Tu
eqskursia CarTulia kompleqsuri momsaxurebis paketSi, maSin igi ZiriTadia,
xolo, Tu momxmarebeli damatebiT SeukveTavs mas _ damatebiTi.
XX saukunis meore naxevarSi gavrcelda turistuli produqtis
saxeoba _ inkluziv-turi, romelic warmoadgens winaswar dagegmil
momsaxurebis nakrebs orientirebuls mogzaurobis an dasvenebis
gansazRvrul saxeze, aseve turistTa socialur klasze da asakze. ufro
metad gavrcelebuli saxea e.w. samarSruto turebi, rodesac turistTa
jgufi avtobusiT mogzaurobs ramdenime qveyanasa da qalaqSi. turi
21
dagegmilia winaswar, mkacrad aris dadgenili vadebi da mogzaurobis
grafiki. kruizuli turebic agreTve inkluziv-turebs warmoadgens.
inkluziv-turis SeZenisas momxmarebels SeuZlia SeiZinos ukve
formirebuli da mkacrad gansazRvruli mogzauroba, Sesabamisi
momsaxurebis paketiT da ar SeuZlia moiTxovos raimes Secvla masSi.
inkluziv-turis Seqmna da wardgena xdeba saqveynod cnobil da
popularul marSrutebze (magaliTad, `klasikuri italia~ an `avtobusiT
evropis garSemo~). aseTi turebis fasis ZiriTad nawils warmoadgens
transportisa da ganTavsebis Rirebuleba, SedarebiT mcires _ kveba. xolo
sxva momsaxureba, maT Soris saeqskursio momsaxureba, mTeli fasis
umniSvnelo nawilia.
inkluziv-turebi saSualebas iZleva gamoyenebuli iqnes specialuri
saaviacio tarifebi. inkluziv-turi sahaero transportis saerTaSoriso
asociaciis (IATA) moTxovnebis Sesabamisad unda Seicavdes ara nakleb sam
momsaxurebas: aviamgzavrobas, sastumroSi ganTavsebas da damatebiT kidev
erTs, romelic ar aris dakavSirebuli pirvel orTan (eqskursias,
avtomobilis arendas da a. S.).
inkluziv-turs gaaCnia zogierTi upiratesoba: kompleqsuri
momsaxureba ufro iafia, vidre calkeuli momsaxurebis nakrebi;
tursaagentosaTvis advilia SesTavazos aseTi produqti, radgan programa
da fasi winaswar cnobilia. inkluziv-turis naklia: programebi zedmetad
gadatvirTulia da turi SeiZleba Seicavdes klientisaTvis uintereso
momsaxurebas.
inkluziv-turis erT-erTi gavrcelebuli saxea insentiv-turizmi.
insentiv-mogzauroba menejmentis erT-erTi saSualebaa, romelsac iyeneben
firmis xelmZRvanelebi TanamSromlebis Sromis nayofierebis gazrdis
mizniT. kompaniebi turistul mogzaurobebs miiCneven TanamSromlebis
waxalisebis yvelaze efeqtian saSualebad. insentiv-turs sxva turTan
SedarebiT sxva maxasiaTeblebi aqvs:
1. turze SeTanxmeba xdeba mogzaurobidan 1-2 wliT adre, radgan
programis realizacia gaTvlilia grZeli periodisaTvis;
2. turi organizebulia ise, rom turisti ar ejaxeba mogzaurobis
momzadebasTan da mimdinareobasTan dakavSirebul problemebs. agreTve,
22
insentiv-turiT mogzauri turistebi Zalian momTxovni arian momsaxurebis
xarisxisadmi;
3. mogzaurobis organizeba xdeba, rogorc wesi, arasezonis dros (es
ar exeba Sobis da axali wlis dResaswaulebs);
4. dajildoebuli TanamSromlebis 90 procenti mogzaurobs
meuRlesTan erTad;
5. aseTi mogzaurobis programa xSirad moicavs saqmian RonisZiebebs,
prezentaciebs, gamocdilebis gaziarebasa da swavlebas.
XX saukunis bolosaTvis turistul bazarze momxdar cvlilebebTan
dakavSirebiT, rac gamoixateba erTiani turistuli produqtis
diversifikaciis tendenciiT, gaizarda moTxovna SekveTil, individualur
turebze. turistuli firmebi iZulebuli arian gaiTvaliswinon turistebis
moTxovnebi, romlebic yovelTvis cdiloben miiRon maqsimaluri
Tavisufleba turis amorCevisas. amitom firmebi aseT turistebs sTavazoben
momsaxurebis mxolod nawils, Sesabamis nakleb fasad, xolo momsaxurebis
danarCen komponentebs turistebi TviTon SeiZenen adgilze.
turistuli momsaxurebis moTxovnebi iyofa aucilebel da
rekomendebul moTxovnebad. aucilebel moTxovnebs miekuTvneba turistTa
sicocxlisa da jamrTelobis usafrTxoeba maTi qonebisa da garemos dacva.
rekomendirebul moTxovnebs miekuTvneba: daniSnulebisadmi Sesabamisoba,
sizuste da Sesrulebis drouloba, kompleqsuroba, momsaxurebis
eTikuroba, komfortuloba, mogzaurobis eTikuroba da ergonomikuloba.
ganvixiloT TiToeuli maTgani:
daniSnulebisadmi Sesabamisoba _ momsaxureba unda pasuxobdes
momxmareblis fizikur SesaZleblobebsa da molodins.
sizuste da Sesrulebis drouloba _ miwodebuli momsaxureba droisa
da moculobis mixedviT unda Seesabamebodes imas, rac asaxulia
xelSekrulebaSi an momsaxurebis programaSi (sagzurSi, vauCerSi da a.S) es
imas niSnavs, rom transporti da kveba unda miewodebodes droulad da
Seesabamebodes momsaxurebis klass, sastumro unda iyos dadgenili
kategoriis, xolo eqskursiebi unda Catardes mTeli datvirTviT.
kompleqsuroba _ SeTavazebuli turistuli momsaxureba unda
uzrunvelyofdes sxva momsaxurebis miRebis SesaZleblobasac.
23
momsaxurebis eTikuroba _ momsaxure personalma unda daicvas qcevis
eTikuri normebi. turistebi garantirebulni unda iyvnen momsaxure
personalisa da gidebis keTilganwyobiT, komunikabelurobiTa da
TavazianobiT, romelic maTTvis mibaZvis saganic ki SeiZleba gaxdes.
komfortuloba _ turizmis nebismieri saxeoba, upirveles yovlisa,
dasvenebaa. dasveneba ki, ra xanmoklec ar unda iyos is, saWiroebs
komfortulobas.
mogzaurobis esTetikuroba _ turistuli marSruti unda gadiodes
saeqskursio Cvenebis rac SeiZleba mimzidvel adgilebze, saintereso
obieqtebsa da ulamazes peizaJebze.
ergonomikuloba _ turistebisadmi micemuli aRWurviloba unda
Seesabamebodes turistebis mier maTi eqsplotaciis SesaZleblobebs.
erTeuli turistuli produqtis momxmarebelze (turistze an
korporaciul klientze) sacalo gayidvas turistuli saagento (turagenti,
turistuli agenti) axorcielebs. turoperatorTan, an biTumad movaWre
turistul saagentosTan mas akavSirebs xelSekruleba, romlis
safuZvelzec SeiZleba safinanso sferoSi urTierTangariSgebisa da sxva
urTierTqmedebis formebis gaTvaliswineba, aseve garkveuli
urTierTvaldebulebebis gadanawileba. Tu xelSekrulebis mixedviT misi
funqciebi mxolod Suamavlis funqciiT ganisazRvreba, turagenti
turistul produqtze SezRudul pasuxismgeblobas atarebs.
turagentebi klientebs konsultacias uweven mogzaurobisa da
dasvenebis sxvadasxva variantebiT, dakavebulni arian bileTebis dajavSniTa
da turistTa dabinavebiT. isini iReben sakomisios, iseTi turistuli
produqtis mimwodeblebisagan, rogorebicaa kurortebi, ganTavsebis
dawesebulebebi, turoperatorebi da sxva.
arseboben saagentoebi, romlebic realizacias ukeTeben: a) calkeul
momsaxurebas, b) turoperatoris mier Seqmnil turistul paketebs, g)
sxvadasxva momsaxurebas, romlebic ar Sedis turistul paketSi, magaliTad
individualuri turistebisaTvis.
agentirebis sferoSi ganasxvaveben saqmianobis ramdenime saxeobas:
• turebis gayidva fizikuri piris mier da sawarmos davalebiT.
arsebiTad es aris sxvadasxva turoperatoris `turistuli sagzurebis
24
maRazia”. turistul sagzurSi yovelTvis srulad aris miTiTebuli
turoperatoris an agentis yvela rekviziti, romlebmac aseTi gayidva
ganaxorcieles;
• turebis gayidva Tavisi saxeliT, magram imis miTiTebiT, Tu romel
turoperators ekuTvnis turistuli produqti;
• turebis gayidva Tavisi saxeliT (turproduqtis konkretuli
turoperatorisaTvis mikuTvnebis gareSe). magaliTad, erToblivi
turistuli produqtis Seqmnisas. aseT SemTxvevaSi saagento TviTon
gvevlineba turoperatorad Sesabamisi pasuxismgeblobiT.
Tanamedrove turistuli produqti warmoadgens `nedl~ masalas
uamravi arCeviTi faqtoriT. aseTi produqtis miwodebis fasi maRalia,
xolo wminda mogeba naklebi, garda amisa didi raodenobis brunvac
aucilebelia.
am viTarebaSi turistul sawarmoebs sxva arCevani ara aqvT, garda
imisa, rom fokusireba moaxdinon produqtis specifikur saxeze
konkurentul brZolaSi gamarjvebis mizniT.
25
1.2 mogzaurobis motivacia da turistuli
produqtis saxeebi
mogzauroba miznis (motivi, romelic ubiZgebs adamians
mogzaurobisaken) gareSe ar Sedgeba. mogzaurobis miznis Sesaxeb
informacia aucilebelia, upirvelesad, Sesabamisi turistuli produqtis
sworad formirebisaTvis, agreTve turistuli nakadebisa da marSrutebis
marTvis ganxorcielebisaTvis. turistuli produqtis formireba pirdapir
damokidebulia mogzaurobis motivaciaze.
amasTan, unda gaviTvaliswinoT, rom mogzaurobisas jgufs erTi
mizani gaaCnia, magram amasTan jgufis TiToeul wevrs, garda ZiriTadi
miznisa, gaaCnia sxva, jgufisagan gansxvavebuli, motivacia.
SesaZlebelia gamovyoT mogzaurobis motivaciis 5 ZiriTadi jgufi:
fizikuri motivacia, fsiqologiuri motivacia, pirovnebaTaSorisi
motivacia, kulturuli motivacia da prestiJis motivacia. (ix. nax. #1)
roca turisti gegmavs Tavis Svebulebas, dasasvenebeli adgilisa da
dasvenebis formis arCevaze erTdroulad ramodenime motivi axdens
zegavlenas. xSirad mogzaurobis motivaciis sxvadasxva saxe avsebs
erTmaneTs, miuxedavad imisa, isini erTmaneTs emsgavsebian Tu ara. xolo
zogierT SemTxvevaSi mogzaurobis motivaciebi SeiZleba
urTierTsawinaaRmdegoc ki iyos.
msoflio turizmis organizaciis standartebiT [19] monaxulebis (an
mgzavrobis) miznebi klasificirdeba Semdeg kategoriebad:
1. Tavisufali drois gatareba, rekreacia (Zalebis aRdgena) da
dasveneba;
2. nacnobebisa da naTesavebis monaxuleba;
3. saqmiani da profesiuli miznebi;
4. mkurnaloba;
5. religia (salocavebis monaxuleba);
6. sxva miznebi.
26
27
pirovnuli
ganviTareba
aRiareba
prestiJis
nax. #1. mogzaurobis motivacia
fizikuri fsiqologiuri pirovnebaTa-Sorisi
kulturuli
ucxo
qveynebis
gacnoba
xelovneba
religia
mogzaurobis motivacia
axali
nacnoboba
sazogadoeba
socialuri
kontaqtebi
gonebrivi
dasveneba
axali
STabeWdile-
bebi
sxeulis
fizikuri
dasveneba
mkurnaloba
sporti
28
TiToeul kategoriaSi CarTulia saqmianobis Semdegi saxeebi:
1. Tavisufali dro, rekreacia da dasveneba: RirsSesaniSnaobebis
daTvaliereba, maRaziebis, sportuli da kulturuli RonisZiebebis
monaxuleba, rekreaciul da kulturul RonisZiebebSi monawileoba,
araprofesiuli sportiT dakaveba, laSqrobebi da alpinizmi, plaJebis
gamoyeneba, kruizebi, dasveneba da rekreacia samxedro
mosamsaxureebisaTvis, zafxulis banakebi da a.S;
2. nacnobebisa da naTesavebis monaxuleba: mgzavroba
naTesavebTan an nacnobebTan, Svebuleba samSobloSi, dakrZalvaze
daswreba, invalidebis movla;
3. saqmiani da profesiuli miznebi: mowyobilobebis damontaJeba,
inspeqtireba, Sesyidvebi, saqonlis an momsaxurebis miyidva ucxour
sawarmoebze; sxdomebis, konferenciebis da kongresebis muSaobaSi,
savaWro bazrobebSi da gamofenebSi monawileoba; wamaxalisebeli
mgzavrobebi sawarmoTa muSakebisaTvis; leqciebiTa da koncertebiT
gamosvla; turistuli mogzaurobebis programebis momzadeba,
xelSekrulebebis dadeba ganTavsebasa da trnsportze, muSaoba gidad
da sxva Tanamdebobaze turizmis sferoSi; monawileoba profesiul
sportul RonisZiebebSi, samTavrobo mivlinebebi, diplomatebis,
samxedro mosamsaxureebis an saerTaSoriso organizaciebis
TanamSromlebis CaTvliT, garda mosanaxulebel qveyanaSi mudmivad
muSaobis SemTxvevebisa; fasiani swavleba, ganaTleba da kvleviTi
saqmianoba, rogoricaa, magaliTad, samecniero Svebulebebi, enis,
profesiuli an sxva specialuri kursebi, dakavSirebuli mnaxvelis
samuSaosTan an profesiasTan.
4. mkurnaloba: gajansaRebis mizniT gamgzavreba, samkurnalo
wylebze da kurortebze yofna, mkurnalobisa da gajansaRebis sxva
saxeebi;
5. religia, salocavebis monaxuleba: monawileobis miReba
religiur RonisZiebebSi, salocavebis monaxuleba;
6. sxva miznebi: samgzavro, sahaero da wylis xomaldebis
ekipaJebi, tranzituli mgzavroba, sxva miznebi an saqmianobis sxva
saxeebi.
uamravi mizezi arsebobs ris gamoc mogzauroben adamianebi, Tumca
yvela es mizezi or ZiriTad jgufSi erTiandeba: mogzauroba
siamovnebisaTvis da mogzauroba biznesisaTvis. kvlevebma aCvena, rom
rodesac momxmarebels ekiTxebian Tu ras ukavSireben isini ZiriTadad
warmatebasa da kmayofilebas, yvelaze xSiri pasuxia – mogzauroba
siamovnebisaTvis. mizezebi, romelTa gamoc xalxi mogzaurobs siamovnebis
misaRebad SesaZloa iyos Semdegi: megobrebisa da naTesavebis monaxuleba;
janmrTelobis aRdgena; ganaTleba, swavla; silamaze, dasveneba bunebaSi da
erovnuli parkebis monaxuleba; religia; sporti; festivalebi; Sopingi;
garToba mogzaurobisas; TamaSi; Tavgadasavali; memkvidreoba; ekoturizmi;
sanaxaobebi da sxv [120].
Tavisufal dros daniSnulebis adgilis arCevani da mogzaurobis
motivacia SeiZleba dajgufdes ramodenime kategoriad. sazogadod,
rodesac adamiani gadawyvets mogzaurobas, igi ganixilavs erTze met
kategorias da misTvis sasurvels irCevs [130].
daniSnulebis adgilis SerCevaSi erT-erTi mniSvnelovani faqtoria
megobrebisa da naTesavebis monaxulebis survili. Tumca, aseT SemTxvevebSi,
roca adamianebi stumroben axloblebs, maT ar esaWiroebaT ganTavsebis
komerciuli saSualebebi (sastumro, pansioni da a.S.); magram mogzaurobis
ganmavlobaSi isini sargebloben turizmisa da maspinZlobis sxva
saqonliTa da momsaxurebebiT. rogoricaa: kvebis obieqtebi, muzeumebi,
suvenirebis maRaziebi, aseve garToba da a.S.
zogjer adamianebis mogzaurobis motivacia Semdgomi ganaTlebis
miRebis SesaZleblobaa. Sesabamisad, daniSnulebis adgilis arCevac imis da
mixedviT xdeba sad rogori SesaZleblobebi da pirobebia codnis
gaRrmavebisaTvis. axalgazrdebisaTvis arsebobs SedarebiT iafi ganTavsebis
obieqtebi. xSir SemTxvevaSi organizebulia jgufebi, romlebic
axalgazrdebs sTavazoben konkretuli qveynis enis, xelovnebis, bunebisa da
istoriis Seswavlas. kolejis studentebisaTvis arsebobs sazafxulo
saswavlo kursebi sazRvargareT. am programis saSualebiT studentebs
SeuZliaT ukeTesad SeiTvison ucxo ena da gaecnon sxva qveynebis
kulturas. eqspediciebsa da arqeologiur gaTxrebSi monawileobiT ki isini
gansakuTrebul sakiTxebSi codnas gaiRrmaveben.
29
msoflios yvela qveyanas damaxasiaTebeli kultura gaaCnia. aqedan
gamomdinare, sxva qveynis kultura Zalian sainteresoa da bevr turists
izidavs. xelovnebisa Tu istoriuli muzeumebis, aseve istoriuli
dasaxlebebis sanaxavad turistebi mTeli msofliodan Cadian. magaliTad,
iseTi arqiteqturuli xelovnebis nimuSi, rogoricaa taj mahali
(indoeTSi), mTel msoflioSi cnobili da popularulia. daniSnulebis
adgilis kulturul RirsSesaniSnaobad SeiZleba adgilobrivi
mosaxleobac miviCnioT, rogoricaa – mkvidri, adgilobrivi amerikelebi
SeerTebul StatebSi an aborigenebi avstraliaSi.
sxvadasxva kulturis adamianebs Tavisufal dros mogzaurobasTan
dakavSirebiT gansxvavebuli motivacia gaaCniaT. sazogadod cnobilia, rom
CrdiloeTis civi qveynebis mosaxleoba miemgzavreba samxreTis siTbosaken,
Tanac civi qveynebi ekonomikurad ufro ganviTarebuli arian. magram meoce
saukunis bolos samxreTis qveynebSic gaCnda saTanado saxsrebi
samogzaurod da samxreTis macxovreblebi ZiriTadad CrdiloeTSi
mogzauroben Tovlis sanaxavad. maTTvis Tovli uCveulo da mimzidvelia.
ase, rom Tundac Tovlis naxva kulturul orientaciaze damokidebulebiT
SeiZleba mogzaurobis mTavari, an meorexarisxovani motivacia iyos.
bunebrivi sanaxaobebi, rogorc daniSnulebis adgilis erT-erTi
mTavari RirsSesaniSnaoba, XIX saukuneSi Camoyalibda. evropasTan
SedarebiT a.S.S.-Si ufro naklebi istoriuli mniSvnelobis RirsSesaniSnavi
adgilebi hqondaT, am mizeziT amerikelebi mogzaurobdnen qveynis bunebrivi
saocrebebis sanaxavad. dResdReobiT uamrav turists izidavs msoflios
bunebrivi saocrebebi, rogorebicaa: didi kanioni arizonaSi, angelozis
CanCqeri venesuelaSi da gareuli cxovelebis nakrZali keniaSi. turistebi
ZiriTadad adgilobriv soflebSi ganTavsdebian, magram karvis moyvarulebs
SeuZliaT karvisTvis gamoyofil specialur teritoriaze gaSalon karavi
da gaaTion Rame.
zogierTi dasasvenebeli adgili turistebs saSualebas aZlevs
monawileoba miiRon sportul da sxvadasxva gasarTob RonisZiebebSi,
rogoricaa laSqrobebi, Tevzaoba, golfi da sxva TamaSobebSi. didi
Tematuri parkebi, rogoricaa `disnei vordi~ da `mefeTa kunZuli~
gvTavazobs dasasvenebel da gasarTob RonisZiebebs. bevri kurorti
30
Zalisxmevas ar iSurebs imisTvis, rom ojaxebs moemsaxuron kargad
organizebuli, bavSvebisTvis gankuTvnili TamaSobebiT, romlebsac
mozrdilebi adevneben Tvalyurs.
gasarTob-SemecnebiT mogzaurobebis mniSvnelovan mxares warmoadgens
memorialebis da monumentebis daTvaliereba. xSirad adamianebi Svebulebas
RirsSesaniSnavi movlenis TariRs amTxveven. aseTi RirsSesaniSnavi movlena
SeiZleba iyos: sportuli saxis, kerZod, olimpiuri TamaSebi, superTasi da
msoflio fexburTis finali. aseve RirsSesaniSnavi movlenebia msoflio
gamofenebi da festivalebi. mTeli msofliosaTvis cnobilia rio-de-
Janeiros karnavali, kalgaris `panikuri rbola~ kanadaSi da brodveis
speqtaklebi.
religiuri dResaswaulebi, momlocveloba da religiuri
msvlelobebi yovelTvis ubiZgebda adamianebs mogzaurobisken.
momlocveloba, romelic warmoadgens wminda dgilebis monaxulebas
mkafiod gansazRvruli sakulto miznebiT, miRebulia yvela religiasa da
warmarTul kultebSi. dReisaTvis momlocvelebi farTod sargebloben
turistuli industriis momsaxurebiT, Seqmnilia aseTi turebis momwyobi
specialuri turistuli firmebi. momlocvelobiTi turebi, SemecnebiTi
kulturul-istoriuli turebisagan gansxvavebiT, iTvaliswineben ara
mxolod SemecnebiT miznebs, aramed gansazRvruli ritualis Catarebas
rwmenis mixedviT. arsebiTad Semcirebulia programis gasarTobi nawili,
Tumca gamajansaRebeli da SemecnebiTi elementebis SeTavseba savsebiT
SesaZlebelia.
mineraluri wylebisaken mogzauroba dResac iseTive popularulia,
rogorc romaelebis epoqaSi. mogzaurobis mizans am SemTxvevaSi
janmrTelobis gaumjobeseba warmoadgens. xandaxan turistuli
daniSnulebis adgils klimatis mixedviT irCeven. magaliTad, sinusitiT
daavadebulebi irCeven cxel klimats.
mogzaurobis motivaciis mravalferovnebidan gamomdinare arsebobs
turizmis uamravi saxe da saxeoba, romlebsac sxvadasxva avtori
gansxvavebulad ganixilavs. zogjer maTi erTmaneTisagan gamijvna Zalian
Wirs, radgan SesaZloa nawilobrivi gadafarvac xdebodes. Cven aq turizmis
31
mxolod im ramodenime saxes ganvixilavT, romlebic, Cveni azriT, qarTuli
turistuli produqtis formirebis safuZvels warmoadgens.
aRsaniSnavia urbanuli turizmi, romelic ufro moklevadiania (1-3
dRe). imis gamo, rom adamianebi Zalian dakavebulebi arian da xangrZlivi
Svebulebis saSualeba ara aqvT matulobs moTxovna urbanul turizmze.
iansen verbefis mixedviT [121] arsebobs mTeli rigi pirveladi turistuli
elementebi, romlebsac aqvT turistTa mizidvis unari. esenia:
_ kulturuli dawesebulebebi: muzeumebi da samxatvro galereebi;
Teatrebi; sakoncerto darbazebi; kinoTeatrebi; sakonferencio centrebi.
_ gasarTobi adgilebi: Ramis klubebi; kazinoebi; organizebuli
RonisZiebebi; dResaswaulebi.
_ landSaftis Taviseburebani: istoriuli marSruti; saintereso
Senobebi; uZvelesi monumentebi da Zeglebi; parkebi da mwvane zona; wyali,
arxebi, plaJebi; sporti.
_ socio-kulturuli maxasiaTeblebi: adgilis Semosavali; ena;
adgilobrivi tradiciebi; kulturuli memkvidreoba; maspinZloba;
usafrTxoeba.
_ damatebiTi elementebi: sastumroebi; kvebis obieqtebi; komerciuli
centrebi; bazrebi; xelmisawvdomoba; Sida satransporto qseli;
parkirebisaTvis saWiro teritoriebi; turistuli obieqtebi, mag:
sainformacio organizaciebi, rukebi, bukletebi.
nebismieri qalaqiT nebismieri turistis daintereseba SeiZleba.
SesaTavazebeli paketi icvleba qalaqis cvlasTan erTad. qalaqs aqvs
SesaZlebloba airCios turistTa tipi, magram es niSnavs, rom mas unda
gaaCndes yvela saWiro winapiroba maT misaRebad. stumrebi stumrobis
miznis mixedviT SeiZleba iyos: biznes stumrebi; konferenciebsa da
gamofena-gayidvebis damswre delegatebi; mokle vadiani stumrebi;
naTesavebTan da megobrebTan Camosulebi; mogzaurebi, romlebic qalaqsac
AdaaTvaliereben.
turistTa mozidvis Sedegad izrdeba qalaqis roli regionSi.
turistTa raodenoba gaizrdeba maTTvis SesaTavazebeli pirobebis zrdis
paralelurad.
32
turizmis erT-erTi mniSvnelovani elementi qalaqis Semosavalia. es
da turizmis sxva aspeqtebi dakavSirebulia drosTan im masStabiT, rom
ganviTarda drois urbanuli dagegmva. Tanamedrove yoveldRiur cxovrebaSi
dro did rols asrulebs. arsebobs drois dagegmarebis aucilebloba
(Deffner, 2005). imis miuxedavad izrdeba Tu mcirdeba garTobisaTvis
gankuTvnili dro, moqalaqeebs sul ufro da ufro metad aqvT imis
SegrZneba, rom Tavisufali dro cota aqvT. ase, rom saWiroa cvlilebebis
Setana drois urbanul dagegmarebaSi, rac iwvevs: cvlilebebs samuSao
saaTebSi; momsaxurebis ekonomikis ganviTarebas; axali sainformacio
teqnologiebis ganviTarebas; urbanul gadatvirTulobas.
did da patara qalaqebSi turizmi SeiZleba socialuri da
ekonomikuri saqmianobis Zalian mniSvnelovani aspeqti gaxdes. urbanuli
dasaxlebebi xSirad gvevlineba rogorc turistebis Camosvlisa da
droebiT SeCerebis adgili regionebSi gamgzavrebamde. bevr aseT did da
mcire qalaqs sakuTari RirsSesaniSnaobebi aqvs: muzeumebi, parkebi,
Teatrebi, istoriuli Zeglebi da saintereso arqiteqturuli nagebobebi,
aseve maRaziebi, restornebi, sxvadasxva gasarTobi dawesebulebebi da
turistebisaTvis mimzidveli sxva obieqtebi.
zogierTi qalaqi mniSvnelovani biznes, samTavrobo da
saganmanaTleblo centria, izidavs biznes mogzaurebs da sTavazobs
xelsayrel pirobebs konferenciebisa da Sexvedrebis Casatareblad.
qalaqis turizmis ganviTarebam SeiZleba mniSvnelovani ekonomikuri
sargebeli moutanos adgilobriv mosaxleobas. turizmi saSualebas iZleva,
agreTve, SenarCundes da ganviTardes iseTi dawesebulebebi, rogoricaa:
muzeumebi, Teatrebi, restornebi, romlebiTac sargebloben ara marto
turistebi, aramed adgilobrivi mosaxleobac.
dagegmvis mTavar princips is warmoadgens, rom sastumroebi da
ganTavsebis sxva saSualebebi ganlagebuli iyos usafrTxo da
satransporto saSualebebisaTvis advilad misadgom adgilebSi. aseve,
maRaziebTan, restornebTan, garTobis adgilebTan an erT mniSvnelovan
RirsSesaniSnaobasTan axlos mainc.
aseve sasurvelia turistuli zonebis Seqmna, sadac upiratesoba
mieniWeba laSqrobebs. sul ufro popularuli xdeba `saqalaqo
33
laSqrobebis marSruti~-s sistemis organizeba, romlis saSualebiTac
damTvaliereblebi SeZleben qalaqis yvelaze ufro saintereso adgilebis
daTvalierebas.
mniSvnelovan pirobas warmoadgens turistebisaTvis obieqturi
informaciis miwodeba imis Sesaxeb, Tu riT SeiZleba dakavdnen da ra
SeiZleba naxon qalaqSi yofnisas. am mizniT zedmeti ar iqneba
turistebisaTvis moxerxebulad ganlagebuli sainformacio centris Seqmna
maTi TavSeyris adgilebSi.
sainformacio centrebSi turistebs SesaZlebloba unda hqondeT
miiRon srulyofili informacia:
• broSurebi da sareklamo furclebi _ adgilobrivi
RirsSesaniSnaobebis, bunebrivi resursebis, sazogadoebrivi da
kulturuli cxovrebis, mniSvnelovani movlenebis da RonisZiebebis
Sesaxeb.
• kulturuli cxovrebis, dResaswaulebis da sportuli
RonisZiebebis Sesaxeb.
• qalaqis gzamkvlevebi (ganTavsebis saSualebebis CaTvliT).
• qalaqis gzebis rukebi, salaSqro marSrutebis gegmebi.
• eqstemalur situaciebSi saWiro tlefonis nomrebi.
• kinoTeatris, Teatrisa da koncertebis anonsi.
• amindis prognozi.
• rekomendaciebi, Tu riT dakavdes da ra naxos turistma qalaqSi.
qalaqis turizmis ganviTarebam SeiZleba warmoaCinos zogierTi
problema. sastumroebi, ofisebi Sendeba qalaqis centralur adgilebSi,
rac iwvevs qalaqis centris gadatvirTvas da simWidroves. qalaqis
turizmis ganviTarebis gegma, zemoT aRniSnulidan gamomdinare, unda
momzaddes rogorc qalaqis mravalmxrivi ganviTarebis erTiani komponenti.
qalaqis turizmis ganviTarebis gegmis Sedgenis procedura moicavs
sxvadasxva procesebs. esenia: qalaqis Seswavla, punqtebis Semowmeba,
miznebis gansazRvra, Segrovebuli masalis gamokvleva da analizi,
alternatiuli gegmis SerCeva, rekomendaciebis gacema institucionalur
elementebze, maTi marTva da menejmenti. bazris analizi unda
34
iTvaliswinebdes atraqcionebis vargisianobis Sefasebas, anu isini unda
akmayofilebdes ara marto Cveulebrivi turistebis, aramed saqmiani
turistebis moTxovnilebebsac.
xSirad qalaqebs aqvT mniSvnelovani istoriuli ubnebi, an ubralod
Zeglebi, romlebic turistTa udides yuradRebas iqcevs. zooparkebi,
akvariumebi, botanikuri baRebi da kulturuli centrebi ufro xSirad did
qalaqebSia Tavmoyrili. Tu zemoT CamoTvlili RirsSesaniSnaobebi kargadaa
ganviTarebuli an SeiZleba gaumjobesdes da aRiWurvos Tanamedrove
teqnologiebiT, isini SeiZleba gaxdnen rogorc turistebis, aseve
adgilobrivi mosaxleobis dasasvenebeli adgilebi.
qalaqebis mniSvnelovani siaxlove zRvasTan, tbasTan, okeanesTan da
mdinaresTan ganapirobebs sawylosno turizmis ganviTarebas.
qalaqis turizmis dagegmvis mniSvnelovani faqtoria Sexvedrebisa da
sakonferencio darbazebis keTilmowyoba. aman SeiZleba damatebiT uamravi
turisti moizidos. marTalia sakonferencio darbazebis aSeneba da
keTilmowyoba Zalian Zviria, magram moTxovna am tipis turizmze mainc
didia, rasac udidesi mogeba moaqvs. amgvarad, sakonferencio turizmi
qalaqis dagegmvis dros Zalian didi yuradRebiT unda iqnes Seswavlili da
Sefasebuli.
istoriuli qalaqebi da didi qalaqebis istoriuli ubnebi, Tu isini
kargadaa SenarCunebuli an aRdgenili, turizmis ganviTarebisaTvis
SeiZleba didi potencialis mqone iyos. istoriuli qalaqebis
dagegmvisaTvis saWiroa ufro meti proceduris Catareba, vidre Cveulebrivi
turizmisaTvis.
istoriul adgilebSi mniSvnelovania ara mxolod konkretulad
istoriuli Zeglis an Senoba-nagebobis dacva, aramed mTeli istoriuli
ubnis dacva. saWiroa zogierTi istoriuli Senobis gadakeTeba muzeumad.
bevri istoriuli nageboba, romlebic garegnulad aRdgenilia da Signidan
Secvlilia, magram istoriuli xasiaTi SenarCunebulia, SeiZleba
gamoyenebuli iqnes turistebis sacxovreblebad, restornebad, maRaziebad.
istoriuli Senobebis arqiteqtura ar SeiZleba Seicvalos
specialuri nebarTvis gareSe. Tu zogierTi an yvela Senoba kerZo
mflobelobaSia, gadasaxadebis SemsubuqebiT SeiZleba mflobelebi
35
waaxalison, raTa maT aRadginon da ganaaxlon Senobebi, magram mTavari
roli adgilobrivma xelisuflebam unda itvirTos, mniSvnelovani Senobebis
aRdgenisaTvis ki teqnikuri daxmareba SesTavazos kerZo mflobelebs.
qalaqis turizmis ganviTareba ori ZiriTadi mimarTulebiT unda
warimarTos:
1. qalaqis imijis Seqmna da turizmis ganviTareba;
2. turizmis infrastruqturis mSenebloba.
mniSvnelovania, rom qalaqis ganviTareba unda iyos mdgradi ara
marto ekonomikurad da ekologiurad, aramed socialurad, politikurad
da kulturulad.
adgilis konkurentunarianobis ZiriTadi ganmsazRvrelia
industriulobisa da mimzidvelobis done. ZiriTad komponentebs, romelsac
eyrdnoba adgilis konkurentunarianoba, raTa gaxdes ufro metad
ganviTarebuli da amave dros ganviTareba iyos mdgradi warmoadgens:
1. qalaqisaTvis damaxasiaTebeli im resursebis SenarCuneba, romelic
qalaqs sainteresos xdis damTvaliereblebisaTvis.
2. ZiriTadi turistuli resursebi da mimzidveloba.
3. menejmenti, politika, dagegmva da ganviTarebis unari.
4. damatebiT xarisxis momniWebeli da gamaZlierebeli sxva
faqtorebi.
konkurentunariani upiratesoba aris adgilis unari efeqturad
gamoiyenos resursebi. konkurentunariani adgilis Seqmnisas aucilebelia
CavataroT qalaqis SesaZleblobis Sesafasebeli analizi, xolo gegma unda
gulisxmobdes miznebisa da strategiebis ganviTarebas da momavalSi
gansaxorcielebel moqmedebebs.
qalaqi, rogorc turistuli daniSnulebis adgili, sakmao
sirTuleebiT xasiaTdeba. urbanuli turizmis Seswavla gulisxmobs im
mizezebis kvlevas, ris gamoc turistebi modian ama Tu im qalaqSi, agreTve
turistTa segmentis, qalaqis bunebaze turizmis gavlenis, menejmentisa da
dagegmvis teqnikisa da qalaqis, rogorc turistuli daniSnulebis adgilis
kvlevas.
sxvadasxva adgili mudam ejibreboda erTmaneTs investorebis,
mosaxleobis Tu turistebis mozidvaSi. isini arseboben sabazro pirobebSi,
36
ase rom resursebisaTvis Sejibri mudmivia. ase xdeba miuxedavad imisa, Tu
vin gvTavazobs am produqts, kerZo Tu saxelmwifo seqtori. zegavlenis
mosaxdenad am sferoSi Careva ara mxolod SesaZlebeli da sasurveli,
aramed sruliad gardauvalia. es SeiZleba moxdes mizanmimarTulad da
sistematiurad an SeiZleba hqondes iSviaTi da SemTxveviTi xasiaTi.
es yvelaferi sakmarisi ar aris imisaTvis, rom qalaqi iyos
mimzidveli, rogorc saqmianobis adgili. evropuli qalaqebi cdiloben
gaxdnen rac SeiZleba mimzidveli sxvadasxva TvalsazrisiT: rogorc
sacxovrebeli adgili, rogorc biznesis wamowyebis adgili, investiciis
adgili da agreTve is adgili, sadac stumrebi siamovnebiT darCebian.
qalaqis turistuli produqtis formireba mWidrod aris
dakavSirebuli qalaqis `brendirebasTan~ (brendis miReba), rac misTvis
savaWro niSnis miniWebas niSnavs. amis sakmaod sarwmuno sawinaaRmdego azri
imaSi mdgomareobs, rom qalaqis cneba sakmaod kompleqsuria da mas ver
ganvixilavT rogorc ubralod produqts, aqedan qalaqis logo, iseve
rogorc zogadad qalaqis marketingi SeuZlebelia, radgan qalaqi ar aris
produqti, mTavroba _ mwarmoebeli, momxmareblebi ki myidvelebi ar arian.
miuxedavad amisa, aSvorsis (2004w.) azriT samarko niSnebis gamoyeneba
qalaqebisaTvis ara mxolod SesaZlebeli, aramed ukve praqtikaSi
ganxorcielebulic kia, iqidan gamomdinare, rom qalaqebi didi xania
ejibrebian erTmaneTs vaWrobaSi, simdidreSi, prestiJsa da ZalauflebaSi.
xolo brendis miReba produqts aniWebs gansakuTrebul individualobas.
specialuri samarko niSnis Seqmna qalaqis an regionisaTvis
Cveulebrivi produqtisaTvis aseTi identuri niSnis Seqmnis process
emsgavseba, Tumca igi gacilebiT ufro kompleqsuri da mravalmxrivia.
brendi xels Seuwyobs qalaqisaTvis rogorc turistuli, aseve
sacxovrebeli da biznesis wamowyebisaTvis mimzidveli adgilis statusis
gazrdas. mxolod da mxolod imis gamo, rom qalaqi iqneba popularuli,
turistebs eqnebaT Camosvlis, biznesmenebs ki kompaniis iq ganTavsebis
survili. amis kargi magaliTia niu-iorki (`me miyvars niu-iorki, qalaqi,
romelsac arasodes ar sZinavs~), filadelfia (`adgili, romelic
siyvarulze siyvaruliTve gipasuxebT~), londoni (`londoni upirvelesad~),
37
aseve aRsaniSnavia berZnuli turistuli organizaciis safosto sareklamo
kampania (`realobad aqcie, gaacocxle Seni miTi saberZneTSi~).
aris garkveuli uaryofiTi mxareebic. arsebobs identurobis
racionalizebis safrTxe. SesaZlebelia, rom igi ganzogadebul iqnes im
masStabiT, rom Camoyalibdes kliSed. ase, rom qalaqs aigiveben mxolod
erT raRacasTan. am SemTxvevaSi brendi SeiZleba iyos warmatebuli, Tumca
dakargos qalaqTan asocireba. am dros Znelia Tavidan moiSoro es
identuroba da Seqmna raime axali. arsebobs imis saSiSroebac, rom brendi
xels Seuwyobs socio-kulturul uTanasworobas. Zalian mkacrad
gansazRvuli identurobac ki ver asaxavs qalaqis realobas. identuroba
SesaZlebelia yvela moqalaqisaTvis ar iyos misaRebi, amitom brendis
miRebis procesi rac SeiZleba Ria da gamWvirvale unda iyos
sazogadoebisaTvis.
msoflio turistuli organizaciis gamoTvliT XXI saukuneSi
arsebuli turistuli resursebis racionaluri gamoyenebiT turistuli
moTxovnis dakmayofileba SeiZleba sul ufro met winaaRmdegobas waawydes.
es yovelive ukavSirdeba turizmis masobriobas anu bunebriv da
kulturul-istoriuli Zeglebis mzard datvirTvas. amitom am problemis
gaCenasTan erTad safuZveli Caeyara turizmis erT-erT aqtualur
mimarTulebis, `ekoturizmis~ ganviTarebas romelic, rogorc aRniSnuli
iyo, gulisxmobs bunebrivi da kulturuli Zeglebis, rogorc gamoyenebas,
aseve maT dacvas, Senaxvasa da ganviTarebas.
ekoturizmis popularobis mizezia isic, rom msoflio mdidaria
uZvelesi Tu Tanamedrove ZeglebiT, rac ase aucilebelia turizmis
ganviTarebisaTvis da adamianis SemecnebiTi zrdisaTvis. Zveli mogzaurebi-
sagan gansxvavebiT, Tanamedrove turistebis mogzaurobis mizans ara
mxolod kulturuli RirsSesaniSnaobebis monaxuleba warmoadgens, aramed
isini didi interesiT ecnobian bunebis sxvadasxva RirsSesaniSnaobebs,
magaliTad: ganTqmul erovnul parkebs, CanCqerebs, mRvimeebs da sxvas. rac
turistebs kidev ufro uRviZebs ekologiuri turizmis survils.
Tanamedrove turizmis erT-erTi wamyvan tendencias turizmis
ekologizacia warmoadgens. ekoturistebi turizmis bazris mzard segments
warmoadgenen. maT upirveles yovlisa garemo da kulturis tradiciuli
38
formebi ainteresebT, gansakuTrebulad izidavT Sors manZilze mdebare
ekologiurad faqizi da sufTa regionebi.
am mimarTulebiT gamoikveTa turistuli saqmianobis ori saxeoba.
pirveli dakavSirebulia TviTon ekologiur turebTan, romlis mizania
turistTa gadaadgileba im raionebSi, sadac SeiZleba iTqvas, rom jer
kidev arsebobs `xeluxlebeli~ buneba. Mmeore saxeoba ki gulisxmobs
turebis yvela komponentSi ekodamcavi teqnologiebis farTod gamoyenebasa
da danergvas.
ekoturizmi, rogorc bunebriv garemoSi specialuri mogzauroba,
emsaxureba garemos dacvasa da adgilobrivi mosaxleobis keTildReobis
amaRlebas, amasTan dakavSirebiT Tanamedrove ekoturizmSi gamoyofilia
ekoturizmis sami ZiriTadi komponenti.
1. `bunebis Secnoba~, anu mogzauroba gvTavazobs bunebaSi
arsebuli mravali elementis Seswavlas da turistebis mier axali codnisa
da gamocdilebis miRebas.
2. `ekosistemis dacva~ gulisxmobs turistebisa da turoperatorebis
monawileobas bunebis dacvis RonisZiebebsa da programebSi.
3. `adgilobrivi mosaxleobis interesebis gaTvaliswineba
(pativiscema),~ ara marto adgilobrivi kanonebisa da adaT-wesebis dacvaa,
aramed turizmis Senatani turistuli daniSnulebis adgilebis socialur-
ekonomikur ganviTarebaSi.
ekoturizmis biznesisaTvis pirvelxarisxovani mniSvneloba aqvs
turistul-rekreaciul resursebs. swored es ukanasknelni warmoadgenen
ekoturistuli biznesis ganviTarebis safuZvels.
turistul-rekreaciuli resursebi ganisazRvreba, rogorc bunebrivi
da adamianis mier xelovnurad Seqmnili obieqtebis erToblioba, romlebic
mzad arian turistuli produqciis SeqmnisaTvis. turistuli resursebi
gansazRvraven regionSi turizmis ganviTarebis specifikas da gvevlinebian
turistuli produqciis warmoebis bazisad regionebSi sainvesticio
politikis prioritetuli mimarTulebebis dagegmvisas. swored zemoT
aRniSnul turistul resursebis saxesxvaobas warmoadgens erovnuli
parkebi da rezervaciebi, romlebic Tavisi bunebrivi resursebiT
ekoturizmis ganviTarebis safuZvels warmoadgenen.
39
daculi teritoriebi faqtobrivad imarTeba sxvadasxva gansxvavebuli
daniSnulebiT. Amis gamo IUNC-ma ganaviTara daculi teritoriebis sistemis
6 kategoria [32], maTi menejmentis umTavresi obieqtis identifikaciis
mixedviT:
I kategoria – mkacri bunebrivi nakrZali – veluri teritoria:
daculia ZiriTadad mecnieruli miznebiT da veluri bunebis
SesanarCuneblad.
Ia kategoria – mkacri bunebrivi nakrZali: daculia ZiriTadad
mecnieruli miznebiT.
Ib kategoria – veluri teritoria: daculia ZiriTadad veluri
bunebis SesanarCuneblad
II kategoria _ bunebrivi parki: daculia ZiriTadad ekologiuri
sistemis SenarCunebisa da rekreaciisTvis.
III kategoria – bunebrivi Zegli (monumenti): daculia specifikuri
sanaxaobis bunebrivi konservaciisTvis
IV kategoria _ gavrcelebuli adgili _ sanaxaobaTa movlis
teritoria: daculia ZiriTadad movlis intervenciis meSveobiT
V kategoria _ daculi landSafti: daculia landSaftis
konservaciisa da rekreaciisTvis
VI kategoria _ marTvadi resursis daculi teritoria: daculia
ZiriTadad bunebrivi ekologiuri sistemebis mdgradi moxmarebisaTvis
erovnuli parkebis teritoriaze turizmis materialuri saxis
elementebisa da rekreaciuli infrastruqturis gonivrulad ganTavseba,
maT Soris miwis nakveTebis, bunebrivi obieqtebis Senobebisa da nagebobebis
ijariT gacema xorcieldeba licenzirebis meSveobiT. aseTi zemoT
aRniSnuli gadawyvetilebebis Tanaxmad, erovnul parkad gamocxadebul
teritoriaze ikrZaleba adamianis mier ganxorcielebuli nebismieri
araswori sameurneo saqmianoba, bunebrivi resursebis eqspluatacia,
sasargeblo wiaRiseulis araswori mopoveba da sxva. amave dros
nebadarTulia turistebis parkSi Sesvla esTetikuri siamovnebis miRebis
mizniT.
turizms aseTi teritoriebisaTvis sakmaod soliduri Semosavlebi
moaqvs. magaliTad, vulkanebis ruandis nacionalur parkSi, sadac
40
turistebi gorilebis sanaxavad Cadian, yovelwliurad daaxloebiT 1
milion dolars xarjaven. gamoTvlebi gviCvenebs rom yovel loms keniis
nacionalur parkSi 27 aTasi aSS-is dolaramde Semosavali moaqvs, xolo
spiloebis jogs ki – 610 aTas aSS dolaramde. es ricxvebi imis
maCvenebelia, rom am cxovelebs cocxlebs ufro meti sargebloba moaqvs,
vidre maSin, rodesac isini monadireTa nadavlad iqcevian.
saTavgadasavlo da eqstremaluri turizmi da misi infrastruqtura
erT-erTi yvelaze maRali tempebiT mzardi industriaa msoflioSi, bevri
saxeoba mxolod ramdenime aTeul wels iTvlis da ukve Zalian didi
popularobiT sargeblobs. is bevri adamianisaTvis ara mxolod garTobisa
da dasvenebis saSualebas warmoadgens, aramed cxovrebis wess. eqtremaluri
turizmi sasargebloa janmrTelobisaTvis radganac, misi nebismieri saxeoba
moiTxovs karg fizikur momzadebs. saTavgadasavlo da eqstremaluri
turizmi SeiZleba pirobiTad daiyos saxmeleTo, sawylosno da sahaero
saxeobebad.
saxmeleTo saxeobebs miekuTvneba _ alpinizmi, romelic iTvleba
dasvenebis yvelaze eqtremalur saxeobad. rogorc wesi alpinizmisaTvis
xelsayreli amindi zafxulobiTaa roca SedarebiT advilia mwvervalebis
dalaSqvra, magram alpinistebis umravlesoba zamTarSic ar eSveba sayvarel
saqmianobas. maTTvis yvelaze did siamovnebas mwvervalze asvla
warmoadgens. alpinistebisaTvis aucilebelia Zalian kargi fizikuri
momzadeba da sasurvelia msubuqi wona. SedarebiT martivi mTebis
dalaSqvras trekingi da haikingi ewodeba. alpinizmisagan gansxvavebiT ar
aris aucilebeli kargi fizikuri momzadeba da saSiSroebac bevrad
naklebia, magram Tavgadasavlebis moyvarulTaTvis dasvenebis kargi
saSualebaa.
miuxedavad siZvirisa popularulia samTo velosipedebic (samTo
velosipedebis fasi iwyeba 10 000 aSS dolaridan). yovelwliurad
msoflioSi sul ufro meti Sejibreba da RonisZieba imarTeba sportis am
saxeobaSi, dawyebuli msoflio Tasis turebiTa da sxvadasxva qveynis
CempionatebiT da damTavrebuli festivalebiT Sotlandiasa da
polineziaSi.
41
speleologia (mecniereba gamoqvabulebis Sesaxeb; geologiis nawili,
ufro zustad ki hidrogeologiis) mimzidvelia imiT rom bevria
gamoqvabuli, sadac adamians jer kidev ar daudgams fexi. Tumca yvela ar
eweva seriozul samecniero muSaobas, bevri adamiani midis mxolod
gasarTobad da saintereso sanaxaobisTvis. imisaTvis rom adamiani dakavdes
speleologiiT, is kargad unda iyos momzadebuli fizikuradac da
sulieradac, radgan gamoqvabulSi adamiani moklebulia misTvis Cveul
garemosa da orientirebs. arsebobs sxvadasxva tipis gamoqvabulebi.
damwyebTaTvis sasurvelia SedarebiT patara da mSrali, Tumca ufro
saintereso didi gamoqvabulebia, romelTa fskeramde miRwevas SeiZleba
ramdenime dRe dasWirdes. Tumca kargad Seswavlili da gamokvleuli
gamoqvabulebi Cveulebrivi turistebis misaRebad mzad aris. ara marto
misaRebad, gamoqvabulebis mikroklimati zogierTi daavadebis
samkurnalodac gamoiyeneba.
spelestologia TiTqmis igivea rac speleologia, aqac miwisqveSeTis
daTvaliereba xdeba, Tumca speleologiisagan gansxvavebiT romelic
bunebriv warmonaqmnebs Seiswavlis, spelestologia ufro xelovnurad
Seqmnil adgilebze aris orientirebuli. imisaTvis rom raime adgilma
spelestologebi daainteresos saWiroa is iyos mitovebuli da gaaCndes
raime istoriuli Rirebuleba. maTi dainteresebis obieqtebs rogorc wesi
warmoadgens Zveli qvis samtexloebi, maRaroebi, Webi, wyalgayvanilobis
sistemebi, miwisqveSa istoriuli Zeglebi da a.S.
saxmeleTo turizmisa da sportis nazavs warmoadgens e.w X – rbola—
es aris gasarTobi im adamianebisaTvis romlebsac erTdroulad kargad
gamosdiT alpinizmi, cxenosnoba, slalomi kaiakiT, maunTbaikingi da a.S
aseTi adamianebi erTiandebian gundebad da maT mizans warmoadgens rac
SeiZleba swrafad dafaron 3-4 aseuli kilometris sigrZis distancia. X
rbolas kidev uwodeben multisportsac da aseve saTavgadasavlo
rbolasac. msoflioSi yovelwliurad 300-mde X-rbola ewyoba da
monawileobis msurvelTa ricxvi swrafad izrdeba.
samTo Txilamurebi dasvenebisa da garTobis erTerTi Zveli saxeobaa,
am tipis dasvenebis moyvarulTa ricxvi nelnela matulobs, es gamowveulia
imiTac rom ufro daixvewa samTosaTxilamuro kurortebi da servisi.
42
TiTqmis yvela kurortze aris sxvadasxva siZnelis daSvebis SesaZlebloba
rogorc profesionalebis aseve moyvarulebisaTvis.
snoubordi bevrad ufro agresiuli, saSiSi da eqstremaluri saxeobaa
vidre Txilamurebi. is rogorc sportisa da dasvenebis saxeoba gamoCnda
aSS-Si XX saukunis 60-ian wlebSi. ZiriTadad snoubordiT gatacebulebi
iyvnen serfingistebi, romlebsac ar surdaT usaqmurad jdoma zafxulis
molodinSi, Tumca man Semdeg nelnela masiuri xasiaTi miiRo da
dReisaTvis is Zalian popularulia mTels msoflioSi.
eqstremaluri dasveneba da garToba romlebic dakavSirebulia
TxilamurebTan da snoubordTan SeiZleba daiyos ramdenime tipad: freeskiing
anu freeride -- es aris daSveba gaukvalav TovlSi, cicabo da daSvebisaTvis
moumzadebel ferdobebze, sakmaod rTuli reliefiT. heliskiing _ igivea rac
freeskiing mxolod isaa gansxvaveba rom mTaze asasvlelad vertmfrens
iyeneben.
sahaero saxeobebidan yvelaze gavrcelebulia saparaSuto sporti _
moiTxovs Zlier da safuZvlian momzadebas, iyofa ramdenime saxeobad: 1.
klasikuri paraSutizmi _ moicavs ori tipis gadmoxtomas: gadmoxtomas
daSvebis sizusteze da akrobatul ileTebs Tavisufali vardnis dros.
dReisaTvis daSvebis sizustis amocana aris daeSvas moniSnul adgilas (3
metris diametris wre), Tavidan rodesac iyenebdnen mrgvalgumbaTian
paraSutebs samizne adgilis diametri iyo 100 metri da cdomileba 80
metris farglebSi arcTu ise cud Sedegad iTvleboda. Tumca Semdgom
moxda paraSutis srulyofa da samiznem miiRo is zomebi rac dResaa.
sxvadasxva tipis Sejibrebebze gasamarjveblad saWiroa 0 m-iani cdomilebis
sizustiT daSvebebis seriis Cveneba.
2. jgufuri akrobatika _ rogorc wesi 4-8 adamianisagan Semdgari
gundis gadmoxtomaa, romlis drosac isini cdiloben sxvadasxva tipis
figurebis gakeTebas haerSi paraSutis gaxsnamde. SesaZlebelia jgufSi 16
adamianic iyos, rekorduli raodenobis wevrebisagan Semdgari jgufis
gadmoxtoma Sedga ruseTSi 1996 wels, qalaq anapaSi, jgufSi 296
paraSutisti iyo. saSualod 4 kacian jgufs paraSutebis gaxsnamde SeuZlia
daaxloebiT 30-mde ileTis gakeTeba.
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3. gumbaTuri akrobatikis dros paraSutistebis jgufi cdilobs ukve
gaxsnili paraSutebis gumbaTebiT sxvadasxva figurebis gakeTebas, riTac is
gansxvavdeba paraSutizmis sxva jgufuri saxeobebisagan romlebSic
ZiriTadi moqmedebebi da ileTebi paraSutebis gaxsnamde keTdeba. gumbaTuri
akrobatikis ileTebis Sesrulebisas jgufis wevrebs xSirad uwevT sxva
sportsmenis paraSutTan Sexeba, ris drosac didia paraSutebis
gadaxlarTvis riski, amitomac am saxeobiT gatacebulebs esaWiroebaT
specialuri, gamZle paraSutebi romlebsac gaaCniaT siCqaris zusti
maregulireblebi. ileTebis gakeTebis Semdeg paraSutistebi daSvebis in
unda moSordnen erTmaneTs, am drosac izrdeba paraSutebis erTmaneTTan
gadaxlarTvis albaToba, rac sagumbaTo paraSutizms erTerT yvelaze
saxifaTo sportis saxeobis statuss aZlevs.
4. Tavisufali stili _ paraSutizmis axali saxeobaa, am dros
fasdeba paraSutistis mier Sesrulebuli ileTebis sizuste, silamaze da
sirTule. amave dros operatoris xelovnebac romelic am yvelafers haerSi
iRebs.
5. skaiserfingi _ es aris paraSutiT gadmoxtoma, Tumca am dros
paraSutists damagrebuli aqvs ovaluri dafa fexebze da akeTebs
sxvadasxva sirTulis ileTebs. skaiserfingi Zalian gansxvavdeba
Cveulebrivi Tavisufali vardnis dros Sesrulebuli ileTebisagan,
radganac am dros aerodinamika sruliad gansxvavebulia. Sejibrebebis
dros fasdeba paraSutistis mier Sesrulebuli ileTebis sirTule da
silamaze. vardnas iRebs operatori-paraSutisti, mxedvelobaSi miiReba
rogorc wesi vardnis pirveli 50 wami.
6. beiz-jamperebs sxva tipis paraSutistebisagan gansxvavebiT ar
esaWiroebaT TviTmfrinavi, mas cvlis lifti an alpinisturi aRWurviloba.
isini adian romelime maRali Senobis Tavze an mTaze da iqidan axdenen
gadmoxtomas. is erT-erT yvelaze saxifaTo saxeobad aris aRiarebuli,
Zalian bevr qveyanaSi Senobebidan gadmoxtoma akrZalulia kanoniT da
saWiroa specialuri nebarTvis aReba, rac xels uSlis am saxeobis
ganviTarebas.
popularul sahaero eqstremalur saxeobebs miekuTvneba aseve
deltaplanebiTa da sahaero burTebiT seirnoba. sahaero burTiT gaseirneba
44
ZiriTadad sxvadasxva saxis festivalebzea SesaZlebeli, am dros sahaero
burTi saSualo siZlieris qaris pirobebSi 20-30 kilometrs gadis, adis
daaxloebiT 1000 metrze miwis zedapiridan. daSvebis adgili mTlianad
meteo-pirobebzea damokidebuli
deltaplanerizmi swrafad ikrefs popularobas, dReisaTvis
daaxloebiT 100-200 aTasi adamiania gatacebuli am saxeobiT, es gamowveulia
imiTac rom TviTon safreni aparatebi nela viTardeba
saTavgadasavlo da eqstremaluri turizmis sawylosno saxeobebidan
aRsaniSnavia wyalSi CayvinTva wylis florisa da faunis
dasaTvaliereblad _ daivingi. igi sakmaod popularuli mimdinareobaa da
mTel msoflioSia gavrcelebuli. daivingiT gatacebulTa saSualo asaki
mTels msoflioSi 30-35 wlebs Soris meryeobs.
veikbordingi warmoadgens serfingis, wylis Txilamurebis,
skeitbordis da snoubordis nazavs. veikborderi dgas mokle da farTe
dafaze romelic buqsirdeba kateris mier. kateri aviTarebs 30-40 km/sT
siswrafes, amave dros kateris bortze aris damatebiTi balasti ris
saSualebiTac kateri warmoqmnis patara talRebs romelTac veikborderi
iyenebs rogorc tramplins. veikbordingi gansakuTrebiT dinamiurad
viTardeboda 90-iani wlebis dasawyisSi, man iseTive gadatrialeba moaxdina
sportis wylis saxeobeSi rogorc snoubordma samTo-saTxilamuro
sportSi. adamianTa mcirericxovani jgufis gasarTobidan is nelnela
gadaiqca dasvenebis erT-erT sasurvel saxeobad. marTalia veikborderis
aRWurviloba arc ise Zviria (400 aSS dolari da zemoT) magram is mainc
sakmaod Zvir sportad iTvleba, radganac mas esaWiroeba specialuri
kateri, romelic Tavis mxriv Zviri Rirs da misi daqiraveba ZiriTadad
ZviradRirebul kurortebzea SesaZlebeli.
wylis Txilamurebi eqtremaluri turizmis erTerTi yvelaze cnobili
saxeoba. wylis Txilamurebi pirvelad gamoCnda aSS-Si 1922 wels, roca
minesotas Statis mcxovrebma saxelad ralf samuelsonma gadawyvita
Cveulebrivi Txilamurebis gamoyeneba wyalze da sakmaod warmatebulad
gamoscada tbaze qalaq leiksiTiSi. mas Semdeg sportis am saxeobis
popularoba iseTi swrafi tempebiT izrdeba, rom 1998 wels saberZneTis
olimpiurma komitetma wamoayena winadadeba sportis am saxeobis
45
olimpiadis programaSi CarTvisa. es saxeoba ar gamoirCeva aRWurvilobis
simravliT, sakmarisia mxolod Txilamurebi, maSveli Jileti, xelTaTmanebi
da hidrokostumi. mas veikbordingisagan gansxvavebiT ar Wirdeba
specialuri kateri.
vindserfingi Cveulebrivi serfingis dafaa, romelzedac
damagrebulia patara ialqani. swrafi qaris dros mas SeuZlia ganaviTaros
10-12 m/wm siCqare, rekordi ki dReisaTvis 70 km/sT-ia.
kaiakingi erTerTi yvelaze saxifaTo da amave dros azartuli
saxeobaa. es aris patara, erTadgiliani navi, aRWurvili niCbebiT da e.w
kabiT raTa navSi wyali ar Cavides. Tanamedrove kaiakingSi gamoiyofa sami
mimdinareoba: slalomis dros gansakuTrebiT mniSvnelovania manevrirebis
unari. slalomisagan gnsxvavebiT rodeoSi damatebulia Sejibrebis
azartuloba da upiratesoba eniWeba sxvadasxva saxis ileTebs da
moZraobebs. daSveba xdeba nebismieri siZnelis mdinareze an SeiZleba
Sejibrebis mowyoba mdinaris romelime monakveTze. am sami stilidan
yvelaze ufro Znelia daSveba.
raftingi, igive jomardoba, mdinareze naviT an specialuri tiviT
daSvebaa. raftingi erTerTi yvelaze popularulia msoflioSi radganac is
arc Tu ise saxifaToa. raftingis mzardi popularobis paralelurad
viTardeba raftingze orientirebuli turfirmebi, rogorc wesi isini
klientebs Tavazoben sami tipis turebs: naxevardRiani, erTdRiani da
ramodenime dRiT.
kaitserfingis arsi imaSi mdgomareobs rom dafaze mdgomi adamiani
siswrafes krebs franis saSualebiT. amis gakeTeba SeiZleba rogorc mTian
adgilas, aseve dablobSi. erTaderTi rac aris saWiro es qaria.
kaitserferebisaTvis yvelaze sasurvel adgils gayinuli tbis an mdinaris
zedapiri warmoadgens. skaitserfingiT dakaveba SeiZleba weliwadis
nebismier dros. saSualo qaris pirobebSi SesaZlebelia 100 metr manZilsa
da 30 metr simaRleze gadaxtoma. dafis saSualebiT SesaZlebelia qarze 2-
jer meti siswrafis ganviTareba. Tumca es sportis erT-erTi saxifaTo
saxeobaa, saSiSia rogorc miwaze daSvebis momenti, dafiqsirebulia
SemTxvevebi rodesac adamianebi qars ramdenime aTeuli kilometris
daSorebiT wauyvania.
46
kosmosuri turizmi turizmis yvelaze Zviri da amave dros albaT
yvelaze egzotikuri saxea. turizmis am saxeobiT mxolod ramdenime
adamianma isargebla, pirveli iyo amerikeli milioneri denis tito, mas es
`gaseirneba~ dedamiwis orbitaze 12 mln aSS dolari daujda. Tumca
kosmosuri xomaldebis ramdenime avariis Semdeg turistebis wayvana
droebiT Sewyda. miuxedavad siZvirisa, msurveli sakmaod bevria.
turizmi CrdiloeT da samxreT polusebze _ axali dawyebulia
kruizebi da turebi arqtikasa da antarqtidaSi, aq turistebs saSualeba
aqvT ixilon sxvadasxva egzotikuri cxovelebi, datkbnen lamazi
sanaxaobebiT. amave dros es adgilebi ekologiurad yvelaze ufro sufTa
adgilebia dedamiwis pirze, amitomac qveynebi, romlebsac ufleba aqvT am
teritoriebze, cdiloben yovelwliurad turistebis mxolod
limitirebuli raodenoba dauSvan aq.
gvxdeba egzotikuri turizmis iseTi saxe rogoricaa turi
CernobilSi. CernobilSi wasvlis msurvelTa ricxvi gasagebi mizezebis
gamo arcTu ise didia, Tumca arsebobs adamianebis kategoria romelic
sargeblobs am turiT. miuxedavad imisa, rom avariis Semdeg didi dro
gavida, am raionSi ekologiuri situacia Sorsaa normalurisagan, amitomac
am turze ar daiSvebian mozardebi da orsulebi. turistebi
spectansacmliT arian aRWurvilni da maT Tan axlavT specialisti
romelic zomavs gamosxivebis dozas da saSiSroebis SemTxvevaSi wyvets
turs. Cernobilis xilva daaxloebiT 100-150 aSS dolari Rirs, am fasad
SegiZliaT ixiloT mkvdari qalaqi romelic ZiriTadad gareuli
cxovelebiT aris dasaxlebuli.
turizmi imiT aris gansakuTrebuli rom yvela poulobs masSi imas
rac unda, zogs mTebi moswons, zogs mdinareebi, zogs zRvaze uyvars
dasveneba, zogi ki sakuTar Tavs uwyobs gamocdas, rasac eqstremaluri
turizmi emsaxureba, romelic ukve mTels msoflioSi da agreTve
saqarTveloSic gavrcelda. ufrodaufro met adamians uCndeba survili
daaTvalieros wyalqveSa samyaro, daeSvas TxilamurebiT an gadmoxtes
paraSutiT, swored aseTi adamianebisTvis aris turizmis saTavgadasavlo
da eqstremaluri saxeobebi.
47
1.3 turistuli produqtis gayidvis axali teqnologiebi
msoflios ganviTarebuli qveynebi ukve Sevidnen informaciis xanaSi.
qvis xanidan dawyebuli, rkinisa da industrializaciis xanis gavlis
Semdeg, msoflio Sedis eraSi, sadac informacia warmoadgens saqonels,
romelic qmnis adamianTa cxovrebas [123].
saerTaSoriso kompiuteruli qseli interneti imdenad swrafad
viTardeba, rom misi momxmareblebis da informaciuli resursebis ricxvi
praqtikulad ormagdeba. am bumma gavlena iqonia turistul bizneszec.
mxolod 1996 wlidan internetSi gamoCndnen aTasobiT damoukidebeli
ganyofilebebi – turistuli saagentoebi, sastumroebi da turistuli
momxaxurebis dajavSnis aTobiT sistema. eqspertebis azriT 2010 wlisaTvis
internetiT gaiyideba $ 300 miliardi turistuli momsaxureba. amitom
turistuli saagentoebis interesSi namdvilad ar Sedis internetis
ugulebelyofa. amasTan erTad interneti ar unda miviCnioT mxolod biznes-
konkurentad, qselma SeiZleba gagviwios udidesi samsaxuri informaciis
mowodeba da tradiciul gasaRebis arxebs daumata axali arxi –
eleqtronuli.
Tanamedrove sazogadoebis informatizaciam iseT dones miaRwia, rom
ukve Znelic kia warmovidginoT adamianis saqmianobis romelime sfero,
sadac sxvadasxva intensivobiT sainformacio teqnologiebi ar
gamoiyenebodes.
internetis qseli saSualebas gvaZlevs gavzardoT kavSiris
operatiuloba da xarisxi, Seamciros komunikaciis xarjebi, gaizardos
geografiuli sazRvrebi da momxmarebelTa raodenoba.
qvemoT CamoTvlilia globaluri kompiuteruli qselis
momxmarebelTa SesaZleblobebi:
_ giganturi informaciuli sivrcis xelmisawvdomoba, romelic
Seicavs adamianTa saqmianobis yvela struqturas;
_ swrafi da efeqturi kavSiri sxvadasxva masalebTan, cnobarebTan,
enciklopediebTan da sxv.;
_ komunikaciis iafi da mosaxerxebeli sistemebis xelmisawvdomoba.
48
_ saqonlisa da momsaxurebis formirebis da realizaciis axali
SesaZleblobebi;
_ marketingisa da reklamis axali mosaxerxebeli strategia;
_ eleqtronuli prezentaciebis SesaZlebloba;
_ eleqtronul gamofenebze, vaWrobebze da sxv. monawileobis
SesaZlebloba;
_ momsaxurebisa da dajavSnis mosaxerxebeli saZiebo sistema;
_ garTobis SesaZleblobebi;
_ kapitalis transferi;
_ ofisis virtualuri sistema;
_ muSaoba operatiul reJimSi.
zemoT CamoTvlili SesaZleblobebis umetesoba gamoiyeneba turistul
sferoSi. turistuli saagentoebis gansakuTrebul interess iwvevs
globaluri qselis Semdegi SesaZleblobebi:
_ komunikaciebi da efeqturi kavSiri;
_ reklama da turistuli produqtis ganviTareba;
_ marketinguli kvlevebi;
_ firmebisa da maTi produqtis eleqtronuli prezentacia;
_ eleqtronuli, saeTaSoriso da regionuli turistuli gamofenebis
gamoyenebis SesaZlebloba;
_ dajavSnis sistemis gamoyeneba;
_ turis damoukidebeli formireba da turistuli produqtis SeZenis
SesaZlebloba;
_ turistuli produqtis eleqtronuli cxrilebis gamoyeneba
qveynebis da mimarTulebebis mixedviT;
_ amindis prognozis, qveynis Sesaxeb informaciis da misi
mimarTulebiT marSrutebis mimosvlis Sesaxeb informaciis mopovebis
SesaZlebloba;
_ sastumroebis fasebis da sxva turistuli momsaxurebebis tarifebis
Sesaxeb informaciis mopovebis SesaZlebloba;
_ virtualuri ofisis Seqmnis SesaZlebloba da sxv..
internetis gamoyenebis pliusebi turizmis sferoSi sul ufro da
ufro gamokveTili xdeba. eleqtronuli fostis, www da sxva sistemebis
49
saSualebiT adamianebsa da firmebs Soris ufro swrafi da efeqturi
kavSiria SesaZlebeli. aseve udidesi zomis eleqtronuli informaciis
gavrcelebis SesaZleblobac. amasTan erTad komunikaciebis droc
SeuzRudavia – 24 saaTi dRe-RameSi, 7 dRe kviraSi.
saerTaSoriso masStabamde gafarToebul firmebs sWirdebaT
informacia ufro msxvili da daSorebuli bazrebis Sesaxeb. uaxloes
aTwleulSi kompiuterebi da kompiuteruli qselebi iqcevian biznesis
ZiriTad instrumentebad, xolo ama Tu im kompaniis mzadyofna maRal
teqnologiebze gadasasvlelad ganviTarebis ZiriTadi kriteriumi da
konkurentunarianobis sawindaria.
dReisaTvis ukve mraval firmas gaaCnia eleqtronuli fostis
misamarTi da sakuTari internet-gverdi eleqtronul vaWrobaSi
monawileobis miRebis mizniT. bevri turistuli centri da kompania
aTavsebs internetSi did informaciul masivebs teqstebiT, fotoebiT da
aseve TandarTuli filmebiTac, romelic momxmarebels saSualebas aZlevs
gaecnos turistul resursebs, ganrigebs, marSrutebs, informacias
sastumroebze, gaagzavnon moTxovna an dajavSnon turistuli momsaxureba
da gadaixadon maTi safasuri internetis saSualebiT.
am saukuneSi saWiroa ara marto informaciis raodenoba, aramed
informaciis xarisxi. mZlavrad daxvewili marketinguli strategiebis
gamoyeneba warmoqmnis konkurenciis sul ufro da ufro daxvewil formebs.
amitom Tanamedrove, swrafad cvalebadi msoflios pirobebSi swori da
drouli gadawyvetilebis misaRebad saWiroa uaxlesi informacia. erTma
gamoCenilma praqtikosma aRniSna: `biznesis marTva niSnavs momavlis
marTvas, xolo momavlis marTva niSnavs informaciul marTvas~ [102].
Tanamedrove kompiuterebisa da uaxlesi teqnologiebis saSualebiT
SesaZlebeli xdeba damuSavdes informaciis uzarmazari raodenoba, da
miuxedavad amisa, warmoiqmneba saWiro informaciis nakleboba. ufro metad
interneti, vidre yvela sxva teqnologia adamianebs aswavlis, rom maT
SeuZliaT Sevidnen qselSi da swrafad ipovon nebismieri ram, rac maT
ainteresebT. ara marto moipovon saWiro informacia, aramed gaakeTon es
dauyovnebliv.
50
struqturebi, romlebic muSaoben sainformacio bazarze
momxmareblebs Semdegi saxis momsaxurebas sTavazoben:
• uSualo kavSiri monacemTa bazebTan _ on-line-is reJimSi;
• paketuri kavSiri monacemTa bazebTan _ off-line-is reJimSi;
• monacemTa bazebi disketebsa da kompaqt-diskebze;
• konsultaciebi informaciuli resursebis sferoSi;
• msoflio sainformacio resursebis mopoveba.
XX saukuneSi warmoiSva vaWrobis axali forma _ eleqtronuli
vaWroba, romelic erT-erTi swrafadmzardi formaa da misi moqmedebis
sazRvrebi globaluria. eleqtronuli komerciis sawyis formebs
warmoadgenda telefoniTa da faqsiT vaWroba, xolo amJamad eleqtonuli
komerciis obieqti SeiZleba gaxdes virtualuri savaWro ubnebi, gasarTobi
da profesiuli momsaxureba, sabanko-safinanso momsaxureba da sxva.
kompiuteruli sistemebiT monacemebis eleqtronuli gacvla daiwyo
gasuli saukunis 60-ian wlebSi, rodesac bankebi kompiuterul saitebs
iyenebdnen fuladi saxsrebis eleqtronuli gadagzavnisaTvis. internetis
gamoCenisa da SemdgomSi misi popularulobis gazrdasTan erTad gaizarda
eleqtronuli vaWrobis moqmedebis sazRvrebi. Tu ramodenime wlis win
interneti gvevlineboda Suamavlad msxvil korporaciebs, bankebsa da
safinanso institutebs Soris, amJamad mas TiTqmis sayovelTao xasiaTi aqvs.
informatizaciis mzardi tempebiT ganviTarebam uzrunvelyo
eleqtronuli komerciis ganviTareba. eleqtronuli sistemebiT vaWroba
sul ufro mZlavrad ikidebs fexs msoflios mTel teritoriaze. aSS-is
Semosavlebis 75 procenti eleqtronuli komerciis wilad modis.
eleqtronuli vaWrobis saSualebiT savaWro obieqtebs SeuZliaT saqme
awarmoon operatiul reJimSi da Seamciron produqciisa da momsaxurebis
Rirebuleba. amgvari tendenciebis Sedegad personaluri kompiuterebi yvela
ofisisaTvis aucilebeli gaxda.
tradiciuli vaWrobis procesi ar aris martivi, radgan igi
erTmaneTTan akavSirebs mraval erTmaneTisagan gansxvavebul saqmianobas.
misi cikli moicavs Tanamimdevrul moqmedebebs, romlebic uzrunvelyofen
saqonlisa da momsaxurebis yidva-gayidvis process. eleqtronuli vaWrobis
cikli ki aris ekonomikur garigebaTa erToblioba, romelSic gamoiyeneba
51
eleqtronuli saitebi saqmiani qaRaldebis, telefonis, faqsis da sxva
saSualebaTa nacvlad. igi kompleqsurad uzrunvelyofs saqonlisa da
momsaxurebis yidva-gayidvasTan dakavSirebul ekonomikur garigebebs,
moTxovnaze zemoqmedebas, klientis momsaxurebas, gayidvis Semdgom
mxardaWeras da sxva. e. i. eleqtronuli vaWroba warmoadgens tradiciuli
vaWrobis ganviTarebul formas da gvTavazobs axal SesaZleblobebs
biznesSi.
interneti mudam moqmedebaSia da Sedegad uzrunvelyofs saqmianobis
ganxorcielebis SesaZleblobas drois nebismier monakveTSi, nebismieri
adgilidan da amcirebs damatebiT xarjebs.
eleqtronuli vaWrobis mizani vaWrobis sxva formebis msgavsad aris
momxmarebelTa moTxovnebis maqsimaluri dakmayofileba da ekonomikuri
sargeblis miReba. amisaTvis ki saWiroa bazris kargad Seswavla. internetis
momxmarebelTa bazari axalbedaa da miuxedavad imisa, rom ufro da ufro
farTovdeba, momxmarebelTa didi nawili sul axlaxans CaerTo internetSi
da, Sesabamisad, jer mxolod informaciis miRebiT kmayofildeba.
eleqtronuli vaWroba Tavisi ganviTarebis sawyis stadiazea da
momxmareblebi jer kidev eqsperimentebs atareben produqciis yidva-
gayidvaze da reklamaze.
eleqtronul vaWrobaSi fulis mobilobis ramdenime forma
gamoiyeneba. esenia: sakredito baraTebi da cifruli fuli. damuSavebulia
fulis mobilobis axali sistema, romelSic moxdeba eleqtronuli Cekebis
gamoyeneba. isini tradiciuli qaRaldis Cekebis msgavsad gamoiyeneba.
momavalSi gardauvalia eleqtronuli Cekebis gamoyeneba masobrivi
momxmareblebis mier, radganac ganviTarebul qveynebSi mosaxleobis
umravlesobas sakuTari sabanko angariSi aqvs.
eleqtronuli vaWroba amJamad ganviTarebis arc ise maRal donezea.
dasaxvewia arsebuli da Sesaqmnelia axali programebi. mis ganviTarebaze
zemoqmedeben bankebi da sxva safinanso institutebi, internet-momsaxurebis
mwarmoeblebi, standartizaciis organoebi, samTavrobo organoebi, TviTon
eleqtronuli vaWrobis mwarmoeblebi.
52
turistul adgils Tavisi produqtis gasayidad efeqtis misaRwevad
esaWiroeba partnioruli damokidebuleba mogzaurobisa da dasvenebis
biznessa da komunikaciebis bizness Soris.
faqsis aparaturis, mobiluri telefonebisa da axla ukve internetis
_ WWW (World Wide Web _ msoflios farTo qseli) gamoCenis Semdeg
msoflios mosaxleoba SeeCvia swraf da globalur kavSirs. internet-
momxmareblebis raodenobis zrdis tempi 1996 wlidan 2002 wlamde sakmaod
STambeWdavia: 30 milioni momxmareblidan (msoflios mosaxleobis 0,73
procenti) 580,78 milion momxmareblamde (msoflios mosaxleobis 9,57
procenti), rac gamosaxulia grafikze.
internet-momxmarebelTa raodenoba 1996-2002 wlebSi
0
100
200
300
400
500
600
700
1996 _ ianvari
1996 _ ivnisi
1997 _ ianvari
1997 _ ivnisi
1998 _ ianvari
1998 _ ivnisi
1999 _ ianvari
1999 _ ivnisi
2000 _ ianvari
2000 _ ivnisi
2001 _ ianvari
2001 _ ivnisi
2002 _ ianvari
2002 _ ivnisi
milio
ni kac
i
xolo 2007 wlisaTvis internet-momxmareblebis raodeobam 1,4
miliards miaRwia (msoflio mosaxleobis 21,1 procenti).
komunikacia ar aris mxolod adamianTa urTierTkavSiri. komunikacia
aris, agreTve, informaciis miwodeba, turizmis informaciis CaTvliT.
qveynebSi, romlebic ufro mets xarjaven turizmSi, cxovrobs internet-
momxmarebelTa didi raodenoba. oTxi qveyana: aSS, germania, iaponia da
gaerTianebuli samefo, romlebic yvelaze mets xarjaven turizmSi, moicaven
msoflioSi arsebuli internet-momxmareblebis 32,9 procents (384,9 milioni
momxmarebeli).
53
cxrili #2
msoflios 20 mTavari qveyana internet-momxmarebelTa raodenobis
mixedviT (2004 weli)
# qveyana an regioni int.momxmareb.
(mln. kaci)
mosaxleoba
(mln. kaci)
internet-
mocva(%)
% msof.
1. SeerTebuli
Statebi
202,89 296,21 68,5 21,6
2. CineTi 103,00 1 282,20 7,9 11,0
3. iaponia 78,05 128,14 60,9 8,3
4. germania 47,13 82,73 57,0 5,0
5. indoeTi 39,20 1 094,87 3,6 4,2
6. gaerTianebuli
samefo
35,81 59,89 59,8 3,8
7. korea (samxreTi) 31,60 49,93 63,3 3,4
8. italia 28,61 58,61 48,8 3,0
9. safrangeTi 25,61 60,62 42,3 2,7
10. brazilia 22,32 181,82 12,3 2,4
11. ruseTi 22,30 144,00 15,5 2,4
12. kanada 20,45 32,05 63,8 2,2
13. espaneTi 15,57 43,44 35,8 1,7
14. indonezia 15,30 219,31 7,0 1,6
15. meqsika 14,90 103,87 14,3 1,6
16. taivani 13,80 22,79 60,5 1,5
17. avstralia 13,78 20,51 67,2 1,5
18. niderlandebi 10,81 16,32 66,2 1,2
19. poloneTi 10,60 38,13 27,8 1,1
20. malaizia 9,51 26,50 37,9 1,1
20 mTavari qveyana 761,77 3 975,85 19,2 81,2
danarCeni
msoflio
176,94 2 444,25 7,2 18,8
sul _ msoflio 938,71 6 420,10 14,6 100
54
amasTan es oTxi qveyana Sedis pirvel eqvseulSi msoflioSi internet-
momxmareblebis raodenobis mixedviT. am qveynebSi sakmaod maRalia
mosaxleobis internetizacia. SeerTebuli Statebis mosaxleobis 69,7
procenti sargeblobs internetiT, iaponiis mosaxleobis _ 67,1 procenti,
gaerTianebuli samefos mosaxleobis _ 62,8, xolo germaniis mosaxleobis _
61,1 procenti (ix. cxrili #2 da #3).
rac Seexeba 2007 wels qveynebi, romlebic ufro mets xarjaven
turizmSi: aSS, germania, iaponia da gaerTianebuli samefo Sedian internet-
momxmarebelTa pirvel SvideulSi, amasTan am qveynebis moqalaqeebis 60
procentze meti sargeblobs internetiT.
cxrili #3
msoflios 10 mTavari qveyana internet-momxmarebelTa raodenobis
mixedviT (2007 weli)
# qveyana an regioni
int.momxmareb.
(mln. kaci)
internet-
mocva(%) % msof.
1. SeerTebuli Statebi 210,575,287 69.7 % 18.0 %
2. CineTi 162,000,000 12.3 % 13.8 %
3. iaponia 86,300,000 67.1 % 7.4 %
4. germania 50,426,117 61.1 % 4.3 %
5. indoeTi 42,000,000 3.7 % 3.6 %
6. brazilia 39,140,000 21.0 % 3.3 %
7. gaerTianebuli samefo 37,600,000 62.3 % 3.2 %
8. korea (samxreTi) 34,120,000 66.5 % 2.9 %
9. safrangeTi 32,925,953 53.7 % 2.8 %
10. italia 31,481,928 52.9 % 2.7 %
10 mTavari qveyana 726,569,285 - 62.0%
danarCeni msoflio 609,258,293 - 38.0%
sul _ msoflio 1,173,109,925 17.8 % 100.0%
55
gaerTianebulma samefom meeqvse adgili dauTmo brazilias da TviTon
meSvide adgilze gadainacvla, xolo pirveli xuTeuli ar Secvlila:
SeerTebuli Statebi, CineTi, iaponia, germania, indoeTi [133].
aqedan CineTi da indoeTi, miuxedavad imisa, rom maTi mosaxleobis
mxolod 12,3 procenti da 3,7 procenti sargeblobs internetiT pirvel
xuTeulSi mosaxleobis didi raodenobis gamo moxvda. miuxedavad imisa,
rom amJamad am qveynebis moqalaqeebi qarTuli turistuli produqtis
momxmareblebi naklebad arian, momavalSi SesaZloa saintereso Seiqnes am
bazrebze pozicionireba.
turizmis kvlevis centris (dania) gamokvlevis mixedviT 2007 wels
evropuli mogzaurobis iternet-gayidvebi gaizarda 24 procentiT 37,2
miliard evromde, rac bazris 19,4 procents Seadgens. centris monacemebiT
zrda kvlav gagrZeldeba. 2008 wlis gayidvebi gaizrdeba 44 miliard
evromde, anu mTliani bazris 22,9 procentamde. 2009 wlis prognoziT ki
SesaZloa internet-gayidvebma turizmSi Seadginos bazris 25 procenti da
52,7 miliardi evro [134].
saWiro informaciis mizanmimarTuli Zebna da kvleva xorcieldeba
mravali sxvadasxva eleqtronuli katalogisa da cnobaris saSualebiT.
ufro meti sainformacio simZlavre gaaCnia saZiebo sistemas Alta Vista
kompania Digital Equipment. popularuli saZiebo sistema Google da Yahoo
iTvaliswinebs mravalenovan daxmarebas ZebnisaTvis.
turizmis produqcia ar SeiZleba gaisinjos mogzaurobamde. amgvarad,
gadawyvetileba _ daniSnulebis adgilas mogzaurobis yidvis Sesaxeb _
dafuZnebulia turistisaTvis misawvdom gansakuTrebul informaciaze:
megobrebis rekomendaciebi, broSurebi, gamocemuli erovnuli turizmis
moxeleebis mier an gancxadebebi.
ufro metad ki es informacia misawvdomia internetiT; turistebi
WWW-is meSveobiT ecnobian mraval turistul adgils da saTanadod
gamoiyeneben cnobebs turistuli qveynebis Sesaxeb. Tu saqarTvelos
turistuli RirsSesaniSnaobebi ar iqneba saTanadod warmodgenili
internetSi igi ignorirebuli iqneba milionobiT adamianis mier, romlebic
imedovneben, rom yvela turistuli adgili warmodgenilia internetSi.
interneti aris axali brZolis veli da vinc iq ar ibrZvis, imedi ar unda
56
hqondes, rom gaimarjvebs konkurentul brZolaSi. amasTan, internetSi
informaciis moTavsebas milionobiT investiciis nacvlad sWirdeba kargi
wardgena, rac SeiZleba gakeTdes saocrad mcire danaxarjebiT.
ramdenadac ufro metad SevdivarT informaciis eraSi, miT ufro
swrafad icvleba momxmarebelTa molodini. isini moelian informaciis
swrafad da xarisxianad miwodebas. saqarTvelosaTvis Zalian
mniSvnelovania saxelmwifo investiciebis gazrda mediisaTvis, romlis
mizania turistebis mozidva, reklama JurnalebSi, publikaciebi turizmis
Sesaxeb, informacia internetSi. amasTan, daniSnulebis adgilis efeqtiani
imijis Seqmna moiTxovs, rom reklama Seesabamebodes sinamdviles.
miuxedavad imisa, rom sainformacio momsaxureba ufasoa, turistuli
firmebi ZiriTadad misi saSualebiT axorcieleben Tavisi turistuli
produqtis realizacias.
momxmareblis informirebisaTvis Cveulebriv gamoiyeneba katalogebi,
prospeqtebi, broSurebi, sainformacio furclebi, romlebic Seicaven srul
Sinaarssa da xarisxs momsaxurebis paketis, fasis da a. S. Sesaxeb. es
masalebi wardgenil unda iqnes yoveli klientisaTvis, romelic gamoTqvams
ama Tu im turis SeZenis survils. garda amisa, momxmarebelma unda miiRos
damatebiTi informacia da konsultaciebi dajavSnis, gadaxdis, turis
Secvlisa da anulirebis, agreTve turistul mgzavrobasTan dakavSirebuli
yvela sxva Taviseburebebis (sapasporto-savizo, sabaJo da savaluto
regulirebis, bunebriv-klimaturi Taviseburebebis, samedicino daxmarebis,
dazRvevis da a. S.) Sesaxeb.
bolo aTwleulSi sastumroTa ganviTarebasa da daxvewaSi didi
wvlili Seitana kompiuterulma teqnologiebma, ramac sruliad Secvala
sastumro biznesi, xeli Seuwyo sastumroTa mflobelebs daeZliaT
problemebi da maqsimaluri komforti SeeTavazebinaT TavianTi
klientebisaTvis.
sastumro saqmianobaSi mniSvnelovani roli ekisreba saerTaSoriso
kompiuteruli sistemiT turistuli momsaxurebis dajavSnas (Global
Distribution Systems). am sistemiT turistuli momsaxurebis SekveTa
popularuli xdeba ukve 1950-iani wlebis bolosaTvis. am sistemis Seqmnis
57
aucilebloba gamoiwvia saaviacio saSualebebis momxmarebelTa raodenobis
zrdam.
dReisaTvis msoflioSi rezervaciis oTxi sistema arsebobs, romelTa
dakavSirebiT gamoiyeneba termini `GDS~. es sistemebia: `Amadeus~, `Galileo~,
`Sabre~, `Worldspan~. yvela es sistema erTsa da imave funqcias asrulebs:
turagentebs awvdis informacias gayidvaSi arsebuli produqciis Sesaxeb
da am produqciis dasajavSnad xelsayrel meqanizms sTavazobs.
calkeuli sastumroebisaTvis `GDS~-sTan urTierToba xarjebis gamo
ar aris xelsayreli, amitomac am sistemis mimarT interess mxolod
sastumroTa qselis mepatroneebi gamoxataven. `GDS~-Si sastumroebs
aucileblad warmodgenili unda hqondeT: sastumros mTliani aRweriloba
(misamarTi, adgilmdebareoba, aSenebis, Senobis bolo rekonstruqciis
TariRi da sxva), sanomre fondis aRweriloba, tarifebisa da fasebis
aRwera. sastumros nomris winaswari dajavSna SeiZleba ganxorcieldes
Sesabamisi garantiis arsebobis SemTxvevaSi (informacia sakredito baraTis
Sesaxeb). dajavSnaze uaris, an klientis gamoucxadeblobis SemTxvevaSi,
damjavSnels ericxeba jarima, rac sastumroSi erTi dRis cxovrebis
safasurs Seadgens.
mogzaurobisa da turizmis industriis produqti ar arsebobs, sanam
is ar gaiyideba. roca turistuli produqti iyideba, is aris mxolod
informacia kompiuteruli dajavSnis sistemaSi. gansxvavebiT samomxmareblo
saqonlis umravlesobisagan, rogorebicaa televizorebi, fotoaparatebi da
avtomobilebi, turistul produqts ver gavsinjavT, vidre ar miviRebT misi
yidvis gadawyvetilebas.
ra Tqma unda, mravali turistuli firmis xelmZRvanelis mizania
produqcia miyidos pirdapir momxmarebels, Suamavlis gareSe da dazogos
sakomisios xarjze. axla mravali organizacia Tavisi sadistribucio
strategiis centrSi aTavsebs internets, radgan acnobiereben, rom amiT
didi Tanxis dazogva SeiZleba.
turizmi dadebiT gavlenas axdens adamianTa cxovrebaze, kulturasa
da ekonomikaze, saerTod mTel sazogadoebaze. amitom msoflio turizmis
organizaciis (mso) axali sainformacio kampaniis ideas warmoadgens
58
lozungi `turizmi amdidrebs~, romlis saSualebiTac igi miiswrafvis
aamaRlos informirebulobis done turizmis am Taviseburebis Sesaxeb.
msoflio turizmis organizaciis wevrebis TxovniT momzadda
turizmis dadebiTi zegavlenis stimulirebis globaluri kampania `turizmi
amdidrebs pirovnebas, ojaxs, sazogadoebas da mTel kacobriobas~, romlis
miznebia:
• waxalisdes turizmi, rogorc adamianis ZiriTadi ufleba da
cxovrebis wesi, romelic amdidrebs individualur pirovnebebs, ojaxebs,
sazogadoebas da ers;
• stimulirdebodes informaciis gavrceleba turizmis sikeTis,
rogorc adgilobrivi mosaxleobisa da qveynisaTvis metad perspeqtiuli
ekonomikuri saqmianobis Sesaxeb;
• ganmtkicdes turcentrebisa da turindustriis TanamSromloba
adgilobriv, regionul da saerTaSoriso masobriv sainformacio
saSualebebTan;
• damyardes kavSirebi turizmis individualur subieqtebsa da
saerTaSoriso turizmis organizaciebTan.
`axali konkurencia~ _ es aris konkurencia ara firmebis mier
warmodgenil produqts Soris, aramed ras amateben isini produqts
specifikuri momsaxurebis saxiT, konsultaciebi, informacia, momsaxurebis
Taviseburebani da adamianisaTvis mniSvnelovani sxva niuansebi.
sainformacio masalebis arseboba, turistuli sawarmos personalis
mier misi codna da turistisaTvis moTxovnisTanave misi wardgena
turistuli produqtis Seqmnisa da bazarze misi warmatebuli realizaciis
umTavres moTxovnas warmoadgens.
turistuli produqtis formirebisa da gayidvis erT-erTi axali
saxea saklubo turizmis TaimSeris sistema, romelic turizmis
industriaSi erT-erT swrafad mzard seqtors warmoadgens. TaimSeri (Time
share) Tanamflobelobaa, anu ganTavsebis kluburi saSualebebis
grZelvadiani daqiraveba gansazRvruli drois ganmavlobaSi misi
gamoyenebis uflebiT.
saklubo turizmis _ TaimSeris flobis industriis struqtura
mniSvnelovnad ufro rTulia, vidre tradiciuli turizmis industriis
59
struqtura, radgan masSi CarTulia ufro meti monawile. es dakavSirebulia
taimSer-kviris Sesyidvis gansakuTrebul formasTan da momxmareblis
uflebebis dacvis pirobebis gaTvaliswinebasTan. ufro zustad es niSnavs
pirovnebis mier kondominiumis msgavsi erTeuliT sargeblobis uflebis
Sesyidvas drois garkveuli blokebis ganmavlobaSi., rogorc wesi 1 kviriT.
TaimSeari realurad aris or sawol-oTaxiani bina romelsac iReb
mflobelobaSi, nacvlad sastumro oTaxisa, romelsac erTi RamiT qiraob
droebiT.
saklubo turizmis sistema pirvelad warmoiSva evropaSi XX saukunis
60-ian wlebSi da ganixileba rogorc dasvenebis mizniT uZravi qonebis
obieqtis floba gansazRvruli dros, winaswar gansazRvruli vadiT.
TaimSer-kvira ki `dasvenebis erTeuli~, romelic rogorc sxva saqoneli an
turistuli produqti SesaZloa gaxdes yidva-gayidvis obieqti [110].
TaimSer-kviris myidvelis ufleba ganmtkicebulia specialuri
sertifikatiT. mflobels SeuZlia gacvalos igi sxva klubis
mflobelebTan, gaaqiravos, gayidos da a. S. kluburi dasvenebis wevrobis
sertifikati klubSi ganTavsebis da misi momsaxurebiT sargeblobis
uflebas iZleva.
saklubo turizmis _ TaimSeris sistemas uzarmazari Semosavlebi
moaqvs qveynebisaTvis, romlebSic is viTardeba. es sistema saSualebas
iZleva didi raodenobis axali samuSao adgilebis warmoqmnisaTvis,
radganac masSi monawileoben bankebi, sadazRvevo, turistuli, iuridiuli,
samSeneblo kompaniebi, moqmedi, modernizebadi da mSenebare sastumroebi,
kurortebi da sxva. dResdReobiT saklubo kurortebis qseli moicavs 89
qveyanas, dasvenebis mflobelebi ki cxovroben 191 qveyanaSi.
saerTaSoriso eqspertebis SefasebebiT TaimSeris mflobelebi
Svebulebis ganmavlobaSi saSualod 20 procentiT mets xarjaven, vidre
sxva tipis turistebi. saklubo dasvenebis sistema astimulirebs arsebuli
da mSenebare sakurorto kompleqsebis ganviTarebas.
arsebobs sami saxis saklubo dasveneba:
1. saklubo dasveneba ganawilebuli drois reJimSi _ TaimSeri;
2. saklubo dasveneba realuri drois reJimSi _ es aris dasveneba,
romlis xangrZlivoba damokidebulia klubis wevris qulebis, sakredito
60
qulebis an klubSi miRebuli sxva sazomi erTeulebis raodenobaze,
romelic gansazRvravs agreTve sxvadasxva klubis mier SeTavazebuli
ganTavsebis obieqtis arCevans;
3. saklubo dasveneba sastumroSi, romelic kluburi dasvenebis
sistemaSi Sedis.
dasvenebis flobis sistema dResdReobiT warmoadgens turistuli
biznesis swrafad mzard seqtors, romelic dasvenebis organizaciasTan
aris dakavSirebuli. dasvenebis flobis sistemaSi mflobelebi xSirad
iZenen ramdenime kviras erT an ramdenime kurortze. amasTan klubSi
damsvenebeli klientebis ricxvi SeiZleba sagrZnoblad meti iyos
dasvenebis mflobelebze.
TaimSer-klubSi dasvenebis kviris gamoyenebaze sakuTrebis ufleba,
rogorc turistuli produqtis saxe, warmoadgens yidva-gayidvis
xelSekrulebis sagans. SeiZleba misi floba, gamoyeneba da gankargva.
magram mocemul produqts axasiaTebs specifikuri Tvisebebi:
• saklubo dasvenebis ufleba myidvelze damtkicebulia
gansazRvruli vadiT;
• xelSekrulebis dadebis dRidan araugvianes erTi Tvisa dasvenebis
klubi myidvels Seiyvans Tavisi wevrebis reestrSi;
• dasvenebis klubi movalea uzrunvelyos reestris warmoeba da
Senaxva dadgenili wesiT;
• garda amisa, myidvels ufleba aqvs gacvalos TaimSer-kvira, aseve
gaaqiravos, gayidos, memkvidreobiT gadasces.
saklubo dasvenebis sistemas, upiratesobebTan erTad, gaaCnia
naklovanebebic:
• klientis xisti mijaWvuloba dasvenebis erTi klubisadmi da
droisadmi, Tumca am dros moqmedeben organizaciebi, romlebic
axorcieleben dasvenebis droisa da adgilis gacvlas TaimSer-kviris
mflobelTa Soris;
• gayidvebis meoradi bazris ararseboba, e. i. Tu TaimSer-kviris
mflobeli ramdenime xnis Semdeg gadawyvets gayidos klubSi Tavisi
wevroba, mas es Zalian gauWirdeba, Tu saerTod SeZlo. dasvenebis
61
saklubo ufleba SeiZleba mieyidos dasvenebis klubis wevrebs mxolod
dasvenebis klubis an specializebuli organizaciebis meSveobiT.
erT-erT aseT specializebul organizacias warmoadgens RCI (Resort
Condominiums International). RCI-dmi mimarTviT klients SeuZlia miiRos im
firmebis sia, romlebic axorcieleben TaimSer-sertifikatis gayidvas,
magram am firmebis saqmianobaze pasuxismgeblobas ar kisrulobs.
saklubo dasvenebis flobis sistemaSi gayidvisa da gacvlis
ganxorcielebisas gaiTvaliswineba Semdegi ZiriTadi momentebi: dasvenebis
sezonuroba, misi xangrZlivoba, kurortze ganTavsebis saSualebis zoma da
damatebiTi organizaciuli da komunaluri gadasaxadebi _ yovelwliuri
Senatanebi.
saklubo dasvenebis sistemaSi kalendaruli weli sam ZiriTad
sezonad aris dayofili:
1. wiTeli _ sezonis piki (maRali sezoni);
2. TeTri _ Suasezoni (demisezonuri);
3. lurji _ arasezonuri (dabali sezoni).
klubebis umetesoba yidis 50 an 51 intervals, riTac uzrunvelyofs
klubs momxmareblebiT mTeli wlis ganmavlobaSi. im SemTxvevaSic ki, Tu
mflobels ar SeuZlia misi kviris gamoyeneba kurortze an surs
moinaxulos sxva adgilebi, gacvliTi sistema saSualebas iZleva sxva
mflobelma gamoiyenos misi nomeri [110].
TaimSeris yidva dakavSirebulia mniSvnelovan fulad danaxarjebTan.
dasvenebis floba mflobels ujdeba 10-dan 30 aTas aSS dolaramde, rac
damokidebulia apartamentis xarisxze, mis adgilmdebareobasa da
moxmarebis vadebze.
klubis wevroba iyideba 30-dan 99 wlamde vadiT da gansxvavdeba
erTmaneTisagan fasis donis mixedviT: `brinjaos~ done (daaxloebiT 5 aTasi
aSS dolari, 5 aTasi sakredito qula, 265 aSS dolari yovelwliuri
mmarTvelobis gadasaxadi) da `samefo~ done (yvelaze ZviradRirebuli _ 74
875 aSS dolari, 200 aTasi sakredito qula, 2165 aSS dolari mmarTvelobis
gadasaxadi).
dasvenebis flobis sistemaSi modulis saSualo fasi msoflios 30
qveyanaSi Seadgens daaxloebiT 6500 aSS dolars. magram saSualo fasi aSS-
62
s dominirebul bazarze aris daaxloebiT 9500 aSS dolari. avstriaSi
dasvenebis kvira sezonis pikSi Rirs 22 aTasi aSS dolari, aseve Zviria
klubebi SveicariaSi. sakmaod dabali fasebia arabul qveynebSi, indoeTSi,
israelSi, koreaSi. saSualo fasi 8000 aSS dolarze metia dasavleT
kanadaSi, safrangeTSi, italiaSi, meqsikasa da aSS-Si. espaneTsa da did
britaneTSi saSualo fasi meryeobs 6000 aSS dolaris farglebSi.
klientebis momsaxurebaSi klubis warmateba damokidebulia dajavSnis
rTul sistemaze. qulebis sistemis gansakuTrebulobasTan erTad, romelic
moiTxovs specialur programul uzrunvelyofas, aucilebelia dajavSnis
sando sistema mTeli wlis ganmavlobaSi.
modulis Rirebulebas myidveli ixdis uSualod yidvis
xelSekrulebis dadebisas, xolo komunalur xarjebs _ yovelwliurad.
komunaluri momsaxurebisaTvis Senatanebs adgens kurorti da igi Seitaneba
miuxedavad gamoiyenebuli iqna Tu ara kvira.
TaimSeris popularobis zrdasTan erTad icvleba misi struqtura da
Semadgenloba. Tavisi ganviTarebis dawyebiT periodSi TaimSer-industria
ZiriTadad mxolod mcire mewarmeebis yuradRebas iqcevda. axla am
seqtorSi saqmianoben msoflio industriis iseTi msoflio liderebi,
rogorebicaa hiltoni, sendanti, merioti, Seratoni, holidei inni da aseve
msxvili kompaniebis mTeli rigi.
1993 wlidan moyolebuli misi popularoba yovelwliurad
daaxloebiT 16 procentiT izrdeba. eqspertebis SefasebiT, kluburi
dasvenebis sistemis seqtoris zrdis tempebi SemdgomSi daaxloebiT 4-jer
gadaaWarbebs turistuli biznesis zrdis saerTo tempebs, xolo sastumro
biznesis zrdis tempebs 7-jer.
am industriaSi, romelic bolo wlebis ganmavlobaSi swrafad
izrdeba, amerikis mosaxleobis mxolod 3 procenti flobda saSvebulebo
sakuTrebas. RCI-is SefasebiT es monacemi momdevno aTwleulSi gaizrdeba
10 procentamde im mosaxleobis xarjze, romelTa wliuri Semosavali
Seadgens 50,000 aSS dolarze mets. amitom, araa gasakviri, rom sastumro
kompaniebi am bizness metad sainteresod miiCneven. RCI-i warmoadgens
udides `Taim-Searul~ kompanias 2,8 milioni wevri ojaxiT, romlebic
cxovroben msoflios 200 qveyanaSi. masSi 3,700 kurorti monawileobs da
63
kompaniis wevrebs SeuZliaT Svebulebis gatareba (gacvla) msoflios 90-ze
met qveyanaSi ganlagebul kurortebze.
TaimSeruli biznesi yvavis iq, sadac misTvis Seqmnilia Sesabamisi
pirobebi da pirvelyovlisa garantirebulia momxmareblis uflebebis
dacva.
miuxedavad imisa, rom ganTavsebis industriaSi saklubo dasveneba
aRmavlobas ganicdis da yovelwliurad izrdeba im turistebis ricxvi,
romlebic isveneben TaimSeruli sistemiT, saqarTveloSi turizmis es saxe
TiTqmis ar aris ganviTarebuli. ramodenime wlis win qveyanaSi
funqcionirebda ramdenime kompania, romlebic klientebs sTavazobdnen
saklubo dasvenebis SeZenas ara rogorc dasvenebis SesaZleblobas, aramed,
rogorc saSualebas amerikasa da evropaSi emigraciisaTvis. erT-erTi aseTi
kompania iyo `holidei direqti~, romlis saqmianoba agebuli iyo
TaRliTobaze da ramac didi ziani miayena saklubo dasvenebis imijs da
ganviTarebas. ucxoeli biznesmenebi dainteresebuli arian saklubo
dasvenebis ganviTarebiT saqarTveloSi, kerZod bazaleTSi. Tumca, manam
sanam ar gadaiWreba arsebuli problemebi da ar iqneba momxmarebelTa
uflebebis dacvis realuri garantiebi saqarTvelo ufro da ufro Sors
iqneba saklubo turizmis ganviTarebisagan.
dRevandel dRes reklama ara marto sainformacio rols da
ekonomikur funqcias asrulebs, aramed warmoadgens sazogadoebis
umniSvnelovanes ideologiur instituts, romelic moTxovnilebebis,
Rirebulebebis da qcevebis formirebaze seriozul gavlenas axdens.
reklamis urTierTkavSiri sazogadoebasTan da kulturasTan
mravalferovani da araerTgvarovania. Tanamedrove reklama intensiurad
viTardeba. mas axasiaTebs axali teqnologiebis SemuSaveba da ara marto
realuri, aramed ararealuri sivrceebis dapyrobac. reklama warmoadgens
mravalaspeqtian, ekonomikurad, socialurad da kulturulad mniSvnelovan
movlenas, romlis gareSec sazogadoebis arseboba TiTqmis warmoudgenelia.
reklama turistuli sawarmos yvelaze moqmedi instrumentia,
imisaTvis raTa miitanos informacia mis klientebamde, yuradReba miiqcios
SemoTavazebul momsaxurebaze, Seqmnas Tavisi sawarmosaTvis sasurveli
64
imiji, aCvenos misi sazogadoebrivi mniSvneloba. amitom efeqturi
sareklamo saqmianoba firmis miznis misaRwevad umTavresi saSualebaa.
rogorc msoflio praqtika mowmobs turizmis sfero reklamis erT-
erTi udidesi momxmarebelia. sazRvargareTis turistuli firmebis
muSaobis gamocdileba aCvenebs, rom maTi saqmianobidan miRebuli mogebis 5-
6 procenti reklamaze ixarjeba.
turizmis sferoSi reklamis Taviseburebas ganapirobebs turizmis
dargisa da turistuli produqtis, aseve TviT reklamis specifikuroba [96]:
• reklamis arapiraduli xasiaTi _ potenciur klientTan
komunikaciuri signali midis ara piradad firmis TanamSromlebis, aramed
sxva tipis Suamavlebisagan (masobrivi informaciis saSualebebi,
prospeqtebi, katalogebi, afiSebi da sxva sareklamo masalebi);
• reklamis calmxrivi mimarTuleba _ reklamas faqtiurad gaaCnia
mxolod erTi mimarTuleba, damkveTidan _ adresatamde. reklamis Sedegi
gamoixateba potenciuri klientis saqcielSi;
• reklamis sazogadoebrivi xasiaTi _ turistuli reklama atarebs
gansakuTrebul pasuxismgeblobas, rom mis mier gadmocemuli informacia
iyos utyuari da zusti;
• informaciuli gajereba _ turistul produqts, romelsac
tradiciuli saqonlisagan gansxvavebiT ar aqvs materialuri forma da
mudmivi xarisxi, esaWiroeba iseTi saqmianobis ganviTareba, rogoric aris
propaganda da informaciuloba;
TandaTan garTulebuli sareklamo saqmianoba turizmSi
mravalferovan sareklamo meTodebs iyenebs:
reklama presaSi _ mas miekuTvneba reklama periodul gamocemebSi
(gazeTebi, Jurnalebi, specialuri Jurnalebi, daijestebi). reklama presaSi
yvelaze xSirad gamoiyeneba. mas mimarTaven rogorc msxvili turistuli
sawarmoebi, aseve axladSeqmnili firmebi. presaSi reklamis danaxarjebi
turistuli firmis sareklamo biujetis 85 procents Seadgens. reklama
presaSi yvelaze efeqturi saSualebaa.
turistuli produqtis realizaciisaTvis mniSvnelovania ara mxolod
pirdapiri sareklamo gancxadebebi konkretuli firmis produqciis Sesaxeb,
aramed mimoxilviTi xasiaTis publikaciebi: sxvadasxva statiebi,
65
reportaJebi, romelTac zogjer pirdapiri da zogjer iribi reklamis saxe
aqvT.
bukletebi _ specialuri gamocemebi, romelic eZRvneba erT firmas an
mis produqcias. bukletebSi sareklamo gancxadebebis gverdiT miRebulia
fotoebis da firmis pirveli pirebis biografiuli monacemebis ganTavseba,
firmis sponsoruli da saqvelmoqmedo aqciebis dasaxeleba da
saerTaSoriso gamofena-bazrobebze monawileoba, bukletebi informaciis
momxmareblamde mitanis Zalian prestiJuli xerxia. bukletebs aucileblad
Cuqnian moqalaqeebs firmis nebismieri monaxulebisas, prezentaciebze,
gamofenebze an kontraqtis dadebisas.
katalogebi _ beWduri gamocemebi, romlebic reklamas uweven
saqonlis da momsaxurebis did CamonaTvals, romelTac axlavT mokle
daxasiaTeba da fasi. katalogebi SeiZleba gavrceldes gamofenebze, Tumca
Cveulebriv katalogebi vrceldeba tursaagentoebsa da turoperatorebs
Soris.
afiSebi _ didi moculobis feradi sareklamo gamocemebi, romelzec
didi ilustraciebia mocemuli da quCebSia gamokruli. prais-listi _
turebis CamonaTvali fasebTan erTad, ilustraciebis gareSe. kalendrebi,
aplikaciebi, iarliyebi, kalmebi, da sxva wvrili produqcia gamoiyeneba
gayidvebis adgilze dasarigeblad an sareklamo aqciebis Casatareblad.
turistuli produqtis realizaciisaTvis gansakuTrebuliad
mniSvnelovania beWdviTi reklama. turistuli produqti, turistuli
momsaxureba xelSeuxebelia, mas ver vaCvenebT da gavasinjebT momxmarebels,
amitom, beWdviTi produqcia, romelsac saWiroebis dros kvlav daubrundeba
da Tvals gadavlebs klienti, Zalzed efeqturia. beWdviT reklamasac aqvs
Tavisi nakli: bukletebisa da sxva beWdviTi reklamis mxolod mcire
nawili xvdeba realur klientTan, danarCens kiTxulobs mxolod
potenciuri, an sulac ara potenciuri klientic (lamazi suraTebi bevrs
izidavs). Tumca es mdgomareoba sulac ar ukargavs beWdviT reklamas Tavis
mniSvnelobas.
qarTul realobaSi turistuli biznesi iyenebs beWdviT reklamas,
Tumca ara iseTi intensivobiT, rogorc es mTels msoflioSia, albaT es
aixsneba saqarTvelos turizmis bazris TaviseburebebiT: saSinao turizmis
66
gansaxorcieleblad qarTvelebi naklebad endobian sareklamo gancxadebebs
da ZiriTadad eyrdnobian sakuTar an nacnob-megobrebis rekomendaciebs.
amitom qarTuli turistuli firmebi Tavis bukletebsa da sacnobaro
masalas ZiriTadad ucxoeli turistebisaTvis beWdaven da avrceleben:
saqarTveloSi saelCoebisa da sastumroebis saSualebiT, xolo
sazRvargareT turistuli gamofena-bazrobebis saSualebiT.
turistul biznesSi gamoiyeneba audio da telereklamis saSualebebi.
audio reklemebia _ reklama radioSi da xmovan kavSirebSi (savaWro
centrebSi, transportSi da sxva). gansakuTrebiT aRniSvnis Rirsia tele
reklama. televiziaSi reklamis sxvadasxva saSualeba arsebobs. maT Soris
ZiriTadia: programebis dafinansebiT gaweuli reklama, firmis sareklamo
rgolebi, calke sareklamo gancxadebebi. programis dafinansebiT gaweul
reklamas rigi upiratesobani gaaCnia, rodesac firma programas afinansebs,
auditoria mas prestiJul firmad Tvlis. magaliTad turistulma firmam
`mogzaurTa klubi~ daafinansa gadacema `amtanebi~, kerZod, gamarjvebulebi
daajildova egvipteSi mogzaurobiT, ramac mas am gadacemis
TayvanimcemelTa pativiscema moutana da Sesabamisad imoqmeda misi
produqtis _ `turi egvipteSi~ realizaciaze. turistuli kompania `N-
turis~ sareklamo praqtikaSi ki xSiria mxatvruli filmebis Cvenebis
dafinanseba.
tele reklamis sakmaod gavrcelebuli saxeebia sareklamo rgolebi
da sareklamo gancxadebebi. maT amzadeben profesiuli sareklamo
saagentoebi turistuli firmebi dakveTiT. turistuli saqmianobis
gansakuTrebulobidan gamomdinare turistuli saagento Cveulebriv ver
xarjavs saxsrebs, romlebic brunvis 10 procents aRemateba. amitomac
turistuli organizaciebis sareklamo gzavnilebs unda hqondes didi
auditoria. amaSi mdgomareobs turistuli reklamis specifika.
turistuli firmebi, rogorc wesi, arc ise xSirad mimarTaven
reklamis iseT ZviradRirebul saSualebas, rogoricaa satelevizio
reklama da ZiriTadad gamoiyeneba imijis asamaRleblad.
67
Tavi 2. turizmis ganviTarebis ZiriTadi maCveneblebi
2.1 turizmis ganviTarebis msoflio mimoxilva
mogzaurobis ganviTarebis istoria dakavSirebulia vaWrobis
ganviTarebasTan. uZveles droSi yvelaze ufro cnobili vaWrebi
finikielebi iyvnen, romlebic agebdnen did da mcire xomaldebs Ria zRvaSi
samogzaurod. miwebis, resursebis flobisa da vaWrobis survili yovelTvis
ubiZgebda kacobriobas sxva adgilebSi, qveynebsa da kontinentebze
mogzaurobisaken. vaWrobis Semdgomi gafarToeba moiTxovda ufro met
codnas sxvadasxva qveynisa da maTi mosaxleobis, agreTve am xalxebis wes-
Cveulebebis Sesaxeb. am mizniT Soreul mogzaurobaSi miemgzavrebodnen
ZvelberZeni mecnierebi.
kacobriobis geografiuli codna mniSvnelovnad gafarTovda Cv.w. V
saukuneSi, roca erT-erTma didma ZvelberZenma mogzaurma, mecnierma,
`istoriis mamad~ wodebulma herodotem aRwera egvipte, mcire azia,
kolxeTi, SavizRvispira skifebis stepebi, babiloni, palestina, finikia.
herodotem aRwera manamde arsebuli yvela cnobili mogzauroba da
aRmoCena.
mogzauroba popularuli iyo Zvel romSic. mdidari da cnobili
ojaxis warmomadgenlebisaTvis saberZneTSi mogzauroba ganaTlebis
aucilebeli danamati iyo. saberZneTSi mogzaurobisas isini Seiswavlidnen
berZnul enas, filosofias, ecnobodnen qalaqebsa da kulturis Zeglebs. es
gadaadgileba moiTxovda mogzaurTaTvis sastumro meurneobis
organizacias. jer kidev I saukuneSi Cv.w. aR-mde romis imperiaSi warmoiSva
fundukebi. isini ganlagebuli iyvnen qalaqebsa da mTavar gzebze,
romlebzec dadiodnen kurierebi da saxelmwifo moxeleebi. arsebobda
TavSesafris ori saxe _ erTi mxolod patriciebisaTvis da meore _
plebeebisaTvis. mogzaurobisas romaelebi sargeblobdnen specialuri
rukebiT _ gzamkvlevebiT. [92]
68
Sua saukuneebSi privilegirebuli klasis warmomadgenlebi
miemarTebodnen samkurnalo wylebisaken, Tumca ZiriTadi Zala, romelic
adamianebs Soreuli mogzaurobisken ubiZgebda, mainc vaWroba iyo.
me-17 saukunis bolos evropis qveynebis mdidarTa klasis im
warmomadgenlebs, romlebic cnobismoyvareobis gamo stumrobdnen
sazRvargareTis qveynebs `turistebs~ uwodebdnen.
gadaadgilebis Tanamedrove saSualebebma arsebiTad Secvala sivrceSi
gadaadgilebis xasiaTi. me-17_19ss orTqlmavlisa da matareblis gamogonebam
arsebiTi zegavlena iqonia mogzaurobis gaaqtiurebaze. popularulia
modebis moyvarulTa gamgzavreba parizSi, musikis moyvarulTa _ italiaSi,
xolo evropis sxvadasxva qalaqSi ingliselTa saswavlo gamgzavrebas
`grand-turi~ ewoda. organizebuli turebi inglisidan safrangeTSi jer
kidev 1815 wels moewyo. 1829 wels gamovida msoflioSi pirveli megzuri,
momzadebuli da gamocemuli k. baidekeris mier. es megzuri dResac gamodis
da didi popularobiT sargeblobs turistebsa da mogzaurebs Soris.
teqnikurma progresma xeli Seuwyo masobrivi turizmis ganviTarebas.
1830 wels mwyobrSi Cadga msoflioSi pirveli rkinigza manCestersa da
liverpuls Soris, romelmac principulad Secvala mogzaurobis drois
CarCoebi. mogzaurobebi, romelTac adre mravali kvira sWirdeboda, axla
TiTqmis yvelasaTvis xelmisawvdomi gaxda da maTi safasuric
mniSvnelovnad Semcirda.
1841 wels Tomas kukma, romelic Tanamedrove komerciuli turizmis
fuZemdeblad iTvleba, moawyo pirveli organizebuli sarkinigzo turi. 1851
wels ki Sekriba qveynis yvela provinciidan ingliselebis didi jgufi
parizSi gamarTul saerTaSoriso gamofenaSi monawileobisaTvis, sadac
erTdroulad 165 aTasi adamianis Cayvana moaxerxa. es sakmaod sarfiani
gamodga da kukma kvlavac gaagrZela saqmianoba. Seiqmna kukis turistuli
saagento da misi filialebi. 1870 wels turistul firmas _ `Tomas kuki~
ukve 500 aTasi ingliseli klienti hyavda [101, 94].
vaWrobis msoflio organizaciis monacemebiT yovelwliurad izrdeba
samogzauro momsaxurebis eqsporti da am cvlilebam 2003 wels 10 procenti
Seadgina, xolo 2004 wels _ 18 procenti, gamonaklisia 2002 weli, roca
cvlilebam Seadgina mxolod 4 procenti, rac gamowveuli iyo 2001 wlis 11
69
seqtembris teraqtis mier gamowveuli SiSiT. sabolood, samogzauro
momsaxurebis eqsportis cvlilebam 2000-2004 wlebSi 7 procenti Seadgina.
2006 wlis Sedegebis mixedviT samogzauro momsaxurebis wili mTlian
komerciul momsaxurebaSi Seadgenda 27,1 procents, xolo 2000 wels _ 32
procents. es ar aris gamowveuli samogzauro momsaxurebis SemcirebiT,
radgan sxva monacemebi eqsportis zrdas gviCveneben. Semcireba gamowveuli
unda iyos sxva komerciuli momsaxurebis wilis gazrdiT mTlian
komerciul momsaxurebaSi (ix. cxrili #4).
cxrili #4
komerciuli momsaxurebis msoflio eqsporti kategoriebis mixedviT
2006 weli (miliardi dolari da procenti)
Rirebu-
leba bazris wili (%)
2006 2000 2003 2004 2005 2006
eqsporti
mTlianad komerciuli
momsaxureba 2755 100,0 100.0 100,0 100,0 100,0
transporti 630 23,3 22,2 23,1 23.4 22,9
mogzauroba 745 32,1 29,2 28,8 27,9 27,1
sxva komerciuli
momsaxureba 1380 44,6 48,5 48,2 48,7 50,0
importi
mTlianad komerciuli
momsaxureba 2650 100,0 100.0 100,0 100,0 100,0
transporti 750 28,2 26,6 27,7 28,4 28,4
mogzauroba 695 30,0 28,4 27,9 27,1 26,2
sxva komerciuli
momsaxureba 1205 41,8 45,1 44,4 44,5 45,4
2006 wels regionebis mixedviT samogzauro momsaxurebis wiliT
komerciuli momsaxurebiT vaWrobaSi, eqsportis mixedviT liderobs
afrikis regioni (51,0 procenti), mas mcired CamorCeba samxreT da
70
centraluri amerikis regioni (48,9 procenti), yvelaze naklebi wili ki
aziis regions aqvs (26,6 procenti). importis mixedviT liderobs evropis
regioni (29,3 procenti), mas moyveba Crdilo amerikis (27,1 procenti) da
aziis (25,8 procenti) regionebi, xolo bolo adgilas afrikis regionia
(20,0 procenti). unda aRiniSnos rom samogzauro momsaxurebis importiT
regionebi arc ise Zlier gansxvavdebian erTmaneTisagan yvelaze maRal da
yvelaze dabal saprocento ganakveTs Soris sxvaoba mxolod 9 procentia.
eqsportis SemTxvevaSi ki es sxvaoba 24,4 procentia. samogzauro
momsaxurebis importi Warbobs eqsports mxolod evropis regionis
SemTxvevaSi 1,2 procentiT (evrogaerTianebisaTvis 1,8 procenti), danarCeni
regionebisaTvis ki eqsporti Warbobs imports (ix. cxrili #5).
cxrili #5
samogzauro momsaxurebis wili komerciuli momsaxurebiT vaWrobaSi
regionebis mixedviT, 2006 weli (procenti)
regioni eqsporti(%) importi(%)
Crdilo amerika 31,4 27,1
samxreT da centraluri amerika 48,9 24,5
evropa 28,1 29,3
evrogaerTianeba 27,2 29,0
afrika 51,0 20,0
azia 26,6 25,8
msoflio savaWro organizaciis monacemebis mixedviT samogzauro
momsaxurebis eqsportiorebs Soris 2006 wels liderobda SeerTebuli
Statebi (95,5 mlrd. dolari da bazris 15 procenti), xolo importiorebs
Soris germania (71,9 mlrd. dolari da bazris 12,3 procenti). wliuri
cvlilebis mixedviT liderobs CineTi (48 procenti), wina welTan
SedarebiT samogzauro momsaxurebis eqsporti SesamCnevad gaizarda
gaerTianebul samefoSi, TurqeTsa da kanadaSi (20 procenti) (ix. danarTi10).
sami wlis ganmavlobaSi saerTaSoriso turizmis zrdis modunebuli
tempi Seicvla da 2004 wels saerTaSoriso turistTa raodenobam miaRwia
763 milions (ix. cxrili #6), xolo 2007 wels _ 898 milions, rac
71
gamowveulia msoflio ekonomikis gajansaRebiT, kerZod, amerikisa da
evropis turistTa warmomqmneli bazrebis gaZlierebiT. miuxedavad imisa,
rom navTobze fasebis zrdam gavlena moaxdina ekonomikaze, mas ar
umoqmedia momxmarebelTa ndobis xarisxze. saerTaSoriso turistTa
raodenoba gaizarda 52 milioni turistiT wina welTan SedarebiT. amasTan,
evropam miiRo axali mogzaurebis 19 milioni. saerTaSoriso turistTa
raodenobis zrdis mixedviT aziisa da wynari okeaniis regioni meore
adgilzea, turistTa raodenoba gaizarda 17 milioniT, amerikaSi
saerTaSoriso turistTa raodenoba gaizarda 6 milioniT, Sua
aRmosavleTis regionSi _ 5 milioniT, afrikaSi _ 3 milioniT [127].
cxrili #6
saerTaSoriso turistTa raodenoba regionebis mixedviT
1990-2007 wlebi (milioni kaci)
weli regioni 19
90
1995
2000
2003
2004
2005
2006
2007
baz
ris
(%
)2007
2007/ 2006 (%)
msoflio 441 538 681 690 763 803 846 898 100 6,1
evropa 265 309 384 397 416 439 461 480 53,5 4,2
azia da wynari
okeania 58 85 115 119 153 155 167 185 20,6 10,2
amerika 93 109 128 113 126 133 136 142 18,8 4,7
afrika 15 20 28 31 33 37 41 44 4,9 7,9
Sua aRmosav 10 14 25 30 35 38 42 46 5,2 13,4
2006 wels saerTaSoriso turistTa umetesoba mogzaurobda dasvenebis
mizniT (51 procenti), rac 430 milions Seadgens. saqmiani mizniT
mogzaurobda 16 procenti, (131 milioni), megobrebisa da naTesavebis
monaxulebis, religiuri, mkurnalobis mizniT _ 225 milioni (27 procenti).
turistTa 6 procentisTvis mogzaurobis mizani ar iyo dafiqsirebuli.
saerTaSoriso turistTa naxevari gadaadgildeboda saxmeleTo
transportiT (47 procenti) maT Soris sarkinigzo _ 4 procenti. sahaero
72
transportiT gadaadgildeboda 46 procenti, xolo sazRvao transportiT _
7 procenti [127].
Semosavlebma saerTaSoriso samgzavro transportidan Seadgina 165
miliardi dolari, xolo turizmidan mTlianma Semosavlebma,
transportirebis CaTvliT (e. i. turistuli eqsporti) gadaaWarba trilion
dolars, Sesabamisad, saSualod 3 miliardi dolari dReSi.
saerTaSoriso turistTa raodenoba
0
100
200
300
400
500
600
700
800
900
1000
1990 1995 2000 2003 2004 2005 2006 2007
weli
raodenoba (mil
ioni kaci) msoflio
evropa
azia da wynariokeania
amerika
afrika
Sua aRmosav
saerTo ekonomikurma zrdam gamoiwvia Tanamedrove turizmis
ganviTareba da ganvrcoba mTel msoflioSi, turistuli produqtis
diversifikacia da turistul qveynebs Soris konkurencia. mudmivad mzardi
turistuli Semosavlebis xarjze sul ufro metma turistulma qveyanam
miaRwia warmatebas. regionebis mixedviT dekoncentraciis tendenciaa.
73
aRmosavleT azia-wynari okeaniis, samxreT aziis, afrikisa da axlo
aRmosavleTis regionebisaTvis SesamCnevia saerTaSoriso turistebis
raodenobis mateba saSualo zrdis maCveneblis zemoT, xolo tradiciuli
turistuli qveynebisaTvis, rogoricaa evropisa da amerikis qveynebi,
turistebis raodenobis mateba _ zrdis saSualo maCvenebels qvemoT.
mogzauroba da turizmis ekonomikuri mniSvneloba da potenciali
Zalian dominanturia ganviTarebad msoflioSi. axlad aRmocenebuli
turistuli qveynebi ufro metad miiswrafvian miesadagon politikur da
ekonomikur klimats, vidre maRalganviTarebuli qveynebi, vinaidan maTTvis
aucilebelia Seiqmnan garkveuli imiji bazarze. ganviTarebad ekonomikebSi
axali samuSaoebis umetesoba turizmis industriaSi iqmneba. mogzauroba da
turizmi iwvevs ekonomikuri aqtiurobis diversifikacias da SesaZleblobas
iZleva sofel adgilebSi Seiqmnas samuSao da simdidre. miuxedavad amisa,
arsebobs garkveuli problemebi da ganviTarebad qveynebSi swrafi zrdis
periodebs xSirad enacvleba mcire zrdis an dacemis wlebi.
2003-2007 wlebSi saerTaSoriso turizmidan regionebis mixedviT
Semosavlebis cvlilebis Sesaxeb informacias gvawvdis cxrili #7.
cxrilidan Cans, rom rogorc msoflioSi, aseve yvela regionSi
yovelwliurad izrdeba Semosavlebis raodenoba, xolo 2007 wels
gansakuTrebuli zrda SeiniSneba.
cxrili #7
Semosavlebi saerTaSoriso turizmidan regionebis mixedviT
2003-2007 wlebi (miliardi aSS dolari)
Semosavali weli
regioni bazris wili
(%) 2007 2003 2004 2005 2006 2007
msoflio 100 524 623 676 733 856
evropa 51 282,9 326,7 349 375 433
azia da wynari okeania
22 94,9 125,0 135 153 189
amerika 20 114,1 131,7 145 154 171
afrika 3 15,5 18,3 22 24 28
Sua aRmosavleTi 4 16,8 21,0 26 27 34
74
mogzauroba da turizmi Tanamedrove msoflios erT-erTi udidesi
ekonomikuri aqtiurobaa. is wamyvani industriaa mraval qveyanaSi, iseve
rogorc uswrafesad mzardi ekonomikuri seqtori samuSaos Seqmnis dargSi.
turizmma 2006 wels uzrunvelyo 234 milioni samuSao adgili, anu mTliani
msoflio dasaqmebis 8,2 procenti da msoflios Sida produqtis 10,3
procenti. saerTaSoriso turistTa raodenoba gviCvenebs evolucias 25
milionidan 898 milionamde (1950-2007 wlebi). saSualo wliuri zrda
Seadgens _ 7 procents, Sesabamisad, Semosavlebi saerTaSoriso turizmidan
izrdeboda saSualod 12 procentiT.
1950 wlidan 2004 wlamde periodisaTvis saerTaSoriso turistTa
gadanawilebas turistul qveynebs Soris gvacnobs cxrili #8 1950 wels
turizmi xasiaTdeboda Semdegi maCveneblebiT:
• geografiuli koncentracia: 15 mTavari turistuli qveyana,
romelic mdebareobs dasavleT evropasa an CrdiloeT amerikaSi, izidavda
mTeli msoflios turistebis 97 procents;
• sezonuri koncentracia _ zafxuli;
• miznobrivi drois (mTavari Svebuleba), Svebulebis saxis, erT
adgilas gaCerebis xangrZlivobis da a. S. koncentracia
1950 wlisaTvis [131] mTavar turistul qveynebze (15 qveyana) modioda
saerTaSoriso turistTa raodenobis 97 procenti, pirvel xuT qveyanaze _
71 procenti, xolo danarCenze _ mxolod 3 procenti. 2004 wlisaTvis
mdgomareoba SesamCnevad Seicvala: 15 mTavar qveyanaze modis saerTaSoriso
turistTa raodenobis 58 procenti, pirvel xuT qveyanaze _ 33 procenti,
xolo danarCenze _ 42 procenti.
Tanamedrove turizmi bevrad ufro gansxvavebulia. turistuli
mogzauroba ganawilebulia mTeli wlis manZilze da metad
mravalferovania mogzaurobis miznis, xangrZlivobisa da dabinavebis
saSualebebis saxeebis mixedviT. garda zafxulis mokle ZiriTadi
Svebulebisa, wlis ganmavlobaSi mravali adamiani miemgzavreba
dasasveneblad xanmokle droiT.
75
76
cxrili #8 msoflios mTavari turistuli qveynebi saerTaSoriso turistTa raodenobis mixedviT
(1950 _ 2004 wlebi)
rangi
1950 weli
msoflio
(%)
1970 weli
msoflio
wil
i (%
)
1990 weli
msoflio
wil
i (%
)
2004 weli msoflio
(%)
1
2
3
4
5
SeerTebuli
Statebi
kanada
italia
safrangeTi
Sveicaria
71
italia
kanada
safrangeTi
espaneTi
SeerTebuli
Statebi
43
safrangeTi
SeerTebuli
Statebi
espaneTi
italia
ungreTi
38
safrangeTi
espaneTi
SeerTebuli
Statebi
CineTi
italia
33
6
7
8
9
10
irlandia
avstria
espaneTi
germania
gaerTian. samefo
17
avstria
germania
Sveicaria
iugoslavia
gaerTian. samefo
22
avstria
CineTi
meqsika
germania
kanada
19
gaerTian. samefo
hon kongi
meqsika
germania
avstria
14
11
12
13
14
15
norvegia
argentina
meqsika
niderlandebi
dania
9
ungreTi
Cexoslovak.
belgia
bulgareTi
rumineTi
Sveicaria
gaerTian. samefo
saberZneTi
portugalia
malaizia
10
kanada
poloneTi
ruseTis federacia
CexeTis respublika
ungreTi
11
danarCeni 3 danarCeni 25 danarCeni 33 danarCeni 42
sul 25,3 milioni 165,8 milioni 458,2 milioni 763 milioni
77
dasvenebis seqtori Zlier ganviTarda kulturuli turizmis, sportis,
saTavgadasavlo, sasoflo turizmis, kruizebisa da sxvadasxva kombinaciis
mimarTulebiT. biznes-seqtori gafarTovda kongres-seminarebis segmentis
mniSvnelovani gazrdiT.
saerTaSoriso turistTa raodenobis mixedviT msoflios 10 mTavari
qveynis Sesaxeb informacias gvawvdis me-9 cxrili. rogorc mravali weli,
kvlav liderobs safrangeTi bazris wili _ 9,8 procenti, mas moyveba
espaneTi da SeerTebuli Statebi, Sesabamisad _ 7 da 6 procenti. CineTma
gadainacvla meoTxe adgilze da gauswro uZvelesi turistuli
tradiciebis qveyanas italias, romelic gasul wels meoTxe adgilas iyo.
cxrili #9
msoflios 10 mTavari qveyana saerTaSoriso turistTa raodenobis
mixedviT (2006 weli)
turistebi (mln) cvlileba (%) maCvenebeli
qveyana 2005 2006 05/04 06/05
1. safrangeTi 75,9 79,1 1,0 4,2
2. espaneTi 55,9 58,5 6,6 4,5
3. SeerTebuli Statebi 49,2 51,1 6,8 3,8
4. CineTi 46,8 49,6 12,1 6,0
5. italia 36,5 41,1 -1,5 12,4
6. gaerTian. samefo 28,0 30,7 9,2 9,3
7. germania 21,5 23,6 6,8 9,6
8. meqsika 21,9 21,4 6,3 -2,6
9. avstria 20,0 20,3 3,0 1,5
10. ruseTis federacia 19,9 20,2 0,5 1,3
rac Seexeba Semosavlebs saerTaSoriso turizmidan, aq kvlavac
liderobs SeerTebuli Statebi (12 procenti), xolo espaneTi da safrangeTi
meore-mesame adgils iyofen (7,3 procenti da 6,6 procenti), miuxedavad imisa,
rom turistTa raodenobis mixedviT italia CamorCeba, Semosavlebis
mixedviT igi kvlav inarCunebs meoTxe adgils (5,7 procenti), xolo CineTi,
romelic saerTaSoriso turistebis raodenobis mixedviT meoTxe adgilzea,
Semosavlebis mixedviT mexuTe adgilzea (4,1 procenti) rac Cinuri
turistuli produqtis siiafiT aixsneba (ixileT me-10 cxrili).
cxrili #10
msoflios 10 mTavari qveyana saerTaSoriso turizmidan
Semosavlebis mixedviT (2006 weli)
Semosavali (mlrd) cvlileba (%) maCvenebeli
qveyana 2005 2006 05/04 06/05
1. SeerTebuli Statebi 81,8 85,7 9,7 4,8
2. espaneTi 48,0 51,1 6,0 6,6
3. safrangeTi 42,3 42,9 3,5 1,5
4. italia 35,4 38,1 -0,7 7,7
5. CineTi 29,3 33,9 13,8 15,9
6. gaerTian. samefo 30,7 33,7 8,7 9,8
7. germania 29,2 32,8 5,4 12,3
8. avstralia 16,9 17,8 11,0 5,8
9. TurqeTi 18,2 16,9 14,2 -7,2
10. avstria 16,0 16,7 2,8 4,0
qarTuli turistuli produqtis realizaciis bazrebis mosaZebnad
yvelaze mniSvnelovania im qveynebis monacemebis gacnoba, romlebic yvelaze
mets xarjaven turizmSi. msoflio turizmis organizaciis monacemebiT (me-6
cxrili) tradiciulad germanelebs uyvarT mogzauroba da yvelaze mets
isini xarjaven turizmSi _ bazris wilis 10,2 procenti. turizmSi bevrs
xarjaven SeerTebuli Statebis moqalaqeebi (9,8 procenti), rac gamowveulia
amerikelTa raodenobiTa da cxovrebis maRali doniT. mniSvnelovani
sabazro wili aqvT gaerTianebul samefosa da iaponias (Sesabamisad 8,6 da
3,7 procenti). bolo wlebSi saerTaSoriso turizmSi danaxarjebis mixedviT
msoflios 10 mTavari qveyanis ricxvSi gadmoinacvla ruseTis federaciam
da CineTma (ixileT me-11 cxrili).
saerTaSoriso turistuli mogzaurobebis raodenobis zrda win
uswrebs ekonomikuri warmoebis zrdas, romelic Sefasebulia erovnul
Sida produqtSi. im wlebSi rodesac msoflio ekonomikis zrda 4 procents
78
Seadgenda, turizmis zrda gacilebiT maRali iyo, xolo rodesac
erovnuli Sida produqti ecemoda 2 procentze qvemoT, turizmis zrdis
maCvenebeli gacilebiT maRali iyo. magaliTad 1975-2000 wlebSi erovnuli
Sida produqti gaizarda 3,4 procentiT, xolo turizmis zrdam Seadgina 4,9
procenti, e.i. turizmi saSualod 1,4 procentiT ufro metad gaizarda,
vidre erovnuli Sida produqti.
sparseTis yuris omis, iugoslaviaSi mimdinare konfliqtebisa da
aziis finansuri krizisis miuxdavad 1990-2000 wlebSi saerTaSoriso
turistTa raodenobis zrda weliwadSi saSualod 4,3 procents aRwevda.
cxrili #11
msoflios 10 mTavari qveyana saerTaSoriso turizmSi danaxarjebis
mixedviT (2006 weli)
danaxarjebi
(mlrd $)
cvlileba (%) maCvenebeli
qveyana
2005 2006 05/04 06/05
bazris
wili (%)
mosax
(mln)
msoflio 676 733 100 6526
1. germania 74,4 74,8 3,9 -0,3 10,2 82
2. SeerTebuli Statebi 69,0 72,0 4,9 4,4 9.8 298
3. gaerTian. samefo 59,6 63,1 6,2 4,6 8,6 61
4. safrangeTi 31,2 32,2 8,9 2,2 4,4 61
5. iaponia 27,3 26,9 … 3,8 3,7 127
6. CineTi 21,8 24,3 13,6 11,8 3,3 1314
7. italia 22,4 23,1 9,0 2,2 3,2 58
8. kanada 18,2 20,5 6,3 5,7 2,8 33
9. ruseTis federacia 17,8 18,8 13,2 5,6 2,6 142
10. koreis respublika 15,4 18,2 24,7 18,4 2,5 49
11 seqtembris teraqts ki mohyva Sedegebi, romlebic TavianTi
masStabiT mniSvnelovnad aRemateba yvela sxva saerTaSoriso kriziss. am
faqtma msoflioSi warmoSva SiSi mogzaurobisadmi. situacia daamZima
msoflio ekonomikis mdgomareobis gauaresebam. turistebis pirveli reaqcia
iyo saswrafod saxlSi dabrunebis survili. vinc apirebda mogzaurobas
79
gadades igi Semdegi periodisaTvis. aviakompaniebi, romlebic ekonomikuri
krizisis gamo 11 seqtembramdec mZime mdgomareobaSi iyvnen, gakotrebis
piras aRmoCndnen da gaauqmes reisebi, Seamcires samuSao adgilebi. am
movlenis sapasuxod droebiT daixura turistTa ganTavsebis obieqtebi.
masiuri daTxovnebi ganxorcielda momijnave seqtorebSi.
konfliqtma yvelaze metad daazarala CrdiloeT amerikisa da karibis
zRvis qveynebis turistuli bazari. magaliTad venesuelidan aSS-Si
mogzaurobaTa ricxvi 65 procentiT Semcirda. yvelaze metad dazaraldnen
umaRlesi klasis sastumroebi, rodesac maTi datvirTva saSualod 20-30
procentiT Semcirda, 30 procentiT Semcirda bazrobebisa da gamofenebis
monaxuleba.
mniSvnelovnad izarales turagentebma. magaliTad turagentebis
amerikuli sazogadoebis monacemebiT turagentebis Semosavali Semcirda
9,9miliardi dolariT, rodesac 2000 wels am Semosavalma 13,4 miliardi
dolari Seadgina. seriozuli problemebi SeeqmnaT turoperatorebs.
yvelaze metad dazaralda zamTris mogzaurobebi da turebi Sor manZilze.
zarali ganicades restornebma da satransporto kompaniebma.
turizmis ganviTarebaze mniSvnelovnad moqmedebs politikuri
situaciac. magaliTad, 90-iani wlebis ori saerTaSoriso konfliqti _ 1991
wlis sparseTis yuris omi da 1999 wlis kosovos konfliqti. marTalia,
maTi gavlena ZiriTadad garkveul regionze SeiniSneboda, mainc imoqmeda
msoflioSi Seqmnil situaciaze. amaze miuTiTebs is faqtic, rom 1991 wels
sparseTis yuris omis dros msoflioSi saerTaSoriso turistTa raodenoba
gaizarda 1,2 procentiT, xolo momdevno 1992 wels, omis damTavrebis Semdeg
_ 8,3 procentiT.
1999 wlis pirvel naxevarSi kosovos konfliqtis gamo gansakuTrebiT
Semcirda saerTaSoriso turistTa raodenoba evropaSi. am periodSi
msoflioSi turistul mogzaurobaTa raodenoba gaizarda 2,9 procentidan
3,8 procentamde, xolo evropaSi es maCvenebeli Semcirda 3,8 procentidan 1,7
procentamde, wina welTan SedarebiT. maSin, rodesac 2000 wels, konfliqtis
dasrulebisas, am maCvenebelma 6,1 procents miaRwia.
2004 wlis bolosaTvis saerTaSoriso turizmi stabilurad daadga
aRdgenis gzas. mxedvelobaSi misaRebia is faqti, rom aseTi naxtomi
80
warmoadgens reaqcias 2003 wlis dabal maCveneblebze. rogorc cnobilia
dabali maCvenebeli gamowveuli iyo erayis omiT, atipiuri pnevmoniis
epidemiiTa da dasustebuli ekonomikiT. Tumca, Tu SevadarebT 2002 wlis
Sesabamisi Tveebis maCveneblebs zrda Seadgens _ 9 procents.
aseTi zrda gamowveulia moTxovnis gazrdiT bolo sami daZabuli
wlis Semdeg. moxda ekonomikuri zrdis materializacia, geopolitikuri
mdgomareoba did dabrkolebad aRar miiCneva. momxmareblebsac da
turistul organizaciebsac ndoba daubrundaT. es gamoixateba moTxovnis
gazrdiT, daregistrirebuli sxvadasxva mimarTulebiT; amasTan turizmi
dasvenebis mizniT aRemateba saqmian turizms, Tumca es ukanasknelic
aumjobesebs Tavis maCveneblebs. 2004 wels aRiniSneba Soreuli
mogzaurobis msurvel turistTa raodenobis zrda, rac gamoixata
sakontinentSoriso marSrutebis aviabileTebze, pirveli klasis
ganTavsebasa da msoflio dedaqalaqebis monaxulebaze moTxovnis zrdiT.
kruizuli industriac saukeTeso monacemebs gviCvenebs.
jer kidev axlo warsulSi turizmi iTvleboda fufunebad, amJamad ki
am momsaxurebiT sargeblobs ganviTarebuli qveynebis mosaxleobis udidesi
nawili. masobrivi momsaxurebis saxeobad gadaqcevis Sedegad turizmma
saSualo biznesidan did biznesSi gadainacvla. magaliTad, germaniaSi
bazris 50 procenti modis or turistul koncernze, inglisSi bazris 80
procents akontrolebs oTxi turoperatoruli firma, evropis bazarze
ZiriTad rols TamaSobs aTi turistuli firma.
Tanamedrove msofliosaTvis, romelic globalizaciisaken
miiswrafvis, damaxasiaTebelia transnacionaluri procesebi. uamravi
mosazreba arsebobs rogorc globalizaciisa da transnacionaluri
procesebis sasargeblod, aseve maT winaaRmdeg, Tumca obieqturad Tu
vimsjelebT, maT Tavidan ver avicilebT. transnacionalizaciis procesebi
msoflio ekonomikaSi gamowveulia rigi obieqturi da subieqturi mizezebis
gamo. ama Tu im qveynis geografiuli mdebareoba, romelic ganisazRvreba
ekonomikur-geografiuli da klimaturi maxasiaTeblebiT xSirad warmoSobs
sxvadasxva eqsport-importis operaciebis aucileblobas mocemuli
qveynisaTvis. mniSvnelovania warmoebis danaxarjebi, vinaidan arsebobs
arsebiTi erovnuli gansxvavebani samuSao Zalisa da Sesabamisad saqonlis
81
RirebulebaSi. mTeli rigi saqoneli, romelzec arsebobs moTxovna,
SeuZlebelia damzaddes ganviTarebadi da gardamavali ekonomikis qveynebSi,
am qveyanaSi sawarmoebis teqnologiuri ganuviTareblobis gamo, an
damzaddes dabali xarisxis. resursebis unikalurobisa da
industrializaciis gzaze istoriulad aRiarebuli tradiciebis SexamebiT
warmoiqmneba erovnuli warmoeba.
transnacionaluri korporaciebis Camoyalibebis damatebiT stimulad
SeiZleba CaiTvalos:
• arsebuli sawarmoo resursebis gamoyenebisaken swrafva;
• ucxouri valutis miRebis SesaZlebloba;
• sazRvargareTul bazarze saqonelbrunvis SedarebiT maRali
rentabelobis uzrunvelyofa;
• ZviradRirebuli `nou-haus~ miRebisaken swrafva.
• Tavis qveyanasTan SedarebiT sazRvargareT dabali konkurenciis
pirobebSi muSaobis survili.
• wminda oportunistuli situaciebi, (magaliTad sazRvargareTidan
moulodneli komerciuli moTxovnebi).
gaeros dokumentebis Sesabamisad transnacionalur korporaciebs
miekuTvneba kompaniebi, romlebsac filialebi aqvT orze met qveyanaSi
iuridiuli formisa Tu meurneobriobis sferosagan damoukideblad da
saTao kompaniebi axorcieleben maTi saqmianobis koordinacias. garda amisa,
transnacionaluri korporaciebi sazRvargareT TavianT saqmianobas
axorcieleben sazRvargareTuli filialebis iseTi saxesxvaobebis
meSveobiT, rogorebicaa ganyofilebebi. isini Tumca registrirebulia
sazRvargareT, magram warmoadgenen damoukidebel kompaniebs sakuTari
balansiT da mTlianad (100 procentiT) miekuTvnebian deda kompaniebs anu
transnacionalur korporaciebs.
turizmSi kompaniis gasvla erovnul sazRvrebs gareT bevradaa
gansazRvruli turistuli produqtis TaviseburebiT. turistuli produqti
warmoadgens momsaxurebebisa da zogierTi saqonlis nakrebs, romelsac
iZens turisti. maTi erTi nawili Seefardeba turistis warmoSobis qveyanas,
meore nawili qveynebsa da regionebs, romlebic mdebareoben mis gzaze da
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tranzitiTaa gadasalaxi, xolo mesame _ daniSnulebis qveyanas. amitom
TiToeuli mwarmoebeli, xelmZRvanelobs ra mogebis maqsimizaciis motiviT,
miiswrafvis gaavrcelos Tavisi saqmianoba turizmis sxva sferoebzec.
meore, inkluziv-turebis gayidvas romlebic Sedgebian ramdenime
elementisagan da upirveles yovlisa, gadazidvebisa da ganTavsebisagan,
moaqvs damatebiTi mogebani kompaniisaTvis, kerZod iZlevian ekonomias
marketingze. mesame, firmebi, romlebic bazirebulia turistuli nakadebis
qveyana-generatorebSi, iReben konkretul upiratesobebs.
turizmis industriis sawarmoebSi afarToeben ra TavianTi
saqmianobis speqtrs, xSirad pirdapir miznad ar isaxaven gazardon
sakuTari wili mogzaurobaTa arsebul bazarze. kompaniis Zalisxmeva
mimarTulia turizmis Semdgomi ganviTarebis stimulirebisaTvis,
ramdenadac igi migviyvans misi saqmianobis amosaval sferoebSi damatebiTi
SesaZleblobebis gamoCenasTan. praqtikaSi es niSnavs axal sapaio
Senatanebs sazRvargareTuli firmebis aqciebSi, marTvis Sesaxeb
arasainvesticio SeTanxmebebis dadebas, romlebic gansakuTrebiT
popularulia turizmSi bolo wlebSi.
turizmSi warmoebis internacionalizaciis iniciativa modis
mniSvnelovanwilad turistebis mimwodebeli qveynidan, romlebsac igi
aZlevs yvelaze met mogebas. turizmSi transnacionaluri korporaciebis
didi nawili bazirebulia e.w. `triadis~ qveynebSi: a.S.S., dasavleT evropa
(safrangeTi, gaerTianebuli samefo), iaponia da axlo warsulidan
hongkongi. transnacionaluri korporaciebis Stabbinebis geografia
adasturebs im Ffaqts, rom turistuli biznesis internacionalizacia
saTaves iRebs qveynebSi, romlebic axdenen turistuli nakadebis generacias
da axorcieleben sazRvargareT investirebebs.
saerTaSoriso turizmSi transnacionalizaciis procesebi
tradiciulad ganixileba ganTavsebis seqtoris magaliTze. maspinZlobis
industriaSi transnacionaluri korporaciebis Taviseburebebi
gansakuTrebiT naTladaa gamoxatuli. isini iReben sastumroebis jaWvebis
saxes, romelic saerTaSoriso cxovrebis mniSvnelovan movlenad gadaiqca.
sastumroebis jaWvi warmoadgens otelebis (ori an meti) jgufs, romlebsac
83
gaaCniaT saerTo xelmZRvaneloba, produqtis stimulirebis koncefcia da
savaWro marka.
jaWvze otelebis mierTebis formebi sxvadasxvagvaria. es SeiZleba
iyos sastumro kompaniis mier ganTavsebis dawesebulebis Sesyidva, maTTan
franCaizinguli xelSekrulebis an marTvaze kontraqtebis dadeba.
sastumro korporacia mewarmes saSualebas aZlevs saqmianoba awarmoos
sastumro qselis saxelis qveS, sastumro qselis standartebis Sesabamisad.
transnacionaluri korporaciebis gavlena qveynis ekonomikaze,
gansakuTrebiT saqarTvelos tipis gardamavali ekonomikis mqone qveyanaze
Zalzed didia: turistuli transnacionaluri korporaciebi akontroleben
turizmis bazars da xels uwyoben mimReb qveyanaSi turistuli industriis
ganviTarebas; ganTavsebis saSualebebis gafarToebiT izrdeba turistuli
nakadi; Semosavlebis nawili gaedineba qveynis gareT; qveynis ekonomika
eqceva teqnologiuri zegavlenis qveS; mTavroba iZulebulia gamoyos
damatebiTi Tanxebi infrastruqturis ganviTarebisaTvis.
transnacionaluri korporaciebi xSirad karnaxoben aeroportebis
aSenebas, satransporto sistemis cvlilebebs, rasac saboloo jamSi
dadebiT Sedegebamde mivyavarT.
sxvadasxva qveyanaSi turistebis ganTavsebis saSualebebis mikuTvneba
ama Tu im jgufze SeiZleba gansxvavdebodes, zogierTi ganTavsebis
saSualeba ki SeiZleba arsebobdes erT qveyanaSi da ar arsebobdes meoreSi.
sastumroTa klasifikaciisaTvis gamoyenebuli simboluri niSnebi
sxvadasxva qveyanaSi sxvadasxvanairia. maT Soris yvelaze gavrcelebul
klasifikaciad iTvleba: 1. varskvlavTa sistema; 2. asoebis sistema
(gamoiyeneba saberZneTSi); 3. gvirgvinTa sistema (damaxasiaTebelia
gaerTianebuli samefosaTvis); 4. kategoriebisa da Tanrigebis sistema.
turistuli produqtis formirebisaTvis Zalzed mniSvnelovania misi
ZiriTadi komponentebis _ ganTavsebisa da transportis ganxilva.
turistebis ganTavsebis saSualeba SeiZleba ganisazRvros, rogorc
„nebismieri obieqti, romelic turistebs regularulad (an xandaxan)
sTavazobs adgils Ramis gasaTevad.“ aseve „ganTavsebis saSualeba
warmoadgens mogzaurisaTvis ganTavsebas Ramis saTevad oTaxSi an raime
sxva SenobaSi. mocemul dawesebulebaSi yvela adgili unda emorCilebodes
84
komerciuli tipis erTian xelmZRvanelobas, im SemTxvevaSic ki roca is
miznad ar isaxavs mogebis miRebas“ [19].
sastumroTaTvis erT-erT umniSvnelovanesi maCvenebelia turistTa
momsaxurebis moculoba, romelic aRiricxeba kac-dRiT (ramden Rames
gaaTevs turisti ganTavsebis obieqtSi). aseve mniSvnelovani maCvenebelia
sastumros datvirTuloba, romelic gviCvenebs wlis ganmavlobaSi ramdenad
iyo dakavebuli sastumros nomrebi. igi gamoiTvleba formuliT:
T ×100 O = N × 365
sadac O _ sastumros wliuri datvirTulobaa procentSi;
T _ stumarTa saerTo raodenoba wlis ganmavlobaSi;
N _ sawol-adgilTa, an nomerTa raodenoba sastumroSi.
sastumros 100 procentiT datvirTva niSnavs, rom mTeli wlis
ganmavlobaSi sastumros yvela adgili yoveldRe datvirTuli iyo, rac
praqtikulad ar xorcieldeba. umetes SemTxvevaSi sastumros
datvirTuloba tolia 60-70 procentis, Tumca msoflioSi aRniSnulia
SemTxvevebi, roca datvirTuloba tolia 96-99 procentis.
transporti wamyvani faqtoria turizmis ganviTarebaSi. didia aseve
satransporto infrastruqturis roli mosaxleobis socialuri
problemebis, saqmiani, kulturuli da turistuli RonisZiebebis
ganxorcielebaSi, is xels uwyobs kulturaTa gacvlas, rogorc qveynis
SigniT aseve mis sazRvrebs gareTac. transporti uzrunvelyofs rogorc
saerTaSoriso ekonomikuri urTierTobebis ganviTarebas, agreTve qveynebs
Soris urTierTsasargeblo gacvlebis warmoebas.
istoriulad sxvadasxva qveynis satransporto sistemebis formirebaze
gavlenas axdenda TviT am qveynis geografiuli mdebareoba, bunebrivi
potenciali da arc Tu ise xSirad, klimatis da landSaftis
Taviseburebani. es yvelaferi ayalibebs satransporto-teqnikur bazas,
romelic racionalurad gamoiyeneba, regionisa da qveynis konkretul
SemTxvevaSi. mag: sarkinigzo transportis ganviTarebas upiratesoba aqvs
qveynebSi, romlebic gamoirCevian gaSlili reliefiT, xolo samdinaro
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trasportis ganviTareba xdeba mdinareTa da tbaTa sistemebis
gaTvaliswinebiT. sazRvao da saokeano transporti uZvelesi droidan
xasiaTdeba rogorc erT-erT yvelaze mosaxerxebel da xelmisawvdom
saSualebad axlo da Soreuli mogzaurobebisaTvis, xolo mdinareebze,
tbebze da arxebze transportireba ufro xelsayreli da mosaxerxebelia
turizmisaTvis.
turizmis ganviTarebasTan erTad satransporto gzebic mudmivad
viTardeba moTxovnilebaTa Sesabamisad, rac dadebiT gavlenas axdens
satransporto infrastruqturis ganviTarebaze. satransporto momsaxureba
_ momsaxurebis erT-erTi mTavari saxea turizmis ganviTarebaSi, masze
modis turis fasis ZiriTadi wili, es damokidebulia turis
xangrZlivobasa da satransporto saSualebis saxeze da ZiriTadad
meryeobs 20% - 60% Soris.
mogzaurobis dros turistebisaTvis gamoiyeneba transportis
sxvadasxva saxeobebi, mTavari wili ki saaviacio transportze modis,
radgan turistebis umravlesoba, gansakuTrebiT ki Sor manZilze mogzauri
turistebi, upiratesobas aniWeben saaviacio transports.
turistul gadazidvebis statistikis mixedviT, saaviacio
transportis zrdis tempi, avtotransportTan SedarebiT bevrad maRalia. es
ganpirobebulia Sor manZilze mokle da swrafi marSrutebis sixSiriT, rac
zrdis turistuli biznesis yuradRebas aviaciaze. igive SegviZlia vTqvaT
aviagadazidvebze turizmSi. msoflioSi iricxeba 1300-ze meti aviakompania,
romlebic saSualod weliwadSi 1,5 miliardi adamianis gadayvanas
uzrunvelyofs. saerTaSoriso sahaero mimosvlebze muSaobs daaxloebiT
1000 aeroporti, aqedan 650 ki regularul saerTaSoriso gadazidvebze.
rkinigza erT-erTi mosaxerxebeli saSualebaa nebismieri kategoriis
turistTa gadasayvanad, rogorc individualuri, aseve didi da mcire
turistuli jgufebisaTvis. momsaxureba xdeba rogorc sareiso, aseve
Carteruli matareblebiTac. xSirad organizdeba specialuri turistuli
marSrutebi, rogorc Sor, aseve axlo manZilebze.
wylis transporti, samdinaro Tu sazRvao TavisTavad gulisxmobs,
turistuli kruizebis aqtiur momsaxurebas. mas gaaCnia rogorc dadebiTi,
aseve uaryofiTi mxareebi. dadebiT mxared SeiZleba CaiTvalos komfortis
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maRali done, gadazidvebis didi moculoba, srulyofili dasveneba,
turizmis sxadasxva saxeobebis (SemecnebiTi, biznes-turizmi, saswavlo, Sop-
turi da sxva) realizacia. misi uaryofiT mxared SeiZleba miviCnioT
dabali siCqare, maRali tarifebi da is faqtori, rom adamianTa did nawils
zRvis avadmyofoba awuxebT amitom maT ubralod ar SeuZliaT sazRvao
transportiT mgzavroba.
sazRvao mogzaurobebi moicavs turistul mogzaurobas mdinareebze,
zRvebsa da okeaneebSi specialuri samgzavro xomaldiT, romelic
marSrutis ganmavlobaSi winaswar gansazRvrul portebSi Cerdeba.
dResdReobiT kruizebi, turistuli bazris erT-erTi yvelaze dinamiurad
ganviTarebadi seqtoria. msoflio turizmis organizaciis monacemebiT, 1998
wels sakruizo kompaniebis momsaxurebiT isargebla 8 milionze metma,
xolo 2004 wlisaTvis _ 11,5 milionma adamianma.
saavtomobilo transporti sayovelTao momsaxurebis transportia,
radgan gamoiyeneba, rogorc qveynis gareT samogzaurod, aseve qveynisSida
turebisTvisac, dawyebuli avtobusebiT, damTavrebuli mcirelitraJiani
avtomobilebiT. gansakuTrebiT popularulia saeqskursio-SemecnebiTi
turebi, romlebic iTvaliswineben RirsSesaniSnaobebis monaxulebas
ramdenime qalaqSi. turistebisTvis aseve mosaxerxebelia qalaqis
farglebSi sakuTari an daqiravebuli transportiT gadaadgileba.
erT-erT yvelaze popularul dasvenebis saxes, evropaSi da mis
farglebs gareTac warmoadgens dasveneba borblebze. dasvenebis es saxeoba
popularulia sxvadasxva faqtoris gamo. is iaffasiania da ar saWiroebs
ZviradRirebuli sastumroebisa da ganTavsebis saSualebebis gamoyenebas.
evropis teritoria dafarulia Cqarosnuli magistralebis farTo qseliT,
xolo Tanamedrove integraciis pirobebSi, ama Tu im sazRvris gadakveTa
did sirTuleebTan aRar aris dakavSirebuli, mTavaria mxolod Ee.w. mwvane
baraTis qona. kemping-turizmisaTvis evrokavSiris wevri da wevrobis
kandidat qveynebSi mogzauroba sruliad usafrTxoa. evropaSi Seqmnilia
evropis sakempingo federacia, romelSic gaerTianebulia 20000-mde kemping-
qalaqi. kemping-turizmis mniSvnelovan elements, garda sacxovrebeli
vagonisa da avtobanisa, warmoadgens kemping-qalaqi. esaa specialuri
adgili, romelic kemping-turistebs, sxvadasxva komunalur momsaxurebas
87
sTavazobs. (cxeli da civi wyali, sapirfareSoebi, bungaloebi, karvebi,
televizia da sxva.) kemping-qalaqebi, rogorc wesi, ganlagebulia bunebis
wiaRSi.
msoflio turistuli organizaciis (WTO) mier cvladebad,
romlebzec damokidebulia turizmis ganviTareba da romelTa analizis
mixedviT garkveuli warmodgena iqmneba turizmis ganviTarebis sferoSi
arsebuli tendenciebisa da kanonzomierebebis Sesaxeb, miRebulia:
konkurencia, finansebi, teqnologia, garemo da xarisxi.
2000-2020 wlebisaTvis bazris yvelaze mniSvnelovani segmentebi iqneba:
1. mze da plaJi; 2. sporti; 3. Tavgadasavali; 4. turizmi bunebis wiaRSi; 5.
kulturuli turizmi; 6. qalaquri turizmi; 7. sasoflo turizmi; 8.
kruizebi; 9. nakrZalebi da parkebi; 10. Sexvedrebi da konferenciebi.
amrigad turizmis ganviTarebis Tanamedrove mTavari tendenciebia:
• globalizacia-lokalizacia;
• yovlismomcveli eleqtronuli teqnologiebi;
• swrafi mogzaurobis saSualebebi;
• turistTa gemovnebis polarizacia;
• bazris ganviTareba orientirdeba: garemoze, mimzidvelobasa da
ganaTlebaze;
• turistuli RirsSesaniSnaoba fokusirdeba `imijze~;
• viTardeba aziuri turizmi;
• mimdinareobs turizmis mdgradi ganviTarebis RonisZiebebi.
ukanaskneli naxevari saukunis ganmavlobaSi turizmze uaryofiTad
imoqmeda sxvadasxva saxis problemebma _ bunebrivma katastrofebma,
seriozulma socialurma ryevebma, ekonomikurma krizisebma da
teroristulma aqtebma. am problemebze reagirebisas turistulma
industriam gamoimuSava adaptaciisa da sicocxlisunarianobis SenarCunebis
unari. ekonomikuri saqmianobis yvela sxva mimarTulebasTan SedarebiT,
turizmi gamoirCeva krizisis daZlevis maRali doniT. amis gamo, 1950
wlidan, rodesac daiwyo regularuli aRricxva turizmSi, ar aris
dafiqsirebuli saerTaSoriso turizmis zrdis tempis mniSvnelovani
Cavardna.
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2.2 saqarTvelos turizmi XXI saukunis mijnaze
evraziis derefnis bunebrivi funqciiT saqarTvelo warmoadgenda
„didi abreSumis gzis“ mniSvnelovan monakveTs, qarTlis samefos aRwerisas
berZeni geografi straboni (Zv. w. 64-63, ax. w. 23-24) ambobs, rom oTxi gza
Tavs iyrida qarTlis samefos dedaqalaq mcxeTaSi. misive cnobiT, xalxi
meurneobasa da mrewvelobas misdevda da marto Tavis mosaxmarad ki ar
akeTebda, aramed ucxoeTSi gasayidadac. rogorc ivane javaxiSvili wers:
„etyoba aReb-micemobas fexi magrad hqonda mokidebuli. kolxeTSi ramdenime
ganTqmuli savaWro adgili iyo“.
didi savaWro gza, abreSumis gzad cnobili, kveTda mTeli msoflios
udides nawils, dawyebuli CineTidan, xmelTaSua zRvis sanapiros gavliT,
aRmosavleTis qveynebisaken. es iyo saqonlis, adamianebisa da ideebis
transportireba evraziis qveynebs Soris. 12000 kilometrze gadaWimuli gza
warmoadgenda damakavSirebel arterias msoflios udides civilizaciebs
Soris _ Cinuri, monRoluri, induri, sparsuli, romauli, berZnuli,
bizantiuri, mesopotamiuri da egvipturi. igi erTmaneTTan akavSirebda
Tanamedrove msoflios 16 saxelmwifos: iaponias, samxreT koreas,
CrdiloeT koreas, CineTs, yazaxeTs, yirgizeTs, pakistans, tajikeTs,
uzbekeTs, TurqmeneTs, irans, TurqeTs, azerbaijans, saqarTvelos,
saberZneTs, egviptes.
am droidan iwyeba saqarTveloSi sastumroebis tipis saxlebis
mSenebloba, rac ZiriTadad gamowveuli iyo saqarTvelos mdebareobiT.
uamrav vaWars Tu ubralod, mogzaurs uxdeboda saqarTveloSi da
saqarTvelos gavliT gadaadgileba. saqaravne gzebze yoveli erTi dRis
savalze Sendeboda sastumros tipis saxlebi. saxlebi, romlebic
sxvadasxva dros sxvadasxva saxelwodebiT funqcionirebdnen: iami, manZili,
aspinZa, milioni, funduki, qarvasla, sasvenia, xani, samadlo. aqedan
qarTulia sasvenia, xani da samadlo, funduki _ berZnuli, iami _
monRolur-Turquli, manZili _ arabuli, qarvasla _ sparsuli.
1795 wels erekle II-m rafiel danibegaSvili specialuri davalebiT
miavlina indoeTSi, q. madrasSi, sadac cxovrobda erTi somexi didvaWari;
mas komerciuli urTierToba hqonda TbilisTan. danibegaSvilma iqiT da
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aqeT mogzaurobas 18 weli moandoma da dawera Txzuleba `mogzauroba
indoeTSi~.
XIX saukuneSi saqarTvelosa da mTeli kavkasiis vaWrobis centri iyo
Tbilisi. am dros TbilisSi iyo ori mTavari bazari, 704 duqniT, romlebic
umTavresad somex, TaTar da qarTvel vaWrebs ekuTvnodaT. rus vaWarTagan
Zalian cotas hqonda sakuTari sawyobi bazarSive. Sua bazarSi gamarTuli
iyo sxvadasxvanairi saxelosno: erTi quCa eWira mxolod mewuReebs, meore _
mequdeebs, mesame _ mWedlebs, meoTxe _ zeinklebs da a.S. oqromWedlebi,
abreSumis mqsovelni, mesaWurvleni (meiaraReni) _ yvela sxva xelobis
ostatebi aq xalxis Tvalwin muSaobdnen, `ucxoelisaTvis es iseTi
saintereso sanaxaobaa, rom bazarSi gaseirneba yvelaze sasiamovno
gasarTobia TbilisSi~ [20].
XIX saukunis gamoCenili qarTveli moRvaweni sergi mesxi, sofrom
mgalobliSvili, ipolite varTagava da sxvebi _ `droebis~, `iveriis~,
`ganaTlebis~ da sxva periodul organoSi aSuqebdnen turizmis sakiTxebs
da gulistkiviliT aRniSnavdnen, rom turistuli moZraoba naklebadaa
danergili moswavleTa yofaSi, axalgazrdobaSi, rom skola nakleb
yuradRebas aqcevs axalgazrdobis aRzrdis, samSoblos gacnobis am
saukeTeso saSualebas [3].
saqarTveloSi saSinao turizmis ganviTarebis dasawyisad unda
CaiTvalos 1921 wlis Semodgomaze g. nikolaZis saerTo xelmZRvanelobiT
mowyobili masobrivi ordRiani wriuli laSqroba marSrutiT: Tbilisi-
kojori-kikeTi-wyneTi-Tbilisi 145 kacis monawileobiT. imave wels, 85 kacis
monawileobiT, moewyo erTdRiani laSqroba marSrutiT: Tbilisi-kojori-
kojriscixe-kabenis monasteri-Tbilisi. g. nikolaZis iniciativiT
damkvidrda yovel SabaT-kviras erTi-ori an ramdenime dRiani xalxmravali
laSqroba sxvadasxva mimarTulebiT. aseT Sekreba-gasvlebs `gafrens~
uwodebdnen.
1931 wels Seiqmna amierkavkasiis federaciis proletaruli turizmisa
da eqkursiebis sazogadoeba, masve hqonda Tavisi beWdviTi organo, Jurnali
`amierkavkasiis turisti~, romelic q. TbilisSi gamodioda. 1940 wels
gamomcemlobam `fizkultura da sporti~ gamosca (avtorTa jgufis mier
damuSavebuli) saxelmZRvanelo turizmSi, e. w. `turistis Tanamgzavri~
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rusul enaze, sadac turistisaTvis gankuTvnil friad saWiro sakiTxebTan
erTad, mocemuli iyo turizmis saxeebis mixedviT rekomendirebuli
marSrutebi. amave wels SemoiRes gemiT turistuli mogzauroba Savi zRvis
auzSi, sanapiro qalaqebis gacnoba-daTvalierebiT. gamoica turistuli
bukleti `mziuri saqarTvelo~ istoriuli adgilebisa da Zeglebis
aRweriTi daxasiaTebiT turistTa farTo masebisTvis [3].
XX saukunis 90-ian wlebamde saqarTveloSi moqmedeba 65 turistuli
obieqti 20 aTasi sawolis tevadobiT, romlebic ganlagebuli iyo 21
administraciuli raionis teritoriaze da 800 aTasze met turists
emsaxureboda. saerTaSoriso turizmis xaziT ki `inturistis~ 21
dawesebuleba (sastumroebi, kempingebi, motelebi) 300 aTas ucxoel stumars
maspinZlobda. saqarTveloze gadioda 87 turistuli marSruti (maT Soris
61 sakavSiro mniSvnelobis).
XX saukunis 80-ian wlebSi yovelwliurad saqarTveloSi Camosul
turistTa da samkurnalod Camosul damsvenebelTa ricxvi Seadgenda 4
milion kacs, maTgan kurortebze samkurnalod CamosulTa raodenoba 2
milions aRwevda.
adre arsebuli sistemis pirobebSi turizmisa da eqskursiebis
centraluri kavSiri emsaxureboda e. w. `saSinao~ turizms. es kavSiri
dafuZnebuli iyo moskovSi. aq muSavdeboda da mzaddeboda sxvadasxva
paketi an `salaSqro marSruti~ turistebisaTvis, romelic moicavda mTeli
ssrk-is geografiul sivrces da warmomadgenlobebi hqonda ssrk-is yvela
mniSvnelovan qalaqSi, sadac iyideboda sagzurebi sabWoTa turistebze.
turizmisa da eqskursiebis kavSiris momsaxureba moicavda sahaero
bileTebis uzrunvelyofas saqarTvelosa da ssrk-s sxva qalaqebisaTvis,
eqskursiebis ganxorcielebis programebs, avtobusebis rezervirebas,
produqtiT momaragebis organizacias, muzeumebisa da sxva saintereso
adgilebis daTvalierebas.
sabWoTa turistebi saqarTveloSi Camodiodnen ara marto kulturuli
da istoriuli Zeglebis dasaTvaliereblad, aramed, ufro metad,
dasasveneblad da samkurnalod. sagzurebi iyideboda centralizebulad
moskovSi da nawili egzavneboda Tbiliss, nawili ki nawildeboda
saqarTvelos sxva qalaqebsa da raionebSi, didi moTxovna iyo centraluri
91
aziisa da baltiispireTis respublikebis sagzurebze. ZiriTadad, swored
aman ganaviTara jgufuri turizmis forma.
sazRvargareT sabWoTa turistebis gagzavna xdeboda turoperator
`inturistis~ mier, Tumca turistuli jgufebi kompleqteboda
profkavSirebis meSveobiT, xolo `inturisti~ am jgufebs kvalificiuri
gid-TarjimnebiT uzrunvelyofda.
saerTaSoriso turistebis Semoyvanas akontrolebda `ucxouri
turizmis momsaxurebis administracia~, romelic eqvemdebareboda ssrk
ministraTa sabWos.
Tbilis `inturisti~ Seiqmna 1950 wels da 80-iani wlebisaTvis iRebda
weliwadSi daaxloebiT 100 000 ucxoel turists. turistuli programebi da
marSrutebi ucxoel turistTa jgufebisaTvis mtkicdeboda moskovSi da
`inturistis~ respublikuri warmomadgenlobebi iRebdnen am programebs
Secvlis yovelgvari SesaZleblobis gareSe.
ucxoeli turistebis ZiriTadi nakadi evropuli socialisturi
qveynebidan iyo, Tumca dasavleT evropis qveynebidan CamosulTa xvedriTi
wili 25 procents aRwevda.
90-iani wlebidan radikalurad Seicvala saqarTvelos turizmis
mdgomareoba. samoqalaqo omis Semdeg qveyana iseT ekonomikur da
politikur mdgomareobaSi aRmoCnda, rom turizmze fiqric ki rTuli iyo.
amasTan, turistuli infrastruqtura devnilebis TavSesafrad iqca.
90-iani wlebis meore naxevarSi gaCnda azri, rom saqarTvelo
SeiZleboda SeerTeboda `abreSumis gzis~ saerTaSoriso proeqts, romelic
daigegma da xorcieldeboda msoflio turizmis organizaciis mier.
Sesabamisad saqarTveloSi daiwyo turizmis ganviTarebis axali xana da
Tumca turistTa raodenoba 20 wlis winandeli raodenobis mcire nawilia,
saqarTvelos turistuli produqti TandaTan iRebs Tanamedrove
turistuli produqtis saxes.
saqarTveloSi turistTa raodenobam 2000 wlisaTvis 42,7 aTass
miaRwia, 2000 wlidan 2004 wlamde 42,7 aTasidan 55,7 aTasamde gaizarda,
xolo 2007 wlisaTvis _ 282,4 aTass miaRwia (ix. danarTi ). sainteresoa
monacemebi Camosvlis miznis mixedviT stumrebis ganawilebis Sesaxeb.
saqarTvelos moqalaqeebis mizani turistuli mogzaurobisas ufro metad
92
aris saqmiani da profesiuli, magram izrdeba dasvenebisa da rekreaciis
mizniT mogzauroba, romelmac 2004 wels 40 procents gadaaWarba, magram
2007 wels isev 33,6 procentamde Semcirda. rac Seexeba sxva qveynis
moqalaqeebis saqarTveloSi mogzaurobas, yvelaze mniSvnelovania saqmiani
da profesiuli mizniT mogzauroba, amasTan izrdeba aseTi mogzaurobis
procentuli wili (ix. danarTi 6, 7).
sazRvargareTidan Camosuli turistebis saerTo raodenobis 36,4
procenti evrokavSiris qveynebze, 25,8 procenti dsT-s qveynebze, xolo 37,8
procenti sxva qveynebze modis. rac Seexeba saqarTveloSi Camosuli
stumrebis ganawilebas Camosvlis regionis mixedviT Warbobs evropis
regionidan Camosuli stumrebis raodenoba. miuxedavad arastabiluri
politikisa dsT-is qveynebidan turistebis Camosvla 2007 wels 2004 wlis
maCveneblebTan SedarebiT 100 procentiT gaizarda. maT Soris yvelaze
SesamCnevia, rom yazaxeTidan CamosulTa raodenoba gaizarda 22-jer, rac
saqarTveloSi yazaxuri investiciebis Semosvlis zrdasTan unda iyos
dakavSirebuli. oTxjer gaizarda ukrainidan Camosuli stumrebis
raodenoba. somxeTidan Camosuli turistebis raodenoba ganuxrelad
izrdeboda (2004 wels 2000 welTan SedarebiT 5-jer meti turisti), magram
rogorc Cans arsebuli bazari gajerda da zrda SeCerebulia, xolo 2007
wlisaTvis Semcirda kidec. 2-jer gaizarda turistebis raodenoba
azerbaijanidan. rac Seexeba TurqeTs, 2007 wels turistebis raodenoba 2-
jer gaizarda 2006 welTan SedarebiT, xolo 2004 welTan SedarebiT
mxolod 1,5-jer. ukraineli turistebis raodenoba 2007 wels 2004 welTan
SedarebiT 6-jer gaizarda, xolo 2003 welTan SedarebiT mxolod 4-jer.
Tu cota Soreul mezoblebs gadavxedavT: avstriidan CamosulTa raodenoba
7-jer gaizarda. yvelaze STambeWdavia ebraeli turistebis raodenoba _
israelidan CamosulTa raodenoba 6-jer gaizarda, rac damatebiT 5600
turists niSnavs, xolo germaneli turistebis raodenoba 2,5-jer gaizarda
(damatebiT 4300 turisti).
Tu ganvixilavT 2007 wels saqarTveloSi momsaxurebis importsa da
eqsports, momsaxurebis angariSis dadebiT balanss ZiriTadad
saerTaSoriso turizmidan miRebuli wminda Semosavlebis zrda
uzrunvelyofda, rac turistuli infrastruqturis modernizaciasTan iyo
93
dakavSirebuli. momsaxurebis importSi turizmis wili 20,7 procents
Seadgenda, xolo eqsportSi _ 39,1 procents.
2007 wlis ganmavlobaSi saqarTvelos teritoriaze funqcionirebda
324 sastumro da sastumros tipis dawesebuleba. romelTa adgilobrivi
erTeulebis ricxvi 339 erTeuliT ganisazRvra.
aqedan, 7,4 procenti saxelmwifo sakuTrebaSia, xolo 92,6 procenti
(300 sawarmo) _ kerZo sakuTrebaSi. kerZo sakuTrebis sawarmoebidan 95,3
procenti adgilobriv fizikur da/an iuridiuli pirebze modis, xolo 4,7
procenti - ucxoeli fizikuri da/an iuridiuli pirebia.
2006 wlis monacemebis mixedviT saqarTveloSi regionebis mixedviT
registrirebul sastumroTa raodenoba Seadgenda 339. maTi ganawileba ix.
cxrili #12.
cxrili #12
saqarTveloSi sastumroebis raodenoba
regionebis mixedviT 2005-07 wlebi
sastumroebis raodenoba saqarTvelos regionebi
2005 2006 2007
q. Tbilisi 91 123 105
aWaris ar 37 68 75
guria 9 15 6
imereTi 22 34 34
kaxeTi 9 14 11
mcxeTa-mTianeTi 21 19 13
raWa-leCxumi da qvemo svaneTi 3 10 9
samegrelo-zemo svaneTi 9 13 15
samcxe-javaxeTi 18 68 61
qvemo qarTli 2 2 3
Sida qarTli 7 8 7
sul 232 374 339
sastumroebisa da sastumros tipis dawesebulebebisMmTlianma
Semosavalma (dRg da aqcizis gareSe) 2007 wels 114,5 mln lari Seadgina
94
(faqtiur fasebSi), rac 2006 welTan SedarebiT 7,5 mln lariT (7,0 procenti)
gaizarda.
2007 wlis mTliani Semosavlebidan 60,0 procenti miRebulia nomrebiT
sargeblobidan, 15,7 procenti _ restornebis, barebisa, da a.S.
momsaxurebidan, 6,3 procenti _ ZiriTadi kapitalis ijaridan, 0.1 procenti
_ iZulebiT gadaadgilebul pirTa momsaxurebidan, xolo danarCeni 17,9
procenti sxva saxis momsaxurebidan.
saqarTveloSi sastumroebis momsaxurebis moculoba 2000-2004 wlebSi
16,75 mln laridan gaizarda 30,3 mln laramde, xolo 2006 wlisaTvis _
576,7mln laramde. restornebis momsaxurebis moculoba _ 43,25 mln laridan
Semcirda 40,06 mln laramde, xolo 2006 wlisaTvis gaizarda 97,4 mln
laramde (ix. danarTi 9, 10, 11). amasTan sastumroebis momsaxurebis
moculoba izrdeboda TandaTanobiT, xolo restornebis _ 2002 wels
Semcirda SesamCnevad (24,2 mln lari) da Semdeg ukve izrdeba (ix. grafiki).
sastumroebisa da restornebis momsaxurebis moculobis
zrda 2000-2006 wlebSi
0
20000
40000
60000
80000
100000
120000
2000 2001 2002 2003 2004 2005 2006
weli
mln l
ari
sastumroebi
restornebi
regionebis mixedviT sastumroebis momsaxurebis moculoba, 2000-2006
wlebSi, TbilisSi gaizarda 14,75 mln laridan 43,07 mln laramde da 2000
95
wels igi Seadgenda mTliani moculobis 88 procents, 2004 wels _ 84
procents, xolo 2006 wels _ 75 procents. regionebidan SedarebiT metia
sastumroebi aWaris regionSi, Sesabamisad 2000 wels momsaxurebis
moculoba Seadgenda 0,8 mln lars (4,8 procenti) da 2004 wels _ 1,84 mln
lars (6,1 procenti), xolo 2006 wels _ 5,3mln lars (9,2 procenti), rac
miuTiTebs imaze, rom aWaraSi imdenad moimata sastumros momsaxurebis
moculobam, rom gaizarda misi xvedriTi wili mTlian moculobaSi.
sastumroebis raodenoba saqarTveloSi 2005-2007 wlebSi
0
20
40
60
80
100
120
140
q. Tbilisi
aWaris ar
guria
imereTi
kaxeTi
mcxeTa-mTianeTi
raWa-leCx. da qv. svaneTi
samegrel
o-z. svaneTi
samcxe-javaxeTi
qvemo qarT
li
Sida qarTli
regionebi
raodenoba
2005
2006
2007
2006 wels SesamCnevad gaizarda sastumros momsaxurebis moculoba
samcxe-javaxeTis regionSi 0,1 mln laridan (0,6 procenti) _ 4,6 mln
96
laramde (8 procenti). regionebidan meoTxe adgilzea mcxeTa-mTianeTis
regioni 0,6 mln laridan (3,6 procenti) _ 2,3 mln laramde (4 procenti).
gaizarda momsaxurebis moculoba imereTisa da kaxeTis regionSi. Zalian
mcirea sastumros momsaxurebis moculoba qvemo qarTlSi, raWa-leCxumisa
da qvemo svaneTis regionebSi.
saqarTvelos sastumroebSi momxmareblebs sTavazoben momsaxurebis
Semdeg saxeebs: restorani, bari da Ramis klubi, sasadilo, sakonferencio
darbazi, sportuli darbazi, sauna, diskoTeka, avtosadgomi, silamazis
saloni, valutis gadacvla, aviasalaro, samedicino punqti, Semnaxveli
sakani. momsaxurebis am saxeebidan Zalian bevr sastumroSi mxolod
ramodenimea warmodgenili, xolo bakurianisa da gudauris sastumroebSi
SeiZleba daematos Txilamurebis gaqiraveba. aRsaniSnavia, rom 339
sastumrodan 65-s gaaCnia restorani, restornis gareSe funqcionirebs 267
sastumro da 7 sastumros tipis dawesebuleba.
sainteresoa sastumroebis diferencireba sarTulebis mixedviT. 339
sastumrodan (adgilobrivi erTeulebi) 64 sastumro erT sarTuliania, 112
orsarTuliani, 87 sam sarTuliani, 36 oTx sarTuliani, 14 xuT sarTuliani,
24 eqvsidan aT sarTulamde, xolo 2 aTze met sarTuliani.
restornebis (kvebis sawarmoebis) momsaxurebis moculobis mixedviT
regionebSi kvlav dominirebs Tbilisi. Tu mTlianad saqarTveloSi am
kategoriis mixedviT kleba SeiniSneba, Tbilisis magaliTze matebasTan
gvaqvs saqme: 2000 wels momsaxurebis moculoba iyo 21,3 mln lari (49,5
procenti), 2004 wels _ 27,7 mln lari (69 procenti), xolo 2006 wels _ 72,8
mln lari (75 procenti). rogorc vxedavT saqarTveloSi kvebis sawarmoebis
momsaxurebis moculobam iklo regionebis xarjze. regionebis mixedviT
yvelaze meti moculoba iyo aWaraSi _ 2000 wels 5,3 mln lari (12,3
procenti), 2004 wels _ 2,4 mln lari (6 procenti), xolo 2006 wels _ 6,5
mln lari (6,6 procenti). Semdeg imereTSi 2000 wels _ 5,1 mln lari (11,9
procenti), 2004 wels _ 2,98 mln lari (7,45 procenti), xolo 2006 wels _
5,1mln (5,2 procenti). rogorc vxedavT 2004 wels Tbilisis gareT
regionebSi ara marto iklo kvebis sawarmoebis momsaxurebis moculobam,
aramed Semcirda regionebis wili am saxis momsaxurebaSi, rac Zlier
Semaferxebel faqtors warmoadgens saqarTveloSi turizmis
97
ganviTarebisaTvis. 2006 wlisaTvis restornebis momsaxurebis moculoba
imereTis regionSi daubrunda 2000 wlis dones, xolo aWaraSi mcirediT
gadaaWarba, Tumca radgan aseTi momsaxurebis moculoba TbilisSi izrdeba,
regionebis wili sul ufro da ufro mcirdeba. cnobilia, rom turizmis
ganviTareba xels uwyobs Semosavlebis gadanawilebas centrsa da
regionebs Soris, magram zemoT aRniSnuli monacemebi sawinaaRmdegoze
migviTiTebs. sastumroebi, restornebi, turistuli centrebi da saagentoebi
ZiriTadad dedaqalaqSia ganlagebuli da Sesabamisad dedaqalaqi iRebs
mogebas. SeiZleba iTqvas, rom es globalizaciis uaryofiTi mxarea, Tumca
msoflio ekonomikaSi globalizacias procesebi gamowveulia rigi
obieqturi da subieqturi mizezebis gamo da uaryofiTis garda dadebiTi
mxareebic gaaCnia.
Sesabamisad, saqarTvelosaTvis mTavaria globalizaciam masze
uaryofiTi zemoqmedeba ar moaxdinos, risTvisac man unda gamoiyenos Tavisi
prioritetebi _ bunebrivi da SromiTi resursebis, inteleqtualuri
potencialis warmoCeniT, geopolitikuri da geo-ekonomikuri
upiratesobebis mizanmimarTuli gamoyenebiT, raTa sakuTari adgili da
funqcia myarad daimkvidros msoflio globalizaciaSi. amdenad, realuri
iqneba, Tu saqarTvelo Seecdeba Tavisi bunebrivi da SeZenili
upiratesobebis optimalurad gamoyenebas, sxvadasxva aliansebis Seqmnas da
amiT msoflio bazarze damkvidrebas rogorc konkurentunariani partniori.
saqarTvelos turistul industriaSi msxvili adgilobrivi
kompaniebis ar arsebobis pirobebSi transnacionaluri korporaciebis
mozidvis iniciativa gamarTlebulia.
transnacionaluri korporaciebis gavlena qveynis ekonomikaze,
gansakuTrebiT saqarTvelos tipis gardamavali ekonomikis mqone qveyanaze
Zalzed didia: turistuli transnacionaluri korporaciebi akontroleben
turizmis bazars da xels uwyoben mimReb qveyanaSi turistuli industriis
ganviTarebas; ganTavsebis saSualebebis gafarToebiT izrdeba turistuli
nakadi; Semosavlebis nawili gaedineba qveynis gareT; qveynis ekonomika
eqceva teqnologiuri zegavlenis qveS; mTavroba iZulebulia gamoyos
damatebiTi Tanxebi infrastruqturis ganviTarebisaTvis. transnacionaluri
98
korporaciebi xSirad karnaxoben aeroportebis aSenebas, satransporto
sistemis cvlilebebs, rasac saboloo jamSi dadebiT Sedegebamde mivyavarT.
saqarTvelos didi xania iwvevs ucxoel investorebs, radgan amaSi
xedavs ekonomikis ganviTarebis gzas. ukve Semosulia ramdenime msxvili
transnacionaluri korporacia. kerZod, saqarTvelos turizmis
industriaSi _ `mariot interneiSenalis~ da `Seraton houtelz end
rizorTis~ sastumro jaWvebi.
`mariot interneiSenalis~ sastumro jaWvs saqarTveloSi ori
sastumro gaaCnia `Tbilisi merioti~ da `qorTiard merioti~. Seraton
houtelz end rizorTis~ sastumro jaWvis saqarTveloSi moRvaweobis
istoria ufro xangrZlivia da mas erTi sastumro aqvs `Seraton metexi
palasi~. qarTul ekonomikaSi investiciebis dasawyisSi ki gudaurSi aSenda
`marko polos~ sastumro jaWvis kuTvnili sastumro, romelsac amJamad
qarTuli menejmenti marTavs. aseve aRsaniSnavia transnacionaluri
korporacia `silq roud grupi~. igi investirebs qarTul ekonomikaSi,
SeiZina yofili sastumro `iveriis~ Senoba da awarmoebs sarekonstruqcio
samuSaoebs.
2010 wlisaTvis dagegmilia ̀ interkontinentalis~, `haiatis~ da
`kempinskis~ sastumroebis gaxsna. `Park Hyatt Tbilisi Hotel~ Sereuli tipis
proeqts warmoadgens, romelic saofise centrs, xuTvarskvlavian
sastumros, sakonferencio darbazs, sacurao auzs da sxva gasarTob
centrebs moicavs. 2011 wels gaixsneba `Novatel~-is 4-varskvlaviani sastumro.
masSi 200-ze meti sasturo oTaxi, ramdenime restorani da saWro centri
gantavsdeba. gaixsneba 1000 kacze gaTvlili sakonferencio darbazebi.
investiciebis raodenoba, winaswari monacemebiT, 30 milioni dolari iqneba.
es sastumroebi arsebul sastumroebTan erTad bazris moTxovnas
srulad daakmayofileben. Tumca SesaZloa, miwodebam moTxovnas
gadaaWarbos kidec, rac, savaraudod, sastumroebis fasebis Semcirebasac
gamoiwvevs.
migvaCnia, rom saqarTvelos turizmis industriaSi da kerZod,
sastumro industriaSi, transnacionaluri korporaciebis Semosvla da
investireba gaaaqtiurebs turizmis sferos. cnobilia, rom turistul
industrias unikaluri struqtura aqvs. igi moicavs sxvadasxva
99
momsaxurebis dargebis calkeul elementebs: patara restornebs, motelebs,
sastumroebs, dasasvenebel saxlebs, samrecxaoebs, maRaziebs, romlebic
vaWroben adgilobrivi xelosnebis nawarmiTa da xelovnebis sagnebiT da
sxva. amrigad, mTavrobis mier investirebuli infrastruqtura astimulirebs
mcire biznesis mravalricxovan sawarmoTa investirebas. amosavali
investiciebi turizmSi izidaven ufro met investiciebs momavalSi
meurneobis damxmare da xelSemwyob dargebSi. amaSi Sedis msxvili
investiciebi ZiriTadad sastumroebSi, restornebsi, savaWro centrebSi,
portebsa da aeroportebSi da a. S.. bunebrivia, regionis infrastruqtura,
romelic gaumjobesda turizmis meSveobiT gamoiyeneba adgilobrivi
mcxovreblebis mier.
magram Tu gavecnobiT cxrili #13-is monacemebs, investiciebi
sastumroebisa restornebis biznesSi 2004 wels ara Tu ar moimata, aramed
iklo kidec. magram 2005 wlidan zrda gaagrZela da 2006 wlisaTvis 51,6mln
lars miaRwia. zrdis tendenciebia transportisa da kavSirgabmulobis
industriis investirebis dargSi, rac dadebiTad moqmedebs turizmis
ganviTarebaze. xolo rac Seexeba registrirebul subieqtTa raodenobas,
miuxedavad imisa, rom investireba mcirdeba, CvenTvis saintereso sferoebSi,
rogorebicaa: sastumroebi da restornebi, transporti da kavSirgabmuloba
SesamCnevad izrdeba maTi raodenoba (ix. danarTi 12).
cxrili #13
ZiriTad kapitalSi investiciebis ganawileba
2002-2006 wlebi (mln. lari)
2002 2003 2004 2005 2006
mln.
lar
wili
%
mln.
lar
wili
%
mln.
lar
wili
%
mln.
lar
wili
%
mln.
lar
wili
%
sastumroebi da
restornebi 46.4 2,5 38.6 1,7 36.8 1,4 38.8 1.2 51.6 1.5
transporti da
kavSirgabmuloba 344.4 18,2 752.7 32,9 853.8 31,7 900.0 27.6 965.9 27.4
100
rac Seexeba 2007 wels, pirdapiri ucxouri investiciebis saxiT 413mln
aSS dolari iqna miRebuli [67]. am Tanxis TiTqmis 24 procenti
niderlandebidan Semovida. STambeWdavad imata virjiniis kunZulebidan,
kviprosidan da ruseTidan Semosulma sainvesticio nakadebma. zrdis maRali
tempebiT gamoirCeoda agreTve aSS-sa da ruseTis mier ganxorcielebuli
investiciebis moculoba. maTi umetesi nawili energetikis, sabanko da
mSeneblobis seqtorebSi, aseve turizmis sferoSi iqna dabandebuli.
saqarTvelos turizmis sferoSi moRvawe Sida da ucxoel investorTa
konkretuli xelSewyobis, agreTve potenciuri investorebis dainteresebis
mizniT, 2003 wlis 15 martidan warmoebuli investiciebiT Seqmnil turistTa
ganTavsebis obieqtebze (sastumroebze) SemoRebulia mniSvnelovani
sagadasaxado SeRavaTebi.
im SemTxvevaSi, Tu investiciebis odenoba aranaklebia 3 mln aSS
dolarisa (maRalmTian regionebSi 0,25 mln aSS dolarisa), turistTa
ganTavsebis obieqtebis (sastumroebis) Seqmnaze warmoebuli samuSaoebi,
mSeneblobis periodSi Tavisufldeba damatebiTi Rirebulebis
gadasaxadisagan. am investiciiT aSenebuli ganTavsebis obieqtebis
saqmianobidan miRebuli mogeba Tavisufldeba mogebis gadasaxadisagan
obieqtis eqspluataciaSi Sesvlidan 2 wlis ganmavlobaSi srulad, xolo
Semdegi 4 wlis ganmavlobaSi _ 50 procentis odenobiT. igive pirobebi
vrceldeba qonebis gadasaxadze.
Tu investiciebis odenoba aranaklebia 10 mln aSS dolarisa,
ganTavsebis obieqtebis saqmianobidan miRebuli mogeba Tavisufldeba
mogebis gadasaxadisagan obieqtis eqspluataciaSi Sesvlidan 5 wlis
ganmavlobaSi srulad, xolo Semdegi 2 wlis ganmavlobaSi _ 50 procentis
odenobiT. igive pirobebi vrceldeba qonebis gadasaxadze.
aranakleb 50 mln aSS dolaris odenobis investiciis SemTxvevaSi,
ganTavsebis obieqtebis saqmianobidan miRebuli mogeba Tavisufldeba
mogebis gadasaxadisagan obieqtis eqspluataciaSi Sesvlidan 10 wlis
ganmavlobaSi srulad, xolo qonebis gadasaxadidan _ obieqtis mSeneblobis
dawyebidan 10 wlis ganmavlobaSi srulad.
rogorc vxedavT aRniSnulma kanonma araviTari mniSvnelovani
cvlileba ar gamoiwvia sastumroebis dargSi investirebasTan dakavSirebiT,
101
investireba xdeba mxolod erTeuli didi obieqtebis da ar xdeba
investireba mcire biznesSi. Cveni azriT saqarTvelosTvis, rogorc patara
da mTagoriani adgilisaTvis bevrad ufro mniSvnelovania mcire
sastumroebis, sastumro saxlebis aSenebis investireba, gansakuTrebiT
mTian regionebSi. xolo mTian regionebSi, sadac turistebi mxolod ori-
sami Tvis ganmavlobaSi stumroben, momgebiani ar iqneba didi raodenobiT
Tanxis investireba. amave dros mTis jer kidev SemorCenili mosaxleoba ar
miiRebs ucxoel investorebs da sasurveli iqneboda mTiani regionebis
infrastruqtura adgilobrivi resursebis xarjze ganviTarebuliyo.
Sesabamisad, es sagadasaxado SeRavaTebi ar aris sakmarisi, arc minimaluri
Tanxis da arc SeRavaTebis gadavadebis TvalsazrisiT. aucilebelia axali
sagadasaxado SeRavaTebis dakanoneba mTian regionebSi turistuli
infrastruqturis ganviTarebis xelSewyobis mizniT.
saqarTvelos turizmis Tanamedrove mdgomareobis gasacnobad
sainteresoa mogzaurobisa da turizmis konkurentunarianobis indeqsis
gacnoba [135]. msoflio ekonomikuri forumi 1979 wlidan ikvlevs qveynebis
konkurentunarianobas. es samuSaoebis mimarTulia qveynebis dasaxmareblad,
rom maT kargad gaaanalizon is mizezebi Tu ratom viTardeba zogi qveyana
warmatebulad, xolo zogierTi ki CamorCeba. msoflio ekonomikuri forumi
sazogadoebas yovelwliurad warudgens mogzaurobisa da turizmis
konkurentunarianobis moxsenebas, romelSic mocemulia qveynebis
konkurentunarianobis indeqsebi mogzaurobisa da turizmis dargSi. igi
miznad isaxavs im faqtorebis gazomvas, romlebic uzrunvelyofen
sxvadasxva qveyanaSi turizmisa da mogzaurobis seqtoris ganviTarebas.
moxseneba Sedgeba ramdenime ganyofilebisagan:
mogzaurobisa da turizmis konkurentunarianoba
• mogzaurobisa da turizmis sferos regulireba
1. regulirebis wesebis indeqsi
2. garemos regulireba
3. dacva da usafrTxoeba
4. janmrTeloba da higiena
5. turizmisa da mogzaurobis prioritetuloba
• biznes garemo da infrastruqtura
102
1. sahaero transporti da infrastruqtura
2. miwiszeda transporti da infrastruqtura
3. turistuli infrastruqtura
4. ICT infrastruqtura
5. mogzaurobisa da turizmis fasi da konkurentunarianoba
• adamianuri, kulturuli da bunebrivi resursebi
1. adamianuri resursebi
2. erovnuli turizmis aRqma
3. bunebrivi da kulturuli resursebi
mogzaurobisa da turizmis konkurentunarianobis indeqsis mixedviT
saqarTvelo 124 qveyanas Soris ikavebs 66-e adgils, gansxvavebiT gasuli
wlisagan, rodesac 130 qveyanas Soris 72-e adgili daikava. reitingis
pirveli xuTeuli ase gamoiyureba: Sveicaria, avstria, germania, islandia
da SeerTebuli Statebi. rac Seexeba mezobel qveynebs, saqarTvelo mxolod
TurqeTs CamorCeba (52-e adgili). ruseTi 68-e adgils ikavebs, somxeTi da
azerbaijani 74-75, xolo ukraina _ 78-e adgils.
mogzaurobisa da turizmis sferos regulirebis qveindeqsis mixedviT
saqarTvelo 55-e adgils ikavebs. amasTan: regulirebis wesebis indeqsi _ 80,
garemos regulireba _ 68, dacva da usafrTxoeba _ 47, janmrTeloba da
higiena _ 43, turizmisa da mogzaurobis prioritetuloba _ 59.
biznes garemosa da infrastruqturis mixedviT saqarTvelo 98-e
adgils ikavebs. amasTan: sahaero transporti da infrastruqtura _ 106,
miwiszeda transporti da infrastruqtura _ 76, turistuli
infrastruqtura _ 106, ICT infrastruqtura _ 87, mogzaurobisa da
turizmis fasi da konkurentunarianoba _ 58.
adamianuri, kulturuli da bunebrivi resursebis mixedviT
saqarTvelo 31-e adgils ikavebs. amasTan: adamianuri resursebi _ 33,
erovnuli turizmis aRqma _ 7, bunebrivi da kulturuli resursebi _ 81.
rogorc vxedavT SedarebiT maRalia adamianuri, kulturuli da
bunebrivi resursebis mixedviT saqarTvelos Sefaseba. dabalia Sefaseba
biznes garemosa da infrastruqturis mixedviT. yvelaze dabali indeqsiT
saqarTvelos sahaero da turistuli infrastruqtura Sefasda, aqedan Cans,
rom Tbilisis saerTaSoriso aeroportisa da `Seratonisa~ `meriotis~
103
sastumroebi turizmis infrastruqturis Sesaqmnelad sakmarisi ar aris.
yvelaze maRali indeqsi (7) saqarTvelom erovnuli turizmis aRqmis
mixedviT miiRo. am muxlis mixedviT saTaveSi arian: mavritania, barbadosi,
arabTa gaerTianebuli emiratebi, kviprosi. xolo espaneTi _ 55 da
safrangeTi _ 98. Cveni azriT misasalmebelia, rom erovnul turizms maRal
doneze aRviqvamT, magram meores mxriv, am sakiTxma mougvarebeli
infrastruqturis fonze SeiZleba SeSfoTebac gamoiwvios.
turistuli produqtis gayidvasa da Sedegad qveyanaSi turizmis
ganviTarebaze upirvelesad moqmedebs komunikaciis saSualebebi. Tumca
satelefono sadgurebisa da satelefono qselSi CarTuli abonentebis
raodenoba 1995-2006 wlebSi saqarTveloSi ar izrdeboda ufro metic
mcirdeboda, rac Cveni azriT xdeboda ZiriTadad gareubnebisa da
regionebis xarjze, magram am wlebSi warmoiqmna da ganviTarda fiWuri
kavSirgabmuloba (ixileT danarTi 13).
2006 wlis monacemebiT fiWuri kavSiris abonentebis raodenobam 1,7
milions gadaaWarba. 2004 wels fiWuri kavSiriT dedamiwis mosaxleobis
mxolod meoTxedi _ 1,5 miliardi adamiani sargeblobda, specialistebi
varaudoben, rom mobilurebis momxmarebelTa raodenoba orjer
gadaaWarbebs fiqsirebuli telefonebis abonentTa ricxvs.
saerTaSoriso sakomunikacio kavSiris monacemebiT saqarTvelo dsT-is
qveynebSi ruseTisa da ukrainis Semdeg mesame adgilzea yovel 100
macxovrebelze satelefono kavSiris abonentebis raodenobis mixedviT;
meore adgilzea mobiluri telefonebis momxmarebelTa raodenobis
mixedviT da mesame adgilzea internetis momxmarebelTa raodenobis
mixedviT _ yovel 10 000 macxovrebelze.
saerTaSoriso saZiebo sistema (www.Google) moTxovnaze `mogzauroba
saqarTveloSi~ gvTavazobs 44 mln erTeul informacias, moTxovnaze
`sastumroebi saqarTveloSi~ _ 13 mln erTeuls, xolo `mogzauroba
saqarTveloSi, evropa~ _ 6 380 erTeuls. informaciis am raodenobam
gamoucdeli momxmarebeli SeiZleba Zalian daabnios, Tumca yvela
gamocdilma icis, rom yvelaze saWiro informacia pirvel gverdebze unda
eZebos. garda amisa, arseboben specializirebuli turistuli cnobarebi da
katalogebi.
104
qarTuli internet-realobis Seswavla arc ise ioli saqmea.
`TOP.HOST.GE~ gvTavazobs internetis qarTveli momxmareblebis
statistikas, romlis mixedviT saqarTveloSi 12 ZiriTadi provaideria,
maTgan eqvss bazris wilis 95 procenti ukavia, xolo sams (caucasus.net,
online.ge, sanet.ge) _ 81,08 procenti. 2005 wlis ganmavlobaSi TveSi internet-
momxmareblebis raodenoba saSualod 463 080-s Seadgenda (ix. danarTi 14).
rac Seexeba 2008 wels, provaiderebis raodenoba gaizarda 18-mde. 7
maTgans bazris 92,45 procenti ukavia, xolo sam provaiders (caucasus.net,
online.ge, utg.ge) _ 75,82 procenti. 2008 wlisaTvis saqarTveloSi internet-
momxmareblebis raodenoba gaizarda TveSi saSualod 1,23 milionamde
(marti, danarTi 15).
saqarTveloSi moqmedi turistuli firmebis did umetesobas gaxsnili
aqvs veb-gverdi internetSi da met-naklebi intensivobiT anaxlebs
monacemebs. miuxedavad amisa, sastumroebisa Tu saintereso turebis onlain
dajavSna mainc didi problemaa da internetis gamoyeneba qarTuli
turistuli produqtis mimarT mxolod daTvalierebiTa da eleqtronuli
fostis saSualebiT dakavSirebiT amoiwureba.
qarTuli turistuli organizaciebis gansakuTrebul interess iwvevs
globaluri qselis gamoyenebis Semdegi formebi:
• komunikaciebi da efeqturi kavSiri;
• reklama da turistuli produqtis stimulireba;
• marketinguli kvleva;
• firmisa da misi turistuli produqtis prezentacia;
• eleqtronuli saerTaSoriso da regionTaSoriso turistuli
gamofenebisa da bazrobebis SesaZleblobaTa gamoyeneba;
• dajavSnisa da rezervirebis sistemebis gamoyeneba;
• turistuli produqtis eleqtronuli katalogebiT sargebloba
qveynebisa da mimarTulebebis mixedviT;
• msoflios sxvadasxva qveyanaSi mxareTmcodneobis monacemebis,
amindis operatiuli prognozis, sxvadasxva saxis transportis moZraobis
ganrigis gacnoba;
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• sastumroebis, restornebis, sxvadasxva turistuli momsaxurebis
tarifebisa da fasebis Sesaxeb operatiuli informaciis miReba;
• urTierTangariSsworebisaTvis internetis qselis gamoyeneba;
• virtualuri turistuli ofisis Seqmna da sxva.
arseboben mizezebi, romlebic aferxeben eleqtronuli vaWrobis
Semdgom ganviTarebas:
• internetis arasakmarisi SeRweva adamianTa yoveldRiur
cxovrebaSi;
• plastikuri baraTebis gamoyenebis dabali done;
• adekvaturi normatiul-samarTlebrivi bazis ararseboba;
• riskebis dazRvevis meqanizmis ararseboba;
• konfliqtebisa da davis gadawyvetis meqanizmis ar arseboba;
• qselis usafrTxoebis uzrunvelyofis dabali done.
qarTul saZiebo sistemebs Tu ganvixilavT Semdeg suraTs miviRebT:
www.geres.ge saqarTveloze zogad informacias 37 saiti (veb-gverdi) moicavs,
turizmsa da mogzaurobaze _ 70, turistuli saagentoebis Sesaxeb _ 62,
xolo sastumroebis Sesaxeb _ 51. rac Seexeba turistul firmebs,
www.davivenot.ge gviCvenebs 17 turistul firmas, www.directory.ge 90-s, xolo
www.yellowpages.ge _ 242 turistul firmas.
106
2.3 turistul produqtze moTxovnis Taviseburebani
XX saukunis meore naxevrisaTvis kacobriobam meore msoflio omis
Wrilobebis moSuSeba mogzaurobis saSualebiT moaxerxa, turizmis
ganviTarebam Rrma ekonomikuri xasiaTi miiRo, warmoiSva turizmis bazari.
bazari myidvelTa da gamyidvelTa damakavSirebeli meqanizmia da is
ekonomikuri sivrcea, sadac yalibdeba nebayoflobiTi urTierToba
Tavisufal da Tanabaruflebian partniorebs Soris. ra Tqma unda, bazari
mimoqcevis sferosTan erTad kvlavwarmoebis mTel process moicavs. bazari
aris warmoebisa da moxmarebis horizontaluri kavSirebiT damakavSirebeli
moqnili meqanizmi, romelic gamoricxavs administraciul Carevas
faswarmoqmnasa da resursebis ganawilebaSi.
kotleris mixedviT bazari _ es gansazRvruli saqonlis yvela
realuri da potenciuri myidvelis erTobliobaa.
sawarmosaTvis, romelic apirebs gavides, an ukve moqmedebs turistul
bazarze, Zalzed mniSvnelovania turizmis bazris naTeli gansazRvreba.
termini „turizmis bazari“ gansazRvravs am sferoSi momuSave firmebis
erTobliobas, Sesabamisad SeiZleba gamovlindes realuri da potenciuri
konkurentebi, Suamavlebi, momxmareblebi, bazris funqcionirebis pirobebi,
realizebadi produqtebi, rac Zalian mniSvnelovania sawarmos saqmianobis
analizisa da dagegmisaTvis.
turizmis bazari SeiZleba ganisazRvros, rogorc sazogadoebriv-
ekonomikuri movlena, romelic aerTianebs moTxovnasa da miwodebas,
turproduqtis yidva-gayidvis procesis uzrunvelyofisaTvis mocemul
drosa da gansazRvrul adgilas.
turizmis bazari warmoadgens turistebisaTvis gankuTvnil saqonlisa
da momsaxurebis bazris nawils. turizmis bazari asrulebs turproduqtis
Rirebulebisa da samomxmareblo faseulobis realizaciis da
turproduqtis momxmareblamde dayvanis procesis organizaciis funqciebs.
turizmis bazris Tavisebureba misi momsaxurebiTi xasiaTiT
gamoixateba, aqedan gamomdinareobs misi specifikuri Taviseburebani:
turistuli momsaxurebis xelSeuxebloba; momxmarebeli unda miyvanili
iqnes turproduqtis warmoebis adgilas, gansxvavebiT materialuri
107
warmoebisagan, sadac saqoneli moZraobs warmoebis adgilidan moxmarebis
adgilisaken; turistul moTxovnaze moqmedebs sezonuroba da turistuli
nakadebis uTanabroba; turizmis bazarze turproduqtis warmoeba,
formireba, realizacia da moxmareba obieqturad badebs damatebiT xarjebs
da damatebiT mogebas, amasTan bazris yoveli monawile cdilobs
danaxarjebi sxvas gadasces, xolo mogeba miiTvisos TviTon. aqedan
gamomdinareobs, rom turizmSi principul mniSvnelobas iZens aRiricxos
aSkara danaxarjebi, romlebsac gaaCniaT wminda sabazro xasiaTi da
naklebad aSkara danaxarjebi, romlebic xelidan gaSvebuli ekonomikuri
SesaZleblobebis xasiaTisaa, agreTve socialuri danaxarjebi, romlebsac
regionisaTvis gansakuTrebuli socialur-ekonomikuri mniSvneloba gaaCnia.
rogorc sxva sasaqonlo bazari, turizmis bazari araerTgvarovania.
mis struqturaSi gamoiyofa Tavisi masStabiT ufro mcire bazrebi. amasTan
dakavSirebiT arsebobs klasifikaciis sakmaod bevri niSani. aRvniSnavT
maTgan mxolod yvelaze mniSvnelovnebs. gansazRvruli regionis, an
qveynisaTvis arsebobs turizmis bazris Semdegi tipebi:
• saSinao turizmis bazari _ ganisazRvreba qveynebis sazRvrebSi am
qveynis macxovrebelTa mogzaurobiT.
• Semoyvanis turizmis bazari _ ganisazRvreba adamianTa mogzaurobiT
ama Tu im qveyanaSi, romlis macxovreblebsac isini ar warmoadgenen.
• gayvanis turizmis bazari _ ganisazRvreba rezidentebis gasvliT
sxva qveyanaSi.
• qveynis farglebSi turizmis bazari _ ganisazRvreba saSinao
turizmisa da Semoyvanis turizmis bazrebis erTobliobiT.
• erovnuli turizmis bazari _ ganisazRvreba saSinao turizmisa da
gayvanis turizmis bazrebis erTobliobiT.
• saerTaSoriso turizmis bazari _ ganisazRvreba Semoyvanis da
gayvanis turizmis bazrebis erTobliobiT.
mniSvnelovania klasifikaciis sxva niSnebic. mogzaurobis miznis
mixedviT SeiZleba gamoiyos turizmis bazrebi: Tavisufali drois
gatarebis, rekreaciis da dasvenebis; nacnobebisa da naTesavebis
monaxulebis; saqmiani turizmis; samkurnalo turizmis; sapiligrimo
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turizmis (religiuri turizmi); kulturul-SemecnebiTi turizmis;
samecniero turizmis bazrebi.
mogzaurobis organizebidan gamomdinare arCeven organizebul da
araorganizebul turizmis bazars. mogzaurobis monawileTa raodenobis
mixedviT _ jgufurs da individualurs.
turistuli bazrebis zemoT CamoTvlili klasifikacia ar aris
srulyofili da ar amowuravs mTel maT mravalferovnebas. damoukideblad
SeiZleba CavTvaloT ekologiuri, ojaxuri an saTavgadasavlo turizmis
bazrebi [96].
klasifikacia sxvadasxva niSnis mixedviT saSualebas iZleva
gaRrmavdes bazris kvlevis xasiaTi da ganisazRvros masze muSaobis
Tavisebureba. bazris kvleva xorcieldeba ori mimarTulebiT: ama Tu im
parametrebis Sefaseba drois mocemul momentSi da prognozuli
maCveneblebis miReba. pirvel rigSi Sefasdeba mimdinare situacia bazarze,
Semdeg ganisazRvreba bazris moculobis sidide.
rogorc yvela sxva bazari, turizmis bazari funqcionirebs
moTxovnisa da miwodebis kanonebis Sesabamisad. turistul produqtze
moTxovna asaxavs qveynis socialuri da ekonomikuri ganviTarebis dones.
garda amisa samomxmareblo moTxovnaze moqmedebs demografiuli faqtori,
klimaturi pirobebi, qveynis politikuri da ekonomikuri stabiluroba,
usafrTxoeba, fsiqologiuri faqtorebi da sxva SemTxveviTi zemoqmedeba
(amindi, konfliqtebi da sxv.).
turistuli produqtis miwodeba turistuli produqtis erTobliobaa,
romelic imyofeba turizmis bazarze da romlebic SeuZliaT gayidon
turoperatorebma da turagentebma.
bazris gamokvlevis ZiriTadi mizania im pirobebis gansazRvra,
romlis drosac metad kmayofildeba mosaxleobis moTxovna turistul
momsaxurebaze da iqmneba gasaRebis efeqtiani pirobebi, amis Sesabamisad
bazris Seswavlisas pirveli amocanaa turistul momsaxurebaze moTxovnisa
da miwodebis mimdinare Tanafardobis, e.i. bazris koniunqturis dadgena.
amasTan nebismieri turistuli bazris Seswavla ar unda Catardes
izolirebulad, saerTo sameurneo koniunqturisa da dargis saerTo
mdgomareobis gaTvaliswinebis gareSe.
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turistuli produqtis bazris koniunqtura formirdeba da viTardeba
mravali faqtoris gavleniT, romelTa Soris gansakuTrebiT gamoiyofa
ekonomikuri, politikuri, socialuri, samecniero-teqnikuri da sxva.
amasTan, ZiriTadi sirTule am faqtorebis gansazRvraa. am amocanis
warmatebiT gadaWra SesaZlebelia mxolod im SemTxvevaSi, Tu Catardeba
bazarze mimdinare yvela axali movlenis da procesis kvleva.
turistuli produqtis bazris koniunqturas axasiaTebs: turistul
momsaxurebaze moTxovna-miwodebis urTierTdamokidebuleba; fasebis done;
konkurenciis mdgomareoba da bazarze Sesvlis barierebi; mocemuli bazris
saxelmwifo regulirebis xarisxi; turistuli momsaxurebis realizaciis
komerciuli pirobebi; moTxovnis sezonurobis arseboba da sxva
parametrebi.
mosalodnelia, rom turizmis bazari gaizrdeba momaval wlebSi, rac
iqoniebs mniSvnelovan zegavlenas ekonomikaze. amgvari zrdis zogierT
mizezs warmoadgens:
• sicocxlis xangrZlivobis zrda. sicocxlis saSualo xangrZlivobam
ganviTarebul qveynebSi 75 weli Seadgina;
• elastiuri samuSao saaTebi. dReisaTvis uamravi adamiani muSaobs 10-
saaTiani samuSao dRiT kviraSi oTxi dRis ganmavlobaSi da aqvT
ufro grZeli dasvenebis dReebi. Tumca, zogierTs, gansakuTrebiT
turizmisa da maspinZlobis industriaSi momuSaveT – piriqiT,
muSaoba uwevT dasvenebis dReebSi, xolo dasveneba – kviris samuSao
dReebSi;
• pensiaze adre gasvla. adamianebs miecaT pensiaze adre gasvlis
saSualeba – 55 wlis asakSi, Tumca igi eZleva ZiriTadad
kompaniebisa da saxelmwifo struqturebis mosamsaxureebs, 30 wliani
staJis SemTxvevaSi;
• mogzaurobis mniSvnelovnad gaadvileba. dReisaTvis gacilebiT
advilia, rom imogzauro ardadegebsa da dasvenebis dReebSi rogorc
biznesis, ise dasvenebis mizniT. mogzaurobis yoveli axali forma
saSualebas iZleva isargeblo damatebiTi dasvenebis droiT;
• xanmokle, ufro xSiri mogzaurobebis tendencia. adamianebSi gaCnda
xanmokle, magram ufro xSiri e.w. `mini-SvebulebebiT~ sargeblobis
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tendencia naclad mTliani Svebulebis erTdroulad gatarebisa.
saerTod, evropelebi sargebloben ufro grZeli SvebulebebiT, vidre
Crdilo amerikelebi. evropaSi samsaxurSi axladmiRebuli
TanamSromlebisaTvis miRebulia 4-kviriani Svebuleba, xolo
ramodenime wliani staJis mqoneTaTvis – 6-kviriani;
• cxovrebis donis gaumjobeseba. ganviTarebad qveynebSi mcxovrebma
bevrma adamianma gaiumjobesa cxovrebis done, miaRwia piradi
Semosavlebis zrdas da gauCnda mogzaurobis SesaZlebloba. ase,
CineTi, Tavisi axladSeqmnili sawarmoo zonebiT qmnis asobiT da
aTasobiT axali mewarmes, romlebic saWiroeben mogzaurobas
sazRvargareTis qveynebSi. aRmosavleT evropisa da yofili sabWoTa
kavSiris qveynebis milionobiT rezidents axla ukve aqvT
mogzaurobis SesaZlebloba da ufleba. da bolos, sul male,
damatebiT 300 milioni adamiani msoflioSi miaRwevs
srulasakovnebas, moipovebs pasports da daiwyebs mogzaurobas.
turistuli produqtis bazris koniunqturis Seswavlis amocanaa ara
mxolod ganisazRvros misi mdgomareoba ama Tu im momentSi, aramed misi
ganviTarebis xasiaTis winaswarmetyveleba.
SerCeuli bazris kvlevis erT-erTi ZiriTadi amocanaa misi
moculobis gansazRvra, romelic gviCvenebs konkretul bazarze muSaobis
SesaZleblobas da warmoadgens realizebuli turistuli momsaxurebis
SesaZlo moculobas drois gansazRvrul monakveTSi (rogorc wesi erTi
wlis ganmavlobaSi). bazris moculoba gamoiTvleba Cveulebriv rogorc
naturalur (turistTa raodenoba), aseve RirebulebiT (turizmidan
miRebuli Semosavlebis raodenoba fulis erTeulebSi) maCveneblebSi.
bazris moculobisa da misi cvalebadobis tendenciebis codniT,
firmas SesaZlebloba eZleva Seafasos ama Tu im bazris perspeqtiuroba.
azri ara aqvs iseT bazarze muSaobas, romlis moculoba umniSvneloa
sawarmos SesaZleblobebTan SedarebiT: bazarze damkvidrebisa da muSaobis
danaxarjebi SeiZleba ver iqnes amoRebuli.
mxedvelobaSi misaRebia is, rom bazris didi moculoba yovelTvis ar
niSnavs misi aTvisebisaTvis ukeTes SesaZleblobebs. aseT bazarze
SesaZlebelia Zlieri konkurencia, konkurentebis momsaxurebiT
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momxmarebelTa dakmayofilebis maRali xarisxi iyos da moqmedebdes sxva
faqtorebi, romlebic unda iqnes gaTvaliswinebuli ama Tu im bazris
amorCevis dros.
amave dros farTod gamoiyeneba termini _ sabazro wili, igi kargad
asaxavs sawarmos saqmianobis Sedegebs da ganisazRvreba rogorc gayidvebis
moculobis damokidebuleba mocemuli bazris potenciur moculobasTan.
cxadia, rom sabazro wilis gazrdasTan erTad sawarmos pozicia
gamoiyureba ufro damajereblad, imdenad ramdenadac firmis sabazro wili
moqmedebs miRebuli Semosavlis normaze.
bazris savaWro-ekonomikuri analizi umeteswilad ifargleba
ekonomikuri movlenebisa da procesebis amsaxveli maCveneblebiT (bazris
tevadoba, moTxovnis moculoba, saqonelbrunva da saqonelbrunvadoba,
muSakTa raodenoba da maTi Sromis nayofiereba, ZiriTadi kapitali da maTi
gamoyenebis efeqtianobis maCveneblebi, mimoqcevis xarjebis done da
struqtura, mTliani Semosavali, mogeba da rentabeloba da sxva), romelTa
raodenobrivi parametrebis zustad gansazRvra SedarebiT advilia. bazris
ekonomikuri analizis procesSi gamoyenebuli maCveneblebi SeiZleba daiyos:
raodenobriv da xarisxobriv, naturalur da RirebulebiT, absolutur da
SefardebiT, damtkicebiT da gaangariSebiT maCveneblebad.
turistuli produqtis analizisas aucilebelia miviRoT pasuxi
kiTxvaze: „ras iyidis turisti sinamdvileSi?“ gansazRvrul momentamde
turistul produqts xom momxmareblisaTvis absoluturad araviTari
Rirebuleba ar gaaCnia. adamianebi bazarze SeiZenen ara saqonels, aramed
mis funqciur SesaZleblobas daakmayofilos gansazRvruli
moTxovnilebebi. rogorc cnobilia, turistuli produqti _ es nebismieri
momsaxurebaa, romelic akmayofilebs turistTa moTxovnebs mogzaurobisas
da anazRaurebeli iqneba mis mier. praqtikaSi arsebobs ZiriTadi da
damatebiTi momsaxurebis cneba, Tumca samomxmareblo TvalsazrisiT maT
Soris raime arsebiTi gansxvaveba ar arsebobs.
nebismieri adamiani SeigrZnobs Zalze mravalferovan moTxovnilebebs,
anu mudmivad ganicdian raRacis naklebobas. moTxovnilebaTagan erTni
biologiuri, fiziologiuri bunebisaa da pirvelsawyisia, xolo meoreni,
fsiqologiuri moTxovnilebebi, uSualod ukavSirdeba gamocdilebas.
112
ramdenadac adamianebs gansxvavebuli cxovrebiseuli gamocdileba aqvT,
fsiqologiuri moTxovnilebebi mniSvnelovnad gansxvavdebian
erTmaneTisagan, vidre fiziologiuri.
turistuli moTxovnilebebi yalibdeba uamravi faqtoris zegavleniT.
amitom isini didi mravalferovnebiT xasiaTdeba; yovel konkretul
SemTxvevaSi TiToeul faqtors Tavisi konkretuli roli gaaCnia da
momxmarebelTa motivacias ganapirobebs.
rogorc zemoT aRvniSneT, momxmarebelTa motivaciis Seswavla
specialistebs exmareba Cawvdnen klientTa qcevis Taviseburebebs. amerikeli
fsiqologi da filosofosi abraham maslou cdilobda aexsna, ratom
aiZulebs konkretuli moTxovnilebebi adamians imoqmedos gansazRvrul
dros. maslous mixedviT adamianuri moTxovnilebebis ierarqiuli sistema
warmodgenilia piramidis saxiT, cnobili `maslous piramidis~ saxeliT,
romlis safuZvelSi devs yvelaze aucilebeli sabaziso moTxovnilebebi
(fiziologiuri da usafrTxoebis), xolo zeda safexurebze socialuri da
sulieri moTxonilebebi.
piramidis xuTive safexurze moiZebneba adgili turistuli
moTxovnilebebisaTvis. pirvel, sabaziso safexurze moTavsdeba dasvenebis
moTxovnileba. usafrTxoebis moTxovnilebiT ganisazRvreba turistuli
mogzaurobis geografia _ ufro maRali moTxovniT xasiaTdeba turebi
stabiluri sazogadoebriv-politikuri mdgomareobis qveynebSi.
maslous motivaciis Teoria adaptirebuli iqna dasvenebis sferoSi
ingliseli rekreologis pirsis mier. maslous piramidis Sesabamisad pirsma
gamoyo rekreaciuli moTxovnilebebis 5 done. pirsis Tavisufali drois
gamoyenebis piramidis mixedviT qveda, yvelaze dabal donezea moduneba,
Semdeg aRgzneba, urTierToba, pativiscema da bolos, TviTganviTareba [120].
pirsis piramidaSi yuradRebas ipyrobs qveda ori safexuri, isini
urTierTsawinaaRmdego arian. Tu moduneba gansazRvravs dasvenebas, maRali
komfortis arsebobas, aRgznebaSi moTxovnileba _ piriqiT _ aiZulebs
adamians eZebos raRaca sarisko, raTa Tavi daaRwios mowyenilobas.
Semdgomi sami moTxovnilebis done orientirebulia gansazRvruli
harmoniis miRwevaze. mesame da meoTxe safexurebze (urTierToba da
pativiscema) adamiani mimarTulia sazogadoebasTan harmoniisaken, xolo
113
umaRles TviTganviTarebis doneze is wonasworobaSi modis sakuTar TavTan
da garemomcvel samyarosTan.
maslous da pirsis motivaciis Teoriebi praqtikul gamoyenebas
pouloben. isini bazris segmentaciisa da turistebis tipologiis dadgenis
safuZvels warmoadgenen, gamoiyenebian turistuli kompaniebis mier
marketinguli strategiebis SemuSavebisas.
samomxmareblo bazrebis umetesoba heterogenuria. momxmareblebs
gaaCniaT gansxvavebuli gemovnebebi, miswrafebebi, Cvevebi, SesaZleblobebi,
ris Sedegadac avlenen araerTgvarovan moTxovnas.
konkurenciis gamZafrebasTan erTad mwarmoeblebi miiswrafvian
daiWiron samoxmareblo moTxovnis Tundac patara elementi, raTa bazars
SesTavazon is produqti, romelsac elian. Sesabamisad saWiroa
segmentireba, rac gulisxmobs sxvadasxva kategoriis momxmarebelTa
individualuri upiratesobebis gamovlenas, aRweras da maTi
identifikaciiT SedarebiT erTgvarovani tipebis gamoyofas. segmentireba
gviCvenebs bazarze firmis potenciur SesaZleblobebs, xolo firma irCevs
yvelaze ufro mimzidvel segments (segmentebs).
turizmSi miRebulia turistuli bazris dayofa geografiuli,
demografiuli, socialur-ekonomikuri, fsiqografiuli, qceviTi
parametrebiT.
statistikis organoebis mier farTod gamoiyeneba segmentacia
geografiuli niSniT. es organoebi turistTa generalur erTobliobas
warmomSobi regionebis mixedviT yofen. magaliTad, amerikelebi mzad arian
daxarjon didi fuli kargad dasvenebisaTvis da imdenad momTxovni arian
momsaxurebis donisadmi, rom xandaxan Civian kidec, Tu ar marTldeba maTi
molodini. turistuli bazris rTuli segmentia ingliselebi. isini
xasiaTdebian gulubryvilobiT, arasodes acxadeben pretenzias maSinve,
magram SeuZliaT iCivlon mogvianebiT. Zalze Taviseburebi arian frangebi;
eWviT ekidebian inglisur enas da ukvirT, ratom laparakobs msoflios
didi nawili inglisurad da ara frangulad. rTulia germanelebTan
urTierToba. Zalian garkveulni da punqtualurebi xSirad Civian,
Txouloben mogzaurobis organizaciis yvela wvrilmanis dazustebas.
SedarebiT advilia iaponelebTan urTierToba. isini SeiZleba CaiTrio
114
nebismier RonisZiebaSi; ukiduresad zustni arian; uyvarT fotoaparati da
iReben yvelafers; ar uyvarT sxva eris warmomadgenlebTan erTad yofna.
geografiuli niSnis mixedviT segmentaciisas regionuli dayofa
xSirad ufro srulyofili xdeba urbanizaciis donis segmentirebiT.
miuxedavad imisa, rom ukanasknel dros SeiniSneba qalaqisa da soflis
mosaxleobas Soris gansxvavebis Semcireba, magram adamianTa rekreaciuli
gadaadgilebani urbanizaciul centrebSi mainc ufro maRalia vidre mcire
qalaqebsa Tu sasoflo dasaxlebebSi.
demografiuli niSnis mixedviT segmentirebisas xdeba bazris dayofa
sqes-asakobrivi, ojaxuri mdgomareobis, ojaxis sididis da sxva niSnis
mixedviT. demografiuli maxasiaTeblebi warmoadgenen turistuli bazris
segmentaciis yvelaze gavrcelebul faqtorebs. msoflio turizmis
organizacia demografiuli niSnis mixedviT turistuli bazris
segmentirebisas rekomendacias iZleva gamoyofili iqnes xuTi asakobrivi
jgufi:
1. 0 _ 14 wlamde bavSvebi _ isini, rogorc wesi, mogzauroben
mSoblebTan erTad da bevri turistuli momsaxureba fasdaklebiT
waredginebaT. fasdaklebis sidide xSirad gvaiZulebs am kategoriis
turistTa Semdgom gradacias (mag.: axalSobilebi erT wlamde
gadaadgildebian ufasod, 1_5 w., 6_11w., 11_14w. _ SeRavaTebiT).
2. 15 _ 24 wlis axalgazrdoba _ bavSvebisagan gansxvavebiT
mogzauroben mSoblebis gareSe. maTi samogzauro saxsrebi SezRudulia.
3. 25 _ 44 wlis ekonomiurad aqtiuri adamianebi, romlebsac gaaCniaT
ojaxebi da maTTan erTad atareben Tavisufal dros. am jgufis
turistuli qcevis modeli mniSvnelovnad ganisazRvreba maTi Svilebis
moTxovnilebebisa da interesis Sesabamisad.
4. 44 _ 64 wlis mosaxleoba, romelic jer kidev inarCuneben
ekonomikur aqtiurobas, magram wina jgufisagan gansxvavebiT Tavs ar
axveviaT bavSvebze zrunva, vinaidan maT datoves mSobliuri ojaxi.
5. damoukidebel segments qmnian ufrosi asakis pirebi, ZiriTadad
umuSevari pensionerebi. es segmenti xasiaTdeba mogzaurobisaTvis saWiro
Tavisufali droiTa da saxsrebiT.
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socialur-ekonomikuri niSniT segmentireba didi xania cnobilia da
farTod gamoiyeneba turistuli bazris marketinguli kvlevebisaTvis.
maTgan mniSvnelovania _ Semosavlebis done, socialuri statusi, dasaqmebis
saxe da ganaTlebis done. msoflio turistul bazarze turistTa ZiriTadi
mimwodebeli maRali cxovrebis donis mqone qveynebia. amave dros TviT
qveynis SigniTac xdeba mosaxleobis dayofa cxovrebis donis mixedviT.
fsiqologiuri niSniT segmentireba farTodaa gavrcelebuli
turizmis marketingSi. Seiswavleba, Tu rogor atareben adamianebi
Tavisufal dros, ras aniWeben upiratesobas, rac Semdeg uSualod aisaxeba
maT turistul upiratesobebSi. gansakuTrebiT Zlier zegavlenas axdens
Semdegi xuTi faqtori:
1. cvlilebebisadmi midrekileba;
2. Tavgadasavlebis da riskisadmi mzadyofna;
3. konservatizmis xarisxi;
4. komfortisadmi moTxovnebi;
5. turistuli moTxovnilebebis inteleqtualuri done.
am Tvisebebze dayrdnobiT amerikelma fsiqologma plogma gamoyo
turistTa ori ukiduresad gansxvavebuli tipi: fsoqocentrikebi da
alocentrikebi (ix. cxrili #14) [92].
fsiqocentrikebi mogzaurobisas upiratesobas aniWeben nacnob
adgilebs, xolo alocentrikebs urCevniaT imogzauron axal da
gansxvavebul adgilebSi. mogzaurTa umetesoba am or ukidures jgufs
Soris Tavsdeba. sazogadod, fsiqocentrikebi arCeven mogzaurobas cnobil
adgilebSi, romlebic milionobiT adamians aqvs monaxulebuli. aseTi
adgilebi gamoirCevian ucvlelobiT da momnaxuleblebs raime
moulodnelobebs ar sTavazoben. alocentriki pirebi ki ufro
Tavgadasavlebis, kuriozebis moyvarulni arian, miiltvian axali
adgilebisadmi wynari okeanis samxreTSi, aziasa da afrikaSi. saerTod,
orjer meti adamiania midrekili alocentrikobisadmi. es zemoqmedebas
axdens mcire masStabis mqone turistul adgilebze (iqneba sofeli, qalaqi,
Tu kurorti), radgan alocentrikebis vizitis Semdeg es adgilebi xdeba
ufro popularuli da Sesabamisad – metad komercializebuli.
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ra Tqma unda, wminda fsiqocentrikebi da alocentrikebi arc ise
bevria turistebs Soris. mogzaurTa ZiriTadi raodenoba Sualedur
mdgomareobas ikavebs, warmoadgens ra saSualocentrikebs. maT moqmedebaSi
SeiniSneba orive modelis qcevis maxasiaTeblebi.
cxrili #14
turistTa tipebi plogis mixedviT
fsoqocentrikebi alocentrikebi
1. irCeven turizmis iseT cnobil
centrebs, romlebic kulturul
mimarTebaSi axlosaa sakuTar
sacxovrebelTan
miiswrafvian aRmoaCinon axali, jer
kidev auTvisebeli turistuli
raionebi
2 izidavT garTobisa da dasvenebis
tradiciuli saxeebi
kmayofilebas Rebuloben `pirvel-
aRmomCenis~ SegrZnebiT
3. aqtiurobis dabali done aqtiurobis maRali done
4. upiratesobas aniWeben iseT
turistul centrebs, sadac
mivlen avtomobiliT
daSorebuli adgilebisken isini
Cveulebriv gadaadgildebian sahaero
transportiT
5. komfortisadmi momTxovni arian
da Cerdebian maRali kategoriis
sastumroebSi. sadiloben wynar
ojaxur restornebSi
kmayofildebian saSualo donis
kvebiTa da ganTavsebiT, agreTve
mcireodeni garTobis saSualebiT
6. dasvenebisas gansakuTrebiT afase-
ben Sinaur atmosferos da gaur-
bian ucxo kulturis zegavlenas.
uyvarT urTierToba adgilobriv
mosaxleobasTan
7. iZenen turistul momsaxurebaTa
mza paketebs, turs unda hqondes
kargi gasarTobi programa
turi unda moicavdes mxolod
ZiriTad komponentebs: gadayvanas da
ganTavsebas, xolo programa unda
gamoirCeodes maqsimaluri moqnilo-
biTa da arCevanis TavisuflebiT
mogzaurobis motivirebis modelirebis saintereso gzaa misi dayofa
faqtorebad, romlebic moizidaven mogzaurs (sanaxaobebi) da romlebic
117
xels uSlian mas (personaluri moTxovnilebebi). mogzaurobis
konsultantma erlin epersonma (Arlin Epperson) SemogvTavaza e.w.
`mozidvis/xelis kvris~ modeli (Push /Pul Model) [120]. man gansazRvra `xelis
kvris~ faqtorebi, rogorc aramaterialuri survili, romelic generirdeba
adamianSi.
mogzaurobis adgilis arCevisas mniSvnelovania sxva faqtorebic, es
faqtorebi moicavs: adgils, misawvdomlobas, fass, mimzidvelobas, reklamas
da wina gamocdilebidan dakmayofilebis dones. sxva faqtoria adgilobrivi
mcxovreblebis damokidebuleba. ardadegebi ufro sasiamovnoa, Tu mas
atareb iseT adgilas, sadac kargad gxvdebian, vidre iq, sadac Sens
arasasurvelobas grZnob.
fsiqografiuli segmentacia mWidrodaa dakavSirebuli adamianTa
qceviTi Taviseburebebis safuZvelze bazris segmentaciasTan. specialistTa
nawili Tvlis, rom qceviTi parametrebi momxmarebelTa segmentebis
identifikaciisaTvis yvelaze Sesaferisia.
qceviTi niSniT segmentacia saSualebas gvaZlevs firmasTan da mis
SeTavazebasTan damokidebulebis mixedviT gamovyoT momxmarebelTa
SedarebiT erTgvarovani jgufebi. Tu fsiqografiuli segmentireba
koncentrirebulia momxmarebelze, mis pirovnul maxasiaTeblebze da
cxovrebis wesze, qceviTi niSnis mixedviT segmentireba klients ganixilavs
produqtTan kavSirSi. amasTan, gansakuTrebuli yuradReba eqceva im pirebs,
romlebmac ukve moixmares produqti, an gvevlinebian potenciur
myidvelebad. am niSniT samomxmareblo bazris gamokvlevisas turizmSi
gamoiyeneba segmentaciis sami ZiriTadi saxeoba: 1. sargeblis Ziebis; 2.
mogzaurobis xangrZlivobis; 3. moxmarebis intensiurobis; 4. loialurobis
xarisxis mixedviT. aseve metnaklebad gamoiyeneba yidvisaTvis myidvelis
mzadyofnis xarisxi.
turizmSi sargeblis Ziebis mixedviT momxmarebelTa bazari iyofa
gasarTobi da saqmiani turizmis bazrebad. es ori ZiriTadi segmenti, Tavis
mxriv, SeiZleba daiyos kidev ufro viwro sabazro auditoriebad.
magaliTad, bevrni miemgzavrebian dasasveneblad da miiswrafvian moswydnen
yoveldRiur saqmianobas fizikuri aqtiurobis ukmarisobis
kompensirebisaTvis. meoreni turizms ganixilaven, rogorc
118
pirovnebaTaSorisi urTierTobebis saSualebas. momxmarebelTa mesame,
farTo wre saWiroebs siwynares, cxovrebis stresuli situaciebis Semdgom
reabilitacias. sargeblis kriteriumi zogierTi turistisaTvis SeiZleba
iyos fasebis done, zogierTisaTvis _ xarisxi, zogierTisTvis ki garemos
xasiaTi da moxerxebuloba. klientis sargeblis Secnoba ormagad
gamosadegia: mimwodeblebi xvdebian, Tu ra da rogori momsaxureba unda
SesTavazon momxmarebels, rogor miawodon reklama; amasTanave,
momxmarebelTa sxvadasxva jgufebis identificirebiT miRebuli bazris
profilebi gamoiyeneba potenciuri klientebis gansazRvrisaTvis. es
informacia amcirebs zedmet xarjebs reklamaze da zrdis mis efeqtianobas.
segmentirebisas mniSvnelovania mogzaurobis xangrZlivobis
maCvenebeli. msoflio turizmis organizaciis (WTO) eqspertebi gamoyofen
Semdeg segmentebs: 1_3 dRe, 4_7 dRe, 8_14dRe, 15_28 dRe, 29_56 dRe, 57_91 dRe,
92_365 dRe. Tanamedrove turistuli industriisaTvis damaxasiaTebelia
Svebulebis dayofa wlis ganmavlobaSi mokle periodebad da Sesabamisad
SeiniSneba turizmis bazarze xanmokle turebze moTxovnis zrda.
moxmarebis intensiurobis mixedviT bazrebi SeiZleba davyoT wvrili,
saSualo da msxvili moxmarebis segmentebad. msxvili momxmareblebi,
Cveulebriv, Seadgenen bazris mcire nawils, romelTa xarjze miiRweva
brunvis maRali procenti. magaliTad, aviakompaniis mgzavrTa 4,1 procenti
uzrunvelyofs TviTmfrinavis reisebis 70,4 procentiT datvirTvas, xolo
sastumroebis RamisTevaTa 59,4 procenti ganisazRvreba momxmarebelTa 7,9
procentiT.
bazarze konkurentuli upiratesobis misaRwevad saWiroa klientTa
loialurobis xarisxis gamovlena ama Tu im firmis, savaWro markis,
turistuli centrebisa da raionebis mimarT. am niSniT bazari sam jgufad
SeiZleba daiyos:
a) turistTa nawili ar avlens erTgulebas arc erTi turistuli
centrisa, Tu mimarTulebisadmi, arc savaWro markisadmi. isini yiduloben
xelmisawvdom turebs, an surT SeiZinon raime axali da gansakuTrebuli.
maT uyvarT mravalferovneba, magram aseve yiduloben yvelaze iaf turebs
da ar daeZeben firmis da turistuli adgilis prestiJs. aseTi adamianebi
119
Cerdebian TiTqmis yvelanair sastumroSi. am segmentis momxmareblebi
iwodebian ucnaur turistebad.
b) erTgulebis garkveuli xarisxis mqone turistebi upiratesobas
aniWeben ramdenime turistul centrs, iSviaTad icvlian maT da Cveulebriv
ar iswrafvian daeuflon raime axals.
g) usityvod erTguli turistebi yovelTvis isveneben erTi da igive
adgilze, erTsa da imave sastumroSi da momsaxurebas yovelTvis
konkretuli turistuli firmisagan yiduloben.
turizmis bazris segmentireba specifikuria im TvalsazrisiTac, rom
mwarmoeblebs uSualod uxdebaT klientebTan muSaoba. magaliTad
sastumroebs saSualeba aqvT Seqmnan maTi stumrebis monacemTa baza, xolo
SemdgomSi gamoiyenon es informacia klientTa moTxovnilebebisa da Tavisi
miwodebis da urTierTSesabamisobisaTvis. mudmivi klientebis Sesaxeb
aseTive monacemTa bazebis Seqmna SesaZlebelia turistuli industriis sxva
sawarmoebSic, rac SeiZleba gulisxmobdes maT SeRavaTian da
gansakuTrebul momsaxurebasac.
WTO-s eqspertebi ori niSnis _ Semosavlebisa da ganaTlebis donis
mixedviT gamoyofen turistuli bazris oTx segments:
1. turistebi Semosavlebisa da ganaTlebis saSualo da SedarebiT
dabali doniT. maTTvis tipuria uaxloes zRvaze dasveneba, mgrZnobiareni
arian fasebis mimarT, ukiduresad momTxovni xarisxis mimarT. ZiriTadi
principia _ Tavisi fuliT miiRon yvelaferi srulad; maTi programa
SeiZleba Seicavdes sxvadasxva eqskursiasa da garTobas, rac turis
prestiJulobis dasamtkiceblad sWirdebaT. es segmenti yvelaze
mravalricxovani da masobrivi turizmis mTavari Semadgenelia.
2. turistebi saSualoze maRali SemosavlebiTa da umaRlesi, an
iSviaTad saSualo specialuri ganaTlebiT. maTi mogzaurobis ZiriTadi
mizania SemecnebiT interesebTan Sexamebuli dasveneba. maTi mTavari motivi
aqtiuri dasvenebaa (sporti, eqskursiebi, Teatrebi, koncertebi). saintereso
regionis monaxulebisas maT SeuZliaT Seeguon komfortis SedarebiT
dabal dones.
3. mesame segments ayalibeben pirebi Semosavlebis maRali doniTa da
umaRlesi ganaTlebiT. ainteresebT SemecnebiTi mogzaurobebi da
120
miiswrafvian STabeWdilebaTa cvlilebisaken. maTTvis sainteresoa or-
samkviriani Soreuli mogzaurobebi da ZviradRirebuli suvenirebi Soreuli
egzotikuri mogzaurobis mosagoneblad.
4. ZlierganaTlebul adamianTa kategoria, romlebsac ainteresebT sxva
xalxTa kultura, cxovrebis stili, zne-Cveulebebi, aseve bunebis Seswavla.
isini sxvadasxva asakisa da Semosavlebis arian, magram mogzaurobisaTvis
mzad arian daxarjon mniSvnelovani saxsrebi.
ganxiluli turistuli moTxovnilebebi da segmentebi srulyofilad
ver asaxavs bazris Taviseburebebs, Tumca sakmao warmodgenas iZleva mis
mravalferovnebaze. es ki mniSvnelovnad ganapirobebs miznobrivi segmentis
sworad SerCevas da turistuli momsaxurebis mimwodebeli firmebis
saboloo warmatebas.
121
Tavi 3. turistuli produqtis srulyofis perspeqtivebi
saqarTveloSi
3.1 saqarTvelos turizmis mdgradi ganviTareba
mdgradi ganviTarebis principma mniSvnelovnad Secvala
damokidebuleba ganviTarebis, keTildReobis da sxva sazogadoebrivi
movlenebis mimarT. Tu winaT qveynis keTildReoba ganisazRvreboda
upiratesad saerTo erovnuli SemosavliT an SemosavliT erT sul
mosaxleze, axleburi midgoma amas arasakmarisad miiCnevs. es maCveneblebi
ufro ekonomikuri aqtivobis indikatoria, vidre sazogadoebis ganviTarebis
saerTo donis. masSi ar aisaxeba mosaxleobis janmrTeloba, garemos
mdgomareoba, bunebrivi resursebis xarjva, sazogadoebis socialuri da
fsiqologiuri maCveneblebi.
bolo dros ekonomistTa da sociologTa mcdeloba mimarTulia iqiT,
rom keTildReobis sinTezur maCvenebelSi iseTi faseulobac aisaxos,
romelis fuladi gamoxatva ar SeiZleba. amis magaliTia `sazogadoebis
ganviTarebis indeqsi~ (IDI), romelic, sxva tradiciul parametrebTan erTad,
mosaxleobis sicocxlis xangrZlivobas, ganaTlebis dones, bunebrivi
resursebis xarjvas iTvaliswinebs [71].
mravali Taobis ganmavlobaSi adamianebi iyenebdnen resursebs
(zogjer gonivrulad) wlidan-wlamde uzrunvelyofdnen ra Tavis
moTxovnebs. xSirad es resursebi uazrod iflangeboda. isec xdeboda, rom
adgilobrivi resursebi mkveTrad mcirdeboda, nadgurdeboda an mTlianad
qreboda kidec.
istoriulad sazogadoebisa da bunebis urTierToba ganixileba
rogorc adamianis mier saarsebo resursebis gamoyeneba materialuri da
sulieri moTxovnebis dakmayofilebis mizniT. aRiarebulia adamianis
ekonomikuri interesebis upiratesi mniSvneloba bunebriv movlenebTan
SedarebiT; garemo ganixileba rogorc sawyobi, saidanac SesaZlebelia
adamianisaTvis aucilebeli yvela resursis usazRvro gamoyeneba.
sazogadoebis ganviTarebis garkveul etapze aseTi midgoma progresuli
iyo, radgan mis gareSe SeuZlebeli iqneboda teqnikuri revoluciis
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ganxorcieleba da saarsebo pirobebis gaumjobeseba. magram gasuli
saukunis 50-iani wlebisaTvis momxmareblurma damokidebulebam aSkarad
reaqciuli xasiaTi miiRo. saukuneebis winaT arc adamianebs da arc teqnikas
jer kidev ar SeeZloT radikalurad SeecvalaT globaluri ekosistema.
sazogadoebis aSkara gamofxizleba gasuli saukunis 60-ian wlebSi
daiwyo, rodesac gamoCnda planetis degradirebis simptomebi da
ekologiuri krizisis pirveli niSnebi. mecnierebma daadgines, rom planetis
Tanamedrove mdgomareoba aris ara mxolod resursebis SezRudulobisa da
Warbdasaxlebis, aramed politikuri, socialuri da ekonomikuri
uTanasworobis Sedegi. gansxvavebam mdidar da Rarib fenebs Soris, iseve,
rogorc industriul da ganviTarebad qveynebs Soris, kolosalur
masStabebs miaRwia.
1987 wels gaeros generalur asambleaze ganixiles moxseneba _ `Cveni
saerTo momavali~, romelic zemoT aRniSnuli sakiTxebis Seswavlisa da
gadawyvetis konkretul gzebs asaxavs da e. w. mdgradi ganviTarebis erTian
koncefcias gamokveTs: `mdgradi ganviTareba aris ekonomikuri da
socialuri ganviTarebis gza, dafuZnebuli garemos stabilur
mdgomareobaze. es gza unda pasuxobdes Tanamedrove sazogadoebis
moTxovnebs da amave dros, momavali Taobebis ganviTarebis perspeqtivebsac
iTvaliswinebdes~ [71].
1992 wels rio-de-JaneiroSi Catarda saerTaSoriso konferencia
garemosa da ganviTarebis sakiTxebze. konferenciam srulyo mdgradi
ganviTarebis koncefcia da axali iniciativebi wamoayena misi
xorcSesxmisaTvis: miiRo istoriuli dokumenti _ XXI saukunis `dRis
wesrigi~ (programa 21) [71].
mdgradi ganviTarebis gzaze gadasvla SeiZleba SevadaroT sxva
epoqalur cvlilebebs kacobriobis istoriaSi. magram is movlenebi
xorcieldeboda TandaTan da Seugneblad. xolo Tanamedrove revolucia
unda iyos bolomde gaazrebuli da saboloo miznebi maqsimalurad
gacnobierebuli.
garemos dacva da turizmis warmatebuli ganviTareba ganuyofelia.
turizms SeuZlia Seasrulos mniSvnelovani roli bunebis dacviT
RonisZiebebSi. es imiT aixsneba, rom garemomcveli samyaro, mxatvruli
123
peizaJiTa da unikaluri bunebrivi ZeglebiT, mravalferovani floriTa da
fauniT, sufTa haeriTa da wyliT Seadgens resursebis im did nawils,
romlebic izidaven turistebs. turizms SeuZlia dagvexmaros ara marto
garemos dacvaSi, aramed SeuZlia misi subsidirebac. amasTan aranakleb
mniSvnelovania turizmis dagegmva da ganviTareba kulturuli
memkvidreobis dacviT RonisZiebebTan erTad. arqeologiuri gaTxrebi,
istoriuli Zeglebi, originaluri arqiteqtura, TviTmyofadi cekvebi,
xelovneba, musika, xalxuri kostiumebi, tradiciebi, faseulobaTa sistemebi
SeiZleba Senaxuli da aRdgenil iqnes, an mTlianad daikargos. metad
mniSvnelovania ganviTarebis nebismieri strategiis farglebSi regionis
unikaluri istoriuli, kulturuli da socialuri TviTmyofadobis
mxardaWera da SenarCuneba.
gamofituli resursebis fonze turizmis ganviTareba, SesaZlebelia,
mosaxleobis sakvebiT, sacxovrebliTa da dasaqmebulobiT uzrunvelyofis
erT-erT saSualebad iqces. am problemis gadaWra SeiZleba im pirobiT, rom
turizmma ar daazianos garemo da dafuZnebuli iyos bunebrivi da
kulturuli resursebis dacvaze da ara arsebuli potencialis
gamofitvaze.
turizmSi ekologia da ekonomika sul ufro da ufro gadajaWvulia
mizezSedegobrivi kavSirebis uzarmazar sistemad. dReisaTvis popularuli
turistuli centrebis umravlesobis saidumlo dafuZnebulia garemos
sisufTaveze, misi dacvis efeqtian RonisZiebebsa da adgilobrivi kulturis
TviTmyofadobaze. adgilebSi sadac es ar aris, SeiniSneba momsaxurebis
donis dacema da turizmis moculobis Semcireba, garemos xarisxis
gauareseba, kulturuli TviTmyofadobis dakargva, ekonomikuri
koniunqturis dacema. es yvelaferi metad negatiur gavlenas axdens
adgilobriv mdgomareobaze. adgilobriv xelisuflebas pasuxismgebloba
ekisreba resursebis gonivrulad marTvis uzrunvelyofisaTvis, radgan
momaval Taobas hqondes maTi gamoyenebis SesaZlebloba.
mdgrad turizmad iwodeba ekonomikuri ganviTarebis modeli, romlis
mizans warmoadgens: adgilobrivi mosaxleobis cxovrebis xarisxis
gaumjobeseba; damTvalierebelTa sasiamovno yofis uzrunvelyofa da
124
garemos xarisxis SenarCuneba, rac pirdapir gavlenas axdens, rogorc
adgilobriv mosaxleobaze, ise damTvaliereblebze.
ekologiurad mdgradi turizmi TvalsaCino demonstrirebas uwevs
bunebrivi da kulturuli resursebis did mniSvnelobas sazogadoebis
ekonomikuri da socialuri keTildReobisaTvis da xels uwyobs maT dacvas.
mdgradi turizmis farglebSi xorcieldeba turizmis ganviTarebis
procesis kontroli, analizi da marTva; muSavdeba garemos mdgomareobis
kontrolis saimedo meTodebi da miiReba RonisZiebebi nebismieri negatiuri
gamovlinebis aRmosafxvrelad.
bunebrivi resursebisa da kulturuli memkvidreobis SenarCunebisa da
dacvis RonisZiebebs gaaCnia, rogorc globaluri ise adgilobrivi
aspeqtebi. imisaTvis, rom turizmi iyos mdgradi, turistuli saqmianobis
xasiaTi da moculoba unda iTvaliswinebdes arsebuli bunebrivi da
xelovnuri resursebis gamtarunarianobas.
gamtarunarianobas didi mniSvneloba aqvs garemos dacvisa da mdgradi
ganviTarebisaTvis. am terminiT aRniSnulia nebismieri adgilis SesaZlo
maqsimaluri datvirTva, ise, rom ar iyos negatiuri Sedegebi
resursebisaTvis da ar Semcirdes turistTa dakmayofilebis done. agreTve
ar moaxdinos uaryofiTi gavlena regionis sazogadoebaze, ekonomikasa da
kulturaze.
turistuli gamtarunarianoba Seicavs turizmis fenomenis fizikur,
biologiur, socialur, fsiqologiur aspeqtebs. isini SeiZleba daiyos sam
ZiriTad kategoriad: 1. biofizikuri anu ekologiuri _ exeba bunebas. 2.
socio-kulturuli _ exeba adgilobriv mosaxleobasa da kulturaze
zemoqmedebas. 3. yofiTi _ exeba mgzavrobis STabeWdilebebs.
gamtarunarianoba damokidebulia sezonze, xolo drois Semdeg iseT
faqtorebze, rogoricaa turistebis qceviTi stereotipebi, obieqtebis
konstruqciuli Taviseburebani da maTi marTvis meTodebi, garemos
dinamikuri daxasiaTebebi da adgilobrivi mosaxleobis cvalebadi
damokidebuleba.
mdgradi turizmis ganviTarebis procesSi aucilebelia
gaTvaliswinebuli iqnes gamtarunarianobis maCveneblebi garemos xarisxis
SenarCunebisa da turistTa dakmayofilebis donis SenarCunebisaTvis.
125
turistuli centrebis yoveli kategoria xasiaTdeba Tavisi
gansakuTrebuli ekologiuri mgrZnobelobiT: potencialurad mraval plaJs
axasiaTebs SedarebiT didi moculobis gamtarunarianoba. im dros, roca
sazRvao parkebi da teniani teritoriebi susti ekosistemebis gamo
Seesabameba turizmis SedarebiT naklebmasiuri formebis ganviTarebas,
rogoricaa saTavgadasavlo da specializirebuli turizmi.
mTiani da auTvisebel raionebs ZiriTadad ewvevian is turistebi,
romelTac uyvarT buneba da aqtiuri dasvenebis iseTi forma, rogoricaa
laSqroba, mTasvleloba, TxilamurebiT sriali da veluri bunebiT tkboba.
rogorc wesi aseTi adgilebis ekosistema gamoirCeva SedarebiT naklebi
gamtarunarianobiT, romelic saSualebas ar iZleva ganxorcieldes
masStaburi proeqtebi da miRebuli iqnes mnaxvelTa didi raodenoba.
saTxilamuro sporti, romliTac erTdroulad dakavebulia adamianTa
didi raodenoba, aucilebeli infrastruqturis, momsaxurebis zonisa da
misasvleli gzebis Sesaqmnelad moiTxovs gulmodgine dagegmvas, raTa ar
moxdes garemos dazianeba.
Sida sasoflo raionebi, sasoflo-sameurneo savargulebi, tyiani
masivebi, tbebi, mdinareTa kalapotebi saukeTeso adgilebia mcire
kurortebisa da dasvenebis zonebis Sesaqmnelad, qalaqgareT agarakebis
asaSeneblad da dasvenebis specialuri formebis organizebisaTvis
aucilebelia yuradRebis miqceva, rom turistulma obieqtebma uaryofiTi
zemoqmedeba ar moaxdinon sasoflo-sameurneo savargulebsa da tyian
masivebze, agreTve dauSvebelia wylis auzis daWuWyianeba.
qalaqis raionebi: kulturuli RonisZiebebi, muzeumebi, Zeglebi,
istoriuli RirsSesaniSnaobebi, maRaziebi, kulturuli cxovreba,
konferenciebi da kongresebi izidaven didi raodenobiT turistebs da
arsebul infrastruqturas SeiZleba gaaCndes sakmao gamtarunarianoba.
gamtarunarianoba SeiZleba gaizardos ise, rom am cvlilebebis nayofiT
sargebloba adgilobrivma mosaxleobamac SeZlos, magram turistebis
Zalian did raodenobas SeuZlia gamoiwvios arasaWiro simWidrove, garemos
dabinZureba da gaZneldes sicocxlis uzrunvelyofis ZiriTadi sistemebis
gamoyeneba.
126
TiToeuli turistuli proeqtis specifikuri ekologiuri daxasiaTeba
gulmodgined unda gaanalizdes misi gamtarunarianobis da Sesaferisi
ganviTarebis donis gansazRvrisaTvis. turistebi amjobineben ar
moinaxulon is adgilebi, sadac SeiniSneba atmosferosa da wylis
dabinZureba, xmauris maRali done. isini ar wavlen iq, sadac quCebi
WuWyiania, Senobebi _ uSno, gzebi _ manqanebiT Caxergili, maRalia
damnaSaveobis done da a. S.. magram zog SemTxvevaSi SeiZleba gariskon
axali SegrZnebebis gamocdis mizniT.
turizmis ganviTarebis mizniT, garemos resursebis gamoyenebisaTvis
miRebuli unda iqnes RonisZiebebi, raTa sazogadoeba darwmundes garemos
dacvis mniSvnelobaSi. analogiuri muSaoba unda Catardes turistuli
biznesis profesionalebs Sorisac. aranakleb mniSvnelovania turistebs
gavuRviZoT pativiscema cxovrebisa da kulturis adgilobrivi stilisadmi.
iseTi saerTaSoriso organizaciebi, rogoricaa msoflio turizmis
organizacia, amuSaveben turizmis mdgradi ganviTarebisa da marTvis
standartebsa da ZiriTad mimarTulebebs, rac aisaxeba adgilobrivi
turizmis ganviTarebaze. SegviZlia davaskvnaT, rom calkeul raionSi
miRebuli gadawyvetilebebi da RonisZiebebi gavlenas axdens axlo
mezoblebis e.i. yvela regionisa da mTlianad qveynis, sabolood ki
msoflios yvela qveynis strategiaze.
xalxis gadaadgileba harmoniulad unda SeeTavsebodes yvela qveynisa
da maTi moqalaqeebis ZiriTad moTxovnilebebs, ekonomikuri ganviTarebis
uzrunvelyofis globaluri TanamSromlobis amocanebs, romlebic, Tavis
mxriv, xels Seuwyobs SezRuduli resursebis SenarCunebas.
turizmis ganviTarebis pozitiur SedegebTan erTad ar unda
dagvaviwydes dargis ekonomikuri zemoqmedebis negatiuri movlenebi. miwis
resursebis gamoyenebisas turizmi aviwroebs adgilobrivi mosaxleobis
Semosavlebis tradiciul wyaroebs da izidavs muSakebs, rac damRupvelad
moqmedebs soflis meurneobaze samuSao Zalebis gadinebis gamo. amis
Sedegad mcirdeba soflis meurneobis produqciis moculoba, im dros
roca moxmarebis moculoba izrdeba mravalricxovani turistebis
wyalobiT. imavdroulad irRveva an mTlianad nadgurdeba cxovrebis
tradiciuli wyoba da bunebrivi landSafti masobrivi turizmis centrebSi.
127
mravalmxrivoba ekonomikuri stabilurobis safuZvelia. roca erTi dargi
ganicdis mkveTr ekonomikur dacemas, meore yvavis amrigad, mcirdeba
krizisis SesaZlebloba da Serbildeba misi Sedegebi. aqedan gamomdinare,
ekonomikis diversifikaciis xelSewyobis nacvlad turizmi zogjer soflis
meurneobis seqtors ikavebs.
ganviTarebadi qveynebi, turizms zogjer zedmetad optimisturad
uyureben. isini aqtiur sainvesticio politikas awarmoeben, romelic
mimarTulia turizmis gasaviTareblad da atarebs prioritetul xasiaTs.
gansakuTrebul SemTxvevebSi aseTma midgomam SeiZleba qveynis ufro
mniSvnelovani moTxovnilebebis uaryofamde. magaliTad, fuladi saxsrebi,
romelic ideba turizmSi, SeiZleba gamoyenebuli iqnas ganaTlebis,
janmrTelobis da sxva socialuri saWiroebebisaTvis.
zogjer turizmi regionSi inflaciis tempebis zrdas iwvevs.
turistebi fuls deben monaxulebis regionis ekonomikaSi. vinaidan igi
zrdis regionis Semosavlebs, SeiZleba inflaciuri zewolis mizezi gaxdes.
izrdeba fasebi pirveladi moTxovnilebis saqonelze: sasursaTo
produqtebze, tansacmelze, sacxovrebelze da transportze. rogorc wesi,
turistul regionebSi gansakuTrebiT swrafad izrdeba fasebi miwaze. fasi,
romelsac ucxoelebi uproblemod ixdian Svebulebis dros turistul
regionSi cxovrebisaTvis, SesaZloa miuwvdomeli aRmoCndes adgilobrivi
mcxovreblebisaTvis. isini (romelTac aqvT SedarebiT mcire Semosavlebi)
ubralod `gamoidevnebian~ ganviTarebuli turistuli industriis raionebis
sacxovrebeli bazidan.
qveyanaze turizmis dadebiTi ekonomikuri zegavlena SeiZleba
Semcirdes, Tu turizmis sferoSi maRalia importuli saqonlisa da
momsaxurebis xvedriTi wili da Tu turistuli obieqtebis umetesobas
floben da marTaven ucxoelebi. Sesabamisad mogeba maT xelSi iqneba da es
ukmayofilebas gamoiwvevs turistuli regionis mosaxleobaSi. magram unda
aRiniSnos, rom turizmis zogierTi saxe praqtikulad ver ganviTardeba
ucxouri investiciebis gareSe. es gansakuTrebiT SeiZleba moxdes
ganviTarebis sawyis etapze, roca adgilobrivi kapitali da mmarTvelobiTi
potenciali SezRudulia.
128
im qveynebSi, sadac adgilobrivi warmoeba kargad ar aris
ganviTarebuli SeuZlebeli xdeba turizmSi importis wilis Semcireba,
Tumca dasaqmebis uzrunvelyofa da Semosavlebis miReba xSirad ucxour
investiciebs amarTlebs.
mdgradi ganviTareba uwyveti cvlilebebis procesia, romlis
farglebSic resursebis eqspluatacia, invensticiebis ganxorcieleba,
teqnologiuri progresi da sxva siaxleebi xorcieldeba momavlisa da
awmyos moTxovnilebebis Sesabamisad.
yovelgvari safuZveli arsebobs saqarTveloSi mdgradi turizmis
ganviTarebisaTvis: mdebareoba, bunebrivi resursebi, maT Soris
xeluxlebelic, kulturuli da xelovnuri Zeglebi, adaT-Cvevebi da
tradiciebi, adamianuri resursebi.
saqarTvelo warmoadgens geografiuli landSaftebis vertikaluri
zonalobis klasikur magaliTs da gaaCnia misi TiTqmis sruli gama
dawyebuli notio subtropikebiT da damTavrebuli nivaluri zoniT.
sakurorto da ekoturizmisaTvis yvelaze metad gamodgeba is raionebi,
romlebic ganlagebulia kavkasionis da samxreT mTianeTis mTiani sistemis
farglebSi, agreTve Savi zRvispireTSi. esTetikur faqtorTan erTad
turistebs izidavs mTisa da zRvis klimatis samkurnalo Tvisebebi,
umdidresi hidromineraluri resursebi.
mTlianad saqarTvelos klimatisaTvis damaxasiaTebelia zomierad
maRali temperatura wlis Tbil periodSi da rbili zamTari. mzis naTebis
xangrZlivoba dasavleT saqarTveloSi 2000-2400 saaTs Seadgens. aRmosavleT
saqarTveloSi ki _ 2400-2500 saaTs. mzis simaRle horizontze 11 Tvis
ganmavlobaSi 25°-ze metia (e.i. igi biologiurad aqtiuria), xolo 7 Tvis
manZilze 45°-ze meti, rodesac aRiniSneba ultraiisferi dasxivebis siuxve.
saqarTvelos mTiani zona gamoirCeva lamazi landSaftebiT,
janmrTeli klimatiT, mravalricxovani mineraluri wyaroebiT. mTis
klimatis dadebiTi mxareebia: haeris siwminde, rogorc organuli, ise
araorganuli mtvris mcire Semcvelobis gamo; mzis radiaciis intensivobis
gaZliereba, ris Sedegadac igi xdeba biologiurad ufro aqtiuri, xolo
atmosfero ufro steriluri da bolos zomieri temperatura zafxulSi,
mTaTaSorisi dadablebis zonasTan SedarebiT.
129
turizmis ganviTarebis umniSvnelovanesi faqtoria saqarTveloSi
vrceli, samaskilometriani zRvispira zoli mravalricxovani moxerxebuli
plaJebiTa da saukeTeso klimaturi pirobebiT. saqarTvelos Savi
zRvispireTis klimati notio subtropikulia rbili zamTriT da
xangrZlivi sakmaod cxeli zafxuliT. sabanao sezonis xangrZlivoba aq 5-6
Tves grZeldeba. bunebis saerTo silamazes aZlierebs mdidari
mcenareuloba, mTisa da zRvispira landSaftebis efeqturi Sexameba,
mineraluri samkurnalo wyaroebi. [27]
saqarTveloSi ganzraxulia 7 erovnuli parkis Seqmna. maTgan ukve
Seqmnilia borjom-xaragaulis erovnuli parki; 1. borjom-xaragaulis
erovnuli parki 68 000 heqtarze mets moicavs, rac saqarTvelos farTobis
TiTqmis 1 procents Seadgens. farTobis mixedviT es parki erT-erTi
udidesia evropaSi. aqauri flora 2000-mde saxeobis mcenares iTvlis.
umTavres bunebriv simdidres tye warmoadgens, romliTac teritoriis 75
procentia dafaruli. swored aq aris Tavmoyrili wminda naZvnarTa da
fiWvnarTa mTel kavkasiaSi udidesi masivebi. tyeebSi gavrcelebulia
saqarTvelos wiTel wignSi Setanili mcenareebi: Teladuma, uTxovari,
uxravi, wabli da sxva. regioni mdidaria aseve cxovelTa samyaroTi. aq
gavrcelebulia ZuZumwovrebis 55, frinvelebis 95, reptiliebis 17 da
amfibiebis 9 saxeoba. maT Soris bevri iSviaTi saxeobaa. saqarTvelos wiTel
wignSi Setanili saxeobebidan aq gvxvdeba: focxveri, kavkasiuri iremi,
giganturi meRamura, boloTeTra arwivi, svavi, orbi da sxva. aq CamoTvlil
cxovelTa umetesi nawili Setanilia bunebis dacvis saerTaSoriso
kavSiris wiTel nusxaSi. 2. mTavrdeba samuSaoebi kolxeTis erovnuli
parkis Sesaqmnelad (farTobi 26,7 aTasi heqtari, Savi zRvis piras); 3.
ganzraxulia saqarTvelos centraluri kavkasionis erovnuli parkis Seqmna
(farTobi 7430 kv.km, kavkasionis mTavari qedis centraluri nawilis samxreT
kalTaze); 4. aRmosavleT kavkasionis (farTobi 4040 kv.km, moicavs fSav-
xevsureT-TuSeTisa da mTiani kaxeTis teritorias); 5. ivris zegnis (farTobi
3,5 aTasi heqtari saqarTvelos ukidures samxreT-aRmosavleT nawilSi); 6.
eruSeTis (farTobi 1860 kv.km samxreT saqarTvelos vulkanur zeganze); 7.
aWara-imereTis (farTobi 17,3 aTasi heqtari); erovnuli parkebis did nawils
warmoadgens e. w. harmoniuli, kulturuli landSaftebis vrceli zona,
130
saxlobs da meurneobas eweva adamiani. am zonaSi unda ganviTardes turizmi
da didi mniSvneloba eniWeba ekologiurad sufTa produqtebis warmoebas.
[82] qvemoT moyvanili cxrili #15 gviCvenebs saqarTveloSi saxelmwifo
nakrZalebisa da erovnuli parkebis ganviTarebas 2000-2006 wlebSi.
cxrili #15
saqarTvelos saxelmwifo nakrZalebi da erovnuli parkebi
2000-2006 wlebSi
weli 2000 2001 2002 2003 2004 2005 2006
saxelmwifo nakrZalebi,
erTeuli 15 14 14 16 16 16 17
nakrZalebis farTobi, aTasi
heqtari 150,9 150,4 150,4 168,7 168,7 168,7 171,7
erovnuli parkebi, erTeuli 2 2 2 2 2 2 4
erovnuli parkebis farTobi,
aTasi heqtari 88,0 112,7 120,3 102,3 102,3 102,3 211,1
saqarTvelos bunebriv RirsSesaniSnaobaTa ricxvs miekuTvneba
bunebrivi da xelovnuri wyalsatevebi, mdinareebi.
gansakuTrebiT perspeqtiulia saqarTvelos teritoria
speleoturizmis ganviTarebisaTvis. dasavleT saqarTvelos karstul
raionebSi aRmoCenili da Seswavlilia mravali mRvime, romlebic Tavisi
esTetikuri RirebulebiT ar Camouvardeba evropis cnobil mRvimeebs.
Tumca arsebuli faunisturi resursebi raodenobrivad
gaRaribebulia, racionalurad dayenebuli samonadireo meurneobis
pirobebSi SesaZlebeli iqneba samonadireo turizmis ganviTareba.
SedarebiT ufro farTo masStabebSi SeiZleba ganviTardes meTevzeTa
turistuli centrebi sionisa da walkis wyalsacavebze, tabawyuris tbaze
da a.S..
saqarTvelosaTvis damaxasiaTebeli dasaxlebuli punqtebis tipebis
da garegnuli saxis originaluroba. turistebisaTvis gansakuTrebiT
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sainteresoa zemo svaneTis, zemo raWis, fSav-xevsureTis da TuSeTis mTis
soflebi. saqarTveloSi turizmis ganviTarebis erT-erTi xelSemwyobi
faqtoria, agreTve, misi calkeuli istoriul-geografiuli provinciebis
eTnografiuli Taviseburebebi.
xevsureTis, iseve rogorc saqarTvelos sxva mTiani regionebis
gadarCenasa da migraciis SeCerebas xels Seuwyobs mdgradi turizmi,
romelic xevsureTis ekonomikuri ganviTarebis erT-erT ZiriTad
mimarTulebad gvesaxeba. Cveni azriT xevsureTSi turizmis ganviTareba
saWiroa kompleqsurad. aucilebelia zogierT sofelSi Seiqmnas
turistuli centri.
turistuli centri warmogvidgenia, rogorc Senoba, romelic
damaxasiaTebelia xevsureTisaTvis, sadac turists SeuZlia miiRos
amomwuravi informacia kuTxis, marSrutebis, xevsureTis kulturisa da
yofis Sesaxeb. saWiroebis SemTxvevaSi gaaTios Rame, iqiravos cxeni, karavi
an saZile tomara, moZebnos gamyoli, SeiZinos adgilobrivi produqtebi,
adgilobrivi rewvis nimuSebi: naqsovi, naqargi, Weduri, xis saojaxo
nakeTobebi da a. S., naxos ojaxur pirobebSi rZis produqtebis damzadeba.
daeswros xevsureTis tradiciul dResaswaulebs, rogorc saojaxo
(qorwili, doRi da a. S.), aseve saxalxo, religiur dResaswaulebs _
xatobebs.
Cveni praqtikuli gamocdilebiT adgilobrivi mosaxleobis didi
nawili ar aris saTanadod gaTviTcnobierebuli xevsureTisaTvis turizmis
ganviTarebis aucileblobaSi, an Tu aris ar flobs Sesabamis codnasa da
praqtikul Cvevebs, raTa moemsaxuros turistebs, an SeZlos maTi
moTxovnebis dakmayofileba mogebis miRebis mizniT.
sawyis etapze aucilebelia mosamzadebeli samuSaoebisa da
sainformacio RonisZiebebis Catareba:
Sexvedrebi soflebSi adgilobriv mosaxleobasTan, maTi
informirebisa da situaciis Seswavlis mizniT;
saWiro samuSaoebis detaluri nusxis Sedgena;
erT-erTi marSrutis damuSaveba studenturi eqspediciis daxmarebiT;
Catarebuli samuSaoebis sazogadoebisaTvis gacnoba mediis,
prezentaciis, veb-gverdisa da bukletis saSualebiT.
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turizmis ganviTarebisaTvis saqarTveloSi infrastruqtura ar aris
sakmarisi, xolo saintereso kulturuli, arqeologiuri, arqiteqturuli
memkvidreoba, buneba, romelsac teqnikuri progresi jer ar Sexebia iZleva
saSualebas ganxorcieldes saintereso proeqtebi.
saqarTveloSi turizmis obieqti SeiZleba iyos agreTve
mravaldargovani soflis meurneoba, romelsac gaaCnia sawarmoo tipebis
mravalferovneba _ dawyebuli subtropikuli memcenareobiT dasavleT
saqarTvelos dablob da mTiswina zonaSi da damTavrebuli alpuri tipis
maRalmTiani mecxoveleobiT.
gansakuTrebiT aRniSvnis Rirsia mevenaxeoba da meRvineoba.
adgilobrivi da gansakuTrebiT ucxoeli turistebisaTvis SeiZleba Zalian
saintereso iyos RvinosTan da vazis kulturasTan dakavSirebuli turebi:
rTveli, Rvinis dawurva SemodgomiT da Rvinis degustacia mTeli wlis
ganmavlobaSi.
mdgradi ganviTarebis meTodis gamoyenebisas bazris kvleva
mimarTulia im turistebis mizidvaze, romlebic gamoiCenen pativiscemasa da
frTxil damokidebulebas adgilobriv garemosa da sazogadoebis mimarT.
regionis gamtarobis potenciali unda gaxdes mniSvnelovani faqtori
SemosvliTi turizmis maqsimaluri moculobis gansazRvrisas.
`xarisxi raodenobis winaaRmdeg~ _ saqarTvelosaTvis masiuri
saerTaSoriso turizmis kontrolireba aucilebelia. miznad ar unda
davisaxoT turistebis ganuxreli zrda. ukeTesi iqneba, Tu quCebi da
trotuarebi ar gadaitvirTeba. Cveni azriT, qarTul turizmis industriaSi
ukeTesia gaumjobesdes xarisxi, momxmarebels SevTavazoT eqskluziuri
turistuli produqti, gaizardos fasebi da movizidoT ufro maRali
klasis ganaTlebuli klientebi.
turistuli produqtis realizaciaze moqmedi faqtorebidan sakmaod
mniSvnelovania qveynis politikuri mdgomareoba da moqmedi kanonmdebloba.
saqarTveloSi turizmis sferos aregulirebs saqarTvelos kanonebi:
`turizmisa da kurortebis Sesaxeb~ da `kurortebisa da sakurorto
adgilebis sanitaruli dacvis zonebis Sesaxeb~.
saqarTvelos kanoni `turizmisa da kurortebis Sesaxeb~ aregulirebs
turizmisa da sakurorto saqmianobis sferoSi arsebul urTierTobebs.
133
aRniSnuli kanonis Sesabamisad saqarTvelos turistuli da sakurorto
resursebi erovnuli simdidrea da mas saxelmwifo icavs. qveynis politikas
turizmisa da kurortebis dargSi gansazRvravs parlamenti, xolo
prezidenti uzrunvelyofs erTiani politikis gatarebas da amtkicebs
sanitaruli dacvis zonebs.
aRsaniSnavia, rom saqarTvelos kanoniT `turizmisa da kurortebis
Sesaxeb~ ucxoeli turistebis miReba-momsaxureba saqarTvelos teritoriaze
ganixileba, rogorc turistuli momsaxurebis eqsporti, amitom
saqarTvelos sagadasaxado kodeqsiT turoperatorebis mier saqarTvelos
teritoriaze ucxoeli turistebis organizebuli Semoyvana da maTTvis
turistuli momsaxurebis gaweva ibegreba dRg-is nulovani ganakveTiT.
am kanonis mixedviT turistuli da sakurorto saqmianobis
standartizacia, sertifikacia da licenzireba regulirdeba saqarTvelos
kanonmdeblobiT dadgenili wesiT. magram licenzirebis Sesaxeb
saqarTvelos kanonis amoqmedebamde am sakiTxebs awesrigebs saqarTvelos
turizmisa da kurortebis saxelmwifo departamentis mier damtkicebuli
Sesabamisi debulebebi. erT-erTi Semaferxebeli faqtori SeiZleba is iyos,
rom msoflio banks da saerTaSoriso savaluto fonds ar undaT
saqarTvelom miiRos iseTi kanonebi, romlebic garkveulwilad
korufciasTan iqneba asocirebuli.
Cveni azriT turistuli da sakurorto saqmianobis standartizacia,
sertifikacia da licenzireba saWiro da aucilebelia, magram qveyanaSi
gamefebuli korufciis fonze, kidev ufro mZime dartyma iqneba mcire
biznesis sawarmoebisaTvis da kidev erTi biurokratiuli barieri, romelic
xels SeuSlis maT ganviTarebas. Tumca meore mxriv ukontrolo situaciam
ASesaZloa gamoiwvios TaRliTuri jgufebis arseboba, romlebic moqmedeben
turistuli firmis saxeliT da atyueben momxmareblebs. ukidures
SemTxvevaSi am etapze SeiZleba turistuli profilis organizaciebis
garkveuli sertificireba, rac ufro sando garemos Seqmnida momxmareblisa
da ucxoeli partniorebis mxriv.
xolo rac Seexeba korufciisagan Tavis aridebas, SesaZlebelia
dawesebuli iqnes garkveuli vada (1 an 2 weli), raTa organizaciam SeZlos
bazarze morgeba. Tu qarTuli turistuli firmebis saqmianobas
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SeviswavliT, aRmoCndeba, rom didi nawili axalgaxsnili firmebisa
ixureba, xolo praqtikulad momuSave firmebi xSirad sxva qudis qveS
moqmedeben da mxolod bazarze damkvidrebis Semdeg axdenen Tavisi saxelis
legitimacias.
saqarTvelos kanoni `kurortebisa da sakurorto adgilebis
sanitaruli dacvis zonebis Sesaxeb~ gansazRvravs saqarTvelos kurortebsa
da sakurorto adgilebSi sawarmoTa ganTavsebis, samewarmeo sawmianobis,
bunebrivi samkurnalo resursebiT sargeblobisa da mosaxleobis
gansaxlebis aucilebel pirobebs. am kanonis mizania bunebrivi samkurnalo
resursebis Tvisebebis SenarCuneba da maTi dabinZurebis, dazianebisa da
gamofitvisagan dacvis mizniT sanitaruli zonebis dadgena.
saqarTveloSi turizmis sferos aregulirebs mxolod es ori kanoni
da isic ar aris srulyofili, radgan ar aris mastimulirebeli faqtorebi,
ar aregulirebs samewarmeo urTierTobebs turizmSi monawile subieqtebs
Soris da ar uwyobs xels dargis ganviTarebas.
turizmis momsaxurebis ZiriTadi sakanonmdeblo uzrunvelyofa da am
sferoSi arsebuli samarTlebrivi urTierTobis normebi dadgenilia
saqarTvelos samoqalaqo kodeqsis me-11 TaviT. aRsaniSnavia, rom
dasaxelebul Tavs saqarTvelos parlamentis 2006 wlis 28 aprilis kanoniT
daemata mTeli rigi normebi, riTac daculi iqneba turistis uflebebi da
amaRldeba turistuli kompaniebis pasuxismgeblobis xarisxi.
turistuli momsaxurebis xelSekruleba, rogorc bevri sxva saxis
xelSekruleba, SeiZleba dadebuli iqnes rogorc werilobiTi, aseve zepiri
saxiT. turizmis xelSekrulebiT mogzaurobis momwyobi kisrulobs
valdebulebas turists gauwios momsaxureba Sesabamisi anazRaurebis
sanacvlod.
saqarTvelos samoqalaqo kodeqsis 657-e muxlis me-2 nawilis Tanaxmad,
turistuli momsaxurebis paketi turistuli momsaxurebis ori, an orze
meti komponentisagan (kveba, Ramis Teva, satransporto momsaxureba da sxv.)
Semdgari kompleqsia, romelta Rirebuleba Sedis paketis fasSi.
saqarTvelos samoqalaqo kodeqsis 6571, 65722, 6573-e muxlebiT
dadgenilia turistis uflebebis dacvis mTeli rigi meqanizmebi da
dawesebulia turistuli kompaniis valdebulebebi. kerZod, turistuli
135
kompania valdebulia xelSekrulebis dadebamde miawodos Semdegi
informacia:
• momsaxurebis Rirebulebis, misi gadaxdis meTodebisa da ganrigis
Sesaxeb;
• daniSnulebis adgilisa da miznebis, gamosayenebeli satransporto
saSualebebisa da maTi daxasiaTebis Sesaxeb;
• ganTavsebis tipis, mdebareobis, kategoriis, momsaxurebis xarisxis,
misi klasifikaciis, gadaadgilebis marSrutis da sxva ZiriTadi
maxasiaTeblebis Sesaxeb;
• kvebis Sesaxeb;
• pasportTan da vizasTan, agreTve janmrTelobis mdgomareobasTan
dakavSirebuli moTxovnebis Sesaxeb;
• vizitebis, eqskursiebis da sxva momsaxurebis Sesaxeb, romlebic
Sedis paketis RirebulebaSi;
• im SemTxvevisaTvis, Tu mogzaurobis mosawyobad aucilebelia
turistTa garkveuli raodenobis Segroveba da is ar Segrovda,
xelSekrulebis Sewyvetis Taobaze turistis informirebis Sesaxeb.
turizmis samarTlebrivi regulirebis erT-erTi mniSvnelovani
aspeqtia kanoniT (saqarTvelos samoqalaqo kodeqsis 6573-e muxli)
dadgenili mogzaurobis Rirebulebis ucvlelobis principi. am kanoniT
mogzaurobis momwyobs SeTanxmebuli pirobebis Secvlis ufleba aqvs
mogzaurobis dawyebamde araugvianes oci dRisa.
saqarTvelos samoqalaqo kodeqsis 659-e muxlis Tanaxmad, Tu
mogzaurobas xarvezebi aqvs, maSin turists SeuZlia moiTxovos maTi
aRmofxvra, xolo Tu mogzaurobisas warmoqmnili xarvezis gamo turists
mniSvnelovani ziani miadga, mas SeuZlia Sewyvitos xelSekruleba.
saqarTvelos samoqalaqo kodeqsis 665-e muxlis Sesabamisad turists
ufleba aqvs mogzaurobis dawyebamde nebismier dros uari Tqvas
xelSekrulebaze. aseT SemTxvevaSi mogzaurobis momwyobi kargavs
SeTanxmebuli sazRauris mTlianad miRebis uflebas.
saqarTvelos samoqalaqo kodeqsSi sakmaod amomwuravad aris
ganxiluli yvela is sakiTxi, romelic SeiZleba warmoiqmnas mogzaursa da
136
mogzaurobis momwyobs Soris, magram, rogorc zemoT iyo aRniSnuli,
saqarTveloSi ar arsebobs kanoni turistuli kompaniebis sertifikaciisa
da licenzirebis Sesaxeb da Sesabamisad turistuli kompaniebis didi
nawilis TanamSromlebi ar icnoben kanonebs da sakmaod bundovani
warmodgena aqvT turistisa da sakuTar ufleba-movaleobebze.
saqarTveloSi turizmis mdgradi ganviTareba ramdenadme
sakanonmdeblo bazazec aris damokidebuli da Sesabamisad sakanonmdeblo
bazis ganviTareba da daxvewa saqarTvelos turizms bevrad waadgeboda.
137
3.2 abreSumis gzis turistuli produqti
1994 wlidan istoriaSi cnobili `didi abreSumis gza~ axal
sicocxles iZens. msoflio turizmis organizaciisa da iuneskos egidiT
samaryandis pirvelma forumma `abreSumis gzaze turizmis ganviTarebis
deklaracia~ miiRo.
saqarTvelo aqtiurad unda CaerTos `abreSumis gzis~ turistul
proeqtSi. amis sawindaria ara marto is, rom igi am gzis erT-erT sakvanZo
adgilze mdebareobs da misi monawileoba teritoriuli faqtoriTaa
ganpirobebuli, umTavresi mizezia is, rom saqarTvelo rekreaciuli
resursebis potencialiT unikaluri mxarea. maT Soris:
• bunebrivi pirobebi _ hava, wylis resursebi, mineraluri wyaroebi da
samkurnalo talaxi, reliefi, mRvimeebi, mcenareuli safari da cxovelTa
samyaro, nakrZalebi, lamazi peizaJebi, unikaluri obieqtebi.
• kulturul-istoriuli _ muzeumebi, Teatrebi, istoriuli,
arqeologiuri da arqiteqturuli Zeglebi, mxareebis eTnografiuli
Taviseburebani, umdidresi folklori, xelosnuri warmoebisa da
xelovnebis nimuSebi.
• socialur-ekonomikuri _ SromiTi resursebi, ekonomikuri
ganviTarebis da satransporto qseliT uzrunvelyofis kargi done,
xelsayreli ekonomikur-geografiuli mdebareoba.
am uZveles marSrutze mdebare rig qveynebSi warmatebiT Catarda
sxdomebi da RonisZiebebi; kerZod sianis (CineTi) turistuli forumi 1996
wels, meore forumi TeiranSi, 1997wels, ori Sexvedra iaponiaSi (q. nara,
1997 wels da q. kioto, 1998w.) agreTve seminari `abreSumis gzis~
turoperatorebisaTvis yazaxeTSi, `abreSumis gzis~ III forumi Catarda
TbilisSi (2-5 noemberi, 1998 weli), sadac gamoikveTa ZiriTadi moTxovnebi,
romelTac ayeneben dasavleT evropisa da amerikis turoperatorebi
`abreSumis gzis~ qveynebis, maT Soris saqarTvelos mimarT:
1. komfortuli dabinavebis saSualebebi, amasTan ar aris aucilebeli
5 da 6 varskvlaviani sastumroebi, misaRebi iqneba 3-4 varskvlaviani
sastumroebi da sastumro saxlebi (adgilebis mcire raodenobiT)
138
2. sisufTave da sisufTavis dacvis saSualebebi. SesaZlebelia
yvelaferi iyos martivi, zedmeti komfortis gareSe, magram idealuri
sisufTave aucilebelia;
3. qveynisaTvis damaxasiaTebeli sakvebi. ar aris aucilebeli
evropuli samzareulos moSvelieba. magram sakvebi unda iyos kargi
xarisxis. turistebs urCevniaT saqarTveloSi gasinjon namdvili qarTuli
saWmelebi (patara ojaxur restornebSi);
4. turistebma unda isiamovnon garemoTi, sanaxaobiT, saWiroa
transporti ventilaciiT, gzebis SekeTeba, rukebi, gzamkvlevebi, raTa
turistebi gaecnon yvela aucilebel informacias.
5. turistebs surT Seiswavlon istoria da kultura, moinaxulon
RirsSesaniSnaobebi da moisminon gidebis mier maTi istoria. mniSvnelovania
profesionali gidebis momzadeba.
6. Tavisuflad drois gatarebis saSualeba _ Tevzaoba, nadiroba,
mTaSi wasvla. turistebs ainteresebT rogor mividnen mTamde, tbamde, im
adgilamde, sadac SeiZleba Tevzaoba, nadiroba.
7. turistebs surT SeiZinon suvenirebi, xeliT nakeTebi nivTebi.
yvelaferi es unda iyos maRali xarisxis da naklebi dro daixarjos maT
SeZenaze.
8. turistebma dRis bolos unda moisminon musika, daeswron
folklorul koncertebs, speqtaklebs.
9. turistebma unda imogzauron savizo akrZalvebis gareSe. SiSis
gareSe, magram yovel fexis nabijze policiis kontroli sulac ar aris
sasiamovno.
10. turistebs surT gaRimebuli da megobruli Sexvedra. SeiZleba
yvelaze lamazi qveyana aRmoCndes mosawyeni, Tu iq iqnebian uxeSi
adamianebi.
ucxoeli turistebi ar Camovlen, Tu maT ara aqvT informacia qveynis
Sesaxeb, Tu advili ar aris Camosvla da zemoT moyvanili pirobebi ar aris
mowesrigebuli.
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`abreSumis gzis~ regionis potenciur mgzavrTa naxevarze meti arian
55 wlis da metis. maTi Semosavali gacilebiT maRalia vidre saerTod
mosaxleobis. nawilobriv mainc maTi asakis gemo abreSumis gzis qveynebis
mogzaurTa umravlesobas aqvT saerTaSoriso turizmis didi gamocdileba.
abreSumis gzis mogzaurebs uyvarT monawileobis miReba gareT
Catarebul RonisZiebebSi. TiTqmis yvela mogzauri (83 procenti) ambobs,
rom monawileobas miiRebdnen sul mcire erT gareT Catarebul
RonisZiebaSi, Tuki es RonisZiebebi Sesatyvisi iqneboda im adgilisa,
romelsac isini stumroben. TiTqmis sams abreSumis gzis 10 mgzavridan (28
procenti) Zalian moewoneboda, rom mTeli mogzauroba agebuli yofiliyo
gareT Catarebul RonisZiebebze.
abreSumis gzis, rogorc STambeWdavi adgilis, Sesaxeb informacia
Zalian SezRudulia da bevrad ufro mwiria, vidre maTi konkurentebis
Sesaxeb. yvelaze mniSvnelovani barieri nakleb gaTviTcnobierebasTan
erTad aris is azri, rom abreSumis gzaze mogzauroba saWiroebs xangrZliv
dros.
turizmis bazari Zalian didi da kompleqsuria da abreSumis gzis
potenciur bazars Sesabamisad patara adgili ukavia. kidev ufro pataraa
saqarTvelos segmenti masSi. aqedan gamomdinare aucilebelia fokusireba
produqtis reklamirebaze. abreSumis gzis qveynebisaTvis yvelaze
Sedegiania im mogzaurebis mozidva, romlebic SesaZlebelia namyofebi
iyvnen am regionSi da maTTvis saintereso iqneba abreSumis gzis igive an
sxva qveynis monaxuleba.
turizmis ganviTarebis erT-erTi winapirobaa unikaluri istoriul-
kulturuli faseulobebis arseboba. qarTveli xalxis mravalsaukunovani
istoria Tavis materialur gamoxatulebas poulobs mravalricxovan
istoriul ZeglebSi, romlebic TiTqmis yvela raionSia Semonaxuli. maTi
umravlesoba did interess iwvevs turistuli TvalsazrisiT. arsebuli
Zeglebis nawilis mdgomareoba damakmayofilebelia, Tumca bevri maTgani
moiTxovs restavracias. zogierTi Zegli (samSvilde da fitareTi qvemo
qarTlSi, cixe goji samegreloSi) saerTod Znelad misadgomia misasvleli
gzebis uqonlobis gamo.
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turizmi, rogorc mTel msoflioSi, saqarTveloSic saqmianobis erT-
erTi umniSvnelovanesi sfero gaxda. mTel rig qveynebSi ekonomikuri
krizisisa da arasasurveli koniunqturis pirobebSic ki turizmma
SeinarCuna zrdis dadebiTi tendenciebi. igi stimuls aZlevs, rogorc
ekonomikis dargebis, aseve kulturis ganviTarebasac. saqarTvelosTvis es
gansakuTrebiT mniSvnelovania, radganac eris individualizmi upirvelesad
kulturaSi gamoixateba. saqarTvelo gamoirCeva kulturuli Zeglebis
siuxviT, xolo turistuli mogzaurobis motivacia xSirad kulturis
gacnobiTaa ganpirobebuli.
aRsaniSnavia, rom kulturuli motivatori, rogorc Camosvlis mizani,
ar aris miTiTebuli statistikur monacemebSi, magram gasaTvaliswinebelia,
rom igi mogzaurobis TiTqmis yvela programaSi devs, rogorc msoflioSi,
aseve saqarTveloSi. kulturuli resursebi gadamwyveti faqtoria ara
mxolod SemecnebiTi an gasarTobis mogzaurobisaTvis, aramed
gamajansaRebeli an saqmiani mogzaurobisTvisac (magaliTad, kulturuli
programebi samecniero kongresebisaTvis norma xdeba).
termini _ kulturuli turizmi _ turistuli saqmianobis
specialistebis leqsikaSi 70-ian wlebSi gaCnda, rodesac kulturul
determinantTan dakavSirebuli turistuli jgufebi gamoiyo. ZeglTa da
RirsSesaniSnav adgilTa UNESCO saerTaSoriso komitetSi _ ICOMOS _ 1976
wels miRebul iqna `kulturuli turizmis qartia~, romelic gadasinjuli
iqna 1999 wels. misi mTavari ideaa kulturuli memkvidreobis, rogorc
turizmis ganviTarebis resursis dacva-SenarCuneba. qartiis mixedviT
kulturuli turizmi turistuli saqmianobis farglebSi moZraobaa,
rodesac adamianebi TviTon arian CarTulni socialuri wes-Cveulebebis,
religiuri tradiciebis, agreTve kulturul memkvidreobaSi Tavmoyrili
ideuri, inteleqtualuri da informaciuli potencialis mravalsaxeobebSi.
kulturuli turizmi ekonomikuri TvalsazrisiT ufro da ufro
mniSvnelovani da politikuri niSniT ufro SesamCnevi xdeba. mto-s
prognoziT, 2000-2020 wlebSi turizmis bazris umniSvnelovnes segmentad
moiazreba kulturuli turizmi.
dasavleTis mravali qveyana da regioni am sferoSi axal ekonomikur
SesaZleblobebs anviTarebs. eqspertTa dakvirvebiT kulturul turizmze
141
moTxovna ganuwyvetliv izrdeba yovelwliurad daaxloebiT 15%-iT. 21-e
saukunis mijnaze yvela turistuli gamgzavrebis daaxloebiT 37%
kulturul turizms SeiZleba mikuTvneboda.
kulturuli turizmi erT adgilas gaCerebis xangrZlivobiTac
gamoirCeva. magaliTad: SotlandiaSi, romelic kulturuli turizmis erT-
erTi umniSvnelovanesi centria gaerTianebul samefosa da TviT evropaSic,
turistTa yofnis xangrgrZlivoba Seadgens 4-dan (`Tavisi~
turistebisaTvis) 10 RamisTevamde (ucxoeli turistebisaTvis), xolo
RamisTevaTa raodenoba amerikuli kulturuli turizmisaTvis Seadgens 4,7
_ gansxvavebiT Cveulebrivi turistisagan, romelic monaxulebis adgilze
daaxloebiT 2,9 Rames dahyofs. kulturuli miznebiT mogzauri adamiani
xarjavs ¾3/4-iT met saxsrebs, vidre saSualo statistikuri turisti.
kulturuli turizmis ganviTarebas saqarTveloSi erTi
umniSvnelovanesi strategia aqvs _ qveynis kulturuli memkvidreobis dacva
da misi SenarCuneba, risi realizaciac saxelmwifos Tanadgomis gareSe
SeuZlebeli iqneba. kulturas gaaCnia komerciuli seqtori, romelic
arakomerciulTan SedarebiT mcirea, Tumca SesaZlebelia misi gazrda. aman,
pirvel rigSi, isev kulturaze unda moaxdinos zegavlena kulturis
Zeglebis restavraciisa da SenarCunebisaTvis Tanxebis mozidviT.
turizmis infrastruqturis ganviTarebaSi uaRresad didi mniSvneloba
eniWeba kulturuli Zeglebis komercializaciasa da saTanado turistuli
produqtis Seqmnas. komercializaciaSi Cven vgulisxmobT ara mxolod
investirebiT, aramed arsebuli resursebis pirobebSi kulturuli Zeglebis
datvirTulobis mogebaze orientirebas. Tumca calke ganxilvis Rirsia
kulturuli Zeglebis marTvis msoflio gamocdileba, romlis ignorirebac
Ria sabazro ekonomikis pirobebSi SeuZlebelia. arsebuli resursebis
pirobebSi saTanado turistuli produqtis Seqmna xSirad sakmaod rTulia.
Tu mcire saremonto-sarestavracio samuSaoebis Catareba, eqspoziciebis
ganaxleba did danaxarjebs ar moiTxovs da drois mokle monakveTSi
ganxorcieldeba, maSin turistuli produqti (kulturuli) bazris
ramodenime segmentis momxmarebelTa moTxovnebs daakmayofilebs da
Sesabamisad gazrdis Semosavals.
142
amasTanave aris kulturuli faseulobebi, romelTa warmoCinebas
seriozuli investicia sWirdeba. magaliTad, araprofesionali
turistebisaTvis arafrismomcemia dmanisSi, msoflio mniSvnelobis
arqeologiuri aRmoCenis pirveli evropeidebis _ `zezvasa~ da `mzias~
sacxovreblis daTvaliereba; magram Tu adgilze Seiqmneba umaRlesi
standartebis muzeumi Tanamedrove musikaluri, kino da ganaTebis
efeqtebiT, mas msoflio turistul bazarzec (turistul gamofenebsa da
bazrobebze) gavitanT, moxdeba turistTa didi masebisa da Tanxebis
mozidva. yofil sabWoTa kavSirSi amis precendentebi arsebobda (axali
aTonis mRvime saqarTveloSi, afxazeTis assr-is teritoriaze; `mamais
yorRani~ ruseTSi, qalaq volgogradTan da sxv.)
Tbilisi turistebs izidavs garegnuli TaviseburebebiTa da
silamaziT, rac gamowveulia qalaqis teritoriis reliefis danawevrebiT,
mravalricxovani istoriuli Zeglisa da muzeumis, samecniero-kvleviTi da
kulturis dawesebulebis arsebobiT.
gansakuTrebiT didi mniSvneloba kulturul turizms eniWeba
regionuli ekonomikebis ganviTarebaSi. prioritetuli xdeba kulturuli
proeqtebi, romlebic xels uwyoben regionSi socialur-ekonomikuri
problemebis mogvarebas. qalaqebi da teritoriebi kulturuli turizmis
ganviTarebaSi xedaven im faqtors, romelsac SeuZlia gadawyvitos ara
mxolod socialur-ekonomikuri problemebi, aramed bevri turistisaTvis
uzrunvelyos mimzidveli monaxulebis adgilis garkveuli statusi.
kulturuli turizmis ganviTarebas qveyanaSi seriozuli yuradReba
mieqca aWaris SavizRvispira regionSi _ baTumSi da kaxeTis regionSi _
siRnaRSi. is danaxarjebi, rac siRnaRis aRdgena-reabilitacias dasWirda
mokle xanSi amoRebadi iqneba, Tu ukve gakeTebuls menejmentisa da
marketingis Tanamedrove Teoriebs da inovaciur teqnologiebs davurTavT.
Torem ar miviRebT turizmis ganviTarebis im models, romelic
regionisaTvis momgebiani iqneba, xolo qveynisaTvis ekonomikurad da
politikurad mniSvnelovani. `siyvarulis qalaqis~ proeqtis dafinanseba
moxda saxelmwifo biujetidan, magram turizmidan miRebuli Semosavlebi
arc ise mniSvnelovania da mxolod komunalur gadasaxadebs faravs.
143
lokalur doneze turizmis infrastruqturis farTod ganviTareba
ekonomikur sargebels regionuli masStabiT mxolod momavalSi mogvcems.
msoflio praqtikaSi cnobilia muzeumebisa da kulturis sxva
Zeglebis monaxulebaze saxelmwifo municipaluri organoebis an
komerciuli organizaciebis mier gamoSvebuli fasdaklebis baraTebi
(poloneTSi e.w. `rabaTis” baraTebi) romlebic satransporto momsaxurebisa
da kvebis seqtorTan erTad Sedis kompleqsSi. am SemTxvevaSi turistuli
momsaxurebis mimwodeblisa da momxmareblis (turistis) ekonomikuri
interesebi erTmaneTs emTxveva da orivesTvis sasargebloa: turistuli
momsaxurebis mimwodeblebi biTumad yidian TavianT produqts, xolo
momxmareblebi droisa da Tanxis SedarebiT mcire danaxarjebiT iReben
sasurvel kompleqsur produqts.
aseve sainteresoa kulturuli RirSesaniSnaobebis (muzeumebis,
istoriuli Zeglebisa da monumentebis, sagamofeno-sakoncerto darbazebisa
da sxva RirSesaniSnaobebis) savizito baraTebiT stimulirebis
gamocdileba: kulturuli RirsSesaniSnaobis specifikidan gamomdinare
arsebobs sxvadasxva feris savizito baraTi, romelSic mokled aRwerilia
RirsSesaniSnaobis istoria, kulturuli faseuloba da adgilmdebareoba;
aseT savizito baraTebs SeiZleba uSvebdes turizmis erovnuli,
municipaluri, raionuli samsaxurebi, an turistuli saqmianobiT
dainteresebuli asociaciebi da gaerTianebebi. savizito baraTebis
ganTavseba kompleqsurad xdeba sastumroTa vestibiulebSi da turistebis
Tavmoyris adgilebSi specialurad aRWurvil stendebze, romelTa bolos
jibeebSi moTavsebulia rukebi-gzamkvlevebi am kulturuli
RirsSesaniSnaobebis mosaZieblad.
kulturis turistuli obieqtebisaTvis mniSvnelovani iqneba
iuridiuli piris (firmis) moZebna, romelic ki ar iyidis da investicias ki
ar Cadebs, aramed mudmivad an garkveuli vadiT izrunebs ama Tu im Zeglis
movla-patronobaze. Sesabamisad, garda imisa, rom Zeglis siaxloves
ganTavsdeba firniSi safirmo niSniTa da warweriT `Zegls uvlis . . .
organizacia~, organizaciisaTvis gaTvaliswinebuli iqneba SeRavaTebi
Sesasvlel bileTebze. aseTi RonisZiebebi ormag sargebels iZleva:
144
Seiqmneba dadebiTi imiji organizaciis SigniT _ TanamSromelTa Soris da
gareT _ kulturuli obieqtis damTvaliereblebsa da mTel sazogadoebaSi.
amerikuli gamocdilebis gaziareba sruliad misaRebia saqarTvelos
eTnografiuli muzeumebisaTvis, maT Soris yvelaze metad saqarTvelos
Citaias saxelobis saxelmwifo eTnografiuli muzeumisaTvis, romelic
ramodenime aTeuli wlis win gaixsna Ria cis qveS da romelic unikalur
bunebriv da kulturul resursebs flobs, magram saxsrebis uqonlobis
gamo ganadgurebis pirasaa misuli. maSin rodesac SesaZlebelia am
resursebis gamoyenebiT msoflio donis turistuli produqtis _ Tematuri
turebis Seqmna, romelic erTnairad saintereso iqneba, rogorc
adgilobrivi, aseve ucxoeli turistebisaTvis (TiToeul eTnografiul
saxlSi SesaZlebeli iqneba am kuTxisaTvis damaxasiaTebeli cxovrebis
stilisa da kulturis srulyofili gacnoba da specifikuri samzareulos
dagemovneba).
kulturuli memkvidreobis dacvaze zrunvas gaaCnia globaluri da
adgilobrivi mniSvneloba. amdenad, turizmis mdgradi ganviTarebisaTvis
gaTvaliswinebuli unda iqnes bunebrivi da xelovnuri resursebis (maT
Soris kulturuli faseulobebis) gamtarunarianobis optimizaciisa da
okulturizaciis aspeqtebi. bevri obieqti masobrivi turizmis
ganviTarebisaTvis ar gamodgeba. maTi bunebrivi saxiT SenarCunebisaTvis
saWiroa sruli an nawilobrivi konservacia, ris Sesaxebac gadawyvetilebis
miReba sxvadasxva specialistTa azrebis konsesusis safuZvelze unda
xdebodes. paralelurad saWiroa gamtarunarianobis gazrda Zeglis
siaxloves axali muzeumebisa da maketebis SeqmniT.
1970 wels gaerTianebuli erebis ganviTarebis programam (UNDP) Dda
msoflio bankma daiwyes fondebis mimarTva arsebuli garemos dasacavad da
kustaruli warmoebis gansaviTareblad. istoriuli qalaqebis centrebSi
istoriuli Zeglebis, rogorc sazogadoebrivi Senobebis, adaptirebuli da
ganaxlebuli gamoyeneba, xSirad rogorc muzeumebisa, SeiZleba efeqturi
yofiliyo Semosavlis TvalsazrisiT. rac, agreTve, daexmareboda qalaqs
aeRorZinebina qalaqis Zveli nawilis ekonomikuri safuZveli, rasac
Sedegad moyveboda Semosavali da dasaqmeba.
145
konservaciia warmatebuli ver iqneba qalaqur garemoSi Tu
urTierTkavSiri Seqmnil garemosa da iseT faqtorebs Soris rogoricaa
saqalaqo infrastruqturis done (transporti, kanalizacia, nagvis
menejmenti, rekreacia da sxva), miwis mflobeloba, mosaxleobis zrda da
simWidrove, biniT uzrunvelyofis mdgomareoba, jandacva da mosaxleobis
cxovrebis done ar iqneba miRebuli mxedvelobaSi. saxelmwifo institutebi
mibmuli iyvnen imperiis saWiroebebisadmi. Sedegad, gaCnda Rrma xarvezi
Cveulebriv samoqlaqo cxovrebasa da kulturul warsulze sazogadoebis
damokidebulebas Soris da memkvidreobis mesakuTre iyo saxelmwifo da ara
xalxi, rogorc pirdapiri azriT, ise alegoriuli TvalsazrisiT.
turizmi aris msoflios swrafad moqmedi udidesi industria da
kulturuli memkvidreoba asrulebs mniSvnelovan rols mis arsebobaSi.
arc erovnuli an adgilobrivi mTavrobebi, arc individualuri
mesakuTreebi ar unda saWiroebdnen gansakuTrebul waxalisebas am
urTierTobis kargad gamosayeneblad. muzeumebs mniSvnelovani rolis
Sesruleba uwevT `kulturis~ sxvadasxva mniSvnelobis gansazRvrisas. maT
aqvT, agreTve, damaxinjebuli tradiciebisa da miTebis Seqmnis didi
potenciali. Mmeore msoflio omis Semdeg, msoflios masStabiT, adgili
hqonda muzeumebis raodenobis sagrZnob zrdas. Sedegad 1946 wels Seiqmna
iuneskosa da muzeumebis saerTaSoriso sabWos (ICOM). Nnebismier wels niu-
iork sitis xelovnebis muzeumma gacilebiT meti xalxi miizida, vidre
yvela niu-iorkis profesionaluri sportis jgufebma erTad. didi
muzeumebi CarTulebi arian saTamaSo moednebis, kafeebis da bazrobebis
jaWvSi, rac Tavgadasavals advils da komfortuls xdis. Tanamedrove
kargad marTuli muzeumi ufro gavs savaWro centrs, zustad rogorc
Tanamedrove Sopingi, vindou-Sopingis CaTvliT, iZens muzeumSi vizitis
zogierT maxasiaTeblebs.E magram muzeumebi agreTve gvTavazoben ucnobebTan
socialur kontaqts da adgils ideebisa da aRmoCenebis gasacvlelad.
Bbolo ramodenime aTwleulis ganmavlobaSi gamoikveTa muzeumebis 2
gansxvavebuli stili. erTi orientirebulia erT ZiriTad sakiTxze
(magaliTad, xelovneba da arqeologia) an koleqciis calkeul Temasa da
tipze (biografiuli muzeumebi, muzeumebi romeliRac erTi istoriuli
adgilis Sesaxeb, an keramikis, an minis Sesaxeb) aseTi muzeumebi Cveulebriv
146
ikaveben erT Senobas da dakompleqtebuli arian muzeumis Sesabamisi Temis
specialistebiT. zogierTi miuxedavad amisa iyeneben SedarebiT istoriul
midgomas moicaven ra sakiTxebis farTo speqtrs. aseTi muzeumebi cdiloban
gamoikvlion da warmoadginon buneba, agreTve adamianTa garemo da xeli
mokidon mTavar Tanamedrove sakiTxebs. isini agreTve miiCneven, rom
TavianTi kompetencia vrceldeba maTi koleqciis komponentebis iqiT da
iyeneben gamocemul an aragamocemul werilobiT monacemebs, dargis
kvlevebs da zepiri istorias. Y
muzeumis yvela windaxeduli kuratori did mniSvnelobas aniWebs
mTlianad sazogadoebis mWidro CarTvas muzeumis politikis da moqmedebis
yvela aspeqtSi. Mmuzeumebi arian erTis mxriv sacavebi, meores mxriv
informaciis wyaroebi. Mmuzeumis informaciis resursebi bevri saxisaa.
muzeumebis potenciali amitom unda iyos srulad miRebuli mxedvelobaSi
axali erovnuli informaciuli politikisa da strategiebis ganviTarebaSi
da Sesabamisad unda iyos mxardaWerili.
radganac informaciis xelmisawvdomoba arsebiTia muzeumebisaTvis
ufro metad da metad mniSvnelovani gaxdeba hqondeT srulyofili da
xelmisawvdomi kavSiri rogorc tradiciul sainformacio sistemebTan, ise
axal eleqtronul qselebTan. Tanabrad mniSvnelovania, rom informaciis
Tavisuflad xelmisawvdomobis mniSvnelovani principi unda iyos daculi
da rom muzeumebi, maTi koleqciebi da informacia iyos agreTve daculi
araswori eqspluataciisagan arasamuzeumo interesebis Sedegad iqneba is
komerciuli Tu arakomerciuli.
bolo periodSi saqarTveloSi Zalze momravlda sxvadasxvagvari
festivalebis, sanaxaobebis, konkursebis da sxv. (`artgeni~, `Cveneburebi~,
`xma saqarTvelodan~, `mis saqarTvelo~, `ra, sad, rodis~ samxreT kavkasiis
regionaluri konkursi) organizeba, ris Sesaxebac oficialuri
statistikuri monacemebi ar arsebobs, magram aSkarad xels uwyobs
kulturuli mogzaurobis stimulirebas. Zalze mwiri informacia
saqarTvelos kulturuli resursebis Sesaxeb motanilia #16 cxrilSi.
147
cxrili #16
muzeumebi da Teatrebi saqarTveloSi
M muzeumebi/wlebi 2000 2002 2004 2006
sul (raod.) 101 110 116 137
maT Soris
istoriul-arqeologiuri 12 14 16 20
memorialuri 34 39 41 49
mxareTmcodneobis 38 38 38 37
xelovnebis 12 14 16 24
literaturuli 2 2 2 3
dargobrivi 3 3 3 4
damTvalierebelTa saerTo
raodenoba (aTasi kaci) 376,3 334,3 274,8 472,6
gamofenaTa raodenoba 324 334 338 1199
Teatrebi/wlebi 2001 2003 2005 2006
sul (raodenoba) 40 40 41 46
MmayurebelTa raodenoba
(aTasi kaci) 367,3 266,1 256,0 343,6
yovelive zemoaRniSnulis gaTvaliwinebiT aucilebelia kulturuli
Zeglebis marTva profesionali menejerebis mier, romlebic kargad icnoben
ara mxolod kulturas, eTnografiasa da istorias, aramed menejmentis,
marketingisa da turizmis Tanamedrove koncefciebs; maTi daufleba
SesaZlebelia interdisciplinaruli swavlebis saSualebiT, kvalifikaciis
mudmivi amaRlebiT, sistematiuri konferencia-seminarebis mowyobiT da
diplomsSemdgomi ganaTlebis moqnili sistemis SeqmniT.
axali turistuli produqtebis, konkurentebisa da momavali
kompanionebis Sesaxeb informaciis mosapoveblad turistuli gamofena-
bazrobebi saukeTeso saSualebaa.
saerTaSoriso bazrobebi da gamofenebi did rols asruleben
saerTaSoriso vaWrobis ganviTarebaSi. iq Tavs iyris sxvadasxva qveyanaSi
warmoebuli saqonlis nimuSebis uzarmazari raodenoba da myidvels
148
saSualeba eZleva mokle vadaSi gaecnos sxvadasxva winadadebas, miiRos
kvalificiuri konsultacia, Seadaros warmodgenili saqoneli da fasebi,
awarmoos molaparakebebi, SeevaWros da gaaformos kontraqtebi.
saerTaSoriso gamofenebsa da bazrobebSi monawileoba savaWro-
sareklamo, teqnikur-ekonomikuri da politikuri saqmianobis Zlier
efeqtiani formaa. saerTaSoriso gamofenebsa da bazrobebSi monawileobas
iReben sxvadasxva qveynis saqmiani wreebis warmomadgenlebi, romlebic
pirdapir kontaqts amyareben erTmaneTTan. amasTan maT SeuZliaT
zemoqmedeba moaxdinon oficialur da saqmian wreebze, sazogadoebriv
azrze.
saerTaSoriso gamofenebisa da bazrobebis didi nawili modis xuT
qveyanaze: germania, inglisi, aSS, safrangeTi da italia. saerTaSoriso
gamofenebidan aRsaniSnavia msoflio gamofenebi, romelTa organizatori
saxelmwifo mosawvevebiT iwvevs msoflios qveyanaTa umetes nawils. aseTi
tipis gamofenebze warmoebs monawile qveynebisa da msxvili saerTaSoriso
organizaciebis mier mecnierebis, teqnikisa da kulturis sferoSi miRweuli
warmatebebis demonstracia.
gansakuTrebiT mniSvnelovania gamofena-bazrobebi turistuli
produqtis realizaciisaTvis. specializirebuli turistuli gamofenebi da
bazrobebi 30 welze metia rac imarTeba da maTi ricxvi ganuwyvetliv
izrdeba. marto evropaSi yovelwliurad 2000-ze meti saerTaSoriso
turistuli gamofena-bazroba da birJa ewyoba.
pirveli saerTaSoriso turistuli bazroba Catarda 1980 wels
londonSi. droTa ganmavlobaSi Seicvala ara marto RonisZiebaTa
masStabebi, aramed TviT gamofena-bazrobebis xasiaTi, konkurentuli garemo
da rac yvelaze mniSvnelovani da aRsaniSnavia TviT monawileTa da
mnaxvelTa msofmxedveloba.
msoflios yvelaze umsxviles turistul bazrobas warmoadgens
berlinis bazroba. 1998 wels masSi gamofenili iyo msoflios 188 qveynis
7000-ze meti eqsponati. `mese-berlinis~ sagamofeno kompleqsSi gamoifina
rogorc axali turistuli qveynebis mokrZalebuli stendebi, aseve
turistuli bazris msoflio liderebis _ germaniis, amerikis SeerTebuli
Statebis, safrangeTis, espaneTis udidesi pavilionebi. bazrobis saqmianoba
149
xSirad Tematuri principiT mimdinareobs. magaliTad, 1995 wels igi mieZRvna
ekologiur turizms evropaSi. gamofenis organizatorebma
damTvaliereblebs SesTavazes specifikur RonisZiebaTa farTo programa,
prezentaciebi, seminarebi, mrgvali magidebi da forumebi.
yovelwliurad ianvris bolos da Tebervlis dasawyisSi madridSi
tardeba saerTaSoriso turistuli bazroba. mas gansakuTrebuli adgili
ukavia saerTaSoriso turistuli movlenebis kalendarSi. 1998 wels
gamofenaze warmodgenili iyo 5,5 aTasi turistuli firma da organizacia
msoflios 170 qveynidan. 5 dReSi gamofena 300 aTasma adamianma moinaxula,
maT Soris 40 aTasma specialistma. 2000 wels gamofenam 20 wlis iubile
aRniSna. Catarda forumi saqmiani turizmis, kongresebis, konferenciebis
Sesaxeb.
aseve yovelwliurad noembris Sua ricxvebSi turistuli industriisa
da msoflios sazogadoebis yuradRebas londoni ipyrobs. aq tardeba
msoflioSi cnobili saerTaSoriso turistuli gamofena-bazroba. am
prestiJuli, profesiuli gamofenis daniSnulebaa sxvadasxva qveynis
specialistebs Soris pirdapiri kontaqtebis damyareba. londonis gamofenis
monawileTa raodenoba da geografia TandaTan farTovdeba. yovelwliurad
eqsponantTa raodenoba 100-120 erTeuliT izrdeba. maTi ganTavseba
damatebiT farTs saWiroebs, romlis moZieba sul ufro Zneldeba.
aRsaniSnavia milanis saerTaSoriso turistuli gamofena-bazroba,
romelic italiis farglebs gareTac sakmaod cnobilia. eqsponantTa
raodenobis mixedviT igi metoqeobas uwevs madridisa da londonis
bazrobebs, xolo stendebis farTobis mixedviT mxolod berlinis bazrobas
Camouvardeba. am gamofenis farglebSi yovelwliurad tardeba sxvadasxva
Tematuri programebi, anonsirdeba axali proeqtebi da turistuli
produqtebi. milanis bazrobis popularoba dRiTidRe izrdeba da
sagamofeno farTis dajavSna erTi wliT adre xdeba.
udidesi turistuli gamofena-bazrobebis xuTeulSi axlaxans Sevida
moskovis saerTaSoriso gamofena `mogzauroba da turizmi~, romelic 1994
wlidan tardeba.
turistuli produqtis gayidvis organizaciul formebs Soris
turistuli gamofena-bazrobebi metad efeqtiani saSualebaa, radgan:
150
1. pirdapiri marketingis msgavsad, miznis miRweva xdeba umciresi
danaxarjebiT;
2. reklamis msgavsad, dadebiTi informacia farTo masebsa da
geografiul sivrceze vrceldeba swrafad da efeqturad;
3. kerZo vaWrobis msgavsad, myardeba uSualo kontaqtebi
klientebTan.
komerciuli miznebis farTo speqtri miiRweva gamofenebisadmi
SemoqmedebiTi midgomiT: pirdapiri vaWroba-gasaReba; axali produqtis
Seqmna da warmoCena; gamocdilebis dagroveba; axal bazrebze SeRweva;
momxmarebelsa da mwarmoebels Soris urTierTobis damyareba da
gafarToeba; bazris kvleva; monacemTa bazis Seqmna; axali
turoperatorebisa da turagentebis gamoCena; kavSirurTierTobebis
damyareba da ganmtkiceba.
ukanasknel aTwleulSi Seicvala gamofenebis mnaxvelebis xasiaTi. es
gamoixateba ara marto maTi raodenobis, aramed maTi moTxovnebis
gazrdaSic.
turistuli firmebis SeuZliaT gamofena-bazrobebze Tavisi
produqcia waradginon sxvadasxva gziTa da meTodiT. firmas SeuZlia
monawileoba miiRos bazrobebsa da gamofenebSi rogorc damoukidebel
eqponents, an rogorc jgufis wevrs, sxva firmebTan erTad. gamocdileba
gviCvenebs, rom sazRvargareT gamofena-bazrobebze wardgena ufro
xelsayrelia koleqtiuri meTodiT, erovnul stendebis daxmarebiT,
romlebic maqsimalurad izidaven potenciur partniorebsa da klientebs.
gamofena-bazrobebis mowyobis Tanamedrove standartebiT yvelaze
mniSvnelovania sagamofeno stendis mowyoba. stendma didi vizualuri
efeqti unda moaxdinos damTvaliereblebze da SexedviT unda qmnides
warmodgenas stendis patronze. vinc pirvelad Rebulobs monawileobas
gamofenaSi, an SezRudulia drosa da finansebSi, SeuZlia airCios mza
moduli _ stendis ZiriTadi ConCxi, romelic agebulia gamofenis
organizatoris mier. mTeli sagamofeno eqspozicia pirobiTad iyofa
ramdenime zonad: ZiriTadi, samuSao da damxmare. sagamofeno sareklamo
masalas awyoben uSualod sagamofeno darbazSi, raTa mnaxvelebma SeZlon
maTi Tan waReba. sareklamo masalebs aseve awyoben sagamofeno stendebze
151
da specialur stelaJebze. amasTanave aris sxva sareklamo masalebi,
romlebic inaxeba samuSao zonaSi da miewodeba saqmian momxmareblebs
molaparakebebis warmoebis dros.
stendebi formdeba calkeuli sareklamo elementebis daxmarebiT: 1.
warwerebi; 2. sasaqonlo niSnebi, telefonis nomrebi; 3. stendis
gasaformebeli plakatebi; 4. stendTan axlos ganlagebul ekranebze
morbenali striqonebi da suraTebi. maTi mizania damTvalierebelTa
yuradRebis miqceva sxvadasxva turistul produqciaze.
gamofenebze gamoiyeneba sxvadasxva tipis stendebi: xazovani,
kuTxovani, naxevarkuTxovani, kunZulovani da naxevarkunZulovani, gamWoli
stendebi. arsebobs agreTve, kombinirebuli stendi, romelic Sedgeba ori
erTmaneTis pirispir ganlagebuli xazovani stendisagan. mnaxvelTa
mizidvisa da dainteresebis TvalsazrisiT arsebiTi mniSvneloba eniWeba
stendis grafikas.
nebismieri gamofena es aris axali codnisa da gamocdilebis SeZenis
procesi: swavloben firmis TanamSromlebi, swavloben maTi konkurentebi da
saqmiani partniorebi. icvleba gamofenis gaformebis meTodebi da dizaini,
iqmneba axali eleqtronuli saSualebebi mnaxvelebis yuradRebis
misaqcevad. yvelaze mniSvnelovani turistuli sawarmosaTvis is aris, rom
droulad SeamCnios axali tendenciebi da iyos Tu pirveli ara,
originaluri mainc. magram gamofenaSi warmatebuli monawileoba mainc
ZiriTadad damokidebulia momsaxure personalis muSaobis xarisxze.
stendis momsaxure personalis raodenoba damokidebulia stendis sidideze.
personalisa da menejerisadmi ZiriTadi moTxovnebia, rom isini unda iyvnen
megobrulni, Tavaziani, taqtiani, diplomatiurni da ra Tqma unda, kargad
iyvnen informirebulni produqciis Sesaxeb.
kargad mowyobili stendi damTvalierebels saSualebas aZlevs, rom
man Sesvlis momentisTanave dainaxos Tu ras sTavazobs gamofenis momwyobi,
ar gaefantos yuradReba meorexarisxovan momentebze da ar gamorCes
ZiriTadi. sworad aRiqvas gamofenis arsi, raTa misma mxedvelobam
SemdgomSic advilad SeniSnos qalaqSi, Tu sxvagan is sasaqonlo niSnebi Tu
eqspoziciebi, rac naxa gamofenaze.
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aseve yovelwliurad, 1999 wlidan, aprilis bolo kviras, TbilisSi
imarTeba da turistuli industriis ganviTarebaSi Tavisi wvlili Seaqvs
`abreSumis gzis qveynebis saerTaSoriso turistul bazrobas.~ gamofena-
bazrobis muSaobaSi monawileoben: saerTaSoriso turistuli
organizaciebi, kongresebisa da konferenciebis organizatorebi,
turistuli saagentoebi, turoperatorebi, sastumroebi, sastumro saxlebi,
kurortebi, axalgazrduli banakebi, turistuli aRWurvilobiT movaWre
organizaciebi, sakonsultacio firmebi, turistuli Jurnal-gazeTebi,
gamomcemlobebi, turistuli dazRveva, turistuli medicina, sainvesticio
programebi, garTobisa da dasvenebis organizaciebi, satransporto
kompaniebi. gamofena-bazrobebis organizatoria sagamofeno centri `eqspo
jorjia~ da tardeba saqarTvelos turizmisa da kurortebis saxelmwifo
departamentis mxardaWeriT. gamofenaze adgilobrivi firmebis gverdiT
sxvadasxva wlebSi warmodgenilni iyvnen turistuli firmebi avstriidan,
amerikis SeerTebuli Statebidan, TurqeTidan, italiidan, somxeTidan,
ukrainidan da sxva. calkea warmodgenili xalxuri rewvisa da suvenirebis
eqspozicia. yovelwliurad gamofena-bazrobaze warmodgenilia saqarTvelos
TiTqmis yvela regioni Tavisi RirsSesaniSnaobebiTa da mdidari sakurorto
resursebiT. es bazroba xels uwyobs kavkasiis regionSi turistuli bazris
formirebas da infrastruqturis ganviTarebas, axali saqmiani kontraqtebis
damyarebas da erToblivi sawarmoebis Camoyalibebas.
gamofena-bazrobis dros periodulad imarTeba Tanmxlebi
RonisZiebebi: 2004 wels Catarda ordRiani samuSao seminari _ `msoflio
turizmis ganviTarebis tendenciebi da meTodika~. seminari mihyavda
turizmis msoflio organizaciis evropis regionuli warmomadgenlis
moadgiles andrei Slevkovs. seminaris monawileebs gadaecaT nabeWdi
masalebi da serTifikatebi. 2002 wels bazrobis muSaobis dros Catarda
konferencia `axali sainformacio teqnologiebi turizmSi~ da sxva.
yovelwliurad saqarTvelo 15-mde saerTaSoriso turistul
gamofenaSi iRebs monawileobas, rac qveynis turistuli potencialis
popularizaciis saukeTeso saSualebaa.
turistuli bazrebi dinamikurad viTardeba. saqarTveloSi
turistuli produqtis realizaciis RonisZiebebis warmatebiT
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warmarTvisaTvis saWiro informaciis uzrunvelsayofad aucilebelia
turistuli sainformacio sistema, romelic nebismieri kargad
organizebuli turistuli biznesis nawilia. SesaZlebelia igi gamoiyenon
turizmis ganviTarebis programis kontrolisTvisac.
konkurentunarianobis asamaRleblad qarTul turistul
organizaciebs aucileblad sWirdebaT srulyofili informacia, raTa
mudmivad icvlebodes turistuli produqti cvalebadi bazris moTxovnebis
Sesabamisad.
turistul sainformacio sistemaSi unda Seitanon Semdegi ZiriTadi
monacemebi: turistTa raodenoba: saidan Camodian da ratom; ganTavseba:
SeTavazeba, saxeebi, ganlageba da datvirTuloba; Semosavlebi: ramdens
xarjaven turistebi; RirsSesaniSnaobebi da sxva obieqtebi:
damTvalierebelTa raodenoba da struqtura. unda Seiswavlon arsebuli da
axlad warmoqmnili bazrebi, romlebzec ukve arsebuli turistuli
produqciiT SeiZleba gasvla.
Tu ganvixilavT qarTuli turistuli produqtis sxvadasxva saxes,
maT sasicocxlo cikls da erT sqemaze gamovsaxavT, miviRebT
gamosaxulebas, romelic gviCvenebs, rom sxvadasxva saxis turistuli
produqti sasicocxlo ciklis sxvadasxva stadiaze imyofeba.
sqemis mixedviT SegviZlia davaskvnaT, rom organizebuli mogzaurobis
msurvelTa raodenobam mcirediT, magram mainc daiklo, zRvaze da plaJze
dasvenebis msurvelebis raodenoba ar iklebs, magram arc SesamCnevad
imatebs. biznes-mogzauroba, ufrosi asakis moqalaqeebis mogzauroba da
araorganizebulad mogzaurobis msurvelebis raodenoba sul ufro da
ufro izrdeba. aseve izrdeba aqtiuri da saTavgadasavlo mogzaurobis
msurvelebis raodenoba. xolo insentiv-turebisa da sportuli turizmis
ganviTareba jer kidev sawyiss stadiazea.
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1 1 33 6 6 22 55 7 7
8
48
4
danergvis stadia
danergvis stadia
zrdis stadia zrdis stadia
simwifis simwifis stadia stadia
dacemis / gamokeTebis
stadia
dacemis / gamokeTebis
stadia
sqema: turistuli produqtis sxvadasxva saxe sasicocxlo ciklis
sxvadasxva etapze:
1. organizebuli mogzauroba
2. araorganizebuli mogzauroba
3. biznes-mogzauroba
4. insentiv-turi
5. ufrosi asakis moqalaqeebis mogzauroba
6. zRvaze da plaJze dasveneba
7. aqtiuri da saTavgadasavlo turizmi
8. sportuli turizmi
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3.3 saqarTveloSi turistul produqtze moTxovnis
ganviTarebis perspeqtivebi
turizmis industria qmnis samuSao adgilebs, Semosavlebs ucxouri
valutis saxiT, astimulirebs kapitaldabandebebs, gamoaCens axal
SesaZleblobebs msxvili da wvrili warmoebis ganviTarebisaTvis. agreTve
xels uwyobs adgilobrivi, regionuli, erovnuli da saerTaSoriso
ekonomikuri da politikuri kavSirebis ganviTarebas. saerTaSoriso
turizmi e.i. adamianTa gamgzavreba sxva qveynebSi warmoadgens erT-erTs
msoflios sami savaWro mimarTulebidan.
saSinao turizmis moculoba, e.i. moqalaqeebis mgzavroba sakuTari
qveynis SigniT, 10-jer metia, vidre saerTaSoriso turistebis. xSirad
adgilobrivi mosaxleoba sargeblobs turistuli RirSesaniSnaobebiT,
momsaxurebis obieqtebiT, agreTve arsebuli infrastruqturiT.
ufro da ufro meti turisti amjobinebs aqtiur dasvenebas da axali
codnis SeZenas. iswrafvian miiRon monawileoba sportul TamaSebSi da
Rrmad gaecnon im adgilebs, romelsac moinaxuleben.
turizmis ganviTarebas Tan axlavs TvalsaCino sargebloba: axali
samuSao adgilebi, damatebiTi Semosavali, axali teqnologiebi, garemosa
da kulturisadmi mzrunvelobiTi damokidebuleba, infrastruqturis
modernizacia, agreTve dagegmvisa da kontrolis dros miwaTsargeblobis
progresuli meTodebis gamoyeneba. dasaxlebuli punqtis mcxovreblebsa da
administracias mniSvnelovani roli ekuTvniT mimRebi infrastruqturis
Seqmnasa da turistebis momsaxurebaSi, saCvenebeli obieqtebis ganviTarebasa
da kulturuli kontaqtebis uzrunvelyofaSi.
mTavroba pasuxismgebelia garemosa da kulturis, rogorc turizmis
ganviTarebis mniSvnelovani resursis, dacviTi RonisZiebebis waxalisebaze.
mTavroba valdebulia uzrunvelyos politikis gegmebisa da iuridiuli
sqemebis damuSaveba turistuli saqmianobis kontrolisaTvis. imisaTvis,
rom turizmma moitanos mniSvnelovani mogeba, paralelurad Seqmnili
seriozuli problemebis gareSe.
156
mniSvnelovani urTierTkavSiri arsebobs turizmsa da adgilobriv
soflis meurneobasa da TevzWeras, agreTve sxva samrewvelo seqtorebs,
sacalo vaWrobis maRaziebs, satransporto sistemas, jandacvas, safosto da
sabanko dawesebulebebs, sxva komunalur samsaxurebsa da sawarmoebs Soris.
yovelma regionma TviTon unda gamoarkvios, gaaCnia Tu ara Sesabamisi
resursebi turizmis ganviTarebisaTvis da aris Tu ara potenciuri
turistuli bazrebi, romelzec SeuZlia mas gavides, aucilebelia Tu ara
misTvis turizmi ekonomikuri ganviTarebis miznebis misaRwevad; gaaCnia Tu
ara sakmarisi SromiTi resursebi turizmis dargisaTvis muSa-migrantebis
Semoyvanis gareSe; gamarTlebulia Tu ara danaxarjebi regionis
satransporto kavSirebis gaumjobesebisa da turizmis adgilobrivi
infrastruqturis ganviTarebisaTvis; arsebobs Tu ara konkurenciis
SesaZlebloba mezobel regionebSi arsebuli an potenciuri turistuli
proeqtebisagan.
imisaTvis, rom turizmma moitanos realuri ekonomikuri sargebloba,
is yovelmxriv xels unda uwyobdes mosaxleobis cxovrebis donis
amaRlebasa da garemos dacvas.
saqarTveloSi ZiriTadad kulturuli da saTavgadasavlo turizmis
moyvaruli ucxoeli turistebi Camodian. ucxoelTa interesi ZiriTadad
bakurianis, gudaurisa da aWaris regioniskenaa mimarTuli. bakurianSi
baltiis qveynebidan Camosuli turistebi Warboben, gudaurSi _ ukrainelebi
da rusebi, xolo aWaraSi _ TurqeTidan da somxeTidan Camosulebi.
rogorc bolo wlebSi gamokveTilma tendenciam cxadyo, saqarTvelos
zRvis kurortebze aranakleb popularobas mTiani kurortebis
infrastruqturac iZens. am mxriv gansakuTrebiT gamoirCeva rogorc
zamTris saxeobebisadmi misadagebuli adgilebi (gudauri, bakuriani,
borjomi), sadac ukve intensiuri turistuli meurneobis ganaSenianeba
mimdinareobs, aseve ufro naklebad urbanizebuli adgilebic _ svaneTi,
TuSeTi, xevsureTi, xevi. 2007 wels saqarTvelos mTianma zolma sakmaod
bevri turisti miizida. Tu es tendencia SenarCunda, turizmis wili da
adgili qarTuli mTliani Sida produqtis warmoebaSi sul ufro metad
soliduri gaxdeba.
157
saqarTveloSi arsebuli mZime situacia: politikuri arastabiluroba,
ekonomikuri krizisi, mZime kriminogenuri viTareba, dabali xarisxis
infrastruqtura, an misi sruli ararseboba da turizmTan dakavSirebiT
saxelmwifos araswori politika TiTqmis gadaulaxav winaaRmdegobas
uqmnis saerTaSoriso turizmis ganviTarebas.
saqarTvelosaTvis turizmis industriis aranakleb mniSvnelovan
nawils warmoadgens saSinao turizmi, romelic Semdegi maxasiaTeblebiT
xasiaTdeba:
• saSinao turistebi fuls xarjaven ara ucxo, aramed sakuTari
qveyanaSi, ris gamoc ar xdeba fulis gadineba, rac, sabolood, xels
uwyobs qveynis ekonomikur ganviTarebas;
• saSinao turizmi mniSvnelovan rols asrulebs qveynis im
regionebis ganviTarebaSi, romelTac ar gaaCniaT sawarmoo resursebi da
saSualebebi, radgan iZleva Semosavlebis gadanawilebis saSualebas
regionebs Soris;
• saSinao turizmi Semosavlis mniSvnelovan wyaros warmoadgens
regionSi arsebul, turizmis sferosTan pirdapir da arapirdapir
dakavSirebuli firmebisaTvis;
• saSinao turistebs xSirad imave turistul produqtze aqvT
moTxovna, razec saerTaSoriso turistebs da im infrastruqturasa da
obieqtebs iyeneben, romlebic gankuTvnilia adgilobrivi
mosaxleobisaTvis, amitom am obieqtebis saSinao turistebiT datvirTva
Sesabamisma saxelmwifo organoebma unda akontrolon.
saSinao turizmis mniSvneloba gansakuTrebiT izrdeba dResdReobiT,
roca zemoT moyvanili mizezebis gamo ucxoeli turistebis Semosvla
qveyanaSi Seferxebulia. amitom, Cven miznad davisaxeT gamogvekvlia
moTxovna saSinao turistul produqtze da Sesabamisad dagvedgina
moTxovnadi produqtis formirebis Taviseburebebi.
moTxovnis Seswavlis safuZvels warmoadgens informacia. amitom
warmatebuli kvleviTi saqmianobisaTvis Zalian mniSvnelovania obieqturi
informaciis mopoveba. kvlevisaTvis saWiro informaciis misaRebad
mivmarTeT anketuri gamokiTxvis meTods, romlis upiratesobebia:
• didi moculobis xarisxiani informaciis miReba;
158
• Sesaswavli masalis statistikuri maxasiaTeblebis miRebis
SesaZlebloba;
• mizez-Sedegobrivi kavSiris gamovlenisa da modelirebis
SesaZlebloba.
anketa Sedgeboda 13 SekiTxvisagan. maTgan mxolod erTi, romelic
Seexeboda respodentis saqmianobas/umaRles saswavlebels iyo Ria,
danarCeni 12 ki daxuruli. erT-erT yvelaze rTul sakiTxs warmoadgenda
respodentebis Semosavlebis gansazRvra. saqarTvelos mosaxleobis rTuli
ekonomikuri pirobebis gamo mosaxleobis erTi nawilis Semosavlebi
ganisazRvreba naTesav-axloblebis daxmarebiT. amitom ojaxis Semosavlis
gansazRvrisaTvis respodentebs vTxoveT Tavi miekuTvnebinaT erTerTisaTvis
Semdegi sami kategoriidan:
• gvyofnis sakvebisa da tansacmlisaTvis;
• SegviZlia SeviZinoT ZiriTadi sayofacxovrebo teqnika;
• saWiroebis SemTxvevaSi SegviZlia SeviZinoT avtomanqana an bina.
turistul produqtze moTxovnis Sesaswavlad kvleva Catarda sam
etapad:
I etapze kvleva atarebda zogad xasiaTs da gamoikiTxa 800
respodenti. pirveli etapis mizani iyo turizmis bazris mdgomareobisa da
turistul produqtze moTxovnis saerTo tendenciebis dadgena.
II etapze kvlevis fokus-jgufs warmoadgenda turizmis bazris
axalgazrduli segmenti. imis dasadgenad, Tu rogor turistul produqts
aniWeben upiratesobas, gamoikiTxa 16-dan 26 wlamde 400 axalgazrda.
III etapis mizani iyo gamogvekvlia saqarTvelos mosaxleobis moTxovna
iseT turistul produqtze, rogoricaa aqtiuri dasveneba (laSqroba,
mdinareze naviT daSveba, TxilamurebiT sriali, mRvimeebis monaxuleba da a.
S.). gamoikiTxa 300 respodenti.
samive etapze SerCeva moxda arareprezentuli meTodiT. Cveni survili
iyo dagvedgina adgilobriv bazarze turistul produqtze moTxovnis
zogadi tendenciebi da mogvemzadebina masalebi kvlevis Semdgomi
gagrZelebisaTvis. pirvel etapze anketa SemuSavda msoflio turistuli
organizaciis mier miRebuli rekomendaciebis mixedviT, garda Semosavlebis
muxlisa, sadac gaTvaliswinebulia rusuli gamocdileba. rogorc
159
cnobilia mTels msoflioSi Semosavlebi iangariSeba ojaxis wliuri
Semosavlebis mixedviT, ris mixedviTac ojaxi, an calkeuli piri ixdis
yovelwliur saSemosavlo gadasaxads. aqedan gamomdinare aseTi kvlevebisa
da gamokiTxvebisas araviTar siZneles ar warmoadgens respodentTa dayofa
Semosavlebis mixedviT. saqarTvelos realobaSi Cven wavawydiT sirTules:
respodents Semosavali aqvs (misi CaTvliT) TveSi 100 lari, magram mas
SeuZlia daxarjos TveSi 500 lari. saqarTvelos mosaxleobis udidesi
nawili Semosavlad Tvlis xelfass, isic xSir SemTxvevaSi mxolod
sabiujeto xelfass, xolo sxva Tanxebs, rac SeiZleba man da misi ojaxis
wevrebma miiRon ara xelfasis saxiT SemosavlebSi ar Tvlis (anketebi
ixileT danarTi 20).
pirvel etapze gamokiTxulTagan 52 procenti iyo qali, 48 procenti
mamakaci, gamokiTxuli qalebidan 36 procenti iyo daqorwinebuli,
54procenti _ dauqorwinebeli, 5-5 procenti _ qvrivi da ganqorwinebuli.
mamakacebis SemTxvevaSi _ 40 procenti daqorwinebuli, 52 procenti _
dauqorwinebeli, 4-4 procenti ki qvrivi da ganqorwinebuli. kvlevis meore
da mesame etapze qvrivisa da ganqorwinebulis grafebi amoviReT, radgan
procentulad maTi Semadgenloba mcire iyo, meore etapze, axalgazrdebis
gamokiTxvisas, kidev ufro mcire iqneboda da Tan maT pasuxebSi arsebiTi
gansxvaveba ver davinaxeT.
Semdegi kiTxvis pasuxma saintereso Sedegi gviCvena: gamokiTxuli
qalebis mxolod 10 procenti arCevs imogzauros da daisvenos marto,
amasTan, asakTan erTad es survili izrdeba (19 wlamde 5 procenti, 65 wels
zeviT 41 procenti). gamokiTxuli qalebis 61 procents urCevnia imogzauros
da daisvenos ojaxTan erTad, xolo megobrebTan erTad mogzaurobas da
dasvenebas arCevs _ 29 procenti. rac Seexeba mamakacebs, maTi 13,5 procenti
mogzaurobs da isvenebs marto, 53 procenti _ ojaxTan erTad, 33,5 procenti
_ megobrebTan erTad (ix. grafiki)
rac Seexeba Semosavlebs, yvelaze nakleb uzrunvelyofil fenas Tavi
miakuTvna qalebis 54,7 procentma da mamakacebis 40,5 procentma, saSualo
fenas _ qalebis 35 procentma da mamakacebis 42,5 procentma, SeZlebulTa
fenas _ qalebis 10,3 procentma da mamakacebis 17 procentma. rogorc Cans
qalebi ufro pesimisturad afaseben ojaxis Semosavals vidre mamakacebi.
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aqedan gamomdinareobs, rom mogzaurobasa da dasvenebaze qalebi Seecdebian
naklebi daxarjon vidre mamakacebi da radgan ojaxis erTobliv
dasvenebaze ufro xSirad gadawyvetilebas qalebi iReben, dasvenebis dros
isini ufro naklebs daxarjaven, vidre mamakacebi. Sesabamisad, rodesac
mamakacebi marto an megobrebTan erTad isveneben an mogzauroben, isini
ufro mets daxarjaven, vidre roca ojaxTan erTad isveneben.
Semdeg SekiTxvaze, romelic ase JRerda: ramdenad xSirad axerxebT
dasvenebas da/an mogzaurobas, pasuxi sakmaod erTsulovani iyo. rogorc
qalebis, aseve mamakacebis 13 procents didi xania ar dausvenia; qalebis
59procenti da mamakacebis 60 procenti weliwadSi erTxel mainc axerxebs
dasvenebas; xolo qalebis 28 procenti da mamakacebis 27 procenti _
weliwadSi ramodenimejer.
0
10
20
30
40
50
60
70
%
marto ojaxTan erTad megobrebTan erTad
visTan erTad isurvebdnen mogzaurobas da dasvenebas
qalebi
mamakacebi
pasuxi kiTxvaze, romelic dasvenebis da/an mogzaurobis
xangrZlivobas Seexeboda ase gamoiyureboda: 3 dReze naklebi _ qalebi
0,5procenti, mamakacebi 2,9 procenti; 3-7 dRe _ qalebi 13 procenti,
mamakacebi 11,8 procenti; 8-15 dRe _ qalebi 48 procenti, mamakacebi
50,6procenti; 16 dRe da meti _ qalebi 38,5 procenti, mamakacebi
34,7procenti; saSualod dasvenebis an/da mogzaurobis xangrZlivobas 3
161
dResa da naklebs arCevs gamokiTxulTa 1,5 procenti, 3-7 dRes _
12,5procenti, 8-15 dRes _ 49,5 procenti, 16 dResa da mets _ 36,5 procenti
(ix. grafiki). rogorc vxedavT gamokiTxulTa didi nawilisaTvis
mogzaurobis da/an dasvenebis yvelaze sasurveli xangrZlivoba 8-15 dRea,
amasTan gamokiTxulTa 85 procenti arCevs daisvenos erT kviraze meti xniT.
rac Seexeba kvlevas asakobrivi jgufebis mixedviT, xangrZlivi dasvenebis
tendencia ufro Zlieria axalgazrdebSi.
Cvens mier miRebuli Sedegebi ar Seesabameba msoflioSi arsebul
tendencias, romelic gviCvenebs, rom dasvenebisa da mogzaurobis
xangrZlivoba miiswrafvis Semcirebisaken. Cveni azriT aseTi mdgomareoba
gamowveulia ramodenime mizeziT: 1. ramdenime dRiT, gansakuTrebiT SabaT-
kviras gamgzavreba ar asocirdeba turistul mogzaurobasa da
dasvenebasTan; 2. saqarTvelos moqalaqeebis umetesobas ara aqvs saSualeba,
rom SeZlos, rogorc msoflios ganviTarebul qveynebSia miRebuli,
ramodenimejer gaemgzavros dasasveneblad, amitom arCeven roca moaxerxeben
ufro did xans daisvenon da/an imogzauron.
mogzaurobis da/an dasvenebis sasurveli xangrZlivoba
2% 13%
49%
36% 3dReze naklebi
3-7 dRe
8-15 dRe
16dRe da meti
anketuri gamokiTxvisas erT-erTi yvelaze saintereso iyo SesaZlo
danaxarjebis sakiTxi. aqac, rogorc Semosavlebis Sesaxeb kiTxvaze
pasuxisas qalebisa da mamakacebis azri gaiyo: dReSi 10 laramde daxarjaven
qalebis 52 procenti da mamakacebis 43 procenti, 10-dan 40 laramde
162
daxarjaven qalebis 40 procenti da mamakacebis 41 procenti, xolo 40
larze mets daxarjaven qalebis 8 procenti da mamakacebis 16 procenti.
aseve sainteresoa ramdens xarjaven sxvadasxva asakobriv jgufSi (ix.
cxrili #17).
cxrili #17
SesaZlo danaxarjebis raodenoba sqes-asakobrivi jgufebis
mixedviT (procentSi)
12-19 20-34 35-49 50-64 65-ze meti
asaki, sqesi xarji
qali kaci qali kaci qali kaci qali kaci qali kaci
10 laramde
46 56 46 33 61 37 64 42 70 73
10-dan 40 l
42 33 48 50 33 47 27 29 24 18
40 l-ze meti
12 11 6 17 6 16 9 29 6 9
sul 100 100 100 100 100 100 100 100 100 100 rogorc vxedavT, 10 laramde danaxarjis gaRebis survili didia da
matulobs asakis matebasTan erTad, Tumca cxadia dReSi 10 larad
komfortulad ver daisveneb. dReSi 10-dan 40 laramde danaxarjis gaRebis
SesaZlebloba 20-dan 34 wlamde orive sqesis turistebs gaaCniaT, aseve
aseTi danaxarjis gaReba ufro metad SeuZliaT 19 wlamde gogonebs (yovel
SemTxvevaSi TviTon ase Tvlian) da 35-dan 49 wlamde mamakacebs. rac Seexeba
turistul xarjebs 40 larze zeviT, aseTi danaxarjebis gaRebis survili
yvelaze metad 50-dan 64 wlamde mamakacebma gamoxates. aseve 20-dan 49
wlamde mamakacebis SedarebiT metma procentulma raodenobam gamoxata
survili gaeRoT 40 larze meti dReSi (ix. grafiki).
Tu gaviTvaliswinebT msoflio tendenciebs turizmis sferoSi,
romelic gvirCevs Cveni RonisZiebebi mivmarToT xarisxisaken, romelic
Sesabamisad Zviri Rirs, saintereso iqneboda im sqes-asakobrivi jgufebis
(20-dan 64 wlamde mamakacebis) moTxovnis gamokvleva, romlebic Tanaxma
arian meti gadaixadon.
163
ganTavsebis saSualebebTan dakavSirebiT miRebuli Sedegebi gviCvenebs,
rom mogzaurobis da/an dasvenebisas qalebis 14 procenti da mamakacebis 21
procenti amjobinebs sastumros, qalebis 40 procenti da mamakacebis 29
procenti amjobinebs saojaxo sastumros, qalebisa da mamakacebis Tanabari
29 procenti amjobinebs dabinavebas naTesavTan, xolo qalebis 17 procenti
da mamakacebis 21 procenti _ sxva ganTavsebis saSualebas.
SesaZlo danaxarjebis raodenoba sqes-asakobrivi
jgufebis mixedviT
0
10
20
30
40
50
60
70
80
qali kaci qali kaci qali kaci qali kaci qali kaci
12_19 20-34 35-49 50-64 65-ze
meti
sqesi da asaki
%
10 laramde
10-dan 40 l
40 l-ze meti
rogorc vxedavT, ganTavsebis obieqtis SerCeva damokidebulia fasze.
rodesac igi fasze ar aris damokidebuli (Ramis gaTeva naTesavTan),
qalebisa da mamakacebis erTnairi raodenoba irCevs ganTavsebis am
saSualebas. yvelasaTvis cxadia, rom saojaxo sastumroSi Ramis gaTeva
ufro iafia, vidre sastumroSi. Sesabamisad mamakacebi, rogorc zemoT
ganxilulma Sedegebmac gviCvena apireben meti gadaixadon komfortSi,
qalebTan SedarebiT ufro metad irCeven sastumros, vidre saojaxo
sastumros.
164
rogorc saerTaSoriso, ise saSinao turizmis saintereso segments
warmoadgens axalgazrduli turizmi. marTalia mis ganviTarebas xels
uSlis iseTi faqtori, rogoricaa axalgazrdebis Semosavlebis simcire,
magram turistTa es jgufi yvelaze mobiluri, aqtiuria, aqvs bevri
Tavisufali dro, ufro advilad iRebs siaxleebs, uyvars riski da
Tavgadasavlebi, ris saSualebasac iZleva turizmi. amasTanave naklebad
saWiroebs umaRlesi donis sastumroebs da momsaxurebas.
ufro metad, vidre bazris sxva segmenti, studenti da axalgazrda
mogzaurebi uzrunvelyofen pasuxismgebluri turizmis ganviTarebas.
axalgazrduli turizmi turistuli industriis swrafad mzardi
seqtoria da saerTaSoriso turizmis 20 procents Seadgens. amasTan,
axalgazrdebis samogzauro danaxarjebi 2002 wlidan 2007 wlamde 40
procentiT gaizarda.
axalgazrda mogzaurebis unikaluri motivatorebi bazris am niSas
Zalze mniSvnelovans xdis. axalgazrduli, studenturi da
saganmanaTleblo mogzaurobis personaluri, socialuri da ekonomikuri
Rirebuleba mzardad Seicnoba saganmanaTleblo institutebis,
biznesmenebis, turizmis oficialuri organizaciebisa da saxelmwifoebis
mier mTel msoflioSi.
kvlevis marketinguli meTodebis daxmarebiT gamovikvlieT
saqarTvelos saSinao turizmis bazris axalgazrduli segmentis
Taviseburebebi, problemebi da perspeqtivebi.
anketuri gamokiTxva CavatareT Tbilisis xuTi umaRlesi
saswavleblis studentebs Soris. gamokiTxvaSi monawileoba miiRo 400-ma
respodentma (16-dan 26 wlamde).
rogorc zemoT aRvniSneT, axalgazrduli turizmis ganviTarebis
umTavresi xelis SemSleli faqtoria Semosavlebis simcire, amitom
davinteresdiT axalgazrdebis sakuTari da ojaxidan miRebuli Semo-
savlebiT, maTi dRiuri xarjiT dasvenebisa da mogzaurobisas. gamo-
kiTxulTa umravlesobam (55,5 procenti) Tavisi ojaxi miakuTvna saSualo
Semosavlebis mqoneT. 29,5 procenti Tavis ojaxs ganixilavs, rogorc mcire
Semosavlebis mqones. danarCeni (15 procenti) – SeZlebul ojaxs ekuTvnis.
165
gamokiTxulTagan mxolod 25 procents gaaCnia sakuTari Semosavali
da rogorc mosalodneli iyo, maT Soris Warboben vaJebi (maTi raodenoba
4-jer metia). turistebis yoveldRiuri xarji dasvenebisas aseTia: 57
procenti xarjavs 10-dan 40 laramde; 31 procenti _ 10 laramde da 12
procenti _ 40 larsa da mets, amasTan aRsaniSnavia, rom gogonebi ufro
ekonomiurebi arian, vidre vaJebi. Tu SevadarebT Semosavlebsa da SesaZlo
danaxarjebs davinaxavT, rom procentuli Tanafardoba mcire Semosavlebsa
da mcire danaxarjebs, saSualo Semosavlebsa da saSualo danaxarjebs,
maRal Semosavlebsa da maRal danaxarjebs Soris msgavsia, amasTan mcire
da saSualo Semosavlebis dros danaxarjebi mcired Warbobs Semosavlebs,
xolo maRali Semosavlebis SemTxvevaSi – SedarebiT naklebia.
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
mcire saSualo maRali
Semosavlebi
danaxarjebi
gamokiTxvis dros gamoirkva, rom saqarTveloSi axalgazrdebis
umetesoba dasasveneblad da samogzaurod wlis manZilze ramdenjerme
midis. marTalia mcire raodenobis, magram iyvnen iseTebic, romlebsac wlis
manZilze ar hqoniaT dasvenebis saSualeba. aris mesame, mcirericxovani
kategoriac romelic weliwadSi erTxel isvenebs.
mogzaurobisa da dasvenebis xangrZlivobis mixedviT yvelaze nakleb
popularulia dasveneba 7 dRemde vadiT (gogonebi – 1 procenti da
vaJebi – 7 procenti) rac SesaZloa gamowveulia SabaT-kviris dasvenebis
166
nakleb popularulobiT qarTvel axalgazrdebSi. rac Seexeba 1 kviridan 2
kviramde da meti xniT dasvenebas, gansxvavebuli tendenciaa gogonebsa da
vaJebs Soris. gogonebi ufro xSirad midian dasasveneblad 2 kviraze meti
xniT, vaJebi ki - erTi kviridan 2 kviramde.
dasvenebisa da mogzaurobis motivaciis gamosakvlevad respodentebs
vTxoveT SeefasebinaT qulebiT (maqsimaluri - 5 qula) ra aris maTTvis
mniSvnelovani dasvenebisa da/an mogzaurobisas:
• garToba;
• Semecneba;
• naTesavebisa da megobrebis monaxuleba;
• sportuli aqtiuroba;
• dasveneba gajansaReba.
Sedegebi mravalferovnebiT gamoirCeva. qarTveli studenti
axalgazrdebisaTvis yvelaze mniSvnelovani mogzaurobisa da dasvenebis
dros garToba aRmoCnda, Semdeg nacnobebis, naTesavebisa da megobrebis
monaxuleba. rasac moyveba dasveneba da gajansaReba. amis Semdeg gogonebisa
da vaJebis azri gaiyo – vaJebma upiratesoba mianiWes sports da bolo
adgilze daayenes Semecneba, gogonebma ki - piriqiT.
turizmis industriis mniSvnelovan nawils warmoadgens ganTavseba da
transporti. gamokiTxvis Tanaxmad turistuli mogzaurobisas gogonebi
yvelaze xSirad iyeneben samarSruto taqss, naklebad iyeneben matarebels,
ojaxis kuTvnil avtomobils da taqss da TiTqmis ar iyeneben avtobuss.
vaJebi ki upiratesobas aniWeben sakuTar avtomobilsa da samarSruto taqss,
Tanabrad iyeneben matarebels, taqssa da avtobuss.
rac Seexeba ganTavsebas, aq ar SeimCneva mkveTri upiratesoba. TiTqmis
Tanabrad gamoiyeneba sastumroebi, saojaxo sastumroebi, naTesavis bina an
sxva ganTavsebis saSualeba, rogoricaa sakuTari, megobris agaraki, karavi.
kvlevis mesame etapi, rogorc zemoT aRvniSneT, Seexeboda turizmis
aqtiur saxeebs da Catarda saTavgadasavlo klub `jomardis~ survilebisa
da aseTi moTxovnis arsebobis Sesaswavlad bazris mosinjvis
TvalsazrisiT. am turistuli firmis saqmianoba ZiriTadad Semofarglulia
sasinao bazriT da igi adgilobriv turistul firmebTan TanamSromlobs
167
(Caucasus Travel, sastumro `gudauri~, GTS). aseve TanamSromlobs germanul
firmasTan `aCi turzi~.
saTavgadasavlo klubi KjomardiL zafxulSi axorcielebs oTxi saxis
turs:
1. fexiT sasiarulo turs;
2. veloturs;
3. turi mdinaris naviT;
4. turi gamoqvabulebSi;
saTavgadasavlo klub `jomardis~ meSveobiT Cven SevqmeniT axali
turistuli produqti _ SevadgineT kombinirebuli turi. turi Sedgeboda
ramodenime komponentisagan: mgzavroba Tbilisidan gudauramde, Ramis Teva
saojaxo sastumroSi, fexiT sasiarulo turi `gudauri _ aragvis saTave _
yelis tba _ vulkanuri plato _ gudauri (karavSi ori Ramis gaTeviT)~,
gudauris sportuli (yofili `marko polos~) sastumros daTvaliereba
(sainteresoa studenti turistebisaTvis), mdinaris gasaberi naviT daSveba
mdinare aragvze (daba fasanauridan sofel menesomde), dabruneba TbilisSi.
gaviareT aRniSnuli turi da TbilisSi dabrunebis Semdeg gamovikiTxeT 300
respodenti. anketa Sedgenil iqna saTavgadasavlo klub `jomardis~
direqtorTan konsultaciebis Sesabamisad. kvlevis damTavrebis Semdeg igi
gaecno Sedegebs da aRniSna, rom gamoiyenebs Tavis Semdgom muSaobaSi.
mesame etapze 300 respodentidan 52 procenti iyo qali, 48 procenti _
mamakaci; 51 procenti _ daqorwinebuli, 49 procenti _ dauqorwinebeli;
gamokiTxulTagan 17-dan 25 wlis iyo 36 procenti, 25_35 wlis _ 31 procenti,
36 wlis da meti asakis _ 33 procenti.
gamokiTxulTa 28 procentma Tavi miakuTvna dabali Semosavlis mqones
(qalebi _ 33 procenti da mamakacebi _ 20 procenti), 46 procentma _
saSualo Semosavlis mqones (qalebi _ 48 procenti, mamakacebi _ 43
procenti), xolo 26 procentma _ maRali Semosavlis mqones (qalebi _ 19
procenti, mamakacebi _ 37 procenti). respodents unda Seefasebina ojaxis
Tviuri Semosavali erT sulze gaangariSebiT. rogorc vxedavT qalebi da
mamakacebi sxvadasxvanairad afaseben dabal da maRal Semosavals.
kiTxvaze, Tu ramdenad xSirad axerxeben dasvenebas, qalebis 21 da
mamakacebis 27 procentma upasuxa, rom didi xania ar dausvenia; weliwadSi
168
erTxel axerxebs dasvenebas qalebis 58 da mamakacebis 41 procenti, xolo
weliwadSi ramodenimejer _ qalebis 21 da mamakacebis 32 procenti.
dasvenebas winaswar gegmavs gamokiTxulTa 45 procenti, xolo
gamokiTxulTa 55 procenti ar gegmavs. es monacemebi mkveTrad gansxvavdeba
ganviTarebuli qveynebis monacemebisagan, sadac moqalaqeebis didi nawili
winaswar gegmavs ara mxolod ucxoeTSi gamgzavrebas, aramed qveynis SigniT
mogzaurobasac. winaaRmdeg SemTxvevaSi (dajavSnis gareSe) Zalian
gauWirdebodaT, rogorc mgzavroba, aseve ganTavsebac. imis gamo, rom
saqarTveloSi mosaxleobis did nawils sakmarisi arc saxsrebi da arc
dro ara aqvs turizmisaTvis, iZulebulia imogzauros da daisvenos
winaswari dagegmvis gareSe, spontanurad, roca gamouCndeba dro da fuli.
respodentebis miznebi mogzaurobisas ase gamoiyureba: pirvel
adgilzea garToba, meore adgilze _ dasveneba-gajansaReba, mesameze _
Semecneba, meoTxeze _ nacnobeb-megobrebisa da naTesavebis monaxuleba,
mexuTeze _ sportuli aqtiuroba (ix cxrili #18).
cxrili #18
turistTa mogzaurobis miznebi sqes-asakobrivi jgufebis
mixedviT (ranJireba 5 baliani sistemiT)
17 _ 25 26 _ 35 36 welze
meti
asaki, sqesi
mizani
qali kaci qali kaci qali kaci saS
ual
o
rangi
garToba 4,3 4,4 3,1 3,5 2,6 2,8 3,6 I
Semecneba 2,6 2,5 3,3 2,6 3,4 3,3 2,9 III
sporti 2,1 3,2 2 2,8 2 3,4 2,5 V
dasveneba 3,3 2,7 3,6 3 3,4 2,8 3,2 II
nac. da naTesavebis
monaxuleba 2,7 2,3 3,1 2,9 3,6 2,6 2,9 IV
mogzaurobisas garTobas pirvel adgilas ayenebs 17-dan 25 wlamde,
rogorc gogonebi, aseve vaJebi. meore adgilas gogonebi ayeneben dasvenebas,
xolo vaJebi sports. 26-dan 35 wlamde qalebi pirvel adgilas ayeneben
dasvenebas, xolo mamakacebi _ garTobas. rac Seexeba 36 welze ufrosebs,
169
qalebi pirvel adgilas ayeneben nacnobebisa da naTesavebis monaxulebas,
xolo mamakacebi _ sportul aqtiurobas.
Cveni gamokvlevis erT-erTi ZiriTadi mizani iyo aqtiur turebze
moTxovnis Seswavla, amitom gansakuTrebiT yuradRebiT ganvixileT punqti,
romelic mogzaurobisas upiratesobas sportul aqtiurobas mianiWebda.
qalebis samive asakobrivi jgufi mogzaurobisas fizikuri aqtiurobis
saWiroebas bolo adgilas ayenebs, rac gamowveuli unda iyos qarTveli
qalebis umravlesobis sportisadmi arasaTanado yuradRebiT, Tumca
sakuTari praqtikidan gamomdinare SegviZlia davaskvnaT, rom fexiT
sasiarulo da sxva saxis turebi, romlebic fizikur aqtiurobas moiTxovs,
sakmaod popularulia 25 wlamde asakis gogonebSi mainc. rac Seexeba
mamakacebs, 17-dan 25 wlamde vaJebisaTvis sportul aqtiurobas meore
adgili ukavia, 26-dan 35 wlamde _ mesame, 36 welze ufrosi mamakacebisaTvis
ki _ pirveli adgili.
SegviZlia davaskvnaT, radgan turistuli produqtis SeZenisas yvela
asakobrivi jgufisaTvis mniSvnelovania garToba, amitom, aqtiuri turebis
reklamirebis dros gansakuTrebuli yuradReba unda gamaxvildes garTobis
elementebze.
turizmis aqtiuri saxeebidan gamokiTxulTa naxevarze metma amoirCia
fexiT sasiarulo turi, mesamedma _ mdinareze naviT daSveba, TxilamurebiT
sriali, speleoturi da alpinisturi turi _ gamokiTxulTa meoTxedma,
xolo veloturi mxolod _ meaTedma (rac gamowveulia veloturisaTvis
specifikuri momzadebis saWiroebiT). turizmis aqtiuri saxeebidan yvelaze
gavrcelebuli da SedarebiT martivi, fexiT sasiarulo turia, amitom ar
aris gasakviri, rom gamokiTxulTa naxevarma is airCia. rac Seexeba
mdinareze naviT daSvebis arCevans, Cveni azriT, aq respodentebze imoqmeda
zemoT aRniSnuli kombinirebuli turis monawileebis (romlebic SemdgomSi
gamodiodnen anketiorebis rolSi) STabeWdilebebma.
rac Seexeba turis xangrZlivobas, rogor kvlevis wina or etapze,
mesame etapzec gamoikveTa tendencia, rom xanmokle turebze moTxovna
naklebia. mogzaurobis xangrZlivoba: 7 dRemde _ 15 procenti, 8-15 dRe _ 41
procenti, 16 dRe da meti _ 44 procenti. amis gamomwvev mizezebze zemoT
vrclad visaubreT, amitom aq aRar SevCerdebiT. mxolod unda aRiniSnos,
170
rom Cvens mier Seqmnili turistuli produqti xanmokle turs miekuTvneba,
Sesabamisad, misi realizaciisaTvis saWiroa stimulirebis meTodebis
gamoyeneba.
SesaZlo danaxarjebis punqtis analizi gviCvenebs, rom dReSi 10
laramde Tanxis gadaxda SeuZlia gamokiTxulTa 43 procents, 10-dan 40
laramde _ 39 procents, 40 larze meti _ 18 procents. aqac iseve rogorc
sxva SemTxvevebSi dReSi 40 larze mets ixdis qalebis 12 da mamakacebis 27
procenti, amasTan 36 welze ufrosi mamakacebis _ 44 procenti.
miuxedavad imisa, rom saqarTvelos moqalaqeebis turistuli
aqtiuroba dabalia politikuri da ekonomikuri mdgomareobis
gaTvaliswinebiT, xolo imave mizezebiT ucxoeli turistebis Semosvla
drodadro saerTod wydeba, qarTuli turistuli produqtis formirebis
Taviseburebebis gamokvleva mainc metad aqtualurad gveCveneba, radgan
msoflioSi turistuli mimosvla yvelafris miuxedavad mainc izrdeba da
saqarTvelos turistuli produqti, maT Soris saSinao turizmis
produqtic, unda akmayofilebdes saerTaSoriso moTxovnebs, raTa
saqarTvelo amayad idges msoflios sxva qveynebis gverdiT Tavisi uZvelesi
istoriiTa da kulturiT, maspinZlobis kulturiT. raTa SevinarCunoT
wonasworoba bunebasTan, istoriasTan, kulturasTan; raTa gavyidoT
turistuli produqti da ara saqarTvelo, raTa SeviZinoT megobrebi,
romlebic SemdgomSi saqarTvelos Tayvanismcemlebi iqnebian da ara
ubralod momxmareblebi, romelTaTvisac Cven mxolod momsaxure
personalad davrCebiT.
171
daskvnebi da winadadebebi
sadisertacio naSromSi mocemuli gamokvleva asaxavs ukanasknel
periodSi saqarTveloSi turistuli produqtis formirebis Tanamedrove
mdgomareobas da ganviTarebis perspeqtivebs. masSi mocemuli kvlevis
Sedegebi SesaZleblobas gvaZlevs ganxiluli problemebis irgvliv
CamovayaliboT Semdegi ZiriTadi daskvnebi:
1. yoveldRiur ekonomikur cxovrebaSi, konkretulad, bankebisa da
sxvadasxva firmis saqmianobisas, gamoyenebulia termini `produqti~
saqonlisa da momsaxurebis farTo speqtris dasaxasiaTeblad, xolo
termini `saqoneli~ gamoiyeneba mxolod viwro gagebiT, rogorc
fizikuri saqoneli. rac Seexeba turistul bizness, rogorc
literaturaSi, aseve yoveldRiur ekonomikur cxovrebaSi gamoiyeneba
termini `turistuli produqti~, xolo `turistuli saqoneli~
gamoxatavs turistuli saqmianobisaTvis saWiro fizikur saqonels.
2. turistul produqts axasiaTebs oTxi Tviseba, romelic ganasxvavebs
momsaxurebas saqonlisagan: xelSeuxebloba, warmoebis da moxmarebis
ganuyofeloba, cvalebadoba da Senaxvis SeuZlebloba. turistuli
momsaxurebis warmoeba da misi moxmareba drosa da sivrceSi umetesad
erTmaneTs emTxveva. garda amisa turistul produqts axasiaTebs sxva
ganmasxvavebeli niSnebic. turistuli produqti principulad
gansxvavdeba Cveulebrivi produqtisagan. kerZod, igi ar aris
dakavSirebuli iseT cnebebTan, rogorebicaa gadazidva, sawyobSi
Senaxva, dagroveba. turistuli produqti xasiaTdeba rigi sxva
TaviseburebebiTac: sezonurobiT, geografiuli danawevrebiT da a. S.
3. turistuli produqts, rogor yvela sxva produqts gaaCnia
sasicocxlo cikli. Cven SegviZlia daveTanxmoT im Tvalsazriss, rom
SeuZlebelia turistuli produqtisaTvis sasicocxlo ciklis
stadiebis zustad da konkretulad gansazRvra, magram migvaCnia, rom
strategiuli mniSvnelobis gadawyvetilebebis miRebisas aucilebelia
da friad sasargeblo turistuli produqtis sasicocxlo ciklis
stadiebis gansazRvra da miRebuli Sedegebis gamoyeneba.
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4. ukanaskneli 30 wlis ganmavlobaSi turizmis koncefcia mkveTrad
Seicvala. turizmi, romelic gamoxatuli iyo rac SesaZlebelia Sors
da xangrZlivad gamgzavrebaSi da gaunZrevlad mzis abazanebis
miRebaSi, Seicvala ufro xanmokle da aqtiuri mogzaurobiT. magram
ufro Zlier Seicvala momxmareblis mier turistuli produqtis
aRqma. transformacia ZiriTadad gamoxatulia individualizaciis
maRali doniTa da elastiurobiT. masiuri turizmi TiTqmis aRar
arsebobs, Seicvala damokidebuleba turistul sawarmosa da
momxmarebels Soris. Tumca kurortebi kvlav yidian mza produqts,
mainc SeimCneva diversifikaciis elementebi.
5. XX saukunis bolosaTvis turistul bazarze momxdar cvlilebebTan
dakavSirebiT, rac gamoixateba erTiani turistuli produqtis
diversifikaciis tendenciiT, gaizarda moTxovna SekveTil,
individualur turebze. turistuli firmebi iZulebuli arian
gaiTvaliswinon turistebis moTxovnebi, romlebic yovelTvis
cdiloben miiRon maqsimaluri Tavisufleba turis amorCevisas. amitom
firmebi aseT turistebs sTavazoben momsaxurebis mxolod nawils,
Sesabamis nakleb fasad, xolo momsaxurebis danarCen komponentebs
turistebi TviTon SeiZenen adgilze.
6. Tanamedrove turistuli produqti warmoadgens `nedl~ masalas
uamravi arCeviTi faqtoriT. aseTi produqtis miwodebis fasi maRalia,
xolo wminda mogeba naklebi, garda amisa didi raodenobis brunvac
aucilebelia. am viTarebaSi turistul sawarmoebs sxva arCevani ara
aqvT, garda imisa, rom fokusireba moaxdinon produqtis specifikur
saxeze konkurentul brZolaSi gamarjvebis mizniT.
7. bazarze saerTod da kerZod, turistuli produqtis bazarze
realizacia SeiZleba iyos uSualo, momxmarebelsa da mimwodebels
Soris da mravalsafexuriani. Tanamedrove turistuli produqtis
realizaciis organizatorebad iTvleba turizmis sferos moqmedi
sawarmos ori saxeoba: turoperatori da turistuli saagento,
romlebic arsebiTad TviTon ar axorcielebs turistul
momsaxurebas, magram asrulebs saSuamavlo funqciebs momxmarebelsa
da momsaxurebis uSualo mwarmoebels Soris.
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8. mogzaurobis miznis Sesaxeb informacia aucilebelia, upirvelesad,
Sesabamisi turistuli produqtis sworad formirebisaTvis, agreTve
turistuli nakadebisa da marSrutebis marTvis ganxorcielebisaTvis.
turistuli produqtis formireba pirdapir damokidebulia
mogzaurobis motivaciaze.
9. mogzaurobis motivaciis mravalferovnebidan gamomdinare arsebobs
turizmis uamravi saxe da saxeoba, romlebsac sxvadasxva avtori
gansxvavebulad ganixilavs. zogjer maTi erTmaneTisagan gamijvna
Zalian Wirs, radgan SesaZloa nawilobrivi gadafarvac xdebodes. Cven
naSromSi turizmis mxolod im ramodenime saxes ganvixilavT,
romlebic, Cveni azriT, qarTuli turistuli produqtis formirebis
safuZvels warmoadgens.
10. aRsaniSnavia urbanuli turizmi, romelic ufro moklevadiania (1-3
dRe). imis gamo, rom adamianebi Zalian dakavebulebi arian da
xangrZlivi Svebulebis saSualeba ara aqvT matulobs moTxovna
urbanul turizmze.
11. qalaqis turizmis ganviTarebam SeiZleba mniSvnelovani ekonomikuri
sargebeli moutanos adgilobriv mosaxleobas. turizmi saSualebas
iZleva, agreTve, SenarCundes da ganviTardes iseTi dawesebulebebi,
rogoricaa: muzeumebi, Teatrebi, restornebi, romlebiTac
sargebloben ara marto turistebi, aramed adgilobrivi mosaxleobac.
12. qalaqis turizmis dagegmvis mniSvnelovani faqtoria Sexvedrebisa da
sakonferencio darbazebis keTilmowyoba. aman SeiZleba damatebiT
uamravi turisti moizidos. marTalia sakonferencio darbazebis
aSeneba da keTilmowyoba Zalian Zviria, magram moTxovna am tipis
turizmze mainc didia, rasac udidesi mogeba moaqvs. amgvarad,
sakonferencio turizmi qalaqis dagegmvis dros Zalian didi
yuradRebiT unda iqnes Seswavlili da Sefasebuli.
13. Tanamedrove turizmis erT-erTi wamyvan tendencias turizmis
ekologizacia warmoadgens. ekoturistebi turizmis bazris mzard
segments warmoadgenen. maT upirveles yovlisa garemo da kulturis
tradiciuli formebi ainteresebT, gansakuTrebulad izidavT Sors
manZilze mdebare ekologiurad faqizi da sufTa regionebi.
174
14. am mimarTulebiT gamoikveTa turistuli saqmianobis ori saxeoba.
pirveli dakavSirebulia TviTon ekologiur turebTan, romlis
mizania turistTa gadaadgileba im raionebSi, sadac SeiZleba iTqvas,
rom jer kidev arsebobs `xeluxlebeli~ buneba. Mmeore saxeoba ki
gulisxmobs turebis yvela komponentSi ekodamcavi teqnologiebis
farTod gamoyenebasa da danergvas.
15. saTavgadasavlo da eqstremaluri turizmi da misi infrastruqtura
erT-erTi yvelaze maRali tempebiT mzardi industriaa msoflioSi, is
bevri adamianisaTvis ara mxolod garTobisa da dasvenebis
saSualebas warmoadgens, aramed cxovrebis wess. eqtremaluri
turizmi sasargebloa janmrTelobisaTvis radganac, misi nebismieri
saxeoba moiTxovs karg fizikur momzadebs.
16. turizmis bazari asrulebs turproduqtis Rirebulebisa da
samomxmareblo faseulobis realizaciis da turproduqtis
momxmareblamde dayvanis procesis organizaciis funqciebs. rogorc
yvela sxva bazari, turizmis bazari funqcionirebs moTxovnisa da
miwodebis kanonebis Sesabamisad.
17. informatizaciis mzardi tempebiT ganviTarebam uzrunvelyo
eleqtronuli komerciis ganviTareba. eleqtronuli sistemebiT
vaWroba sul ufro mZlavrad ikidebs fexs msoflios mTel
teritoriaze. aSS-is Semosavlebis 75 procenti eleqtronuli
komerciis wilad modis. eleqtronuli vaWrobis mizani vaWrobis sxva
formebis msgavsad aris momxmarebelTa moTxovnebis maqsimaluri
dakmayofileba da ekonomikuri sargeblis miReba. amisaTvis ki saWiroa
bazris kargad Seswavla. internetis momxmarebelTa bazari axalbedaa
da miuxedavad imisa, rom ufro da ufro farTovdeba, momxmarebelTa
didi nawili sul axlaxans CaerTo internetSi da, Sesabamisad, jer
mxolod informaciis miRebiT kmayofildeba.
18. dReisaTvis ukve mraval firmas gaaCnia eleqtronuli fostis
misamarTi da sakuTari internet-gverdi eleqtronul vaWrobaSi
monawileobis miRebis mizniT. bevri turistuli centri da kompania
aTavsebs internetSi did informaciul masivebs teqstebiT, fotoebiT
da aseve TandarTuli filmebiTac, romelic momxmarebels saSualebas
175
aZlevs gaecnos turistul resursebs, ganrigebs, marSrutebs,
informacias sastumroebze, gaagzavnon moTxovna an dajavSnon
turistuli momsaxureba da gadaixadon maTi safasuri internetis
saSualebiT.
19. qveynebSi, romlebic ufro mets xarjaven turizmSi, cxovrobs
internet-momxmarebelTa didi raodenoba. oTxi qveyana: aSS, germania,
iaponia da gaerTianebuli samefo, romlebic yvelaze mets xarjaven
turizmSi, moicaven msoflioSi arsebuli internet-momxmareblebis 32,9
procents (384,9 milioni momxmarebeli). amasTan es oTxi qveyana Sedis
pirvel SvideulSi msoflioSi internet-momxmareblebis raodenobis
mixedviT.
20. mogzaurobisa da turizmis industriis produqti ar arsebobs, sanam
is ar gaiyideba. roca turistuli produqti iyideba, is aris mxolod
informacia kompiuteruli dajavSnis sistemaSi. gansxvavebiT
samomxmareblo saqonlis umravlesobisagan, rogorebicaa
televizorebi, fotoaparatebi da avtomobilebi, turistul produqts
ver gavsinjavT, vidre ar miviRebT misi yidvis gadawyvetilebas.
21. turistuli produqtis formirebisa da gayidvis erT-erTi axali
saxea saklubo turizmis TaimSeris sistema, TaimSeruli biznesi
yvavis iq, sadac misTvis Seqmnilia Sesabamisi pirobebi da
pirvelyovlisa garantirebulia momxmareblis uflebebis dacva.
miuxedavad imisa, rom ganTavsebis industriaSi saklubo dasveneba
aRmavlobas ganicdis da yovelwliurad izrdeba im turistebis
ricxvi, romlebic isveneben TaimSeruli sistemiT, saqarTveloSi
turizmis es saxe TiTqmis ar aris ganviTarebuli. ramodenime wlis
win qveyanaSi funqcionirebda ramdenime kompania, romlebic klientebs
sTavazobdnen saklubo dasvenebis SeZenas ara rogorc dasvenebis
SesaZleblobas, aramed, rogorc saSualebas amerikasa da evropaSi
emigraciisaTvis. erT-erTi aseTi kompania iyo `holidei direqti~,
romlis saqmianoba agebuli iyo TaRliTobaze da ramac didi ziani
miayena saklubo dasvenebis imijs da ganviTarebas. ucxoeli
biznesmenebi dainteresebuli arian saklubo dasvenebis ganviTarebiT
saqarTveloSi, kerZod bazaleTSi. Tumca, manam sanam ar gadaiWreba
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arsebuli problemebi da ar iqneba momxmarebelTa uflebebis dacvis
realuri garantiebi saqarTvelo ufro da ufro Sors iqneba saklubo
turizmis ganviTarebisagan.
22. reklama turistuli sawarmos yvelaze moqmedi instrumentia,
imisaTvis raTa miitanos informacia mis klientebamde, yuradReba
miiqcios SemoTavazebul momsaxurebaze, Seqmnas Tavisi sawarmosaTvis
sasurveli imiji, aCvenos misi sazogadoebrivi mniSvneloba.
turistuli produqtis realizaciisaTvis mimoxilviTi xasiaTis
publikaciebi: sxvadasxva statiebi, reportaJebi, romelTac zogjer
pirdapiri da zogjer iribi reklamis saxe aqvT.
23. 2004 wels saerTaSoriso turistTa raodenobam miaRwia 763 milions,
xolo 2007 wels _ 898 milions, rac gamowveulia msoflio ekonomikis
gajansaRebiT, kerZod, amerikisa da evropis turistTa warmomqmneli
bazrebis gaZlierebiT. miuxedavad imisa, rom navTobze fasebis zrdam
gavlena moaxdina ekonomikaze, mas ar umoqmedia momxmarebelTa ndobis
xarisxze. saerTaSoriso turistTa raodenoba gaizarda 52 milioni
turistiT wina welTan SedarebiT.
24. 2006 wels saerTaSoriso turistTa umetesoba mogzaurobda dasvenebis
mizniT (51 procenti), rac 430 milions Seadgens. saqmiani mizniT
mogzaurobda 16 procenti, (131 milioni), megobrebisa da naTesavebis
monaxulebis, religiuri, mkurnalobis mizniT _ 225 milioni (27
procenti). turistTa 6 procentisTvis mogzaurobis mizani ar iyo
dafiqsirebuli.
25. qarTuli turistuli produqtis realizaciis bazrebis mosaZebnad
yvelaze mniSvnelovania im qveynebis monacemebis gacnoba, romlebic
yvelaze mets xarjaven turizmSi. msoflio turizmis organizaciis
monacemebiT tradiciulad germanelebs uyvarT mogzauroba da
yvelaze mets isini xarjaven turizmSi _ bazris wilis 10,2 procenti.
turizmSi bevrs xarjaven SeerTebuli Statebis moqalaqeebi (9,8
procenti), rac gamowveulia amerikelTa raodenobiTa da cxovrebis
maRali doniT. mniSvnelovani sabazro wili aqvT gaerTianebul
samefosa da iaponias (Sesabamisad 8,6 da 3,7 procenti).
177
26. saqarTveloSi turistTa raodenobam 2000 wlisaTvis 42,7 aTass
miaRwia, xolo 2007 wlisaTvis _ 282,4 aTass miaRwia. sainteresoa
monacemebi Camosvlis miznis mixedviT stumrebis ganawilebis Sesaxeb.
saqarTvelos moqalaqeebis mizani turistuli mogzaurobisas ufro
metad aris saqmiani da profesiuli, magram izrdeba dasvenebisa da
rekreaciis mizniT mogzauroba, romelmac 2004 wels 40 procents
gadaaWarba, magram 2007 wels isev 33,6 procentamde Semcirda. rac
Seexeba sxva qveynis moqalaqeebis saqarTveloSi mogzaurobas, yvelaze
mniSvnelovania saqmiani da profesiuli mizniT mogzauroba, amasTan
izrdeba aseTi mogzaurobis procentuli wili.
27. saqarTveloSi sastumroebis momsaxurebis moculoba 2000-2004 wlebSi
16,75 mln laridan gaizarda 30,3 mln laramde, xolo 2006 wlisaTvis _
576,7mln laramde. restornebis momsaxurebis moculoba _ 43,25 mln
laridan Semcirda 40,06 mln laramde, xolo 2006 wlisaTvis gaizarda
97,4 mln laramde. amasTan sastumroebis momsaxurebis moculoba
izrdeboda TandaTanobiT, xolo restornebis _ 2002 wels Semcirda
SesamCnevad (24,2 mln lari) da Semdeg ukve izrdeba.
28. migvaCnia, rom saqarTvelos turizmis industriaSi da kerZod,
sastumro industriaSi, transnacionaluri korporaciebis Semosvla
da investireba gaaaqtiurebs turizmis sferos. Cveni azriT
saqarTvelosTvis, rogorc patara da mTagoriani adgilisaTvis bevrad
ufro mniSvnelovania mcire sastumroebis, sastumro saxlebis
aSenebis investireba, gansakuTrebiT mTian regionebSi. xolo
sagadasaxado SeRavaTebi ar aris sakmarisi, arc minimaluri Tanxis da
arc SeRavaTebis gadavadebis TvalsazrisiT.
29. mogzaurobisa da turizmis konkurentunarianobis indeqsis mixedviT
saqarTvelo 124 qveyanas Soris ikavebs 66-e adgils, gansxvavebiT
gasuli wlisagan, rodesac 130 qveyanas Soris 72-e adgili daikava.
saqarTvelos Sefaseba maRalia adamianuri, kulturuli da bunebrivi
resursebis mixedviT. dabalia Sefaseba biznes garemosa da
infrastruqturis mixedviT. yvelaze dabali indeqsiT saqarTvelos
sahaero da turistuli infrastruqtura Sefasda, aqedan Cans, rom
Tbilisis saerTaSoriso aeroportisa da `Seratonisa~ `meriotis~
178
30. rogorc yvela sxva bazari, turizmis bazari funqcionirebs
moTxovnisa da miwodebis kanonebis Sesabamisad. turistul produqtze
moTxovna asaxavs qveynis socialuri da ekonomikuri ganviTarebis
dones. garda amisa samomxmareblo moTxovnaze moqmedebs
demografiuli faqtori, klimaturi pirobebi, qveynis politikuri da
ekonomikuri stabiluroba, usafrTxoeba, fsiqologiuri faqtorebi da
sxva SemTxveviTi zemoqmedeba (amindi, konfliqtebi da sxv.).
31. turistuli moTxovnilebebi yalibdeba uamravi faqtoris zegavleniT.
amitom isini didi mravalferovnebiT xasiaTdeba; yovel konkretul
SemTxvevaSi TiToeul faqtors Tavisi konkretuli roli gaaCnia da
momxmarebelTa motivacias ganapirobebs.
32. mdgradi ganviTarebis gzaze gadasvla SeiZleba SevadaroT sxva
epoqalur cvlilebebs kacobriobis istoriaSi. magram is movlenebi
xorcieldeboda TandaTan da Seugneblad. xolo Tanamedrove
revolucia unda iyos bolomde gaazrebuli da saboloo miznebi
maqsimalurad gacnobierebuli. garemos dacva da turizmis
warmatebuli ganviTareba ganuyofelia. gamofituli resursebis fonze
turizmis ganviTareba, SesaZlebelia, mosaxleobis sakvebiT,
sacxovrebliTa da dasaqmebulobiT uzrunvelyofis erT-erT
saSualebad iqces. am problemis gadaWra SeiZleba im pirobiT, rom
turizmma ar daazianos garemo da dafuZnebuli iyos bunebrivi da
kulturuli resursebis dacvaze da ara arsebuli potencialis
gamofitvaze.
33. bunebrivi resursebisa da kulturuli memkvidreobis SenarCunebisa da
dacvis RonisZiebebs gaaCnia, rogorc globaluri ise adgilobrivi
aspeqtebi. imisaTvis, rom turizmi iyos mdgradi, turistuli
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saqmianobis xasiaTi da moculoba unda iTvaliswinebdes arsebuli
bunebrivi da xelovnuri resursebis gamtarunarianobas.
34. turistuli centrebis yoveli kategoria xasiaTdeba Tavisi
gansakuTrebuli ekologiuri mgrZnobelobiT: potencialurad mraval
plaJs axasiaTebs SedarebiT didi moculobis gamtarunarianoba. im
dros, roca sazRvao parkebi da teniani teritoriebi susti
ekosistemebis gamo Seesabameba turizmis SedarebiT naklebmasiuri
formebis ganviTarebas, rogoricaa saTavgadasavlo da
specializirebuli turizmi.
35. mTiani da auTvisebel raionebs ZiriTadad ewvevian is turistebi,
romelTac uyvarT buneba da aqtiuri dasvenebis iseTi forma,
rogoricaa laSqroba, mTasvleloba, TxilamurebiT sriali da
veluri bunebiT tkboba. rogorc wesi aseTi adgilebis ekosistema
gamoirCeva SedarebiT naklebi gamtarunarianobiT, romelic
saSualebas ar iZleva ganxorcieldes masStaburi proeqtebi da
miRebuli iqnes mnaxvelTa didi raodenoba.
36. xevsureTis, iseve rogorc saqarTvelos sxva mTiani regionebis
gadarCenasa da migraciis SeCerebas xels Seuwyobs mdgradi turizmi,
romelic xevsureTis ekonomikuri ganviTarebis erT-erT ZiriTad
mimarTulebad gvesaxeba. Cveni azriT xevsureTSi turizmis
ganviTareba saWiroa kompleqsurad. aucilebelia zogierT sofelSi
Seiqmnas turistuli centri. Cveni praqtikuli gamocdilebiT
adgilobrivi mosaxleobis didi nawili ar aris saTanadod
gaTviTcnobierebuli xevsureTisaTvis turizmis ganviTarebis
aucileblobaSi, an Tu aris ar flobs Sesabamis codnasa da
praqtikul Cvevebs, raTa moemsaxuros turistebs, an SeZlos maTi
moTxovnebis dakmayofileba mogebis miRebis mizniT.
37. `xarisxi raodenobis winaaRmdeg~ _ saqarTvelosaTvis masiuri
saerTaSoriso turizmis kontrolireba aucilebelia. miznad ar unda
davisaxoT turistebis ganuxreli zrda. ukeTesi iqneba, Tu quCebi da
trotuarebi ar gadaitvirTeba. Cveni azriT, qarTul turizmis
industriaSi ukeTesia gaumjobesdes xarisxi, momxmarebels
180
SevTavazoT eqskluziuri turistuli produqti, gaizardos fasebi da
movizidoT ufro maRali klasis ganaTlebuli klientebi.
38. turistuli produqtis realizaciaze moqmedi faqtorebidan sakmaod
mniSvnelovania qveynis politikuri mdgomareoba da moqmedi
kanonmdebloba. saqarTveloSi turizmis sferos aregulirebs
saqarTvelos kanonebi: `turizmisa da kurortebis Sesaxeb~ da
`kurortebisa da sakurorto adgilebis sanitaruli dacvis zonebis
Sesaxeb~.
39. Cveni azriT turistuli da sakurorto saqmianobis standartizacia,
sertifikacia da licenzireba saWiro da aucilebelia, magram
qveyanaSi gamefebuli korufciis fonze, kidev ufro mZime dartyma
iqneba mcire biznesis sawarmoebisaTvis da kidev erTi biurokratiuli
barieri, romelic xels SeuSlis maT ganviTarebas. Tumca meore mxriv
ukontrolo situaciam ASesaZloa gamoiwvios TaRliTuri jgufebis
arseboba, romlebic moqmedeben turistuli firmis saxeliT da
atyueben momxmareblebs. ukidures SemTxvevaSi am etapze SeiZleba
turistuli profilis organizaciebis garkveuli sertificireba, rac
ufro sando garemos Seqmnida momxmareblisa da ucxoeli
partniorebis mxriv. xolo rac Seexeba korufciisagan Tavis aridebas,
SesaZlebelia dawesebuli iqnes garkveuli vada (1 an 2 weli), raTa
organizaciam SeZlos bazarze morgeba.
40. saqarTvelos samoqalaqo kodeqsSi sakmaod amomwuravad aris
ganxiluli yvela is sakiTxi, romelic SeiZleba warmoiqmnas
mogzaursa da mogzaurobis momwyobs Soris, magram, rogorc zemoT
iyo aRniSnuli, saqarTveloSi ar arsebobs kanoni turistuli
kompaniebis sertifikaciisa da licenzirebis Sesaxeb da Sesabamisad
turistuli kompaniebis didi nawilis TanamSromlebi ar icnoben
kanonebs da sakmaod bundovani warmodgena aqvT turistisa da
sakuTar ufleba-movaleobebze.
41. saqarTvelo aqtiurad unda CaerTos `abreSumis gzis~ turistul
proeqtSi. amis sawindaria ara marto is, rom igi am gzis erT-erT
sakvanZo adgilze mdebareobs da misi monawileoba teritoriuli
181
faqtoriTaa ganpirobebuli, umTavresi mizezia is, rom saqarTvelo
rekreaciuli resursebis potencialiT unikaluri mxarea.
42. mTel rig qveynebSi ekonomikuri krizisisa da arasasurveli
koniunqturis pirobebSic ki turizmma SeinarCuna zrdis dadebiTi
tendenciebi. igi stimuls aZlevs, rogorc ekonomikis dargebis, aseve
kulturis ganviTarebasac. saqarTvelosTvis es gansakuTrebiT
mniSvnelovania, radganac eris individualizmi upirvelesad
kulturaSi gamoixateba. saqarTvelo gamoirCeva kulturuli Zeglebis
siuxviT, xolo turistuli mogzaurobis motivacia xSirad kulturis
gacnobiTaa ganpirobebuli.
43. turizmis infrastruqturis ganviTarebaSi uaRresad didi mniSvneloba
eniWeba kulturuli Zeglebis komercializaciasa da saTanado
turistuli produqtis Seqmnas. arsebuli resursebis pirobebSi
saTanado turistuli produqtis Seqmna xSirad sakmaod rTulia. Tu
mcire saremonto-sarestavracio samuSaoebis Catareba, eqspoziciebis
ganaxleba did danaxarjebs ar moiTxovs da drois mokle monakveTSi
ganxorcieldeba, maSin turistuli produqti (kulturuli) bazris
ramodenime segmentis momxmarebelTa moTxovnebs daakmayofilebs da
Sesabamisad gazrdis Semosavals.
44. kulturuli memkvidreobis dacvaze zrunvas gaaCnia globaluri da
adgilobrivi mniSvneloba. amdenad, turizmis mdgradi
ganviTarebisaTvis gaTvaliswinebuli unda iqnes bunebrivi da
xelovnuri resursebis (maT Soris kulturuli faseulobebis)
gamtarunarianobis optimizaciisa da okulturizaciis aspeqtebi. bevri
obieqti masobrivi turizmis ganviTarebisaTvis ar gamodgeba. maTi
bunebrivi saxiT SenarCunebisaTvis saWiroa sruli an nawilobrivi
konservacia, ris Sesaxebac gadawyvetilebis miReba sxvadasxva
specialistTa azrebis konsesusis safuZvelze unda xdebodes.
paralelurad saWiroa gamtarunarianobis gazrda Zeglis siaxloves
axali muzeumebisa da maketebis SeqmniT.
45. axali turistuli produqtebis, konkurentebisa da momavali
kompanionebis Sesaxeb informaciis mosapoveblad turistuli
gamofena-bazrobebi saukeTeso saSualebaa. yovelwliurad saqarTvelo
182
15-mde saerTaSoriso turistul gamofenaSi iRebs monawileobas, rac
qveynis turistuli potencialis popularizaciis saukeTeso
saSualebaa. xolo yovelwliurad, 1999 wlidan, aprilis bolo kviras,
TbilisSi imarTeba da turistuli industriis ganviTarebaSi Tavisi
wvlili Seaqvs `abreSumis gzis qveynebis saerTaSoriso turistul
bazrobas.~
46. Tu ganvixilavT qarTuli turistuli produqtis sxvadasxva saxes,
maT sasicocxlo cikls da erT sqemaze gamovsaxavT, miviRebT
gamosaxulebas, romelic gviCvenebs, rom sxvadasxva saxis turistuli
produqti sasicocxlo ciklis sxvadasxva stadiaze imyofeba.
organizebuli mogzaurobis msurvelTa raodenobam mcirediT, magram
mainc daiklo, zRvaze da plaJze dasvenebis msurvelebis raodenoba
ar iklebs, magram arc SesamCnevad ar imatebs. biznes-mogzauroba,
ufrosi asakis moqalaqeebis mogzauroba da araorganizebulad
mogzaurobis msurvelebis raodenoba sul ufro da ufro izrdeba.
aseve izrdeba aqtiuri da saTavgadasavlo mogzaurobis msurvelebis
raodenoba. xolo insentiv-turebisa da sportuli turizmis
ganviTareba jer kidev sawyiss stadiazea.
47. saqarTveloSi ZiriTadad kulturuli da saTavgadasavlo turizmis
moyvaruli ucxoeli turistebi Camodian. ucxoelTa interesi
ZiriTadad bakurianis, gudaurisa da aWaris regioniskenaa mimarTuli.
bakurianSi baltiis qveynebidan Camosuli turistebi Warboben,
gudaurSi _ ukrainelebi da rusebi, xolo aWaraSi _ TurqeTidan da
somxeTidan Camosulebi.
48. rogorc bolo wlebSi gamokveTilma tendenciam cxadyo, saqarTvelos
zRvis kurortebze aranakleb popularobas mTiani kurortebis
infrastruqturac iZens. am mxriv gansakuTrebiT gamoirCeva rogorc
zamTris saxeobebisadmi misadagebuli adgilebi (gudauri, bakuriani,
borjomi), sadac ukve intensiuri turistuli meurneobis ganaSenianeba
mimdinareobs, aseve ufro naklebad urbanizebuli adgilebic _
svaneTi, TuSeTi, xevsureTi, xevi. 2007 wels saqarTvelos mTianma
zolma sakmaod bevri turisti miizida.
183
49. saqarTvelosaTvis turizmis industriis aranakleb mniSvnelovan
nawils warmoadgens saSinao turizmi. Cven miznad davisaxeT
gamogvekvlia moTxovna saSinao turistul produqtze da Sesabamisad
dagvedgina moTxovnadi produqtis formirebis Taviseburebebi.
50. kvlevis Sedegad Cvens mier miRebuli Sedegebi ar Seesabameba
msoflioSi arsebul tendencias, romelic gviCvenebs, rom dasvenebisa
da mogzaurobis xangrZlivoba miiswrafvis Semcirebisaken. Cveni
azriT aseTi mdgomareoba gamowveulia ramodenime mizeziT: 1.
ramdenime dRiT, gansakuTrebiT SabaT-kviras gamgzavreba ar
asocirdeba turistul mogzaurobasa da dasvenebasTan; 2.
saqarTvelos moqalaqeebis umetesobas ara aqvs saSualeba, rom
SeZlos, rogorc msoflios ganviTarebul qveynebSia miRebuli,
ramodenimejer gaemgzavros dasasveneblad, amitom arCeven roca
moaxerxeben ufro did xans daisvenon da/an imogzauron.
51. rogorc saerTaSoriso, ise saSinao turizmis saintereso segments
warmoadgens axalgazrduli turizmi. marTalia mis ganviTarebas xels
uSlis iseTi faqtori, rogoricaa axalgazrdebis Semosavlebis
simcire, magram turistTa es jgufi yvelaze mobiluri, aqtiuria, aqvs
bevri Tavisufali dro, ufro advilad iRebs siaxleebs, uyvars riski
da Tavgadasavlebi, ris saSualebasac iZleva turizmi. amasTanave
naklebad saWiroebs umaRlesi donis sastumroebs da momsaxurebas.
52. gamokiTxvis dros gamoirkva, rom saqarTveloSi axalgazrdebis
umetesoba dasasveneblad da samogzaurod wlis manZilze ramdenjerme
midis. marTalia mcire raodenobis, magram iyvnen iseTebic, romlebsac
wlis manZilze ar hqoniaT dasvenebis saSualeba. aris mesame,
mcirericxovani kategoriac romelic weliwadSi erTxel isvenebs.
53. qarTveli studenti axalgazrdebisaTvis yvelaze mniSvnelovani
mogzaurobisa da dasvenebis dros garToba aRmoCnda, Semdeg
nacnobebis, naTesavebisa da megobrebis monaxuleba. rasac moyveba
dasveneba da gajansaReba. amis Semdeg gogonebisa da vaJebis azri
gaiyo – vaJebma upiratesoba mianiWes sports da bolo adgilze
daayenes Semecneba, gogonebma ki - piriqiT.
184
54. dasvenebas winaswar gegmavs gamokiTxulTa 45 procenti, xolo
gamokiTxulTa 55 procenti ar gegmavs. es monacemebic mkveTrad
gansxvavdeba ganviTarebuli qveynebis monacemebisagan, sadac
moqalaqeebis didi nawili winaswar gegmavs ara mxolod ucxoeTSi
gamgzavrebas, aramed qveynis SigniT mogzaurobasac. winaaRmdeg
SemTxvevaSi (dajavSnis gareSe) Zalian gauWirdebodaT, rogorc
mgzavroba, aseve ganTavsebac. imis gamo, rom saqarTveloSi
mosaxleobis did nawils sakmarisi arc saxsrebi da arc dro ara
aqvs turizmisaTvis, iZulebulia imogzauros da daisvenos winaswari
dagegmvis gareSe, spontanurad, roca gamouCndeba dro da fuli.
55. Cveni gamokvlevis erT-erTi ZiriTadi mizani iyo aqtiur turebze
moTxovnis Seswavla, amitom gansakuTrebiT yuradRebiT ganvixileT
punqti, romelic mogzaurobisas upiratesobas sportul aqtiurobas
mianiWebda. qalebis samive asakobrivi jgufi mogzaurobisas fizikuri
aqtiurobis saWiroebas bolo adgilas ayenebs, rac gamowveuli unda
iyos qarTveli qalebis umravlesobis sportisadmi arasaTanado
yuradRebiT, Tumca sakuTari praqtikidan gamomdinare SegviZlia
davaskvnaT, rom fexiT sasiarulo da sxva saxis turebi, romlebic
fizikur aqtiurobas moiTxovs, sakmaod popularulia 25 wlamde
asakis gogonebSi mainc. rac Seexeba mamakacebs, 17-dan 25 wlamde
vaJebisaTvis sportul aqtiurobas meore adgili ukavia, 26-dan 35
wlamde _ mesame, 36 welze ufrosi mamakacebisaTvis ki _ pirveli
adgili.
56. SegviZlia davaskvnaT, radgan turistuli produqtis SeZenisas yvela
asakobrivi jgufisaTvis mniSvnelovania garToba, amitom, aqtiuri
turebis reklamirebis dros gansakuTrebuli yuradReba unda
gamaxvildes garTobis elementebze.
57. turizmis aqtiuri saxeebidan yvelaze gavrcelebuli da SedarebiT
martivi, fexiT sasiarulo turia, amitom ar aris gasakviri, rom
gamokiTxulTa naxevarma is airCia. rac Seexeba mdinareze naviT
daSvebis arCevans, Cveni azriT, aq respodentebze imoqmeda zemoT
aRniSnuli kombinirebuli turis monawileebis (romlebic SemdgomSi
gamodiodnen anketiorebis rolSi) STabeWdilebebma.
185
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roli saqarTvelos ekonomikuri potencialis ganviTarebaSi,
`marketingis aqtualuri sakiTxebi~, (samecniero naSromTa krebuli),
gamoSveba IV, Tsu gamomcemloba, Tb., 2001.
74. yorRanaSvili l. _ saerTaSoriso biznesi, Tsu gamomcemloba, Tb., 1998.
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mdgomareoba da ganviTarebis perspeqtivebi, `ekonomikis aqtualuri
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gamomcemloba, Tb., 2001.
76. yorRanaSvili l., xixaZe l. _ saTbob-energetikuli saqoneli
marketingis sistemaSi, `ekonomikis aqtualuri sakiTxebi~ (samecniero
naSromTa krebuli), gamoSveba VII, Tsu gamomcemloba, Tb., 1998.
77. yorRanaSvili l. _ saerTaSoriso bazrobebi da gamofenebi, `ekonomikis
aqtualuri sakiTxebi~ (samecniero naSromTa krebuli), gamoSveba XI,
Tsu gamomcemloba, Tb., 2000.
78. SublaZe g., wowkolauri f. vaWrobis marTva, Tb., Tsu gamomcemloba,
1991.
79. SublaZe g., xuxua i. da sxvebi _ marketingi da komerciuli saqmianoba
vaWrobaSi, Tb., Tsu biznesis umaRlesi skola, 1991.
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80. SublaZe g. _ saerTaSoriso turistuli biznesi, `marketingis
aqtualuri sakiTxebi~, (samecniero naSromTa krebuli), gamoSveba III,
Tsu gamomcemloba, Tb., 1999.
81. SublaZe g., adeiSvili i. _ turizmi da misi klasifikacia, `marketingis
aqtualuri sakiTxebi~, (samecniero naSromTa krebuli), gamoSveba V,
Tsu gamomcemloba, Tb., 2003.
82. SublaZe v. _ saqarTvelo da turizmi (samagido wigni), Tb., 2004.
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86. SublaZe v. _ saqarTveloSi turizmis ganviTarebis makroekonomikuri
regulirebis meqanizmi (siRaribis daZlevis konteqstSi), (sadisertacio
naSromi ekonomikur mecnierebaTa kandidatis samecniero xarisxis
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87. Ciqava l. _ saqarTvelos ekonomika, Tb., 1995.
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89. xelaSvili i. _ turizmis marketingis safuZvlebi, gamomcemloba
`nakaduli~, Tb., 1992.
90. WeliZe n. da sxv. _ mosaxleobis moTxonilebis roli turizmis
ganviTarebaSi, `marketingis aqtualuri sakiTxebi~, (samecniero
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91. julayiZe g. _ marketingis sakiTxebi, Tb., 1992.
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194
danarTi 1
Semosavlebi saerTaSoriso turizmidan regionebis mixedviT
(miliardi aSS dolari)
Semosavali weli
regioni bazris wili
(%) 2004 2003 2004
Semosavali erTi turistidan 2004
msoflio 100 524 623 820
evropa 52,5 282,9 326,7 780
azia da wynari okeania
20,1 94,9 125,0 820
amerika 21,1 114,1 131,7 1050
afrika 2,9 15,5 18,3 550
Sua aRmosavleTi 3,4 16,8 21,0 590
danarTi 2
msoflios 10 mTavari qveyana saerTaSoriso turistTa raodenobis
mixedviT (2004 weli)
turistebi (mln) cvlileba (%) maCvenebeli
qveyana 2003 2004 03/02 04/03
bazris wili (%) 2004
msoflio 690 763 -1,5 10,7 100
1. safrangeTi 75,0 75,1 -2,6 0,1 9,8
2. espaneTi 51.8 53,6 -0,9 3,4 7,0
3. SeerTebuli Statebi 41,2 46,1 -5,4 11,8 6,0
4. CineTi 33,0 41,8 -10,4 26,7 5,5
5. italia 39,6 37,1 -0,5 -6,4 4,9
6. gaerTian. samefo 24,7 27,8 2,2 12,3 3,6
7. hong-kongi (CineTi) 15,5 21,8 -6,2 40,4 2,9
8. meqsika 18,7 20,6 -5,1 10,5 2,7
9. germania 18,4 20,1 2,4 9,5 2,6
10. avstria 19,1 19,4 2,5 1,5 2,5
195
danarTi 3
msoflios 10 mTavari qveyana saerTaSoriso turizmidan Semosavlebis mixedviT (2004 weli)
Semosavali (mlrd) cvlileba (%) maCvenebeli
qveyana 2003 2004 03/02 04/03
bazris wili (%) 2004
msoflio 524 623 0,2 12,7 100
1. SeerTebuli Statebi 64,3 74,5 -3,4 15,7 12,0
2. espaneTi 39,6 45,2 4,4 3,8 7,3
3. safrangeTi 36,6 40,8 -5,4 1,5 6,6
4. italia 31,2 35,7 -2,1 3,8 5,7
5. germania 23,1 27,7 0,4 8,9 4,4
6. gaerTian. samefo 22,7 27,3 2,1 7,5 4,4
7. CineTi 17,4 25,7 -14,6 47,9 4,1
8. TurqeTi 13,2 15,9 10,5 14,3 2,6
9. avstria 14,0 15,4 3,8 0,4 2,5
10. avstralia 10,3 13,0 0,8 10,7 2,1
danarTi 4
msoflios 10 mTavari qveyana saerTaSoriso turizmSi danaxarjebis mixedviT (2004 weli)
danaxarjebi (mlrd $)
cvlileba (%) maCvenebeli
qveyana 2003 2004 03/02 04/03
bazris wili (%)
mosax (mln)
msoflio 524 623 0,2 12,7 100 6373
1. germania 64,7 71,0 3,0 -0,2 11,4 82
2. SeerTebuli Statebi 57,4 65,6 -2,2 14,3 10.5 293
3. gaerTian. samefo 47,9 55,9 6,0 4,1 9,0 60
4. iaponia 28,8 38,1 0,5 23,5 6,1 127
5. safrangeTi 23,4 28,6 0,6 11,1 4,6 60
6. italia 20,6 20,5 2,4 -9,4 3,3 58
7. niderlandebi 14,6 16,5 -5,5 3,0 2,7 16
8. kanada 13,4 16,0 2,6 10,8 2,6 33
9. ruseTis federacia 12,9 15,7 11,7 14,7 2,5 144
10. CineTi 15,2 _ -1,4 _ _ 1299
196
danarTi 5
turistebis ganTavsebis saSualebebis standartuli klasifikacia
kategoriebi Tanrigebi jgufebi
1.1.1 sastumroebi 1. turistebis
ganTavsebis
koleqtiuri
saSualebebi
1.1 sastumroebi da
turistebis ganTavsebis
analogiuri
saSualebebi
1.1.2 analogiuri
dawesebulebebi
1.2.1 gamajansaRebeli dawesebulebebi
1.2.2 Sromisa da dasvenebis banakebi
1.2.3 transportis sazogadoebrivi saSualebebi
1.2 specializebuli
dawesebulebebi
1.2.4 kongres-centrebi
1.3.1 dasvenebisTvis gankuTvnili sacxovreblebi
1.3.2 kempingebis moednebi
1.3 ganTavsebis sxva koleq-
tiuri dawesebulebebi
1.3.3 sxva koleqtiuri dawesebulebebi
2.1.1 sakuTari sacxovreblebi
2.1.2 ijariT aRebuli saojaxo saxlebi
2.1.3 kerZo piris an agentisagan ijariT aRebuli sacxovreblebi
2.1.4 ganTavseba, gacemuli ufasod, naTesavebis an nacnobebis mier
2.
turistebis
ganTavsebis
individua-
luri
saSualebebi
2.1 ganTavsebis
individualuri
saSualebebi
2.1.5 ganTavsebis sxva individualuri saxeebi
197
danarTi 6
stumrebis ganawileba qveynebis mixedviT
(kaci) 2000_2007 wlebi
2000 2001 2002 2003 2004 2005 2006 2007
saqarTvelo 42663 42830 41141 43739 55691 89087 134887 282361
dsT-is qveynebi 5248 5868 5022 11015 11013 17691 24063 26716
azerbaijani 998 915 1094 2406 2613 3221 6889
belarusi 613 169 54 181 140 183 455
TurqmeneTi 75 63 40 26 112 38 546
moldova 69 28 66 42 139 44 180
ruseTi 2326 2754 2314 4277 4394 5467 5066
somxeTi 678 1166 985 2595 3065 6489 5195
tajikeTi 16 18 14 15 31 156 601
uzbekeTi 41 34 55 91 181 151 436
ukraina 370 672 356 1319 772 1411 4656
yazaxeTi 44 15 29 55 107 485 2223
yirgizeTi 18 34 15 8 59 46 469
evropis qveynebi 18592 14541 16534 14907 28331 26327 38712 37648
avstria 540 478 473 409 518 848 3561
belgia 240 188 176 176 591 463 313
bulgareTi 180 141 224 156 223 272 695
gaerTianebuli
samefo 3533 2702 1880 2304 4869
5720 7165
germania 2156 1621 1443 2234 2537 2907 6848
dania 145 153 332 81 177 204 352
espaneTi 130 184 162 193 315 764 480
TurqeTi 6849 4126 6696 4710 10078 5825 7453 14541
198
irlandia 49 60 69 299 113 174 242
islandia 25 7 17 65 48 76 37 35
italia 597 571 379 469 932 1365 2865
luqsemburgi 17 12 25 71 41 69 23
niderlandebi 128 288 99 155 875 1245 3134
norvegia 52 74 60 67 214 339 54
poloneTi 193 146 82 130 1087 403 1183
portugalia 1095 31 192 79 52 75 80
rumineTi 144 89 74 58 139 203 500
saberZneTi 475 548 363 418 476 755 1303
safrangeTi 718 580 525 1065 1162 1554 2617
slovakeTi 46 37 15 52 31 194 252
ungreTi 59 74 56 75 54 170 592
fineTi 43 76 114 38 236 66 286
Sveicaria 341 434 196 412 627 631 321 307
SvedeTi 71 133 84 90 249 214 882
CexeTi 157 90 157 114 202 313 929
danarCeni qveynebi 504 1633 2625 967 2485 673 43
aziis qveynebi 1786 1232 2253 3847 4907 4517 6796
iaponia 659 302 443 663 761 789 796 740
indoeTi 88 61 149 913 1238 420 1276 188
irani 196 239 251 265 231 632 577 313
israeli 421 361 731 928 1165 1882 2947 6773
CineTi 169 122 196 568 147 271 737 924
danarCeni qveynebi 253 147 483 510 1365 523 463
afrika 133 71 125 132 4467 274 478 154
amerika 6014 5477 5368 7641 11060 14158 11692
argentina 32 18 28 44 150 115 20
199
aSS 5403 4831 4943 6917 9975 12984 10705 12628
brazilia 61 22 14 8 74 107 14 2
kanada 310 138 148 304 371 394 660 272
meqsika 3 2 32 9 85 125 7 12
urugvai _ 5 11 4 - 4 1 277
Cile _ 32 8 2 2 - 4 33
danarCeni qveynebi 205 429 184 353 403 429 281
avstralia 110 95 67 1349 427 234 467
danarTi 7
stumrebis ganawileba Camosvlis miznis mixedviT
(sxva qveynebidan, kaci) 2000_2007 wlebi
2000 2001 2002 2003 2004 2005 2006 2007
rekreacia da dasveneba
6641 13577 9696 11697 23683 7317 12646 18816
saqmiani da profesiuli
23117 16639 15458 16200 17341 51106 57479 70953
mkurnaloba 73 709 174 646 833 196 163 227
sxva 12832 11905 15813 15196 13834 1504 4582 13525
danarTi 8 stumrebis ganawileba Camosvlis miznis mixedviT
(saqarTvelodan, kaci) 2000_2007 wlebi
2000 2001 2002 2003 2004 2005 2006 2007
rekreacia da dasveneba
6641 13577 9696 11697 23683 30118 39894 60176
saqmiani da profesiuli
23117 16639 15458 16200 17341 31161 50916 64963
mkurnaloba 73 709 174 646 833 1091 2040 1126
sxva 12832 11905 15813 15196 13834 26717 42037 52575
200
danarTi 9
sastumroebis saqmianobis ZiriTadi maCveneblebi
(2000_2007 wlebi)
2000 2003 2004 2005 2006 2007
sastumroebis ricxvi –
sul
maT Soris sakuTrebis mixedviT:
208 226 235 250 374 339
saxelmwifo 55 42 43 36 35 -
kerZo 153 184 192 214 339 -
maTi saerTo farTobi, aTasi m2 364,9 451,3 512,5 480,3 626,5 494,9
aqedan ijariT gacemuli 17,1 17,5 17,8 41,2 20,5 -
nomrebis saerTo ricxvi
maT Soris: 8732 9606 9680 9146 10022 8311
luqsi 666 783 825 732 776 691
erTadgiliani 1351 1450 1371 1691 1442 1436
oradgiliani 5968 6657 6591 5743 5934 4629
sami da metadgiliani 747 716 893 980 1870 1555
yvela nomris sacxovrebeli
farTobi, aTasi m2 138,6 211,2 205,1 209,8 252,7 -
adgilebis saerTo raodenoba 17191 19152 19316 18162 20448 -
stumarTa ricxvi wlis
ganmavlobaSi, aTasi kaci 74,5 82,6 116,5 152,3 217,1 282,4
aqedan ararezidenti 31,9 38,9 60,8 63,2 82,2 103,5
sastumroebSi momuSaveTa
ricxovnoba 2998 2647 3044 3434 4732 3955
maT Soris qalebi 1702 1359 1544 1688 2634 2336
201
danarTi 10
sastumroebis momsaxurebis moculoba
regionebis mixedviT
(aTasi lari) 2000_2004 wlebi
2000 2001 2002 2003 2004 2005 2006
saqarTvelo – sul
maT Soris: 16571 16271 19620 24921 30299 41129 57666
q. Tbilisi 14751 14273 17304 21815 25532 34461 43072
aWaris ar 804 779 894 1400 1836 2818 5279
guria 119 1 1 43 177 374 726
imereTi 87 73 97 133 87 167 833
kaxeTi 3 2 2 9 9 68 190
mcxeTa-mTianeTi 629 733 712 763 1134 1029 2307
raWa-leCxumi da
qvemo svaneTi 10 3 2 15 15 13 89
samegrelo-zemo
svaneTi 119 163 283 292 317 230 358
samcxe-javaxeTi 107 208 290 417 1116 1903 4628
qvemo qarTli 18 2 3 2 2 ... 85
Sida qarTli 42 34 32 32 74 66 99
202
danarTi 11
restornebis (kvebis sawarmoebis) momsaxurebis
moculoba regionebis mixedviT
(aTasi lari) 2000_2006 wlebSi
2000 2001 2002 2003 2004 2005 2006
saqarTvelo – sul
maT Soris: 43249 43823 28597 33256 40060 63453 97441
q. Tbilisi 21342 19446 19842 23177 27704 40718 72754
aWaris ar 5310 7035 1849 2134 2405 4854 6467
guria 386 489 345 363 316 588 936
imereTi 5142 5400 1890 2268 2975 4630 5115
kaxeTi 491 586 292 340 407 957 975
mcxeTa-mTianeTi 2326 2777 1824 1777 2145 2915 3789
raWa-leCxumi da
qvemo svaneTi 35 49 64 74 113 196 138
samegrelo-zemo
svaneTi 1964 1970 637 887 1352 2226 2312
samcxe-javaxeTi 1107 372 175 170 250 970 841
qvemo qarTli 2170 3386 589 917 1238 3419 2275
Sida qarTli 2976 2313 1090 1149 1155 1980 1840
203
danarTi 12
registrirebul subieqtTa raodenoba ekonomikuri
saqmianobis saxeebis mixedviT
1997-2004 weli (erTeuli)
1997 1998 1999 2000 2001 2002 2003 2004 obieqtebi sul 46980 55884 64013 73714 82828 97785 110640 126114sastumroebi da restornebi 1401 1639 1947 2212 2323 2627 2912 3198transporti da kavSirgabmuloba 3155 3836 4421 5076 5377 5525 5745 6283
danarTi 13
kavSirgabmulobis ZiriTadi maCveneblebi
(1995-2006 wlebi)
satelefono qselSi CarTuli onentebis raodenoba ab
wleb
i satelefono sadgu-rebis raodenoba, erTeuli
sul, aTasi aqedan binis
fiWuri kavSiris abonentebis raodenoba, aTasi
1995 737 626,3 512,5 ...
1996 738 567,4 468,0 ...
1997 734 581,6 464,9 34,4
1998 518 576,9 433,7 51,5
1999 518 599,0 421,4 72,5
2000 427 572,4 404,6 185,5
2001 409 582,3 394,0 284,0
2002 405 584,0 389,4 412,8
2003 396 588,3 363,8 560,8
2004 532 532.8 445.1 840.6
2005 346 544.4 480.8 1174.3
2006 364 571.7 507.6 1703.9
204
danarTi 14
saqarTvelos bazarze moqmedi ZiriTadi internet-provaiderebi (2005
wlis monacemebis mixedviT)
# internet-provaiderebi
internet-momxmareb-lebis raodenoba
bazris wili (%)
1. caucasus.net 174096 37,6
2. online.ge 128084 27,66
3. sanet.ge 73519 15,88
4. iberiapac.ge 32934 7,11
5. wanex.net 15490 3,34
6. geonet.ge 9150 3,03
danarCeni 15784 5,38
sul 463081 100
danarTi 15
saqarTvelos bazarze moqmedi ZiriTadi internet-provaiderebi (2008
wlis monacemebis mixedviT)
# internet-provaiderebi
internet-momxmareblebis raodenoba
bazris wili (%)
1. caucasus.net 442,068 35.69
2. online.ge 330,717 26.70
3. utg.ge 166,343 13.43
4. sanet.ge 79,862 6.45
5. egrisi 67,989 5.49
6. wanex.net 34,761 2.81
7. iberiapac.ge 23,244 1.88
danarCeni 93,727 7.55
sul 1,238,711 100.00
205
danarTi 16
im saerTaSoriso organizaciebis internet-gverdebis misamarTebi,
romlebic muSaoben turizmis sferoSi
1. msoflio turizmis organizacia: www.world-tourism.org
2. msoflio turizmis organizaciis infomaRazia: www.world-
tourism.org/infoshop
3. sastumroebis da restornebis saerTaSoriso asociacia (IH&RA):
www.ih-ra.com
4. sahaero transportis saerTaSoriso organizacia (IATA):
www.iata.org
5. aeroportebis saerTaSoriso sabWo (ACI): www.airports.org
6. amerikis sahaero transportis asociacia (ATA): www.airtransport.org
7. aviaxazebis evropis asociacia (EAE): www.aea.be
8. gaerTianebuli erebis organizacia: www.un.org
9. gaerTianebuli erebis ganaTlebis . . organizacia (UNESCO)
www.unesco.com
10. saerTaSoriso monetaruli fondi (IMF): www.imf.org
11. msoflio banki: www.worldbank.org
12. ekonomikuri kooperaciisa da ganviTarebis organizacia (OECD):
www.oecd.org
13. msoflio savaWro organizacia (WTO): www.wto.org
14. wynari okeane-aziis mogzaurobis asociacia (PATA): www.pata.org
15. Menlo konsaltingis jgufi: www.menloconsalting.com
16. msoflio mogzaurobis dakvirveba _ IPK International:
www.ipkinternational.com
17. mogzaurobisa da turizmis msoflio sabWo: www.wttc.org
18. saerTaSoriso mogzaurobis qseli: www.itn.com
19. reklamis epoqa: www.adage.com
20. evropuli komisia: www.europa.eu.int/comm/index.htm
21. evropis mogzaurobis komisia: www.visiteurope.com
22. mogzaurobis teqnologiis asociacia: http://trav.org./tta
206
23. mogzaurobis gverdi: www.travelweb.com
24. saerTaSoriso kldovani mTebi: www.RM1-RealAmerica.com
25. Travel Weekly: www.twcrossroads.com
26. Travelocity: www.travelocity.com
27. National Tour Association: www.ntaonline.com
28. JUpiter Communications: www.jup.com
29. Microsoft Expedia: www.expedia.com
30. Economist Intelligence Unite: www.i-trade.com
31. turizmis industria: http://tinet.ita.doc.gov
32. amerikis ganviTarebis banki: www.iadb.org
33. amerikis marketingis asociacia: www.ama.org
34. amerikis turoperatorTa asociacia: www.ustoa.com
35. amerikis mogzaurobis industriis asociacia: www.ita.org
36. samogzauro agentebis amerikis sazogadoeba: www.astanet.com
37. sacalo samogzauro agentebis asociacia: www.artaonline.com
38. Gray Line Worldwide: www.grayline.com
39. sastumro realuri drois reJimiT: www.hotel-online.com
40. sastumro jaWvebi: www.hilton.com www.mariot.com www.hotelweb.fr
41. turistuli firma `Tomas kuki~: www.thomascook.co.uk
42. samogzauro biblioTeka: www.travel-library.com
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danarTi 17 saqarTvelos turistuli organizaciebis internet-gverdebis misamarTebi arasamTavrobo organizaciebi da Tematuri gverdebi
1. abreSumis gzis turistuli kavSiri: www.ntt-silkroad.com 2. mogzauroba kavkasiaSi: http://travelgeorgia.gol.ge 3. mdgradi turizmis centri: http://wwwosgf.ge/stc/ 4. aRmoaCineT saqarTvelo: http://www.discovergeorgia.org/ 5. Tbilisi-ymca-turistuli sainformacio centri: http://www.tbilisiymca.ge/ 6. mogzaurTa klubi: http://travelersclub.iatp.org.ge 7. turizmi saqarTveloSi: http://www.osgf.ge/geotour/intro.htm 8. sastumroebis dajavSnis sistema: http://www.horse21.ge/ 9. turistuli cnobari: http://www.tourist.ge/ 10. mobrZandiT saqarTveloSi: http://www.parlament.ge/TOURISM/
turistuli saagentoebi
1. kavkazusTreveli: http://www.caucasustravel.com.ge 2. dilaplusi: http://dilaplus.gol.ge 3. geoturi: http://geo-tour.com 4. georgika Treveli: http://www.georgica.caucasus.net 5. jorjian eqsploeri: http://www.osgf.ge/stc 6. klubi mTis mogzauri: http://www.cmt.org.ge 7. vizit jorjia: http://www.visitgeorgia.ge 8. silq roud Treveli: http://stravel.virtualave.net 9. levon Trevel Tbilisi: http://www.levontravel.ge 10. saTavgadasavlo klubi `jomardi~: http://www.jomardi.ge 11. Trevels ji: http://www.travels.ge
sastumroebi
1. sastumro `daviTi~: http://hoteldavid.batumi.net 2. sastumro `simpaTia~: http://www.sympatia.com.ge 3. sastumro saxli A&M: http://www.anfno.ge 4. sastumro `Zveli metexi~: http://www.oldmetekhitripol.com/ 5. sastumro `vila-berika~: http://www.villaberica.com.ge 6. sastumro “CLASSIC”: http://www.classica.vr9.com 7. sastumro “Iliani”: http://www.iliani.com 8. sastumro `argo~: http://www.argo.com.ge 9. sastumro `Zveli Tbilisi~: http://www.hoteloldtbilisi.com 10. sastumro `Seraton metexi palasi~: http://www.sheraton-metechi.com 11. vila `mTiebi~: http://www.hotelmtiebi.ge 12. sastumro `vere-palasi~: http://www.verepalace.com.ge
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danarTi 18
turizmis standartebi
standartis dasaxeleba
sst 5.011-96 sst 5.012-99 sst 5.014-99 sst 17.0.01-97 sst 17.00.02-97 sst 11-96 sst 12-96 sst 13-96 sst 14-96 sst 15-96
turistul-saeqskursio momsaxureba. turistuli momsaxurebisa da sastumroebis momsaxurebis sertifikaciis wesebi. sertifikaciis saxelmwifo sistema. sazogadoebrivi kvebis sawarmoebSi momsaxurebis sertifikaciis wesebi. sertifikaciis saxelmwifo sistema. saavtomobilo transportiT mgzavrTa gadayvanis momsaxurebis sertifikaciis wesebi. garemos dacvis standartebis sistema. ZiriTadi debulebebi. garemos dacvis standartebis sistema. atmosferos, zedapiruli wylebis da niadagis dabinZurebis kontrolis metrologiuri uzrunvelyofa. ZiriTadi debulebebi. turistul-saeqskursio momsaxureba. turistebisa da eqskursantebis usafrTxoebis uzrunvelyofis moTxovnebi. turistul-saeqskursio momsaxureba. sastumroTa klasifikacia. mosaxleobis momsaxureba. terminebi da gansazRvrebani. turistul-saeqskursio momsaxureba. turistuli momsaxurebis proeqtireba. turistul-saeqskursio momsaxureba. turistuli momsaxureba. ZiriTadi moTxovnebi.
t 50 t 50 t 51 t 52 t 58 t 50 t 50 t 02 t 50
03.080.30 03.080.30 03.220.20 13.020 13.020.10 13.100 03.080.30 03.080.30
209
danarTi 19
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2000 2001 2002 2003 2004 2005 2006 2007
weli
stumrebis ganawileba Camosvlis miznis
mixedviT (2000-2007 wlebi)
sxva
mkurnaloba
saqmiani daprofesiuli
rekreacia dadasveneba
210
211
danarTi 20
anketa turistebisaTvis
(Tsu komerciisa da marketingis fakulteti)
------------------------2004 weli
1. sqesi: − mdedr. − mamr.
2. asaki: − 17 – 25 − 25 – 35 − 36-ze meti
3. ojaxuri mdgomareoba:
− daqor. − dauqor.
4. specialoba, saqmianoba . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5. ojaxis saSualo Semosavali TveSi (erT sulze gaangariSebiT):
− 100 laramde _ 101-dan 300 laramde
− 300 larze meti
6. gaqvT Tu ara sakuTari Semosavali da ramdeni (TveSi):
− 50 laramde − 50 larze meti
7. ramdenad xSirad axerxebT dasvenebas da/an mogzaurobas:
− didi xania ar damisvenia − weliwadSi erTxel
− weliwadSi ramodenimejer
8. gegmavT Tu ara winaswar(ramodenime TviT adre) dasvenebas da/an mogzaurobas:
− diax − ara
9.dasvenebis da/an mogzaurobisas ras aniWebT upiratesobas (gTxovT SeafasoT
qulebiT 5-dan 1-mde)
− garToba − Semecneba − sportuli aqtiuroba
− dasveneba-gajansaReba −nacnob-megobrebisa da naTesavebis monaxuleba
10. aqtiuri turizmis romel saxeobebs aniWebT upiratesobas? (SegiZliaT
aRniSnoT ramodenime)
− alpinizmi − fexiT sasiarulo turebi(laSqroba) −veloturebi
− mdinareze daSveba naviT − Txilamuri, snoubordi
− speleologiuri turebi (mRvimeebis monaxuleba)
11. mogzaurobis, dasvenebis sasurveli xangrZlivoba
− 7 dRemde − 8 _ 15 dRe − 16 dRe da meti
12 SesaZlebeli saSualo dRiuri xarji(dabinavebis gadasaxadis CaTvliT)
− 10 laramde −10-dan – 40 laramde − 40 larze meti
http://travelersclub.iatp.org.ge E-mail: [email protected]