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.

43

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.

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_ 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

82

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

85

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

86

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.

88

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

89

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~

90

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

108

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.

109

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

110

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.

116

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

122

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

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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

134

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.

139

`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.

140

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.

152

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

153

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.

160

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.

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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

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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.

75. yorRanaSvili l., CikvaiZe T. _ turizmis msoflio bazris Tanamedrove

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.

83. SublaZe v. _ siRaribe da misi daZlevis SesaZlebloba turizmis

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regulirebis meqanizmi (siRaribis daZlevis konteqstSi), (sadisertacio

naSromi ekonomikur mecnierebaTa kandidatis samecniero xarisxis

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87. Ciqava l. _ saqarTvelos ekonomika, Tb., 1995.

88. Ciqava l. _ inovaciuri ekonomika, sagamomcemlo firma `siaxle~, Tb.,

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89. xelaSvili i. _ turizmis marketingis safuZvlebi, gamomcemloba

`nakaduli~, Tb., 1992.

90. WeliZe n. da sxv. _ mosaxleobis moTxonilebis roli turizmis

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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

208

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: maia_me@posta.ge