Factors Determining the Tourists' Satisfaction:Georgian Case

Abstract

Study of tourists' satisfaction is one of the most important and challenging issues of tourism and hospitality marketing. The commercial successes of the companies in tourism and travel sector depend on this issue. The aim of the research was to study the main aspects of tourists' satisfaction and to determine weaknesses. The research method was of exploratory and descriptive nature. As a result of the research, it was found that there are some shortcomings in that respect. Based on the results of the study we make certain proposals and give recommendations. They would help companies interested in these issues to pay proper attention to those methods of marketing, which help them to make right solutions.

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Factors Determining the Tourists’ Satisfaction:Georgian Case
Maia Seturi
Ivane Javakhishvili Tbilisi State University, Tbilisi, Georgia
Abstract:
Study of tourists’ satisfaction is one of the most important and challenging issues of tourism and
hospitality marketing. The commercial successes of the companies in tourism and travel sector
depend on this issue. The aim of the research was to study the main aspects of tourists’ satisfaction
and to determine weaknesses. The research method was of exploratory and descriptive nature. As a
result of the research, it was found that there are some shortcomings in that respect. Based on the
results of the study we make certain proposals and give recommendations. They would help
companies interested in these issues to pay proper attention to those methods of marketing, which
help them to make right solutions.
Keywords: marketing, service, tourists'satisfaction
INTRODUCTION
The first hotel in Tbilisi (the capital of Georgia) was openedin 1818. In the 1840-1850s there were
several hotels in Tbilisi [1].The foundation offamous balneological and climatic resort of Georgia -
Borjomi was caused by the mineral water discovered there.The mineral water park was built in 1850
in Borjomi.In the 1860s the story ofBorjomi's medicinal properties spread throughout the Russian
Empire. Later many tourists arrived in Georgia from Russia and from different republics of the
former Soviet Union. At that time there was a high demandonmedical tourism and sea resorts.
Millions of people have rested in Georgia for years, which served more than 500 spa-tourism
establishments. It should be noted that more than 120,000 people could have been rested in
sanatoriums, boarding houses, holiday homes, tourist camps and other recreational institutions of
Georgia [2].
Resorts in Georgia are in the lowland and in the mountains. Georgia is currently working on various
projects, after their realization this country will become more attractive in terms of tourism. Tourism
development can give more opportunities to the local population.Using marketing approaches by
companies offerof tourist products will be more targeted. The use of target approach is an important
aspect of marketing. It makes the company's business focused on success.

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LITERATURE REVIEW
People need to maintain health, physical and psychological equilibrium. That's why it is necessary
after human work should be followeda vacation. Travel helps people with that their activities and
their work in the future and also, life will be more effective. Travel and tourism involves giving a
long time to the individual for their personal holidays. It includes many recreational activities. But
only this does not express the essence of tourism and travel, because the individual can rest, as well
as in his apartment, or in a nearby environment. While determining the total demand for travel and
tourism markets three basic sectors are considered: international tourism, domestic tourism and one-
day visits. International tourism – “Visitors who travel to and stay in countries other than their normal
country of residence for less than a year are described as international tourists. They are usually
treated by governments as the most important market sector of tourism because,compared with
domestic tourists, they typically spend more, stay longer at the destination, use more expensive
transport and accommodation, and bring in foreign currency which contributes to a destination
country’s international balance of payments” [3].
Due to the marketing concept, consumer is the main object of the firm's attention. The buyer will
apply to the company, whose product has the highest value for him. However, before the purchase
of goods the customer is made up expectation, if what kind of features and qualities will be obtained.
So the user is trying to find the goods, which will bring him maximum satisfaction [4].
For companies are very important to maintain their buyers. But in most cases they are focusing on
the new customers, which can't always be correct. One of the ways for the maintenance of customers
is their full satisfaction, to establish with customers relationships based on trusts.
The perception of the product (service) value by customers depends on the combination of benefits,
which they hope receiving when purchasing a product (service).However, it should be considered
consumer expenses. On establishing customers expectations influences previous experience of the
individuals, friends' advice, received information from the active subjects of the market. Active and
excessive advertising leads to increased customer expectations.The customers, charmed by
advertising, if are not satisfied, they will be more disappointed. That is why it is necessary to increase
the level of customers' expectations with relevant product quality level improvement [4].
At present many countries are interested to get much profit from tourism. Marketing has great
importance in enhancing the efficiency of the activities of different enterprises (organizations) within
the tourism industry system. It should be noted that various enterprises and organizations of various
fields function in the tourism system. Georgia’s tourism regulatory bodies play a major role in
promoting Georgia as a tourist destination. They define the development of tourism market, promote
tourism infrastructure, create attractive image of the country. Planning and implementation of their
activities is based on marketing concepts. Marketing use is also important for tourism enterprises,
companies offering various tourist products (services), for public tourism organizations [5].
In modern marketing special attention is paid to relationships. Relationship marketing is the creation
of customer loyalty. Organizations use combinations of products, prices, distribution, promotions,
and service to achieve this goal. It’s important to determine the buyers’ satisfaction index. If this

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index gets worse, it’s necessary to determine its reasons, which is not a simple process. The reasons
may vary in: reducing the product’s quality, the increase in buyers’ expectation level and etc [6].
In travel and tourism for implementation of effective marketing activities, it has a special significance
study of the satisfaction of tourists.Which should be a key issue for tourism market research.This is
the basis for planning the right marketing activities.
METHODOLOGY
In our study we used marketing research methods. In the work there are used the concepts of
marketing theories, data analysis statistical methods. We used namely selection, grouping,
observation, tendency, analysis, induction and comparison ones. We studied the scientific works of
Georgian and foreign scientists, analytical reports, the information existing on web-pages of certain
Georgian organizations, data of National Service of Statistics. Thus, in the research process we
basically used secondary data.Based on the secondary data (information) _ internet sources,
statistical data, information existed on Georgian organizations web sites _ we have analyzed the
situation in the past and studied the current situation in Georgia.
FINDINGS
Local entrepreneurs and people employed in the tourism industry can receive economic benefits.In
addition, the host country's population increases the sense of pride in historical heritage and their
country's global recognition.Thus, tourism development in the country can contribute to the growth
of the economy, the availability of additional currency revenues, etc.Unemployment It is a great
problem for Georgia.
The economic importance of tourism has increased in Georgia. In the country, the economic
importance of tourism can be evaluated based on some statistical indicators. Among them is
noteworthy number of employees in tourism sector.
Number of employees in hotels and restaurants (they have an important place in the tourism
infrastructure system and they will consider as a part of the tourism and hospitality system) in recent
years increases more and more. About this the following table gives us a clear picture:

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Table 1.
Hotels and restaurants by classification of economic activity NACE rev.1.1 [7]
As we can see from the table, since 2009 there has been a sharp increase in the number of employees
in hotels and restaurants. Also their turnover is characterized by growth. It is due to the significant
increase in the number of tourists in Georgia.
On the economic importance of tourism in Georgia, indicates export of tourist services. According
to the national statistics service of Georgia (Geostat), in 2017 the territory of Georgia was observed
7.9 million international non-resident travelers, which is 17.7 percent higher compared to the same
period last year [8]. The number of visits carried out by international visitors from this number was
6.5 million, which has increased by 20.2 percent compared with the same indicator in 2016. In
January-June 2018, 3,561,961 visits to international travelers were held in Georgia. Increase
compared with the same period of the previous year + 13.6%. The number of visits by international
visitors reached 2,997,448, an increase of + 16.4%. The number of touristic visits reached 1,933,774,
which is 359,930 more than the 2017 January-June indicator (growth + 22.9%) [9].
In Georgia on the growth of tourism economic importance indicates increase of direct foreign
investments in hotels and restaurants. Direct foreign investments in hotels and restaurants in Georgia
compared to 2013, in the following years has grown significantly. This indicator was especially high
in 2015, when it amounted to 141 446, 8 thousand dollars.

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Table 2.
Direct foreign investments in hotels and restaurants
(Thousand US dollars) [10]
To assess the success of the tourism industry in the country, we should take into consideration not
only the number of tourists, but also earned revenuesfrom these activities in the country.In 2016,
revenues in Georgia reached $ 2 billion from international tourism, and by the end of 2017 the
country received 2.7 billion US dollars.According to the forecast data, in 2018 Georgia will have 8
million international travelers, while revenues from international tourism exceed $ 3 billion[11].
According to preliminary data, income from foreign tourism in Georgia in January-April 2018, was
799 million dollars (growth + 28.4%), which is 177 million more than on the same level of the
previous year.In the first quarter of 2018, income from foreign tourism in Georgia amounted to 551
million dollars (growth + 26.7%), which is 116 million more than on the same level of the previous
year [8].
For further success of tourism industry very important to study the problem of
tourists’satisfaction.We should determine customers' satisfaction towards tourism services by many
different aspects. Tourist is interested in sightseeing, entertainment and time-consumption, while
visiting destinations.So the traveler's satisfaction is greatly influenced by:1. The level of service of
accommodation and nutrition areas,where it should be regulated electrical wiring,water supply,
sewageand etc; 2. The services of traffic organizations (guides);3. Transport vehicles to make the
tourists feel comfortable to come at the destination and have the opportunity to move around the
country; 4.Quick access to information needed for tourists, etc.
The most important element for all above mentioned fields is staff members.Therefore, marketing
should not only carry traditional marketing methods, but also to develop a client-oriented mentality
for every employee in every field of tourism and hospitality.About tourist satisfaction we can judge
with the help of the data below.

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Table 3.
Distribution of monthly average number of visits made by inbound visitors of age 15 and
older by satisfaction level, thousand [12]
The majority of visitors in 2017 are satisfied with traveling to Georgia. According to the Geostat,
54% were very satisfied, 35% were satisfied, neither satisfied nor satisfied – 9%; dissatisfied–
1%, very dissatisfied 0,8%.
At present social networking websiteshave great significance, because they give"people with
common interests opportunity for virtual gathering”[13].Online-Visitors not only receive
information on products, but also create; they join the interested groups, to share information with
each other, as a result, "web communication" is combined"verbal communication" which is a
significant influence on purchases.Information about a good company and product is rapidly
spread, the information about bad company and products is spread even more quickly.Many sites.
. . . Designed for the purpose, that users offer a forum, where they will share their concerns and
impressions about a particular product or service [14].
To determine the international tourists' satisfaction we studied some information about their
feedback on the Internet in connection with the travel in Georgia in 2016-2017. As it has been
established, feedbacks are mostly write very satisfied or very dissatisfied persons.
Based on the research [15], most consumers at the time of evaluation are more trust other users'
experience rather than company ads. Respondents explain this fact so, that they write about real
experience, while companies focus only on positive aspects. . . Do consumers read other users'
assessments before choosing a tourist company? As it turned out, two thirds of users are reading
such assessments [15].

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“In recent years, customers in social networks basically share the positive impressions about
Georgia.The replies of thosecustomers, who were in Georgia, on social network,it is so positive
that it has a fast contagious effect” [16].As for satisfaction, international tourists about their travel
to Georgia mostly named these positive aspects [17]:
 From People, from the local population the goodwill and warm attitude toward foreign
tourists, their willingness to find help if tourists have some problem;
 Nature's special beauty of Georgia, mountains, air, waterfalls and others;
 Cities and other interesting places of Georgia: Tbilisi, Kutaisi, Batumi, Kazbegi, Mestia
(Svaneti), Kakheti etc.
 Delicious Georgian cuisine and dishes;
 Georgian wine, wine tours;
 Warm attitude towards guests in family type hotels, where they feel, as they are in their
home;
 Excursions -in canyons, in the caves;
 Old houses and interesting architectural buildings, singer fountains in Batumi, churches
and monasteries;
 Local travel agencies and guide service;
 Sulfur baths, etc.
From the positive feedback of foreign tourists we would like to emphasize some of the proposals that
they noted and with this describe Georgia [17]:
 Everything for everyone is in Georgia: herapeutic mud, museums, churches, theaters, baths,
casinos, clubs, cabriolet hire, etc.
 There is safety, even at night. For example, in Batumi policemen go on bicycles, electric cars.
But even without the police, young people are very calm, and the rescuers are on the beach.
As for dissatisfaction, international tourists about their travel to Georgia mostly named these negative
aspects [17]:
 Prices do not match the offered service level. Problems are: eating is not safe in some of
cafes.
 In some cafe, restaurant and other similar objects service personnel can easily deceive the
user in terms of prices;
 In cafes and restaurants service level is low, the waiter's service is very slow;
 In cafes and restaurants are making mistakes in order’s correct and fast performance and
prices;
 Everywhere does not give to the client a check, that reflects prices;
 Service personnel are often indifferent. You should meet with a smile when guests come
in the cafe for dinner, and so on.

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CONCLUSIONS
Thus, the effective functioning of tourism is important for the development of the country.Which
implies its high profitability.In this case marketing should play an important role. The use of
marketing approaches should be more important for any organization and enterprise involved in the
tourism system. For further development of tourism marketing in Georgia we have the following
recommendations:
 For the full use of the capabilities of Georgia it is necessary to update the existing
infrastructure within the country, arrange new ones that require significant financial
resources.
 Taking into account the natural conditions and other attractive factors for a country's tourism
destination within the country, the correct adjustment of marketing aspects is necessary for
further success. In our opinion, it is necessary travel services companies pay more attention
to segmentation and use targeted marketing in their activities. Only the increase the number
of tourists does not mean profitable activity. It is necessary to study the needs of different
segments and prepare special marketing programs for each of them.
 The satisfaction of the tourists is determined by several different factors simultaneously: how
to serve him in different places: it will be transport, hotel, restaurant, tourist destination. It is
necessary to tighten state control of service in different facilities, especially, in the restaurants,
cafes, bars, to ensure maximum hygiene and sanitation standards. Also, control over that,
how clients are served in order to exclude the facts of deceit of customers. The main focus of
the tourism service should be the high standards of service. It is necessary to add new facilities
and arrange facilities.

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