აბუსელიძე გიორგი

პროფესორი, საფინანსო, საბანკო და სადაზღვევო საქმის დეპარტამენტი, შოთა რუსთაველის სახელმწიფო უნივერსიტეტი, ბათუმი, საქართველო

ჯოანა მარია

პროფესორი, ბიზნესის ადმინისტრირების დეპარტამენტი, ვარშავის ეკონომიკის სკოლა, ვარშავა, პოლონეთი


The Polish Tourists’ Perceptions of the Resort Hotels in Georgia

(თანამედროვე ეკონომიკა, ეკონომიკური პოლიტიკა და სოციალურ-დემოგრაფიული პროცესები)


Introduction and aim: The paper presents the results of a secondary data analysis examining Polish tourists’ perception of tourism product quality offered by the resort hotels in Georgia. The researchers examined data collected by Polish tour operators between 2015-2016 regarding tourists’ satisfaction with the package holidays in Georgia. The package holidays to Georgia is a relatively new tourism product offered by travel agencies in Poland, however, more and more tourists show their interest in visiting Georgia. Assuming the further increase in the number of Polish travelers spending their holidays in Georgia, the analysis of tourists opinions on tourism product quality will enable responding more effectively to customers’ needs. The aim of the research study was to analyze tourists comments and opinions regarding their holiday experience in the selected summer resort hotels in order to identify the positive experiences as well as the areas of tourists’ discontent. The surveyed sample of tourists spent their summer holidays in the resort hotels located in Batumi. The total sample volume was 144 tourists. According to the research results some improvements could be recommended, including serving more diversified meals and providing more entertainment for tourists. Moreover, it is important to improve overall cleanliness, the sewage system and develop programs aimed at protection of the environment.

Research methodology: The primary objective of this study was to analyze Polish tourists’ perception of the quality of tourism product offered by Georgian hotels located in the main summer resort. The research task included the identification of the quality gaps and areas of discontent with regard to the attributes valuable for tourists related to their holiday experience in the selected hotels located in Batumi. The analysis of the data in this study consisted of a qualitative analysis of the tourists’ comments and opinions regarding their holiday experience. The researchers examined data collected by Polish tour operators between 2015-2016 regarding tourists’ satisfaction with the package holidays in Georgia. The empirical data collection was an online questionnaire filled in by the respondents. The questionnaire was sent to the tourists after they returned from their holidays. Tourists who were willing to respond, filled out the questionnaire. Tourists opinions concerning package holidays have been published on the tour operators’ websites.

Results and implications: The analysis presented in this study includes tourists evaluations with regard to their summer holidays in Georgia in the summer resorts located in Batumi. 144 tourists’ evaluations were carefully examined in order to identify good experiences as well as the areas of discontent. The qualitative analysis was based on the tourists’ comments regarding their holiday experience in the selected hotels with respect to the main tourism product attributes, including: standard of rooms, location of the hotel, entertainment, customer service, meals, attractions and beaches located nearby.

The general opinions about the hotels were positive. In very many cases, the tourists perceive hotels as beautiful, comfortable, nice, clean, and well maintained with the unique design and interior decoration. Many tourists appreciated very nice, spacy, well equipped, and comfortable rooms. Serving a welcome drink (wine) upon arrival was a nice surprise for the hotel guests. Some visitors complained on the poor sewage system in the hotel, noise at night due to night clubs and discos open long hours, as well as on old and neglected equipment in the rooms and smoking in the hotel.

The location of the hotel, which refers to the environment of the hotel as well as the distance from the beach, was considered along with the attractions situated near the hotel and the quality of the local beaches. According to the opinions of many tourists, hotels are nicely situated in the vicinity of the beaches, close to attractions, including: cafes, restaurants, gift market, shops, shows, and performances. The hotel guests described the beach as stony, however, they appreciated free umbrellas and deck chairs available for tourists on the beach. Some visitors were disappointed with the uncleanliness of the beach due to trash, sewage to the sea and smell of oil.

Conclusion: Georgia is an attractive tourist destination for foreign visitors. Beautiful and diversified country, rich history and culture, hospitable and welcoming people, homely atmosphere, and delicious cuisine attract visitors from all over the world. Polish tourists usually spend their summer holidays in on of summer resorts located in Batumi area, choosing in the majority of cases four- and five-star hotels. Due to huge investment in tourism, Batumi presently offers modern infrastructure, many tourist attractions as well as good services for tourists.

The qualitative analysis of Polish tourists’ comments regarding their holiday experience in the selected hotels enables to draw conclusions with regard to the positive experiences as well as the areas of discontent. The analyzed group of tourists appreciate the most: hotels, which are beautiful, comfortable, and nicely situated according to the opinions of many guests; friendly and helpful hotel personnel; very nice and spacy rooms; and delicious cuisine. Georgians are perceived as warm and hospitable people and the country as interesting and beautiful. The critical comments were related to: repetitive menu, unclean beach, poor sewage system, lack of hotel entertainment such as animation programs. Some guests perceived room furnishing as used and neglected and were annoyed with the noise at night.

The results of the analysis allow to formulate recommendations for hotel owners, managers, as well as local authorities. Georgia is well known for delicious cuisine, wine, feasting, great atmosphere, and hospitable and welcoming people. Thus, it is important that tourists experience Georgian style while visiting this country. Serving more diversified meals, including Georgian specialties and wine is highly recommended. Additionally, organization of animations, evening programs, and other form of entertainment would significantly enhance customers’ experience. Beautiful beaches and the seaside are crucial for the tourists’ holiday experience; therefore, they should be cleaned and maintained daily. Moreover, it is necessary to improve overall cleanliness, the sewage system, and develop programs aimed at protection of the environment. In order to increase the number of tourists visiting Georgia, it is also important to put much efforts in marketing communications and develop promotional campaign in Poland.

Keywords: hotel product attributes, product quality perception, qualitative analysis of tourists’ perceptions

Paper