WINE TOURISM: GLOBAL AND LOCAL PERSPECTIVES IN KVEMO KARTLI

Abstract

Wine tourism is a growing sector with great opportunities to diversify demand. In the case of Kvemo Kartli, this potential is even more special. The main topic of the article is the study of wine cellars in the region of Kvemo Kartli. The article discusses the resources and facilities important for the development of wine and agrotourism, the main developing force of this kind of tourism in Kvemo Kartli. This work will study the contributions of the family wineries to the development of the touristic sector. It also serves to popularize Kvemo Kartli as a wine region and a way to form a wine culture. The study will also present the contributions of the Germans colonists in the development of winemaking and preservation of traditions in the Kvemo Kartli region. Qualitative research methods were used in the research process. The survey revealed the positive role of small wineries in the development of tourism in the Kvemo Kartli region, highlighted the current problems of small wineries (which relate to the factors affecting development), the economic benefits of small entrepreneurs, improper representation of wine tourism products on the market and other challenges. Recommendations were formulated in order to eliminate the problems identified. Also, we discussed the government's action plan for the future development of wine tourism in Georgia.