iv. javaxisvilis saxelobis tbilisis saxelmwifo universitetis socialur...
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iv. javaxiSvilis saxelobis Tbilisis saxelmwifo universitetis
socialur da politikur mecnierebaTa fakulteti
eka darbaiZe
saqarTvelos saerTaSoriso turistuli imiji ucxoeTis sagareo
uwyebebis veb - gverdebis mixedviT
politikis mecnierebebis doqtoris akademiuri xarisxis
mosapoveblad
disertacia
naSromi Sesrulebulia iv. javaxiSvilis sax.
Tbilisis saxelmwifo universitetSi
samecniero xelmZRvaneli:
aleqsandre kuxianiZe
Tbilisi 2014
avtoris stili daculia
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Sinaarsi
S e s a v a l i........................................... ......................................................................................................................18
Tavi I. saxelmwifos turistuli imiji: Teoriuli da meTodologiuri
sakiTxebi
1.1. saxelmwifo imijis arsi da mniSvneloba, turistuli
imiji...........................................................................................................................................................................................19
1.2. turizmis ganviTarebis Tanamedrove mdgomareobis Taviseburebebi da
tendenciebi...........................................................................................................................................................................35
Tavi II saqarTvelos turistuli imijis formirebis ZiriTadi komponentebi
2.1. saqarTvelos turistuli imijis formirebis ZiriTadi
faqtorebi...............................................................................................................................................................................43
2.2. ucxoeTis sagareo uwyebebis veb-gverdebze saqarTvelos Sesaxeb
gavrcelebul informaciaTa dinamika 2006-2014
wlebSi........................................................................................................................................................................................48
2.3. saqarTvelos turistuli imiji sait Trip Advisor–is internet
sivrceSi..................................................................................................................................................................................80
Tavi III. saqarTvelos turistuli imiji SedarebiT konteqstSi
3.1. pozitiuri turistuli imiji, sxva qveynebis gamocdileba: safrangeTi da
Sveicaria..............................................................................................................................................................................92
3.2. saqarTvelos samxreT kavkasieli mezoblebis turistuli imiji: somxeTi
da
Aazerbaijani......................................................................................................................................................................121
3.3. saqarTvelos turizmis saerTaSoriso konkurentunarianoba msoflio
ekonomikuri forumis kvlevebSi.....................................................................................................................151
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Tavi IV. saqarTvelos mTavrobis Zalisxmeva qveynis turistuli
konkurentunarianobis gasaumjobeseblad
4.1. saqarTvelos xelisuflebis Zalisxmeva turistuli seqtoris
ganviTarebisaTvis.......................................................................................................................................................162
4.2 sareklamo kampania, rogorc saqarTvelos saerTaSoriso turistuli
imijis popularizaciis strategiis umniSvnelovanesi
elementi.................................................................................................................................................................................179
daskvna..................................................................................................................................................................................193
rekomendaciebi.............................................................................................................................................................201
gamoyenebuli literatura..............................................................................................................................207
danarTebi..........................................................................................................................................................................216
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S e s a v a l i
pozitiuri turistuli imijis formireba mravali wamyvani
saxelmwifos politikurი prioritetia. cnobilia, rom turistuli
industria ekonomikis erT-erT umsxviles, maRalSemosavlian da uaRresad
dinamiur sferos warmoadgens, romelic did gavlenas axdens qveynis
ekonomikur ganviTarebaze. sainformacio teqnologiebis ganviTarebam qveynis
turistuli imijis formirebis procesi ufro metad dinamiuri da
mravalganzomilebiani gaxada, rac informaciis moZiebis, gacvlisa da
gavrcelebis mravalferovani saSualebebis xelmisawvdomobaSi aisaxa.
turistuli infrastruqturis, monacemTa gacvlis saSualebebis daxvewam da
gamartivebam sxvadasxva kuTxeSi mcxovrebi adamianebisaTvis msoflio
TiTqmis “usazRvrebo” gaxada. msoflioSi, romelSic mravlad aris
sxvadasxva saxis bunebrivi Tu adamianis mier gamowveuli safrTxeebi,
dRevandeli turisti bevrad ufro gaTviTcnobierebuli da informirebulia
maT Sesaxeb da Sesabamisad, gamgzavrebis win arCevans misTvis usafrTxo da
mimzidveli turistuli imijis mqone qveyanaze akeTebs.
rac Seexeba saqarTvelos, turizmi ekonomikis aRorZinebis erT-erT
ZiriTad mimarTulebadaa miCneuli. saqarTvelos saxelmwifoebrivi
damoukideblobis aRdgenis Semdeg, qveyanaSi ganviTarebulma movlenebma
mniSvnelovanwilad ganapiroba turizmis industriis metad mZime da
savalalo mdgomareoba. pirvel postsabWoTa wlebSi ganviTarebulma
movlenebma, saerTaSoriso arenaze saqarTvelos saxelmwifos negatiuri
imijis Camoyalibeba ganapiroba. qveyanaSi arsebuli mZime socialuri foni,
kriminalis maRali maCvenebeli, samoqalaqo omi, Sida politikuri
arastabiluroba, eTnokonfliqtebi, aTiaTasobiT devnili da usaxlkarod
darCenili adamiani, es yovelive bunebrivia negatiuri ganwyobis safuZvels
qmnida, rac faqtobrivad gamoricxavda turizmis ganviTarebas.
zemoaRniSnulma movlenebma saerTaSoriso sarbielze Selaxa saqarTvelos
saerTaSoriso turistuli imiji, ris Sedegadac saqarTveloSi ucxoel
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turistTa Camosvlebi sagrZnoblad Semcirda. Sesabamisad, turizmis dargis
ganviTarebisaTvis qveyanaSi araxelsayreli garemo Seiqmna.
turizmis sferoSi arsebuli urTulesi gamowvevebis miuxedavad,
damoukideblobis pirvel wlebSi, Cvens qveyanaSi Seqmnili gardamavali
periodis ekonomikisaTvis damaxasiaTebeli siZneleebis gamo, bunebrivia,
swrafi tempiT ver moxerxda turistuli industriis reabilitacia.
saqarTvelo mudmivad imyofeboda saerTaSoriso sazogadoebis yuradRebis
centrSi afxazeTis, cxinvalis regionis, kodorisa da pankisis xeobaSi
arsebuli problemebiT. sabWoTa kavSiris daSlis Semdeg, saqarTvelo
Camoyalibebas iwyebs, rogorc damoukidebeli suverenuli saxelmwifo,
Tumca es procesi sakmaod rTulad da mtkivneulad mimdinareobda. garda
obieqturi mizezebisa, adgili hqonda ruseTis mier inspirirebul
movlenebs, romlebic mimarTuli iyo saqarTvelos saxelmwifoebriobisa da
teritoriuli mTlianobis winaaRmdeg, rac gamoixata afxazeTisa da e.w
samxreT oseTis teritoriebze separatizmis xelSewyobiT. yovelive
zemoaRniSnulma movlenebma mniSvnelovnad daaziana da Seaferxa
saqarTvelos pozitiuri imijis Camoyalibeba. xelisuflebis cvlilebis
miuxedavad, saqarTvelo uwindeburad turistebisTvis “saSiS qveyanad”
rCeboda da amis Sesaxeb informaciis miReba nebismier ucxoels SeeZlo,
sakuTari qveynis sagareo saqmeTa saministros saitidan. rac Seexeba
aRniSnul saitebze ganTavsebul informaciebTan dakavSirebiT sagareo
uwyebebis pozicias, isini acxadebdnen, rom es iyo maTi mimarTva sakuTari
moqalaqeebis mimarT, romelic mas Semdeg gaCnda, rac saqarTveloSi
ucxoelebze namdvili „nadiroba“ daiwyo.
2005 wels safrangeTis sagareo saqmeTa saministros veb-gverdze daido
yvelaze saSiSi da turistebisaTvis „akrZaluli qveynebis sia“, romelSic
avRaneTTan, iranTan da ekvadorTan erTad saqarTveloc Sedioda, Tumca
“saSiSi qveynebis” CamonaTvalidan saqarTvelo 2006 wels iqna amoRebuli.
warmatebuli imijis formirebis aucilebloba saqarTvelos winaSe
gansakuTrebiT maSin warmoiSva, rodesac dRis wesrigSi dadga evropul da
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Crdilo-atlantikur struqturebSi integraciis sakiTxi. am organizaciebTan
mWidro TanamSromlobis gansaxorcieleblad mocemuli qveynebi im
moTxovnebs unda akmayofilebdnen, romlebsac es organizaciebi upirobod
uyeneben maTi wevrobis msurvel qveynebs.
2000-iani wlebidan, saqarTveloSi miRweuli stabilizaciis, kerZo
sakuTrebis legalizaciis, saerTaSoriso kavSirebis SesamCnevi gaZlierebis
da saqarTvelos ramdenime msxvil proeqtSi CarTvis Semdeg, saqarTvelos
mimarT saerTaSoriso sazogadoebis interesi mniSvnelovnad gaizarda.
2003 wels saqarTvelo kvlav moeqca saerTaSoriso sazogadoebis
yuradRebis centrSi, xolo saakaSvilis xelisuflebam turizmi qveynis
saxelmwifo politikis prioritetad gamoacxada. “vardebis revolucia”
aRmoCnda is movlena, romlis Semdgomac dasavlur mediaSi faqtiurad
iwyeba, saqarTvelos, rogorc demokratiis gzaze mdgomi saxelmwifos
imijis formireba. faqtobrivad swored am movlenis Sedegad gaicno axali
saxiT msofliom samxreT kavkasiSi mdebare patara, post-sabWoTa
saxelmwifo. saqarTvelos xelisuflebis mier turizmis dargi ekonomikis
ganviTarebis prioritetul mimarTulebad iqna aRiarebuli. sakiTxis
mniSvnelobis maCvenebelia is faqtic, rom 2012 wels qveynis saTaveSi
mosulma saqarTvelos axalma xelisuflebam SeinarCuna turizmi erT – erT
prioritetad da cdilobs is ekonomikis erT-erT realur segmentad aqcios.
aRniSnuli seqtoris ganviTarebas ama Tu im saxelmwifoSi didwilad
ganapirobebs misi Sida stabiluroba, usafrTxo garemo da ekonomikuri
ganviTarebis Sesabamisi done. turizmis industrias SeuZlia xeli Seuwyos
saqarTvelos stabilurobasa da usafrTxoebas, samuSao adgilebis Seqmnis,
Semosavlebis zrdis, ekonomikis diversifikaciis, garemos dacvisa da
kulturaTa daaxloebis gziT.
Sesabamisad, kvleva imisa, Tu ramdenad axdens zegavlenas ucxoeTis
saxelmwifoTa mier gavrcelebuli informaciebi qveynis turistuli
potencialis Sesaxeb, samecniero wreebs Soris erT-erT saintereso da
xSirad ganxilvad sakiTxs warmoadgens.
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turizmis problemebze saqarTveloSi arsebobs maia melaZis (melaZe,
2008), mamuka gogelias (gogelia, 2008), marina margvelaSvilis
(margvelaSvili, 2002), Sorena metrevelis (metreveli, 2012), marina
metrevelis (metreveli, 2002) da sxvaTa naSromebi. Tumca winamdebare
naSromi praqtikulad pirvelia, romelic saqarTvelos, turistuli imijis
Seswavlasa da kvlevas isaxavs miznad.
kvlevis mizania saqarTvelos, rogorc turistuli qveynis imijis Seswavla
msoflios wamyvani saxelmwifoebis oficialuri uwyebebis veb-gverdebis
mixedviT.
sadisertacio naSromis amocanebs Semdegnairad ganvsazRvravT:
ra aris qveynis turistuli imiji da ra maxasiaTeblebiT xdeba qveynis
pozitiuri turistuli imijis formireba;
rogor mimdinareobda ucxoeTis wamyvani saxelmwifoebis oficialuri
veb-gverdebis mixedviT saqarTvelos, rogorc turistuli qveynis imijis
formirebis procesi 2006 – 2013 ww. da ra tendenciebiT xasiaTdeba
saerTaSoriso sazogadoebis TvalSi Cveni qveynis turistuli imiji dRes;
saqarTvelos turistuli imijis dinamikis warmoCena, im pozitiuri
Strixebis gansazRvra, rac xels uwyobs qveynis mimzidveli turistuli
imijis formirebas da Seswavla faqtorebisa, romlebic uaryofiT gavlenas
axdenen saqarTvelos, rogorc turizmisaTvis usafrTxo da mimzidveli
qveynis imijze.
naSromSi kvlevis kiTxvebi SeiZleba formulirdes Semdegnairad:
ra maxasiaTeblebiT xdeba qveynis pozitiuri imijis formireba;
ra faqtorebi axdens zegavlenas qveynis turistuli imijis
cvlilebaze;
ramdenad axdens zegavlenas saqarTvelos xelisuflebis mier
warmoebuli sareklamo kampania qveyanaSi ucxoeli turistebis
nakadebis zrdaze;
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ramdenad dinamiuria ucxoeTis wamyvani saxelmwifoebis oficialuri
uwyebebisa da aseve socialur qselebSi ucxoeli turistebis mier
gavrcelebuli informaciebi saqarTvelos Sesaxeb.
naSromis hipoTeza:
hipoTeza SeiZleba Semdegnairad Camoyalibdes:
qveynis pozitiuri imiji formirdeba sami komponentis zegavleniT,
esenia: ucxour oficialur veb-saitebze mocemuli informaciebi
saqarTveloSi arsebuli viTarebis Sesaxeb. saqarTveloSi namyofi
ucxoeli vizitorebis mier TavianTi STabeWdilebebis gadmocema
socialur qselebSi. saqarTvelos mier ganxorcielebuli sareklamo
kampania qveyanaSi ucxoeli turistebis mosazidad;
qveynis saerTaSoriso turistul imijze zegavlenas axdens
saxelmwifos mier Catarebuli reformebi (gansakuTrebiT anti-
kriminaluri da anti-korufciuli reformebi), igi aseve ukavSirdeba
qveyanaSi usafrTxoebis donis zrdas, infrastruqturis ganviTarebas,
ramac xeli Seuwyo saqarTvelos saxelmwifo imijis gaumjobesebas;
oficialur veb-gverdebze ganTavsebuli informaciebi gamoirCeva
inertulobiT da Znelad icvleba, xolo qveyanaSi Camosul turistTa
STabeWdilebebi bevrad ufro dinamiuria. am gziT rogorc pozitiuri,
ise negatiuri informacia ufro advilad vrceldeba qveynis farglebs
gareT da aRwevs saqarTveloSi Camosvlis msurvelebamde. ruseTis
mier saqarTvelos konfliqturi რegionebis okupacia turistuli
qveynis imijisaTvis mudmiv safrTxes warmoadgens.
kvlevis dizaini, meTodologia da struqtura
qveynis imijis kompleqsuri bunebidan gamomdinare, samecniero wreebSi
ganixileba qveynis turistuli imijis ramdenime Teoriuli modeli. maT
Soris gavleniania eTner da riCis Sexeduleba (Echtner and Ritchi 1991),
romlebic gamoyofen qveynis turistuli imijis formirebis sam ZiriTad
komponents:
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atributebi, mTliani kompleqti - Sedgeba adgilis individualuri
atributebis aRqmisa da ufro meti saerTo STabeWdilebisagan. Teoria
atributebis Sesaxeb - efuZneba im kvlevebs, romelic Catarebulia
momxmareblis qcevasa da fsiqologiaSi imis dasadgenad, Tu rogor
aRiqvaven individebi produqts, romelsac gaaCnia individualuri
maxasiaTeblebi da saerTo aRqmebi. inidividualur atributebs
miekuTvneba klimati, turistuli RirSesaniSnaobani, landSafti an
adgilobrivi mosaxleobisaTvis damaxasiaTebeli keTilganwyoba.
turistuli daniSnulebis adgilis SemTxvevaSi saerTo aRqmebi
warmoadgenen mentalur suraTs, gamosaxulebas, romelic adamians
konkretuli adgilis Sesaxeb gaaCnia;
funqciuri-fsiqologiuri nakrebi Sedgeba im elementebisagan,
romlebic Semowmebadi da naklebad materialuria, magram rTulad
gazomvadi;
saerTo-unikaluri nakrebi ki Sedgeba daniSnulebis adgilis
imijisagan, romelic ranJirebulia saerTodan-unikaluramde da
efuZneba turizmis sferoSi Catarebul kvlevebs erovnuli
simboloebis Sesaxeb. am nakrebis safuZvelze SesaZlebelia
daniSnulebis adgilis imijebis klasificireba da maTi dayvana
„saerTo“ funqciuri da fsiqologiuri maxasiaTeblebidan bevrad
ufro unikalur maxasiaTeblebamde (Echtner and Ritchi, 1991). saerTo
maxasiaTeblebSi moiazreba adgilobrivi fasi, satransporto
infrastruqtura, klimati, adgilobrivi xalxis keTilganwyobis done,
usafrTxoeba, momsaxurebis xarisxi da reputacia. unikaluri nakrebis
magaliTs CineTisaTvis warmoadgens (funqciuri maxasiaTeblebi) didi
kedeli, braziliisaTvis rios karnavali da a.S.
qveynis turistuli imijis formirebis procesisas, reinoldi
(Reynolds,1965)efuZneba sainformacio nakadis mier miRebul garkveul
STabeWdilebebs. qveynis, rogorc daniSnulebis adgilis imijis SemTxvevaSi
am “sainformacio nakadis” miwodeba sxvadasxva wyaroebidan xorcieldeba,
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masSi moiazreba, rogorc sareklamo literatura (samogzauro broSurebi,
plakatebi), sxvaTa mosazrebebi (ojaxis wevrebis, megobrebis), aseve mas-media
(gazeTebi, wignebi, televizia, filmebi). amasTan, turistuli daniSnulebis
adgilze stumroba gavlenas axdens da cvlis pirvelad (arsebul
informaciasa) gamocdilebas. qveynis, rogorc turistuli daniSnulebis
imijis formireba ori komponentis meSveobiT xorcieldeba: erTis mxriv es
aris – mimwodebeli mxare (mimzidvelobis faqtorebi), da meores mxriv ki –
moTxovnis mxare (stimul faqtorebi). arsebobs aseve mesame damoukidebeli
komponenti, romelsac SeuZlia gavlena iqonios miRebul informaciaze.
dagegmili da miRebuli imiji ar aris yovelTvis erTi da igive, radganac
man SesaZloa, garkveuli modifikacia ganicados. imijis maformirebeli
faqtorebi piradi gamocdilebidan warmoiqmneba, Tumca maTi Camoyalibeba
sainformacio wyaroebis an komerciuli informaciis gareSec Tavisuflad
SesaZlebelia.
aRniSnuli sakiTxis gasaanalizeblad naSromSi viyenebT imijis Sesaxeb
ganis (Gunn 1972) “dimorful Teorias”. gani gamohyofs qveynis, rogorc
turistuli daniSnulebis adgilis imijis formirebis or gzas, romelic
dafuZnebulia turistisaTvis miwodebuli informaciis Sinaarsze:
organuli imiji (Organic): warmodgena turistuli marSutebis da
zogadad qveynis turistuli imijis Sesaxeb SesaZlebelia Seiqmnas,
rogorc uSualod turistuli vizitebis Sedegad, aseve gare
wyaroebidan miRebul informaciaze dayrdnobiT, rogoricaa
gadacemebi, beWdviTi media, “msoflios piri” (World of mouth-sityvierad
gadacemuli informacia igulisxmeba-mosmenili informacia) da aseve
turistuli daniSnulebis adgilze adgilobrivi mcxovreblebis mier
miwodebuli informacia; gani (Gunn, 1972) amtkicebs, rom turistuli
marSutebis Sesaxeb warmodgenis Seqmna gangrZobadi procesia da misi
formireba xdeba warmodgenis proeqciidan (oficialuri “wyaroebidan”
Tu sxva saxis wyaroebidan, rogoricaa sainformacio media,
CamomsvlelTa piradi gamocdileba da piradi kontaqtebi) am
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warmodgenis miRebamde Camoyalibebuli samogzauro miznebis mqone
turistebis mier, iseTi media saSualebebis, romelTac SeswevT Zala
potenciur turistebs miawvdinon xma.
induqciuri imiji (Induced): gani aseve aviTarebs mosazrebas, rom
qveynis turistuli imiji viTardeba ara mxolod turistuli
marSutebisa da uSualod vizitebis Sedegad, aramed igi aqve
gamohyofs im Camrev faqtorebs, romlebic xels uwyoben qveynis
turistuli imijis formirebas, rogoricaa qveyanaSi moqmedi
turistuli Tu sxva saxis institutebi, reklamirebisa da
sakomunikacio teqnikis gamoyenebiT.
aRniSnuli naSromi ganis (Gunn 1972) Teorias emyareba, romlis
gamoyenebiT Sevecade warmomedgina, rom qveynis turistuli imiji
formirdeba iseTi umniSvnelovanesi komponentebisagan, rogoricaa:
ucxour oficialur veb-saitebze gadmocemuli informaciebi
saqarTveloSi arsebuli viTarebis Sesaxeb, saerTaSoriso organizaciebis
angariSebi da aseve socialur qselebSi saqarTveloSi namyofi
ucxoelebis mier gadmocemuli STabeWdilebebi. aRniSnuli komponentebi
SesaZloa miviCnioT, rogorc organul imijad (orgnaic), romlis marTva
qveynis xelisuflebis mier faqtobrivad SeuZlebeli da ukontroloa,
xolo saqarTvelos xelisuflebis mier qveynis farglebs gareT,
ucxoeTis sxvadasxva saxelmwifoebSi turistebis mosazidad
ganxorcielebuli sareklamo kampaniebi da piar aqciebi SeiZleba
miCneuli iqnas, rogorc induqciur imijad.
sadisertacio naSromze muSaobisas gamoyenebuli iqna kvlevis ramdenime
meTodi, kerZod, empiriul nawilze muSaobisa da misi damuSavebisas
gamoyenebuli iqna kvlevis Tvisebrivi meTodi. kvleva ZiriTadad
ganxorcielda Tvisebrivi kontent-analizis meTodze dayrdnobiT, meoradi
monacemebis safuZvelze, romelic oficialuri dokumentebis da msgavsi
teqsturi, Tu video da audio masalebis Sinaarsis gaanalizebis saSualebas
iZleva. Tvisebrivi კontent analizi gamoyenebulia wyaroTa ramdenime
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jgufSi, aRniSnuli meTodiT damuSavda Cvens mier SerCeuli ucxoeTis
saxelmwifoebis sagareo uwyebebis oficialur veb-gverdebze ganTavsebuli
masalebi, msoflio ekonomikuri forumis mier gamoqveynebuli yovelwliuri
angariSebi saqarTvelos turistuli konkurentunarianobis Sesaxeb da aseve
saqarTvelos Sesaxeb ucxour mediaSi ganTavsebuli masalebi.
sadisertacio naSromSi aseve gamoyenebulia komparativistuli meTodi,
romlis daxmarebiT saqarTvelos msgavsad, Seswavlili iqna: msoflio
wamyvani saxelmwifoebis oficialur veb-gverdebze turistebis mier yvelaze
monaxulebadi qveyana, kerZod, turistTa Semosvlebis kuTxiT msoflios
top-aTeulSi mesame poziciaze myofi safrangeTi, aseve, daaxloebiT
saqarTvelos sididis qveyana - Sveicaria. aRniSnuli qveynebis turistuli
potencialis, maTi gamocdilebis Seswavla, Sedareba da gaziareba didad
waadgeba saqarTvelos xelisuflebis warmomadgenlebs samomavlod
turistuli politikis saxelmwifo strategiis SemuSavebis procesSi.
komparativistuli meTodia naSromSi gamoyenebuli ucxoeTis wamyvani
saxelmwifoebis sagareo uwyebebis veb-gverdebze samxreT kavkasiis mezobeli
qveynebis turistuli imijis Seswavlisa da maTi saqarTvelos turistul
imijTan Sedarebisas. somxeTsa da azerbaijans saqarTvelosTan SedarebiT
gansxvavebuli sastarto pirobebi hqondaT, isini Cveni qveynis msgavsad
aqtiurad zrunaven turizmis ganviTarebaze, Tumca amave dros turizmis
sferoSi saqarTvelos konkurentebad gvevlinebian.
sadisertacio naSromSi gamoyenebul damokidebul cvladebad
SesaZloa miviCnioT qveynis saerTaSoriso turistuli imiji, romelic
damokidebulia qveynis mTlian imijze da Sesabamisad SeuZlia dabla
daswios qveynis saerTaSoriso turistuli imiji.
aRniSnul naSromSi damoukidebeli cvladad SeiZleba miviCnioT
qveyanaSi arsebuli usafrTxoebis mdgomareoba, aseve saqarTvelos
xelisuflebis mier qveynis farglebs gareT ganxorcielebuli
marketinguli kampaniebi, rogoricaa saerTaSoriso turistuli gamofenebi
da bazrobebi, Tu sareklamo video-rgolebi, romlebic xels uwyoben
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qveynis saerTaSoriso turistuli imijis cnobadobis amaRlebasa da mis
zrdas. naSromSi damoukidebel cvlads miekuTvneba aseve is informaciebi,
romlebic saqarTvelos farglebs gareT vrceldeba da romelic Tavis
mxriv SesaZloa or nawilad davyoT, es gaxlavT:
1. is oficialuri informaciebi, romelsac ucxoeTis saxelmwifoTa
oficialuri veb-gverdebi saqarTvelos Sesaxeb avrceleben, aseve
saerTaSoriso organizaciebis mier gamoqveynebuli Sefasebebi saqarTvelos
turistuli konkurentunarianobis Sesaxeb;
2. es aris araoficialuri saxis informaciebi, romlebic
saerTaSoriso vizitorebis mier socialur qselebSi vrceldeba, sadac
isini saqarTveloSi vizitis Semdeg miRebuli STabeWdilebebis Sesaxeb Riad
saubroben da farTod ganixilaven sxvadasxva wreebSi. amgvarad,
zemoaRniSnulidan gamomdinare, SesaZloa vamtkicoT, rom Cvens mier SerCeu-
li cvladebi mTlianobaSi qveynis saerTaSoriso turistul imijis ZiriTad
maformirebel faqtorebs warmoadgenen.
naSromze muSaobisas, gamoyenebuli iqna wyaroTa ramdenime jgufi:
Teoriul nawilze muSaobisas gamoviyeneT wyaroTa pirveli jgufi,
romelSic Sedis iseTi cnobili dasavleli mecnierebis samecniero -
kvleviTi Sromebi, monografiebi, statiebi da saxelmZRvaneloebi,
rogorebic arian saimon enholti (Anholt, 2010), barbara jenes (Barbara Jenes,
2013), baloglu (Baloglu, 1999), nagasima (Nagashima, 1970), papadopulesi da
heslopi (Papadopoulos, Heslop, 2002), balabani (Balabanis), martin eroglu (1993),
roTi da romeo (1992), kotleri (Kotler, Donald, 1993). am naSromebma didi
daxmareba gamiwies imijis Teoriuli aspeqtebis gacnobisas, qveynis imijis
formirebis procesis Seswavlisas, aseve sxvadasxva problemaTa Teoriul
gaazrebasa da analizSi.
wyaroTa meore jgufi moicavs dasavleTis wamyvani qveynebis sagareo
saqmeTa saministroebis mier gakeTebuli oficialur gancxadebebs da
rekomendaciebs turizmTan dakavSirebiT, es qveynebia:
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14
avstraliis sagareo saqmeTa da vaWrobis departamenti (internet
wyaro);
amerikis SeerTebuli Statebis saxelmwifo departamenti (internet
wyaro);
germaniis federaciuli respublikis sagareo federaluri ofisi
(internet wyaro);
kanadis sagareo saqmeTa da vaWrobis saministro (internet wyaro);
inglisis gaerTianebuli samefos sagareo da Tanamegobrobis ofisi
(internet wyaro);
irlandiis sagareo saqmeTa da vaWrobis departamenti (internet
wyaro);
safrangeTis sagareo saqmeTa saministro (internet wyaro);
Sveicariis konfederaciis federaluri deparatamentebis oficialuri
veb-gverdebi (internet wyaro).
naSromze muSaobisas damuSavda SerCeuli ucxoeTis saxelmwifoebis
sagareo uwyebebis oficialur veb-gverdebze ganTavsebuli masalebi.
aRniSnuli qveynebis SerCeva moxda im faqtis gaTvaliswinebiT, rom Cven
avirCieT dasavleTis wamyvani qveynebi, romlebic kvlevis procesis dawyebis
periodSi flobdnen msgavsi saxis servis turistebisaTvis.
turistuli kanonmdeblobisa da standartebis ukeT gacnobisa da maTi
identifikaciisaTvis sadisertacio naSromis wyaroTa mesame jgufad
gamoyenebuli iqna: qveynis ZiriTadi sakanonmdeblo baza, romelic dRes
turizmis sferos aregulirebs. es gaxlavT 1997 wels miRebuli
saqarTvelos kanoni „turizmisa da kurortebis Sesaxeb“, romelic
aregulirebs turizmisa da sakurorto saqmianobis sferoSi arsebul
urTierTobebs da aseve 1998 wels miRebuli saqarTvelos kanoni
„kurortebisa da sakurorto adgilebis dacvis zonebis Sesaxeb.“ aRniSnuli
kanoni gansazRvravs saqarTvelos kurortebisa da sakurorto adgilebSi
sawarmoTa ganTavsebis, samewarmeo saqmianobis, bunebrivi samkurnalo
resursebiT sargeblobisa da mosaxleobis gansaxlebis aucilebel
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15
pirobebs. “turizmis qartia”, romelsac Cveni qveyana 1994 wlis 25 ianvris
saqarTvelos parlamentis dadgenilebiT SeuerTda, romlis mixedviTac
qveyanam sakuTar Tavze aiRo rigi valdebulebebi, romelic savaldebuloa
Sesrulebuli iqnas qartiis monawile yvela qveynis mier.
kvlevis procesSi saqarTvelos turistuli potencialis da turizmis
politikis Seswavlis mizniT gamoyenebuli iqna saqarTvelos turizmis
erovnuli administraciis mier Catarebuli samuSaoebis yovelwliuri
angariSebi, statistikuri masalebi, aseve saerTaSoriso asparezze
saqarTvelos turistuli potencialis cnobadobis amaRlebisa da misi
imijis popularizaciis mizniT ucxour presaSi gamoqveynebuli statiebi da
Catarebuli sxvadasxva saxis marketinguli kampaniebi.
wyaroTa meoTxe jgufi moicavs internet sivreceSi saerTaSoriso
mogzaurTaTvis erT-erTi yvelaze aqtualur da maRalreitingul sait Trip
Advisor-is forumze 2006-2013 ww. ganTavsebul masalebs, romelsac sxva
saerTaSoriso turistul forumebTan SedarebiT yvelaze meti, daaxloebiT
100 milionze meti momxmarebeli hyavs. msoflios sxvadasxva qveynebidan
saqarTveloSi namyofi turistebi sakuTar STabeWdilebebze socialur
qselebSi Riad saubroben da ganixilaven saqarTveloSi miRebul
STabeWdilebebs, romlebic Seicavs rogorc pozitiur, ise negatiur
informacias Cveni qveynis Sesaxeb.
naSromSi aseve gamoyenebuli iqna msoflios ekonomikuri forumis mier
gamoqveynebuli oficialuri dokumentebi, yovelwliuri angariSebi da
statistikuri masalebi saqarTvelos turistuli konkurentunarianobis
indeqsis Sesaxeb, romelic mniSvnelovani instrumentia saxelmwifos
xelisuflebis mier SemuSavebuli im politikis gasazomad, romelic
mimzidvels xdis mogzaurobisa da turizmis seqtoris ganviTarebas
qveyanaSi. saqarTvelos turizmis saerTaSoriso konkurentunarianobis
detalurma Seswavlam saSualeba mogvca mkafiod dagvenaxa da ufro
realurad aRgveqva saqarTvelos turistuli imijis kuTxiT arsebuli
problemebi da gamowvevebi. Tu ras miaRwia am TvalsazrisiT saqarTvelom
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16
aRniSnul seqtorSi da xelisuflebis mxridan romel sferos esaWiroeba
ufro meti yuradReba da Zalisxmeva.
wyaroTa meoTxe jgufi aseve moicavs 1995 - 2001 wlebSi dasavlur presaSi,
rig gamocemebSi gamoqveynebul statiebs, rogoricaa (Le monde, le monde
Diplomatique, Libération, The Times, Washigton Post). am gamocemebSi ganTavsebuli
statiebis Seswavla damexmara damedgina, Tu rogori iyo saqarTvelos
saerTaSoriso saxelmwifoebrivi imiji postsabWoTa periodSi,
mniSvnelovnad abrkolebda turizmis industriis ganviTarebas Cvens
qveyanaSi. aRniSnuli gamocemebis SerCeva moxda im principis safuZvelze,
rom es publikaciebi rogorc frangul, aseve inglisurenovan gamocemebs
warmoadgenen, romlebSic Zalian aqtiurad xdeboda msoflioSi mimdinare
mniSvnelovani procesebis gaSuqeba. swored sadisertacio naSromze
dawyebisas SesaZlebeli aRmoCnda am gazeTebis eleqtronul arqivebSi
zemoaRniSnuli periodiT daTariRebuli statiebis moZieba.
miuxedavad dasavluri gamocdilebisa, aRniSnuli kvleva faqtiurad
pirvelia Cvens qveyanaSi, romelic saqarTvelos saerTaSiriso turistuli
imijis Seswavlas isaxavs miznad. kvlevis Sedegebi SeiZleba gamoyenebuli
iqnas qveyanaSi turistuli politikis Seswavlisa da misi efeqturobis
daxasiaTebisas; igi aseve daxmarebas gauwevs turizmis sferos ganviTarebis
politikis samomavlo programebis SemuSavebas da waadgeba turizmis
politikis sakiTxebze momuSave mkvlevarebs.
publikaciebi: sadisertacio kvlevis ZiriTadi debulebebi, winadadebebi da
rekomendaciebi gamoqveynebulia samecniero statebisa da bruSuris saxiT,
aseve ganxilulia 3 saerTaSoriso konferenciaze:
1. darbaiZe, e. (2009). qveynis imiji Tanamedrove msoflioSi, politologiis
instituti, Tbilisi
2. darbaiZe, e. (2009). saqarTvelos imiji dasavleTis qveynebis sagareo
uwyebebis veb-gverdebis mixedviT, politologiis instituti, politikis
mecnierebaTa sakiTxebi N 2, Tbilisi
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17
3. darbaiZe, e. (2010). qveynis imiji globalizaciis procesSi -
saqarTvelos universitetis gamomcemloba, Tbilisi
4. darbaiZe, e. (2012). politikuri stabiluroba da qveynis turistuli
imiji, saerTaSoriso samecniero recenzirebadi Jurnali „inteleqtuali“ N
XX, Tbilisi
5. darbaiZe, e. (2012). Teoriuli imijologia, gamomcemloba “universali”,
Tbilisi
disertaciis moculoba da struqtura. naSromi warmodgenilia qarTul
enaze, nabeWdi teqstis 240 gverdze.
sadisertacio naSromi Sedgeba: Sesavlis, oTxi Tavis (10 paragrafis),
daskvnis, gamoyenebuli literaturis siis da danarTebisagan (10 diagrama da
1 cxrili). naSromi ilustrirebulia 18 cxriliT, 4 suraTiT, 1 grafikiT
da 10 diagramiT, gamoyenebuli literaturis nusxa moicavs 122 dasaxelebas.
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18
Tavi I.
saxelmwifos turistuli imiji: Teoriuli da meTodologiuri sakiTxebi
$ 1.1. saxelmwifo imijis arsi da mniSvneloba, turistuli imiji
saxelmwifos saerTaSoriso imijis formirebas didi mniSvneloba
eniWeba, vinaidan Tanamedrove pirobebSi pozitiuri damokidebulebis Seqmna
saerTaSoriso sazogadoebisa da politikuri wreebis yuradRebis centrSi
moqcevis winapirobaa. saxelmwifos pozitiuri imiji xels uwyobs mis
damkvidrebas da garkveuli poziciebis dakavebas saerTaSoriso ekonomikur
bazarze. es gansakuTrebiT iseTi saxelmwifosaTvis aris mniSvnelovani,
rogoric saqarTveloa, romelmac arc Tu didi xnis win daiwyo
damoukidebel, demokratiul saxelmwifod Camoyalibebis procesi.
saxelmwifos pozitiuri imiji xels uwyobs vaWrobis, turizmis ganviTareba-
sa da investiciebis Semodinebas qveyanaSi. 21-e saukunis saerTaSoriso
ekonomikur da kulturul urTierTobebSi saxelmwofos imiji gadamwyvet
faqtorad iqca, swored amitom aris, rom yvela saxelmwifos Zalisxmeva
mimarTulia pozitiuri erovnuli imijis formirebisaken.
saqarTvelos pozitiuri saerTaSoriso saxelmwifoebrivi imijis
formirebis aqtualoba kidev ufro gaizarda, radgan Cveni qveynis mimarT
damokidebuleba saerTaSoriso sazogadoebis mxridan radikalurad
icvleboda da xSirad meryeobda qveynis SigniT mimdinare politikuri
procesebis gaTvaliswinebiT. es kidev ufro sagrZnobi gaxda bolo wlebis
ganmavlobaSi, rodesac saqarTveloSi mimdinare politikuri procesebi
farTod Suqdeboda da Suqdeba msoflios wamyvani saxelmwifoebis media
saSualebebis mier.
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19
pozitiur saxelmwifoebriv imijs mravali upiratesoba gaaCnia: igi
xels uwyobs meti turistis Semosvlas qveyanaSi, izidavs
maRalkvalificiur personals, cnobil mkvlevarebsa da investorebs da rac
mTavaria, sabolood axdens meti fulis Semodinebas qveyanaSi da iwvevs
adgilobrivi mosaxleobis socialuri mdgomareobis gaumjobesebas. swored
amitom, qveynis imijis marTva da xelSewyoba nebismieri xelisuflebis
politikur prioritets unda warmoadgendes. saxelmwifos pozitiuri imiji
xels uwyobs valutis stabilurobis gazrdas saerTaSoriso bazarze, kidev
ufro amyarebs investorTa ndobas konkretuli qveynis mimarT da
mniSvnelovnad amaRlebs saerTaSoriso reitingebSi misi ndobis maCvenebels.
yovelive es adeqvaturad zrdis mocemuli qveynis politikur gavlenas
saerTaSoriso sazogadoebaSi da exmareba ucxour kompaniebTan
partnioruli urTierTobebis damyarebaSi. qveynis imijsa da mis reputacias
SeuZliaT mniSvnelovani gavlena iqonion qveynis socialur, kulturul da
politikur momavalze, samwuxarod, ar arsebobs standartuli, mza
formula warmatebuli qveynis imijis mosapoveblad.
inglisuri sityva Image–s mravali datvirTva gaaCnia, igi aRniSnavs
saxes, rols, reputacias, niRabs, fasads, motivs, tipaJs, ampluas, dadgams
da sxv. imijis obieqti SeiZleba iyos rogorc calkeuli adamiani,
magaliTad qveynis lideri, aseve Tavad saxelmwifo. saxelmwifos imiji ga-
nisazRvreba, rogorc yvela saxis aRwerilobiTi da informaciuli warmod-
gena konkretuli qveynis Sesaxeb. adgilis imiji warmoadgens yvela saxis em-
ociur da esTetikur maxasiaTebelTa jams: Sexedulebebi, ideebi, mogonebebi
da STabeWdilebebi, romlebic adamians gaaCnia konkretuli adgilis mimarT.
swored individebi ayalibeben imijs, romelic efuZneba da emyareba maT pi-
rad gamocdilebas. stabiluri da keTilsaimedo qveynis imiji xels uwyobs
am saxelmwifoSi investiciebisa da turistebis mozidvas. imiji informaciis
gadamuSavebis bunebriv produqtad gvevlineba, radgan moqalaqes Sexeba aqvs
ara uSualod politikosTan an movlenasTan, aramed maT asaxvasa da
gaSuqebasTan presasa da televiziaSi. swored aqedan gamomdinareobs
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20
masobrivi informaciis saSualebebis mniSvneloba politikaSi, radganac
informaciis mzardi roli avtomaturad zrdis sazogadoebis yvela
sainformacio komponentis mniSvnelobas. am mxriv arc imijia gamonaklisi,
radganac presisa da televiziis saSualebiT is erTis mxriv iqneba ufro
daxvewili, xolo meores mxriv eyrdnoba obieqtur kanonzomierebasa da
procesebs, riTac is gansxvavdeba xelovnebisagan da ixreba mecnierebisaken.
adamiani cxovrobs ara mxolod realur, aramed simbolur samyaroSic da
imiji am simboluri samyaros erT-erTi ganuyofeli nawilia. SesaZlebelia
mTeli rigi situaciebis gamoyofa, rodesac adamianebi imijze reagireben da
ara realobaze.
sainteresoa imis Seswavla, Tu ra aspeqtebi gansazRvravs qveynis
imijis formirebas, ra Taviseburebebi iCens Tavs am procesSi, ra
kriteriumiT fasdeba dadebiTi imiji an aseTis ar arsebobis SemTxvevaSi ra
dabrkolebebs SeiZleba waawydes qveyana.
qveynis pozitiuri imijis Seqmna da damkvidreba iseve mniSvnelovani
da aucilebelia, rogorc calke warmodgenili saqonlis, momsaxurebisa da
kandidatisa. es maTi identificirebis saSualebas iZleva. am SemTxvevaSi
qveyanas warmovidgenT, rogorc konkretul saqonels, masac aseve sWirdeba
Sesabamisi saxiT SefuTva, brendingi da dawinaureba, raTa advilad aRqmadi
da misaRebi iyos auditoriisaTvis. auditoriis saxiT am SemTxvevaSi
warmogvidgeba danarCeni msoflio.
saxelmwifos imiji gansazRvravs sxva qveynebTan urTierTobis dones.
qveynebTan urTierTobebSi yovelTvis wina planzea sakuTari
saxelmwifoebrivi interesebi. swored Tavisi interesebis gamo erTi qveyana
cdilobs Selaxos meore qveynis imiji, raSic mas exmareba cru informaciis
gavrceleba masmediis saSualebebiT. xSirad, qveynis imijis Selaxva xels
uwyobs qveynis politikur-ekonomikuri sisuste, adekvaturi zomebis
moumzadebloba da xSir SemTxvevaSi ignorireba.
qveynis imijSi akumulirdeba sxvadasxva kulturul-istoriuli
faqtorebi da igi ufro srul warmodgenas iZleva arsebul xelisuflebaze,
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21
ekonomikaze, sagareo politikaze, jarze da am saxelmwifos funqcionirebis
sxva sferoebze. rac ufro zust SesabamisobaSia sazogadoebis interesebTan
politikuri, ekonomikuri, socialuri, ekologiuri, demografiuli da sxva
situaciebi qveyanaSi, miT ufro dadebiTia am saxelmwifos imiji. aseTi
imiji mowmobs saxelmwifos ekonomikur siZliereze, simdidreze da
kulturis ganviTarebis xarisxze; is iTvleba misi avtoritetis maCveneblad
da aseve saerTaSoriso asparezze mis warmatebul moRvaweobaze metyvelebs.
amasTan, qveynis maRali dadebiTi imiji TamaSobs did sainformacio-
aRmzrdelobiT rols misi moqalaqeebisa da pirvel rigSi mozardi
TaobebisaTvis. is farTod gansazRvravs patriotizmis xarisxs qveyanaSi da
pativiscemas misi moqalaqeebisadmi saerTaSoriso arenaze.
qveynis imiji gamartivebulia realur suraTTan SedarebiT. is xazs
usvavs imave an sxva saxelmwifos specifikurobas an unikalurobas. garda
amisa, imiji SeiZleba ganvixiloT, rogorc mravalmxrivi informaciis
dagroveba. imijis meSveobiT mniSvnelovani informaciis nawili daiyvaneba
garkveuli simboloebis SezRudul raodenobaze. swored amitom, imiji
savsebiT konkretulia da mudmivad ganicdis cvlilebebs mimdinare
situaciebidan gamomdinare, sxvanairad rom vTqvaT, SesaZlebelia imijis
formireba.
qveynis imiji SeiZleba ganvixiloT, rogorc specialuri imijis tipi,
romelic moicavs qveynis produqcias, brendebs, organizaciebs da bevr sxva
rames, romelic Seqmnilia am qveynis Sesaxeb dagrovili gamocdilebisa da
azris safuZvelze; es informaciebi ZiriTadad miiReba sxvadasxva saxis ar-
xebis meSveobiT. arxebs SesaZloa warmoadgenden politikuri arxebi
(qveynis saSinao da sagareo politika), telekomunikacia, garToba (filmebi).
qveynis imiji moicavs bevr elements: erovnul simboloebs, ferebs, tansac-
mels, tipiur nagebobebs, sagnebs, literaturul piesebs. igi aseve
gulisxmobs qveynis politikuri sistemis gansakuTrebulobas, adaTebs, is-
toriul memkvireobas da bevr sxva rames.
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22
qveynis pirveladi imiji-esaa kompleqsuri warmodgena qveyanaze,
rogorc mTlianobaze, romelic yalibdeba da fiqsirdeba sazogadoebis
cnobierebaSi misi pirveladi gacnobis Sedegad. Politikur-ekonomikuri
konkurenciis procesSi, sxva qveynebTan gaCaRebul sainformacio brZolaSi,
qveynis imijis maT Soris misi ZiriTadi monaxazi inaxeba, magram emateba
axali realobis anarekli. qveynis imijis Camoyalibebas SesaZloa vuwodoT
meoradi imiji.
imijis saerTo niSan-Tvisebebis Sejameba, romelic realurad
praqtikaSi grovdeba da is ZiriTadi moTxovnebi, romelic gansazRvravs
saxelmwifos imijs, SeiZleba warmodgenili iyos Semdegi saxiT:
saxelmwifos imiji SesaZloa iyos sinTezuri, dagegmili, imisaTvis,
rom warmoqmnas gansazRvruli STabeWdilebebi, simboloebis
(heraldikuri niSnebi) mimarT;
qveynis saxe unda iyos utyuari, sarwmuno, aravis ar sWirdeba iseTi
imiji, Tu is xalxSi ndobas ar iwvevs, amitom konkretuli qveynis
imiji unda gaigivdes, unda iyos cocxali da unda pasuxobdes saRi
azris moTxovnebs;
qveynis saxe unda iyos mkafio da konkretuli;
qveynis saxe unda iyos SeZlebisdagvarad gamartivebuli. yvelaze
metad efeqturia imiji, rodesac is ubralo da advilad aRsaqmeli da
dasamaxsovrebelia;
konkretulobis miuxedavad, qveynis saxe unda iyos ramdenadme
ganusazRvreli, is unda gamyardes gauTvaliswinebeli ganviTarebuli
movlenebis mimarT, mieCvios politikur cvlilebebs, SesabamisobaSi
unda iyos sxvadasxva xalxis survilebsa da gamocdilebasTan.
dRes ukve aRar aris sakmarisi mxolod gamokveTili, erovnuli
maxasiaTeblebis qona, (mag. qarTuli stumarTmoyvareoba, Sveicaruli
sizuste, germanuli punqtualuroba da a.S), saWiro gaxda sxva ufro
mniSvnelovani parametrebis arsebobac (usafrTxoebis maRali done, kanonis
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23
uzenaesoba, samoqalaqo sazogadoebis ganviTareba, qveynis inteleqtualuri
potenciali da a.S).
qveynis imijs aqvs ori ganmarteba, romlis gamoc dRemde cxare deba-
tebi mimdinareobs mklevarTa Soris. pirveli midgoma saxelmwifo imijis
Sesaxeb efuZneba egreT wodebul “qolga funqcias”, romlis mixedviTac,
qveynis imijis e.w gamaerTianebeli funqcia gulisxmobs qveynis specifikuri
produqtebis, brendebis, gansxvavebuli oranizaciebisa da maTi imijis
radikalurad gansxvavebuli elementebis erTobas. meore midgomis Tanaxmad,
qveyana Tavad aris e.w “rTuli produqti”, romelsac jer kidev axasiaTebs
ufro meti sxvaoba, kompleqsuroba da maxasiaTeblebi. rac niSnavs imas, rom
misi elementebi Seqmnilia qveynis specifikuri produqtebis, brendebisa da
sxvadasxva organizaciebis meSveobiT (jenesi, 1999, gv.3). meore midgomis Ta-
naxmad ki, saxelmwifo Tavad aris “rTuli produqti”, romelic Seqmnilia
didi raodenobis elementebisagan. amgvarad, igi imiji miiCneva normaluri
produqtis imijad, mravali sxvadasxva, rTuli da CaxlarTuli maxasiaTeb-
lebiT. qveynis imijis uamravi definicia arsebobs, Tumca maT Soris
viziareb barbara jenes (2005) mier formulirebul gansazRvrebas, romelic
miiCnevs, rom qveynis imiji SesaZlebelia moviazroT imijis gansakuTrebul
tipad, romelic formirdeba erisa da qveynis Sesaxeb arsebuli
gamocdilebisa da mosazrebebis safuZvelze. aseve mniSvnelovania
sxvadasxva arxebidan miRebuli informacia, aseTi saxis sainformacio
wyaroebs miekuTvneba politika (saSinao da sagareo), telekomunikacia,
gasarTobi nawarmoebebi (filmebi) da Worebi.
qveynis imiji mocemuli qveynis Sesaxeb aRqmiTi da emociuri Sefasebaa,
es aris erTianoba cvladebisa, romlebic iZlevian im zogad warmodgenas,
romelic adamians qveynis mimarT gaaCnia. es SemecnebiTi Sefasebebi Semota-
nilia damxmare faqtorebis saSualebiT, zegavleniTi faqtorebiT, aseve sim-
boluri stimulebiT (qveynis atributebi) da socialuri stimulebiT
(magaliTad megobrebisgan gagebuli). erovnuli imiji mravalmxrivi Semad-
genlobaa iseTi konstruqtebis nakrebisa, rogoricaa musika, geografiuli
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24
mdebareoba, xalxi da sxva mniSvnelovani cvladebi. SemecnebiTi Sefasebebi
momdinareobs sxvadasxva saxis sainformacio wyaroebidan, rogoricaa simbo-
luri stimuli (daniSnulebis adgilis ganviTarebis daxmarebiT) da soci-
aluri stimuli (axloblebidan da megobridan gagebuli).
suraTi N 1.
qveynis imijis elementebi
wyaro: Ndalahw, M.M.(2007). Country image and its effects in promoting a tourist destination
SemecnebiTi aRqma moicavs arsebul rwmenasa da codnas obieqtis Sesa-
xeb. emociuri imiji, meores mxriv, gulisxmobs individualur azrs sagnis
Sesaxeb, Tumca zogierTi mkvlevari am SemTxvevaSi iyenebs termins „aRweri-
lobiTs” da „SefasebiTs”. adgilis Sesaxeb imijis SemecnebiTi elementi ob-
ieqturi atributebis codnas warmoadgens, maSin rodesac, emociuri elemen-
Qqveynis imiji
sityvierad
miRebuli
informacia
aRqma da Semecneba sainformacio wyaroebi
qveynis mTavari faqtorebi
personaluri faqtorebi
geografia
ekonomika, politika
კულტურა
კლიმატი
გეოპოლიტიკა
g
M(mdebareoba) qveynis sidide (mdebareoba)
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25
ti gulisxmobs codnas misi emociuri Rirebulebis Sesaxeb. SemecnebiT da
emociur imijebs Soris arsebul urTierTobebs swavlobdnen balogu, mak
qliri da beloji, romlebmac daaskvnes, rom zogierTi am sferos mkvlevari
iyenebs miRebuli gare stimulebis raodenobas, romelic gavlenas axdenen
imijis SemecnebiT da ara emociur komponentze (vudsaidi, 2000). aqedan ga-
momdinare, imijis SemecnebiTi komponenti ikavebs Camrevi rolis funqcias
sainformacio wyarosa da emociur komponents Soris.
rac Seexeba turistul xedvas, igi yalibdeba saTanado sainformacio
wyaroebis meSveobiT da Semdgom arapirdapir gavlenas axdens potenciuri
turistis mier aRqmul qveynis saerTo imijze. qveynis imiji ori saxisaa: Si-
da imiji (sakuTari imiji) da gare imiji (sarke imiji). asevea produqtis im-
ijis klasifikaciis SemTxvevaSic. qveynis Sida imiji niSnavs, Tu ras fiqro-
ben moqalaqeebi sakuTari qveynis Sesaxeb, xolo gare imiji ki niSnavs, Tu
ras fiqroben qveynis Sesaxeb ucxo qveynis moqalaqeebi.
mkvlevrebi imijis 5 samomxmareblo segments gamoyofen:
1. qveynis moqalaqeebi;
2. adgilobrivi mewarmeebi;
3. turistebi;
4. xelisuflebis warmomadgenlebi da partiebi;
5. erovnuli da saerTaSoriso profesiuli da samoqalaqo organizaci-
ebi;
samomxmareblo segmentis gamoyeneba samizne jgufebad, moiTxovs da
gulisxmobs TiToeul jgufisTvis konkretuli samuSao programis SemuSave-
bas.
saxelmwifos imiji sazogadoebis warmodgenebisa da aRqmis erTianobas
warmoadgens, romelic maT konkretuli qveynis mimarT gaaCniaT. es aris war-
modgena am qveynis istoriis, geografiis, xelovnebis, musikis Sesaxeb, war-
modgena Tavad konkretuli qveynis moqalaqeebsa Tu maTTvis damaxasiaTebel
Tvisebebze. media da sanaxaobrivi industriac aris erT - erTi mniSvnelova-
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26
ni elementi qveynis imijis formirebis procesSi1. momxmareblis rwmena pro-
duqtisa da qveynis Sesaxeb SeiZleba iyos aRwerilobiTi, informaciuli an
induqciuri. es STabeWdilebani iqmneba sxvadasxva saSualebebis meSveobiT.
aRwerilobiTi rwmena gamocdilebas efuZneba, maSin rodesac informaciuli
rwmena iqmneba gare wyaroebidan Semosuli informaciebis meSveobiT (media,
megobrebi). induqciuri rwmena warmoiSoba kavSirebiTi aRqmiT zogierT war-
sul ambavsa da awmyoSi arsebul stimulebs Soris. am pirdapiri da arapir-
dapiri gamocdilebebis gavlena qveynis imijis gansazRvris mniSvnelovani
faqtorebia.
xSiria SemTxvevebi, rodesac imiji erevaT xolme stereotipebTan. ste-
reotipi ufro farTo imijia, romelic erTxel Camoyalibebis Semdeg
Znelad icvleba. xSir SemTxvevaSi igi aris winaswar Seqmnili uaryofiTi
warmodgena, romelmac SesaZloa gamoiwvios konfliqti xalxTa Soris da
diskriminacia. misi gageba pozitiuri da negatiuri ganwyobiT xdeba, ufro
metic, imijis procesi individualur xedvaze gacilebiT metia da igi ar
warmoadgens mxolod xalxTa jgufebs.
samecniero naSromebSi naklebad vawydebiT xolme qveynis imijis cnebas,
Tumca ufro farTo yuradReba eTmoba Tavad imijis tipebis ganxilvas. sxvadas-
xva avtorTa definiciebSi, aSkarad SeimCneva ramdenime cnebis erTmaneTSi arev-
is tendencia. ZiriTadad Cven ganvasxvavebT imijis sam cnebas: produqtis imiji
PI, qveynis imiji CI da mwarmoebeli qveynis imiji COO an COOI. imijis es sami tipi
mWidrodaa erTmaneTTan dakavSirebuli da erTmaneTze pirdapir Tu arapirda-
pir urTierTqmedeben. am cnebaTa arevis faqtebs vawydebiT sxvadasxva avtorTa
naSromebSi, romlebic mwarmoebeli qveynis imijs, igive qveynis imijad moixseni-
1 magaliTad sanaxaobrivi industria aSS-Si (holivudi) mniSvnelovnad exmareba amerikuli imijisformirebas da misi damsaxurebaa is faqti, rom dRes mas pozitiuri imiji gaaCnia msoflioSi. undaaRiniSnos, rom filmebisa da media Setyobinebebis umravlesobas exmareba da xels uwyobs kargad or-ganizebuli kampaniebi, romlebmac mniSvnelovnad gaaumjobeses amerikuli imiji. „amerikuli ocnebis”saqmianobis ganxorcielebisas imijmeikerebi izidaven simdidres, Zalauflebas da prestiJs. praqtika-Si zogierTi „gzavnili” im realobis gamoxatulebaa, romelic aSS-Si xdeba da romlis gaxmovanebacdRes mediis daxmarebiT xorcieldeba. yvela es gzavnili warmoadgens mniSvnelovan aspeqts qveynissaerTaSoriso asparezze warmosaCenad.
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27
eben. magaliTad, balabanisi da muleri (2001) mwarmoebeli qveynis imijs gansaz-
Rvravs, rogorc „marketingul koncefcias, romelic ipyrobs gansxvavebul mom-
xmarebelTa qcevas da romelic mimarTulia sxvadasxva erebisadmi. am gansaz-
Rvrebis sapirispirod, mimaCnia, rom mwarmoebeli qveynis imiji aris produqtis
saerTo imijis Semadgeneli nawili, romelic efuZneba imas, Tu saidan Semodis
Tavad produqti. amgvarad, mwarmoebeli qveynis imiji stereotipebis Sedegia,
romelic emyareba zogierT produqts mxolod imitom, rom igi warmoiSoba moce-
muli qveynidan. Sesabamisad, am konteqstSi mwarmoebeli qveynis imiji dakavSire-
bulia produqtTan (servisTan), Tumca am mosazrebis sapirispirod, roTi da ro-
meo (1992) qveynis imijs gansazRvraven, rogorc mwarmoebeli qveynis imijs. maTi
SefasebiT, qveynis imiji aris produqtis momxarebelTa saerTo aRqma, romlis
mixedviTac calkeuli qveyanis imiji emyareba am qveynis produqciisa da marke-
tingis Zlier da sust mxareebs. qveynis imiji gaxlavT aRwerilobiTi, konkre-
tuli da informaciuli aspeqtebis erToblioba da warmodgena konkretuli
qveynis Sesaxeb.
samwuxarod cotaa kvlevebi, romelTa mizani qveynis imijis gazomvaa.
erT-erTi yvelaze koreqtuli da SedarebiT detaluri kvleva Catarebuli iqna
martin iroglus (1993) mier, romelmac gansazRvra qveynis imiji, rogorc kon-
kretuli, aRwerilobiTi da informaciuli maxasiaTeblebis kompleqsuri war-
modgena konkretuli qveynis Sesaxeb. misi ganmartebiT, mwarmoebeli qveynis imi-
ji sam ganzomilebiani konstruqciaa, romelic Sedgeba politikuri, ekonomiku-
ri da aseve teqnologiuri ganzomilebisagan. am ganzomilebaTa gaTvaliswine-
biT, igi naTlad asaxavs momxmareblis SemecnebiT aRqmebs qveynis Sesaxeb. war-
sulma kvlevam aCvena, rom mwarmoebeli qveyana ar aris produqtis xarisxis Se-
saxeb ubralod SemecnebiTi asaxva, aramed igi aseve dakavSirebulia emociebTan,
identobasTan, Rirsebis grZnobasTan da avtografiul mogonebebTan.
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28
mravali cnobili mkvlevari miiCnevs, rom qveynis imijis konstruqcia Se-
icavs:
- SemecnebiT komponents, romelic moicavs momxmareblis warmodgenas
qveynis industriul, teqnologiur da aseve politikur mdgomareobaze;
- emociuri komponenti, romelic momxareblisaTvis aRwers qveynis simbo-
lur da emociur Rirebulebebs;
- konanturi komponenti, romelic qveyanasTan mimarTebaSi ipyrobs momxma-
reblis sasurvel interaqcias, qcevas.
qveynis identobis prizma Sedgeba fizikuri (geografia, wyaroebi, demog-
rafia), kulturuli (istoria, kultura, xelovneba), personaluri (saxeli,
droSa, cnobili adamianebi), urTierTmoqmedi (mmarTvelobebTan, saerTaSoriso
organizaciebTan), asaxviTi (ucxoel momxmarebelTa da sxvaTa mier kontroli-
rebadi imiji) da saerTaSoriso (xarisxi, romliTac qveyana gamoxatavs ucxoel
moqalaqeTa fsiqikas) elementebisagan. qveynis imiji pirdapir dakavSirebuli
produqtTan, aramed uzrunvelyofs mxolod produqtis Sesaxeb arapirdapiri
daskvnebis gakeTebis safuZvels. nagasimas (Nagashima 1970:3) ganmartebiT, mwarmo-
ebeli qveynis imiji aris „suraTi, reputacia, stereotipi, romelsac saqmiani ad-
amiani da momxarebeli aniWebs specifiuri qveynis produqcias. es imiji aris Seq-
mnili iseTi saxis cvladebisagan, rogoricaa warmodgenili produqti, erovnu-
li maxasiaTeblebi, ekonomika, politikuri baza, istoria da tradiciebi. zemoT
moyvanili nawilobriv Seesabameba Cvens xedvas, iseve rogorc zemoT CamoTvli-
li faqtorebi zegavlenas axdenen qveynis imijze da arapirdapir zemoqmedeben
produqtis imijze. es procesi ki SeiZleba avxsnaT, rogorc imijis gadatana.
adamians aqvs sakuTari damokidebuleba TiToeuli qveynis mimarT da rodesac
igi mocemuli qveynis produqts afasebs, produqciis warmomavloba did zegav-
lenas axdens produqtis Sefasebis Sedegze. swored es faqti metyvelebs imaze,
rom qveynis imiji gavlenas axdens produqtis mwarmoebeli qveynis imijze, rome-
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lic praqtikulad integrirebulia mis saerTo imijSi (germanelebi arian pun-
qtualurebi, aqedad gamomdinare, mwarmoebeli qveyana warmoSobs STabeWdile-
bas, rom maT mier warmoebuli produqcia gansakuTrebulad saguldagulod Seq-
mnilia da amgvarad erTiandeba mocemuli produqtis saerTo imijTan). imijis
gadatana, zemoT moyvanili magaliTisagan gansxvavebiT, sapirispiro mimarTule-
biTac aris SesaZlebeli da amis magaliTad iaponia SeiZleba moviyvanoT. miux-
edavad imisa, rom SesaZloa iaponels saerTod arc vicnobdeT, iaponuri pro-
duqtis dadebiTma Sefasebam SeiZleba gavlena moaxdinos iaponeli xalxis
Sesaxeb arsebul warmodgenaze.
qveynis imiji, sxva imijebis msgavsad, ar aris erTganzomilebiani. mkvlev-
rebma gamoikvles zogierTi, xSirad gamoyenebuli ganzomilebani, aseve yurad-
Reba gaamaxviles qveynebisa da maTi mosaxleobis mimarT damokidebulebis ga-
zomvaze. papadopulesma (2000) aRmoaCina Semdegi ganzomileba, rom industriu-
li ganviTareba zegavlenas axdens industriul orientaciaze, baraka da malo-
tas (1986) mier gakeTebuli daskvnebi efuZneba ungreli xalxis magaliTs, rom-
elmac kvlevaSi Semdegi ganzomilebani gamoiyena: SemecnebiTi Sefaseba, emociu-
ri Sefaseba, codna qveynis Sesaxeb (gamocdileba) da saxelmwifos kavSirebi.
sxvadasxva saxelmwifoebSi mkveTad aris gamokveTili nacionaluri
maxasiaTeblebi, magaliTad, rogoricaa qarTuli stumarTmoyvareoba da
samzareulo, germanuli punqtualoba, Sveicaruli sizuste, Cinuri
Sromismoyvareoba da sxv. saxelmwifoebriv imijze moqmedma uaryofiTma
aspeqtebma SeiZleba xeli SeuSalos qveyanaSi dadebiTi procesebis
mimdinareobas, mag: arastabiluri da naklebad usafrTxo qveynis imiji xels
uSlis am qveynaSi investiciebisa da turistebis Semodinebas da Zalian
didi Sroma da Zalisxmevaa saWiro, rom aseTma saxelmwifom SeZlos
negatiuri imijis dadebiTad Secvla. saxelmwifoebriv imijze negatiurad
moqmedebs uaryofiTi movlenebisadmi mTavrobis uniaToba da umoqmedoba.
rodesac xelisuflebas aranairi reagireba ara aqvs qveyanaSi saxelmwifo
biujetisa da Tanxebis aramiznobriv gamoyenebaze, maRali Tanamdebobis
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30
pirebis mier ganxorcielebul ukanono qmedebebze, aseT SemTxvevaSi
bunebrivia, rom sazogadoebis reaqcia uaryofiTia. aseT pirobebSi qveynis
imiji msoflios TvalSi ganisazRvreba im negatiuri movlenebis fonze,
romelic xels uSlis qveynis civilizebul svlas.
dRevandel samyaroSi saxelmwifo imijis marTva, romlis mizania
Zlieri da pozitiuri aRqmebis ganviTareba, mniSvnelovani instrumentia,
romelic xelisuflebas sakuTari qveynis konkurentunarianobis
SesanarCuneblad SeuZlia gamoiyenos. qveynis imijis formirebis erT-erT
umniSvnelovanes arxs ki turizmi warmoadgens. globalur,
urTierTdakavSirebul sazogadoebaSi, saxelmwifos pozitiuri erovnuli
imiji miCneuli unda iqnas, rogorc Rirebuli aqtivi dainteresebul
mxareebsa da farTo auditorias Soris urTierTobebSi. dRevandel
msoflioSi sul ufro meti eri cdilobs xazi gausvavs sakuTar unikalur
da sxvebisagan gamorCeul imijs, rac metoqe saxelmwifoebisagan maTi
diferencirebis saSualebas iZleva.
rogori Sefasebebi eZleodaT aTiode wlis win yofil sabWoTa
kavSirSi Semaval qveynebs saerTaSoriso sainformacio saSualebebis mier?
es qveynebi ZiriTadad warmodgenilni iyvnen, rogorc mesame samyaros
qveynebi. aseTi saxelmwifoebis Sesaxeb sainformacio CamonaTvalSi
ZiriTadad iyo cnobebi avariebis, mitingebis, gaficvebis, omisa da
socialurad daucvelobis Sesaxeb, rac bunebrivia, rom am saxelmwifoebis
uaryofiT imijs qmnida.
propagandis Teoriidan cnobilia, rom stereotipuri warmodgenebis
Secvla praqtikulad SeuZlebelia, rac ar unda finansebi moxmardes
sainformacio kampanias. situaciis gamosasworeblad aucilebelia axali
maxasiaTebelebis Seqmna da amoqmedeba. amerikis SeerTebuli Statebi
kolosarul Tanxebs xarjavs Tavisi qveynis farglebs gareT
propagandistuli centrebis Seqmnaze, romlebic principulad xasiaTdeba
ara propagandis, aramed urTierTobebisa da kulturis centrebad. msgavsi
centrebi xels uwyoben amerikuli filmis, amerikuli wignis gavrcelebas.
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31
Aamgvari saxis RonisZiebebi kargad funqcionireben, vinaidan isini
propagandis saxeliT ar moqmedeben, aramed sakuTar kampanias wminda
saganmanaTleblo miznebiT warmarTaven.
iseve rogorc saukeTeso brends sWirdeba efeqturi marketingi, raTa
darCes konkurentunariani yvelaze msxvil bazarze, swored aseTive
mniSvnelovania brendingi qveynisaTvis. marketingul kvlevebSi qveynis imiji
mWidrod aris xolme dakavSirebuli samomxmareblo produqtTan. Tanamedro-
ve saxelmwifo iyenebs zustad iseTive brendings, marketingul teqnologi-
ebs, piars, sakonsultacio saagentoebsa da media saSualebebs, romelTac
msxvili kompaniebi moixmaren. ZiriTadi gansxvaveba produqtis brendingsa da
qveynis brendings Soris isaa, rom es ukanaskneli moicavs mraval
dainteresebul segments, maT Soris: erovnul/regionul/adgilobriv
xelisuflebas, biznes organizaciebsa da xalxs. brend saxelmwifo aris
garkveuli standartebis, Rirebulebebis, cxovrebis da saxelmwifos
SesaZleblobebis simbolo. qveynis brendingi mecnieruli kvlevis SedarebiT
ufro axali sferoa, romelmac mecnierebis, praqtikosebisa Tu
politikosebis mxridan Zalian didi yuradReba daimsaxura. qveynis
brendingis mizania, rom konkretulma qveyanam SeZlos saerTaSoriso doneze
konkurencia gauwios msoflios sainvesticio, savaWro, turistul, sportul
auditoriebs, aseve politikur urTierTobebs sxva saxelmwifoebTan. qveynis
brendingSi mTavaria sakvanZo ideis SemuSaveba, romelic gaxdeba qveynis
mTavari indikatori, romlis sakvanZo idea mudam unda JRerdes slogansa da
mTavar mesijebSi. qveynis brendingi aris saxelmwifos struqturebis,
biznesis, masmediis moqmedebis SeTanxmebuli sistematuri procesi qveynis
imijis Seqmnisa da ganviTarebisaTvis. qveynis pozituri imijisaTvis
aucileblia SemuSavdes ideebi, gamoiZebnos msoflios bazrisaTvis
unikaluri SeTavazebebi, gaumjobesdes gare samyarosTan komunikacia da
gaZlierdes qveynis dadebiTi identifikaciis parametrebi. Zalian bevri
mkvlevari miiCnevs, rom saguldagulod SerCeuli logo, veb-gverdi Tu
grafizmis erTi naWeri srulebiT ar aris sakmarisi, imisaTvis, rom
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Seicvalos qveynis imiji sazogadoebis TvalSi. misi realizeba
SesaZlebelia mxolod konkretuli qveynis mosaxleobisa da organizaciebis
mier sakuTari Camoyalibebuli qcevisa da rwmenis saSualebiT.
dRevandel msoflioSi ara marto organizaciebis, kompaniebisa da maT
mier momxmareblisaTvis SeTavazebuli servisis internacionalizeba xdeba,
aramed dRes ukve Tavad qveynebi cdiloben Seiqmnan sakuTari da sxva
qveynebisagan ganmasxvavebeli imiji. aSS-i mTels msoflioSi cnobilia, ro-
gorc „Tavisuflebis qveyana“, britaneTi ki rogorc „civi britaneTi“. mainc
ratom SeiZleba sWirdebodes qveyanas sakuTari originaluri da cnobadi
imiji? dRevandeli informaciis siWarbiT gadatvirTul msoflioSi,
pozitiuri imiji aucilebeli pirobaa qveyanaSi pirdapiri investiciebisa da
turistuli nakadebis SemodinebisaTvis da raRa Tqma unda saerTaSoriso
asparezze politikuri gavlenis mosaxdenad. dRes individebi, firmebi, qala-
qebi, regionebi, qveynebi da TiTqmis sazogadoebis yvela profesiuli segmen-
ti aqtiurad iyenebs bazarze agresiuli gayidvebis teqnikas. swored amitom,
yvela saxelmwifos qmediTunarianoba mimarTulia mxolod erTi miznis uz-
runvelsayofad - darCes igi konkurentunariani qveyana globalur samyaro-
Si. Sesabamisad, arabrendirebul qveyanas Zalzed naklebi Sansi rCeba saer-
TaSoriso politikur sivrceSi politikuri da ekonomikuri navigaciisaTvis.
dRes imiji da reputacia gaxda umTavresi nawili saxelmwifos politiku-
ri strategiuli mimarTulebebis realizebisaTvis. brend produqtebis
msgavsad, brend saxlmwifoebi damokidebulni arian momxmareblebis ndobasa
da maTi dakmayofilebis xarisxze. swored analogiurad ganvixilavT pro-
duqts, romelsac aRvwerT da miviCnevT mas, rogorc „megobruls“ e. i dasav-
leTze orientirebuls da „sandos“ (mokavSire), an „agresiuls“ (eqspansion-
ists) da (arasaimedos).
21-e saukuneSi brendirebuli produqtis msgavsad, saxelmwifoebi damoki-
debulni xdebian momxmareblis ndobsa da misi dakmayofilebis xarisxze.
dRes evropuli politika ganicdis Zalian mZafr cvlilebebs. es aris poli-
tikuri landSaftis sivrce, sadac iseTi klasikuri cnebebi, rogoric aris
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33
suvereniteti, Zalauflebis politika da „erovnuli interesebi“ nel-nela
kargaven TavianT gavlenas adamianebSi. ras gulisxmobs “Tanamedrove saxel-
mwifo”? igi iyenebs zustad iseTive brendings, marketingul teqnologiebs,
piars, sakonsultacio saagentoebsa da media saSualebebs, romelTac msxvi-
li kompaniebi moixmaren. Tanamedrove saxelmwifo sakuTari Tavis, sakuTari
ganmasxvavebeli imijis mqone saxelmwifod aRmoCenis procesSia, romelic
icvlis bunebas politikuri TamaSis procesSi. gvsurs es Tu ara, aSS-s, Ci-
neTis, poloneTis, italiis da a.S qveynebis xsenebisas Cveni warmodgena maSi-
naTve asociacias iwvevs qveynebis imijTa mTel rig seriasTan. nebismier ad-
amianSi aSS-s xseneba TavisuflebasTan da keTildReobasTan, safrangeTis -
modasa da xelovnebasTan, inglisis - konservatizmTan, xolo germanis ki
punqtulobasTan da saimedoebasTan asocirdeba. globaluri momxmareblis
azrovnebaSi faqtiurad brendebisa da saxelmwifoebis erTmaneTTan Serwyma
xdeba. mag. MCDonalds da Microsoft-i arian aSS-s, xolo Nokia ki fineTis yvela-
ze TvalsaCino savizito baraTi. arc erT konservatiulad moazrovne adami-
ans eWvic ki ar epareba imaSi, rom es aris realurad dadebiTi movlena,
radganac axali e.w brend saxelmwifo TandaTan devnis da aZevebs nacional-
izms. am dros xdeba saxelmwifos istoriuli, geografiuli da misi eTniku-
ri motivebis gamoyeneba, raTa Seqmnas sakuTari, mkafio imiji. msoflios
mravali wamyvani qveynis Zalisxmeva mimarTulia sakuTari pozitiuri
turistuli imijis formirebisaken, rac sruliad bunebrivia, rom qveynis
socialur-ekonomikur aRmavlobasTan asocirdeba. turizmi erT-erTi
yvelaze swrafad mzardi seqtoria msoflioSi. pozitiuri turistuli imiji
xels uwyobs ucxouri valutis Semodinebasa da Tavisufali samuSao
adgilebis Seqmnas qveyanaSi, rac bunebrivia, rom adgilobrivi mosaxleobis
socialur-ekonomikuri mdgomareobis mniSvnelovan gaumjobesebas iwvevs.
qveynis turistuli imijis Seswavlisas mkvlevarebi xSirad gamoyofen
eqvs cvlads: adgilobrivi mcxovreblebis stumarTmoyvareoba, turistuli
infrastruqtura, garemo, ekonomika, usafrTxoeba da seqsualuroba
(Pérez‐Nebra, 2010; 2007; Beerli and Marti, 2004). maT aRmoaCines meeqvse, relevanturi
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34
cvladi “seqsualuroba”, radgan Zalian xSirad, masmediis saSualebebi
(televizia da beWduri media) xSirad ganixilavs, rom zogierTi turistuli
daniSnulebis adgili asocirdeba seqsualur TavgadasavlebTan. leizenis
(Leisen 2001) mixedviT, pirs SeuZlia Seiqmnas imiji droTa ganmavlobaSi
sxvadasxva sainformacio wyaroTa gadamuSavebis Sedegad. Caudheris
(Chaudhary 2000) Tanaxmad, turistuli imijis formirebis dros sainformacio
wyaroebi SesaZloa iyos gazeTebi, telearxebi, samogzauro saagentoebi/tur
operatorebi, ucxoeTSi gaxsnili samogzauro ofisebi, megobrebi da
axloblebi, wignebi/gidebi da sxv. imiji, romelic turists turistuli
adgilis Sesaxeb gaaCnia, gavlenas axdens turistis gadawyvetilebaze.
mikqerTni, baTleri, da beneti (McCartney, Butler, Bennett 2008) varaudoben, rom
qveynis imiji SesaZloa Camoyalibdes, an faqtobrivi vizitis (organuli),
anda garedan Semosuli (induqciuri) sainformacio wyaroebis meSveobiT,
rogoricaa samauwyeblo da beWdviTi media an warmoTmuli sityva (World of
mouth). isini miiCneven, rom qveynis turistuli imijis formireba droSi
uwyveti procesia da imijebis proeqtirebiT warmoiqmneba (rogoricaa
oficialuri, aseve sxva saxis wyaroebi, magaliTad piradi stumrobis
gamocdileba, media informaciebi, piradi kontaqtebi) am warmodgenis
miRebamde Camoyalibebuli samogzauro miznebis mqone turistebis mier,
iseTi media saSualebebis, romelTac SeswevT Zala potenciur turistebs
miawvdinon xma.
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35
$ 1.2. turizmis ganviTarebis Tanamedrove mdgomareobis Taviseburebebi da
tendenciebi
turizmi warmoadgens integrirebul socialur-ekonomikur sistemas,
romelic mzard gavlenas axdens mravali qveynis ekonomikasa da socialur
keTildReobaze. turizmi amdidrebs msoflio kulturas, amtkicebs
sxvadasxva xalxis kavSirebs, xels uwyobs qveynebis mSvidobian gaviTarebas
da saerTaSoriso keTildReobas. cnebam „turizmi“ gaiara ganviTarebis
grZeli gza, Seivso axali elementebiT, ris Sedegadac gavrcelda misi
mravali ganmarteba. tradiciulad turizmi gaigivebulia mogzaurobasTan
dasvenebisa da axali STabeWdilebis mizniT, e.i upiratesoba eniWeba
turizmis rekreaciul mniSvnelobas. miuxedavad gaeros msoflio turizmis
organizaciis UNWTO-os mravaljeradi mcdelobisa, dRemde ar arsebobs
turizmis sayovelTaod aRiarebuli da universaluri gansazRvreba.
saqarTvelos kanonis mixedviT, turizmis ganmarteba bevrad emTxveva
turizmis saerTaSoriso konferenciebisa da gaeros mier Camoyalibebul
terminTa saerTo parametrebs.
mravali mecnierisa Tu analitikosis SefasebiT, turizms safuZvlad
udevs Semdegi faqtorebi (kaCanovi, 2005):
ekonomikurma zrdam da socialurma progresma gazarda ara mxolod
saqmiani mogzaurobebis masStabebi, aramed SemecnebiTi mizniT
mogzaurobaTa maCvenebelic;
sxvadasxva saxis satransporto saSualebaTa srulyofam iafi da
ufro xelmisawvdomi gaxada mogzauroba sazogadoebis yvela
fenisaTvis;
ekonomikurad ganviTarebul qveynebSi daqiravebul muSa-mosamsaxureTa
raodenobis zrdam uzrunvelyo maTi materialur-kulturuli donis
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36
zrda, aman ganapiroba maTi miswrafeba sulieri da SemecnebiTi
faseulobebisaken;
Sromis intensifikaciam da momuSaveTa xangrZlivma mivlinebebma
SesaZlebeli gaxada safuZvliani dasvenebis uzrunvelyofa;
saxelmwifoTaSorisi urTierTobebis ganviTarebam da qveynebs Soris
kulturaTa gacvlam migviyvana pirovnebaTSorisi urTierTobebis
gafarToebasTan, rogorc regionis SigniT, aseve regionebs Sorisac;
momsaxurebis sferos ganviTarebam stimuli misca teqnologiur
progress telekomunikaciebis sferoSi, gazarda sxvadasxva qveyanaSi
mogzaurobis interesi;
SezRudvebis Semsubuqeba valutis gatanasTan dakavSirebiT, agreTve
savizo reJimebis gamartiveba rig qveynebSi mniSvnelovnad uwyobs
xels turizmis ganviTarebas..
„saqarTvelos kanoni turizmisa da kurortebis Sesaxeb“ turizms
ganmartavs, rogorc adamianis Tavisufal, nebayoflobiT, droebiT
gadaadgilebas Tavisi sacxovrebeli adgilidan dasvenebis, gajansaRebis,
istoriis da kulturis Zeglebis daTvalierebis an sxva mizniT
(saqarTvelos kanoni turizmisa da kurortebis Sesaxeb, 1997).
Sveicarieli mkvlevari k. kaspari gvTavazobs turizmi ganisazRvros
ori qvesistemiT:
a) qvesistema „turizmis subieqti“ - momsaxurebis momxmarebeli - adamiani,
misi mravalferovani turistuli moTxovnilebebiTa da qcevis
motivebiT;
b) qvesistema „turizmis obieqti“, romelic sami elementisagan Sedgeba:
turistuli centrebi, turistuli sawarmoebi da organizaciebi
(saxelmwifo da arasaxelmwifo), romlebic aregulireben turizmis
ganviTarebas.
turisti – Sromis, turistuli produqtis, an turistuli momsaxurebis
momxmarebeli; gansazRvruli adgilis, dasaxlebuli punqtis an qveynis
droebiTi stumari, ganurCevlad misi moqalaqeobisa, erovnebisa,
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37
sarwmunoebisa da sqesisa, romelic imyofeba ucxo teritoriaze aranakleb
24 saaTisa da araumetes 6 Tvis ganmavlobaSi imyofeba mkurnalobis,
Semecnebis an saqmiani mizniT, romelsac ara aqvs ufleba teritoriaze
anazRaurebis mizniT dasaqmebisa (metreveli 2012, gv 19).
saqarTvelos kanoniT „turizmisa da kurortebis Sesaxeb“ turisti
fizikuri piria, romelic nebayoflobiT mogzaurobs, dasvenebis,
gajansaRebis, saqmiani an sxva mizniT, aranakleb 24 saaTis da ara umetes
erTi wlis vadiT da romlis mogzaurobac ar anazRaurdeba droebiTi
yofnis adgilis safinanso wyaroebidan (saqarTvelos kanoni turizmisa da
kurortebis Sesaxeb, 1997). vfiqrobT, rom saqarTvelos kanoniT cneba
„turisti“ eTanxmeba mto-s mier SemuSavebul gansazRvrebas.
termin „turistis“ arsi sistematurad ganixileboda mravalricxovan
samecniero konferenciebsa da Sekrebebze. gaerTianebuli erebis turizmisa
da saerTaSoriso mogzaurobebis 1963 wlis romis konferenciam, romelmac
SeimuSava turistis cnebis Tanamedrove gansazRvreba, romelsac eyrdnoba
turizmis saerTaSoriso organizaciebi da msoflios qveynebis umetesoba.
romis konferenciam Tavis rekomendaciebSi mxari dauWira cnebas
„vizitori“, rac niSnavs nebismieri adamianis gadaadgilebas qveyanaSi,
romelic ar warmoadgens mis mudmiv sacxovrebel adgils, nebismieri, magram
ara samuSao mizniT, romelic anazRaurebas ar miiRebs droebiTi yofnis
adgilis safinanso wyaroebidan.
„saerTaSoriso mogzauri“-ganisazRvreba, rogorc nebismieri adamiani,
romelic gadaadgildeba Tavisi sacxovrebeli qveynis farglebs gareT
mogzaurobis mizniT da iyenebs satransporto saSualebebs (Tumca
SesaZlebelia gadaadgildebodes fexiTac).
„saerTaSoriso vizitori”gulisxmobs nebismier adamians, romelic
mogzaurobs misi sacxovrebeli qveynis gareT ara umetes 12 Tvis
ganmavlobaSi da misi vizitis mizans ar warmoadgens am (aRniSnul) qveyanaSi
anazRaurebadi saqmianobis ganxorcieleba.
saerTaSoriso vizitorebs miekuTvnebian:
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38
turistebi (RamisTeviT vizitorebi): vizitorebi, romlebic erTi RamiT
mainc rCebian am qveyanaSi kerZo an saerTo sacxovrebelSi;
erTi dRis vizitori - vizitori, romelic Rames ar aTevs am qveynis
kerZo an saerTo sacxovrebelSi.
vizitis miznis klasifikacia CamomsvlelTa, gamvlelTa da adgilobrivi
turizmisaTvis:
1. gajansaReba, ardadegebi, Tavisufali drois gatareba
2. megobrebisa da naTesavebis monaxuleba
3. profesiuli da saqmiani miznebi
4. mkurnaloba
5. religiuri/piligrimoba
6. sxva
„turizmis saqmianobebi“-ganimarteba, rogorc adamianis saqmianoba,
romelic gulisxmobs dasvenebis, samuSaos an raime sxva mizniT misi Cveuli
(sacxovrebeli) adgilisagan gansxvavebul garemoSi gamgzavrebas,
gadabmulad araumetes erTi wlis vadiT da misi vizitis mizans ar
warmoadgens am qveyanaSi anazRaurebadi saqmianobis ganxorcieleba. termini
„pirovnebis saqmianoba” aq gamoiyeneba pirdapiri mniSvnelobiT da ara
rogorc adamianis sawarmoo ekonomikuri saqmianoba. imdenad, ramdenadac es
saqmianoba Zlier mravalferovania, turizmis gavlena SeiZleba mravalmxriv
iyos Seswavlili. magaliTad misi gavlena dasaqmebaze, garemoze, ekonomikur
saqmianobaze da a.S. turizmis moTxovna ar aris mxolod vizitorTa
mixmareba, is aseve unda Seicavdes im erTeulebs, romelTa gareSec
turizmis ganviTareba SeuZlebeli iqneboda:
ZiriTadi infrastruqturis arseboba (transporti, TavSesafari da a.S);
saxelmwifos mier Sesrulebuli roli, romelic gamoixateba
sxadasxva doneze turizmis xelSewyobis mizniT gatarebul
maregulirebel RonisZiebebSi.
turizms dReisaTvis mTels msoflioSi gansakuTrebuli mniSvneloba
eniWeba, vinaidan es ara mxolod pirdapiri gagebiT iZleva mniSvnelovan
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39
Semosavals qveynisaTvis, aramed, imavdroulad, damatebiT kidev araerT
dadebiT Sedegs ganapirobebs, maT Soris infrastruqturul ganviTarebas,
turizmis uzrunvelyofasTan dakavSirebuli biznesis sxvadasxva sferoebis
ganviTarebas da Sesabamisad mosaxleobis dasaqmebis zrdas, qveynisaTvis
damaxasiaTebeli da misi warmoCenisaTvis sasargeblo adgilobrivi
kulturul-istoriuli tradiciebisa da saxalxo rewvis SenarCunebasa da
ganviTarebas, araformaluri da formaluri kavSirebis Camoyalibebas sxva
qveynebis warmomadgenlebTan, rac Tavis mxriv qveyanaSi investiciebis
mozidvas aZlierebs, qveynis imijis gaumjobesebas saerTaSoriso arenaze da
megobruli, keTilganwyobili mxardamWerebis ricxvis progresul matebas
da a.S (kobalaZe, 2012).
garda amisa, turizmi aseve did rols asrulebs sxvadasxva
aRmsareblobisa da kulturebis adamianebis urTierTobaTa gaRrmavebaSi.
turizmi mimarTulia msoflios xalxTa urTierTgagebisa da mSvidobis
dasamyareblad. turizmi erT - erTi yvelaze didi da swrafad mzardi
industriaa msoflios masStabiT. 2012 wels, turizmis wilma msoflio
mTlian Sida produqtSi 9% Seadgina, rac 6 trilion dolars aRemateba.
mosalodnelia, rom turizmis industriis zrda gagrZeldeba saSualod
4%-iani wliuri zrdis tempiT da uaxloes momavalSi mTliani Sida
produqtis 10%-s, anu daaxloebiT 9 miliard dolars gautoldeba (UNWTO
Tourism Highlights, 2013). aRniSnul seqtorSi 260 milionze meti adamiani
muSaobs, rac msoflio masStabiT dasaqmebis 8.7%-s Seadgens (World Travel
Tourism Council, 2013) mosalodnelia, rom 2022 wlisTvis aRniSnul seqtorSi
Seqmnili samuSao adgilebis raodenoba 328 milionamde gaizrdeba da is
mTliani samuSao adgilebis 10%-s Seadgens.
me-2 cxrilSi mocemulia msoflio turizmis organizaciis mier
gamoqveynebuli monacemebi saerTaSoriso turistebis mier msoflios aTi
yvelaze monaxulebadi qveyanis Sesaxeb. cxrilidan Cans, rom aTeulSi
Semavali qveynebis umravlesoba evropuli saxelmwifoebia. 2000-iani wlebis
bolos msoflio finansurma krizisma turizmze sagrZnoblad (uaryofiTad)
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40
imoqmeda. dacema daiwyo 2008 wlis ivnisSi da amave wels saerTaSoriso
turistuli Casvlebis ricxvma 2%-iT iklo. negatiuri tendencia kidev ufro
intensiuri gaxda 2009 wels, radgan bevr qveyanaSi ifeTqaHH1N1 virusma,
rasac saerTaSoriso vizitiorTa raodenobis 4%-iani kleba mohyva da
aRniSnulma zaralma daaxloebiT 880 milioni Seadgina, Sesabamisad,
miRebuli Semosavlebi 6%-iT Semcirda.
qveynebis, anu msoflios yvelaze popularuli turistuli centrebis,
rigiTobis dadgena SesaZlebelia turistTa DSemosvlebis raodenobiT da
maTgan miRebuli SemosavlebiT. orive monacemebis mixedviT, msoflioSi
liderobs safrangeTi, aSS da espaneTi. amave dros aSS-s ukavia pirveli
adgili Semosavlebis, magram me-2 adgili Semosvlebis raodenobis mixedviT,
safrangeTi ki kvlavac lideria turistTa Semosvlebis mixedviT, Tumca
mesame pozicias ikavebs Semosavlebis mxriv. cxrilidan garkveviT Cans, rom
2013 wels vizitorebis raodenoba 3.5%-iT Semcirda CineTSi, igive SeiZleba
iTqvas did britaneTzec, sadac saerTaSoriso vizitorebis ricxvi 0.1%-iT
Semcirda gasul welTan SedarebiT (ix. cxrili 2).
cxrili 2
saerTaSoriso mogzaurebis mier yvelaze monaxulebadi qveynebis aTeuli
qveyana regionaluri
bazari
2013
mil
2012 2012 wlis
cvlileba
2013-Tan
SedarebiT
2011 wlis
cvlileba
2012 Tan
SedarebiT
1 safrangeTi evropa - 83.0 - 1.8
2 aSS Crd. aSS 69,8 66.7 4.7 6.3
3 espaneTi evropa 60.7 57.5 5.6 2.3
4 CineTi azia 55.7 57.7 3.5 0.3
5 italia evropa 47.7 46.4 2.9 0.5
6 TurqeTi evropa 37.8 35.7 5.9 3.0
7 germania evropa 31.5 30.4 3.7 7.3
8 didi britaneTi evropa 31.2 29.3 29.3 0.1
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41
9 ruseTi evropa 28.4 25.7 10.2 13.5
19 tailandi azia 26.5 22.4 18.8 16.2
wyaro UNWTO Tourim Highlighlt 2012-13 Editon
wina wlebTan SedarebiT, 2012-13 wlebSi mowinave turistuli centrebis
rigiToba TiTqmis ucvleli iyo. erTaderTi cvlileba Semosavlebis
mixedviT iyo is, rom 2011 wels me-6 poziciaze myofi germaniis adgili (38.8)
tailandma daikava da amjerad germaniam me-5 poziciaze gadainacvla. garda
amisa, 2009 wlidan Semosavlebis mxriv CineTi me-4 poziciaze gadadis da
igiDdRemde inarCunebs am mdgomareobas da kvlavac agrZelebs 13-%-ian
wliur zrdas, romelic lider qveynad rCeba aziasa da wynari okeanis
regionSi (metreveli, 2011).
cxrili 3.
Semosavlebi saerTaSoriso turizmidan
qveyana regionaluri
bazari
2013 w.
(mlrd
dolari)
2012w. 2012/2013
cvlileba
(%)
2011/2012
cvlileba
(%)
1 aSS Crd. aSS 139.6 126.2 10.6 9.2
2 espaneTi evropa 60.4 56.3 7.4 6.3
3 safrangeTi evropa 56.1 53.6 4.8 2.2
4 CineTi azia 51.7 50.0 3.3 3.2
5 italia evropa 43.9 41.2 6.6 4.2
6 tailandi azia 42.1 33.8 24.4 24.4
7 germania evropa 41.2 38.1 8.1 1.9
8 didi
britaneTi
evropa 40.6 36.2 12.1 3.3
9 avstralia okeaneTi 30.9 31.7 2.8 4.5
10 TurqeTi evropa 27.9 25.3 6.8 2.4
wyaro UNWTO, Tourism Highlights/ 2013 Edition
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42
2011 weli turizmis industriisaTvis erT-erTi yvelaze rTuli
periodi iyo. msoflio mogzaurobisa da turizmis sabWos (World Travel and
Tourism Council) kvlevebis Tanaxmad, miuxedavad ekonomikuri Tu politikuri
arastabilurobisa da bunebrivi kataklizmebisa, turizmis wili mTlian
Sida produqtSi 3%-iT gaizarda da 2 trilioni dolari Seadgina
(metreveli, 2011), Sedegad Seiqmna 1.2 milioni axali samuSao adgili,
amasTan, vizitorebis eqsporti 3%-iT, 1.2 trilion dolaramde gaizarda.
analogiuri zrdis tempi dafiqsirda investiciebis kuTxiT da 0.7 trilioni
dolari Seadgina. arastabiluri makroekonomikuri garemos miuxedavad,
kvlevebi aCvenebs, rom msoflio turizmis wili mTlian Sida produqtSi
zrdas momavalSic ganagrZobs, moimatebs agreTve samuSao adgilebis
raodenobac. kvlevebis Tanaxmad, aRniSnuli zrda ara mxolod did
ganviTarebad qveynebSi (brazilia, ruseTi, indoeTi, CineTi) dafiqsirdeba,
aramed mTels Crdilo afrikasa da laTinur amerikaSi. saerTaSoriso
vaWrobis zrda, gansakuTrebiT ganviTarebadi qveynebis bazrebze, biznes
mogzaurobaze moTxovnis zrdas gamoiwvevs. amave kvlevebze dayrdnobiT,
turizmis pirdapiri kontribuciis zrda mTlian Sida produqtSi 2012 wels
stabilurad 3% iqneba. garda amisa, wlis ganmavlobaSi seqtori daaxloebiT
2 milion axal samuSao adgils Seqmnis, vizitorebis eqsporti 2%-iT, xolo
investiciebi 3.5%-iT gaizrdeba.
saqarTvelos xelisufleba aqtiurad cdilobs xeli Seuwyos
turizmis seqtoris ganviTarebas. statistikuri monacemebis mixedviT, 2013
wels Cveni qveynis turizmis seqtoris mdgomareoba mzardia da
saqarTveloSi saerTaSoriso Semosvlebis raodenoba 22%-iT gaizarda da
xuT milions gadaaWarba. msoflio turizmis organizacias turizmis
seqtorSi zrdis tempi SeumCneveli ar darCenia da organizaciis angariSis
(UNWTO World Tourism Barometer, 2013) Tanaxmad, saqarTveloSi saerTaSoriso
Semosvlebis zrda evropis yvelaze maRal procentian matebad Seafasa.
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saqarTvelos turistuli imijis formirebis ZiriTadi
komponentebi
$ 2.1. saqarTvelos turistuli imijis formirebis ZiriTadi
faqtorebi
pozitiuri turistuli imijis formireba mravali wamyvani
saxelmwifos politikurი prioritetia. cnobilia, rom turistuli
industria ekonomikis erT-erT umsxviles, maRalSemosavlian da uaRresad
dinamiur sferos warmoadgens, romelic did gavlenas axdens qveynis
ekonomikur ganviTarebaze. rac Seexeba saqarTvelos, turizmi ekonomikis
aRorZinebis erT-erT ZiriTad mimarTulebadaa miCneuli. aRniSnuli
seqtoris ganviTarebas ama Tu im saxelmwifoSi didwilad ganapirobebs misi
Sida stabiluroba, usafrTxo garemo da ekonomikuri ganviTarebis
Sesabamisi done. turizmis industrias SeuZlia xeli Seuwyos saqarTvelos
stabilurobasa da usafrTxoebas, samuSao adgilebis Seqmnis, Semosavlebis
zrdis, ekonomikis diversifikaciis, garemos dacvisa da kulturaTa
daaxloebis gziT.
turistuli imijis formireba da misi cvlileba mniSvnelovnadaa
damokidebulia saxelmwifo imijis cvlilebaze. usafrTxo da mimzidveli
saxelmwifo imiji izidavs met turists qveyanaSi. dRevandel msoflioSi,
romelSic mravlad aris sxvadasxva saxis bunebrivi Tu adamianis mier
gamowveuli safrTxeebi, dRevandeli turisti bevrad ufro
gaTviTcnobierebuli da informirebulia maT Sesaxeb da Sesabamisad,
gamgzavrebis win arCevans misTvis usafrTxo da mimzidveli imijis mqone
qveyanaze akeTebs.
SeiZleba iTqvas, rom saqarTvelos turistuli imiji formirdeba sami
ZiriTadi komponentisagan:
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- ucxour oficialur veb-saitebze mocemuli informaciebi
saqarTveloSi arsebuli viTarebis Sesaxeb;
- saqarTveloSi namyofi ucxoelebis mier TavianTi STabeWdilebebis
gadmocema socialur qselebSi;
- saqarTvelos saxelmwifos mier ganxorcielebuli sareklamo kampania
qveyanaSi ucxoeli turistebis mosazidad.
ucxour oficialur veb-saitebze ZiriTadad mocemulia
gamafrTxilebeli xasiaTis informaciebi qveyanaSi arsebuli viTarebis
Sesaxeb usafrTxoebis kuTxiT, CamoTvlilia is faqtorebi, romlebmac
saqarTveloSi Camosul ucxoel vizitorebs SesaZloa problemebi Seuqmnas.
cxadia, rac ufro naklebia aseTi saxis informaciebi, miT ufro mimzidveli
da pozitiuria qveyana turistebisaTvis mogzaurobis TvalsazrisiT.
saqarTveloSi namyofi turistebi qveynis turistuli imijis
formirebis erT-erTi mniSvnelovani wyaroa. qveyanaSi turistebis nakadis
zrdasTan erTad aRniSnuli komponentis mniSvneloba qveynis turistuli
imijis formirebis sakiTxSi sul ufro da ufro izrdeba.
saqarTveloSi namyofi turistebi TavianT STabeWdilebebze saubroben
nacnob-megobrebTan da rac mTavaria, socialur qselebSi Riad ganixilaven
konkretul qveyanaSi miRebul STabeWdilebebs, maTi STabeWdilebebi Seicavs
rogorc pozitiur, ise negatiur informacias qveynis Sesaxeb. faqtobrivad,
esaa praqtikuli Semowmeba im informaciisa, rasac oficialuri uwyebebi
avrceleben qveynis Sesaxeb, isini aRniSnul informacias avseben,
adastureben an uaryofen TavianTi monaTxrobiT.
aRsaniSnavia, rom Tu oficialur veb-gverdebze ganTavsebuli
informaciebi Znelad icvleba, qveyanaSi Camosul turistTa STabeWdilebebi
bevrad ufro dinamiuria. am gziT rogorc pozitiuri, ise negatiuri
informacia ufro advilad vrceldeba qveynis farglebs gareT da aRwevs
saqarTveloSi Camosvlis msurvelebamde.
naSromze muSaobisas Seviswavle 1995 - 2001 wlebSi dasavlur presaSi
rigi gamocemebSi gamoqveynebuli (Le monde, Le Temps, The Times, The Washigton
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Post, le Monde Diplomatique), 50 statia, romelTa analizis safuZvelze
warmoCnda, rom am periodis saqarTvelos imiji mravali negatiuri StrixiT
xasiaTdeboda. mainc rogori iyo saqarTvelos saxelmwifoebrivi imiji,
rogori gaxldaT is saerTaSoriso informaciuli nakadi, romelSic Cveni
qveynis cxovreba aisaxeboda? saqarTvelo warmodgenili iyo, rogorc
ganviTarebis gzaze myofi, postsabWoTa saxelmwifo, saidanac ZiriTadad
negatiuri Sinaarsis mqone sainformacio signalebi modioda: dakarguli
teritoriebi, samxedro gadatrialeba, samoqalaqo omi, eTnikuri
konfliqtebi, omi afxazeTsa da cxinvalis regionSi, politikuri
arastabiluroba, gayinuli ekonomika, socialurad SeWirvebuli
mosaxleobis raodenobis zrda, migraciis didi intensivoba, evropis
qveynebSi aralegalurad mcxovrebi qarTvelebi, romlebic xSirad
kriminalTan asocirdebodnen sakuTari qveynis cud „imijmeikerebadac“
gvevlinebodnen. yovelive zemoaRniSnuli saqarTvelos sakmaod uaryofiT
imijs uqmnida msoflios TvalSi. am movlenebma mniSvnelovnad daaziana da
Seaferxa saqarTvelos pozitiuri turistuli imijis formireba. am
periodiT daTariRebuli moZiebuli masalebisa da statiebis saTaurebidan
cxadi xdeba, Tu ra informaciuli foni gasdevda qveyanaSi ganviTarebul
movlenebs da rogori Sefaseba eZleoda maT ucxoeli Jurnalistebis,
eqspertebisa da sxvadasxva sferos warmomadgenlebis mier. “TbilisSi
mokluli iqna opoziciis lideri”, “saberZneTis saelCos ataSe TbilisSi
Cacxriles,” (Nougayrede 1998, p.3), ”saqarTvelo erovnuli umciresobebis
pirispir”, (Cheterian, 1998, p.5), swored msgavsi Sinaarsis statiebi ibeWdeboda
saqarTvelos Sesaxeb im droindel dasavlur presaSi.
saqarTvelo mudmivad imyofeboda saerTaSoriso sazogadoebis
yuradRebis centrSi afxazeTis, cxinvalis regionis, kodorisa da pankisis
xeobaSi arsebuli problemebiT. sabWoTa kavSiris daSlis Semdeg,
saqarTvelo Camoyalibebas iwyebs, rogorc damoukidebeli suverenuli
saxelmwifo, Tumca es procesi sakmaod rTulad da mtkivneulad
mimdinareobda. garda obieqturi mizezebisa, adgili hqonda ruseTis mier
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inspirirebul movlenebs, romlebic mimarTuli iyo saqarTvelos
saxelmwifoebriobisa da teritoriuli mTlianobis winaaRmdeg, rac
gamoixata afxazeTisa da e.w samxreT oseTis teritoriebze separatizmis
xelSewyobiT. yovelive zemoaRniSnulma movlenebma mniSvnelovnad daaziana
da Seaferxa saqarTvelos pozitiuri imijis Camoyalibeba.
1990-iani wlebidan dawyebuli, ucxoeTis wamyvani saxelmwifoebis
sagareo saqmeTa saministroebis saitebze ganTavsebuli informaciebi
saqarTveloSi arsebuli usafrTxoebis mdgomareobis Sesaxeb wlebis
ganmavlobaSi Sinaarsobrivad TiTqmis identuri iyo: „qveyana, sadac
Tavisufali gadaadgileba, seirnoba, samkaulebis gakeTeba saSiSia“ da
sakuTar moqalaqeebs urCevdnen, yoveli SemTxvevisaTvis, vizitisagan Tavi
SeekavebiaT. isini aseT rCevas ucxoelebis mimarT Cadenili kriminaluri
SemTxvevebiT xsnidnen.
amgvari rekomendaciebi oficialur veb-gverdebze wlebis ganmavlobaSi
ucvlelad iyo warmoadgenili da im periodSi qveynis xelisuflebaSi myof
pirebs bevri arafris gakeTeba ar ucdiaT viTarebis Sesacvlelad,
miuxedavad imisa, rom gadaidga pirveli nabijebi turizmis
gansaviTareblad.
2003 wels xelisuflebis Secvlis Semdegad, saqarTvelo uwindeburad
turistebisTvis “saSiS qveyanad” rCeboda da amis Sesaxeb informaciis
miReba nebismier ucxoels SeeZlo, sakuTari qveynis sagareo saqmeTa
saministros saitidan. rac Seexeba aRniSnul saitebze ganTavsebul
informaciebTan dakavSirebiT sagareo uwyebebis pozicias, isini
acxadebdnen, rom es iyo maTi mimarTva sakuTari moqalaqeebis mimarT,
romelic mas Semdeg gaCnda, rac saqarTveloSi ucxoelebze namdvili
„nadiroba“ daiwyo.
2005 wels safrangeTis sagareo saqmeTa saministros veb-gverdze daido
yvelaze saSiSi da turistebisaTvis „akrZaluli qveynebis sia“, romelSic
avRaneTTan, iranTan da ekvadorTan erTad saqarTveloc Sedioda, Tumca
“saSiSi qveynebis” CamonaTvalidan saqarTvelo 2006 wels iqna amoRebuli.
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warmatebuli imijis formirebis aucilebloba saqarTvelos winaSe
gansakuTrebiT maSin warmoiSva, rodesac dRis wesrigSi dadga evropul da
Crdilo-atlantikur struqturebSi integraciis sakiTxi. am organizaciebTan
mWidro TanamSromlobis gansaxorcieleblad mocemuli qveynebi im
moTxovnebs unda akmayofilebdnen, romlebsac es organizaciebi upirobod
uyeneben maTi wevrobis msurvel qveynebs.
2000-iani wlebidan, saqarTveloSi miRweuli stabilizaciis, kerZo
sakuTrebis legalizaciis, saerTaSoriso kavSirebis SesamCnevi gaZlierebis
da saqarTvelos ramdenime msxvil proeqtSi CarTvis Semdeg, saqarTvelos
mimarT saerTaSoriso sazogadoebis interesi mniSvnelovnad gaizarda.
2003 wels saqarTvelo kvlav moeqca saerTaSoriso sazogadoebis
yuradRebis centrSi, xolo saakaSvilis xelisuflebam turizmi qveynis
saxelmwifo politikis prioritetad gamoac
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