1

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

2

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

3

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

4

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

5

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

6

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.

7

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;

8

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:

9

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,

10

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

11

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

12

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

13

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:

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

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

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

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.

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.

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

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,

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.

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

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

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)

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-

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.

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.

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-

29

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

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.

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

32

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

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

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.

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

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,

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:

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

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)

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

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

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.

43

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:

44

- 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