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Some issues of marketing activity in the tourism and hospitality
No full text1. Government of Georgia. Basic data and directions of the country for the years 2022-2025, Tbilisi 2021, p.101
2. The National Bank of Georgia (NBG). 16 NOVEMBER, 2021. INCOME FROM FOREIGN TRAVEL IN OCTOBER 2021. https://nbg.gov.ge/en/media/news/expenditures-of-foreign-visitors-to-georgia-for-themonth-of-october
3. Ministry of finance of Georgia (2022). Minister of Finance Lasha Khutsishvili: In 2022, the forecast rate of real economic growth has increased to 8.5%. https://www.mof.ge/News/10216
4. Icek Ajzen (2008). Consumer attitudes and behavior. University of Massachusetts Amherst. https://www.researchgate.net/publication/264000611
5. Kotler, P., & Keller, K. (2015). Marketing management. 14th edition. Translation from English, Edited by Todua N., TSU Publishing House, Tbilisi, pp. 471
6. Todua, N. (2019). Using Social Media Marketing For Attracting Foreign Tourists To Georgian Destinations. Globalization And Business, #7, June 2019, pp. 39-48. (In Georgian). https://doi.org/10.35945/gb.2019.07.005/
https://www.researchgate.net/publication/348373678_USING_SOCIAL_MEDIA_MARKETING_FOR_ATT RACTING_FOREIGN_TOURISTS_TO_GEORGIAN_DESTINATIONS
7. The World Bank (2020). Impacts of Climate Change on Georgia's Coastal Zone, November 2020, Vulnerability
Assessment and Adaptation Options, p.13
https://openknowledge.worldbank.org/handle/10986/34886
8. Seturi, Maia., Urotadze, Ekaterine. (2020). Some Opinions About Sustainable Development and Tourism (Case of Georgia). In Proceedings of conference: Strategic Imperatives of Modern Management. At: Kyiv National Economic University named after Vadym Hetman. April 2020; pp.286-289
https://dspace.tsu.ge/xmlui/bitstream/handle/123456789/637/Some%20opinions%20about%20sustainable%20development%20and%20tourism%20%28case%20of%20Georgia%29.pdf?sequence=1&isAllowed=y
9. Seturi, Maia. (2019). Factors Determining the Tourists’ Satisfaction:Georgian Case. Proceedings of The 14th IAC 2019, 2019 - books.google.com .The 14th Multidisciplinary Academic Conference (14th IAC) in Prague; pp.95-104
https://www.researchgate.net/publication/332846927_Factors_Determining_the_Tourists'_Satisfaction Georgian_Case
https://books.google.ge/books?hl=en&lr=&id=vu2SDwAAQBAJ&oi=fnd&pg=PA95&dq=info:sn_0ukqr4jkJ:scholar.google.com&ots=h-5QJTXgJS&sig=GrRt3d0Ka5CPDeUANYAA4OyXCMM&redir_esc=y#v=onepage&q&f=false
10. Victor T.C. Middleton, Alan Fyall, Mike Morgan. Marketing in Travel and Tourism. Elsevier, ButterworthHeinemann, Oxford, UK, Fourth Edition, 2009, pp.9-11
11. Philip Kotler, John T. Bowen, James C. Makens, Seyhmus Baloglu. Marketing for Hospitality and Tourism. 7th Edition, Pearson Publisher, 2016, pp. 262-269
12. Global Codex of Ethics for Tourism. United Nations World Tourism Organization. Approved by resolution A/RES/406(XIII), World Tourism Organization at the 13th session of the General Assembly (Santiago, Chile, 1 October 1999). The document was adapted into Georgian by Metreveli, M.
13. Kordzaia, I.(2016). Features of functioning of social and economic mechanisms of the international tourist market in Georgia. Doctoral dissertation. Batumi. https://www.bsu.edu.ge/text_files/ge_file_6017_1.pdf, pp. 21-28The article discusses some of the issues of marketing in the tourism and hospitality business in the post-coronavirus period. The author's discussion refers to: the need to promote the importance of targeted marketing, special attention to changes in environmental factors, active participation of the state in training qualified employees. The author of this article believes that in the post-covid period, the Georgian tourism and hospitality business operates under conditions of increased demand for their services. It is an important issue to improve the awareness of the local population about the positive impact of tourism development in raising their employment and living standards. This will help the country to deal with social problems and will be beneficial not only for the people involved in the mentioned business, but also for the whole society, which suffered material and moral damage during the coronavirus pandemic. Thus, the present article discusses this problematic issue and provides the author's recommendations
Sustainable development of tourism and attractive factors of tourist destinations (example of Georgia)
Get PDF1. Seturi, Maia. (2019). Factors Determining the Tourists’ Satisfaction:Georgian Case. Proceedings of The 14th IAC 2019, 2019 - books.google.com .The 14th Multidisciplinary Academic Conference (14th IAC) in Prague; pp.95-104
https://www.researchgate.net/publication/332846927_Factors_Determining_the_Tourists'_SatisfactionGeorgian_Case
2. Todua, Nugzar. (2017). The Role of Social Media Marketing in Tourism. Conference: 6th International Scientific-Practical Conference „Tourism: Economics and Business“At: Batumi, Georgia, June 2017, pp.1-6
https://www.researchgate.net/publication/317728667_The_Role_of_Social_Media_Marketing_in_Tourism
3. Seturi, Maia. (2018). Some Aspects of Using Marketing Stimulation for Attracting Tourists.
III International Scientific Conference: Challenges of Globalization in Economics and Business. At: Ivane Javakhishvili Tbilisi State University. Faculty of Economics and Business. 2018, pp.338-341
https://www.researchgate.net/publication/351049139_Some_Aspects_of_Using_Marketing_Stimulation_for_Attracting_Tourists
4. Jashi, Charita. (2018). Environmentally Responsible Behavior for Achiving Tourism Sustainable development
https://www.researchgate.net/publication/328556569_Environmentally_Responsible_Behavior_for_Achiving_Tourism_Sustainable_development
5. Gagnidze, Ineza. (2014). The Role of International Educational Programs for Sustainable Development. Conference: “SYSTEMS THINKING FOR A SUSTAINABLE ECONOMY. Advancements in Economic and Managerial Theory and Practice”, Volume 2.
https://www.researchgate.net/profile/Ineza-Gagnidze/publication/269464188_The_Role_of_International_Educational_Programs_for_Sustainable_Development/links/548c679f0cf2d1800d7dc21e/The-Role-of-International-Educational-Programs-for-Sustainable-Development.pdf
6. Mghebrishvili, Babulia; Mghebrishvili, Ana. (2020). Care about environment protection in the conditions of effectiveness of sustainable development conception (Example of Georgia). V International Scientific and Practical Conference: STRATEGIC IMPERATIVES OF MODERN MANAGEMENT, Kyiv, pp 253-258. https://ir.kneu.edu.ua/bitstream/handle/2010/33638/simm_20_253-258.pdf?sequence=1&isAllowed=y
https://www.researchgate.net/publication/343050217_CARE_ABOUT_ENVIRONMENT_PROTECTION_IN_THE_CONDITIONS_OF_EFFECTIVENESS_OF_SUSTAINABLE_DEVELOPMENT_CONCEPTION_Example_of_Georgia
7. Seturi, Maia., Urotadze, Ekaterine. (2020). Some Opinions About Sustainable Development and Tourism (Case of Georgia). In Proceedings of conference: Strategic Imperatives of Modern Management. At: Kyiv National Economic University named after Vadym Hetman. April 2020; pp.286-289
https://www.researchgate.net/publication/341279461_SOME_OPINIONS_ABOUT_SUSTAINABLE_DEVELOPMENT_AND_TOURISM_CASE_OF_GEORGIA
8. World Heritage Sites.Georgian National Commission for UNESCO.https://unesco.ge/?page_id=540
9. Victor T.C. Middleton, Alan Fyall, Mike Morgan. Marketing in Travel and Tourism. Elsevier, Butterworth-Heinemann, Oxford, UK, Fourth Edition, 2009, pp.9-11
10. National Park. Ministry of Environment Protection and Agriculture of Georgia. Agency of Protected Areas. https://apa.gov.ge/ge/protected-areas/national-park
11. Tourist zone will be arranged on Enguri Dam, July 20, 2017, Media Resource.
https://reginfo.ge/economic/item/1617-enguris-bidroeleqtrosadguris-kashxalze-turistuli-zona-moexyboba
12. Shekvetili Dendrological Park ready to receive visitors. Agenda.ge, 15 Jul 2020. Tbilisi,Georgia
https://agenda.ge/en/news/2020/2253
13. Todua, Nugzar (2019). Using Social Media Marketing For Attracting Foreign Tourists To Georgian Destinations. Globalization And Business, #7, June 2019, pp. 39-48. (In Georgian). https://doi.org/10.35945/gb.2019.07.005/
https://www.researchgate.net/publication/348373678_USING_SOCIAL_MEDIA_MARKETING_FOR_ATTRACTING_FOREIGN_TOURISTS_TO_GEORGIAN_DESTINATIONS
14. Tbilisi Municipality City Hall. Tourism. https://tbilisi.gov.ge/page/13?lang=ge
15. Philip Kotler, John T. Bowen, James C. Makens, Seyhmus Baloglu. Marketing for Hospitality and Tourism. 7-th Edition, Pearson Publisher, 2016, pp. 262-269
16. Lekashvili Eka, Tbilisi as the Agent of the Tourism Market. Ivane Javakhishvili Tbilisi State University, 2015
http://ejournals.atsu.ge/BLSS2015/eJournal/Alphabet/4314.html
17. Seturi, M. (2016). Some Aspects of Successful Brand (at Tbilisi consumer’s market), August 2016. Business Systems Laboratory 4th International Symposium. “Governing Business Systems. Theories and Challenges for Systems. Thinking in Practice”. At: Vilnius, Lithuania, 9788890824234; pp. 214-218.
https://www.researchgate.net/publication/325710282_Some_Aspects_of_Successful_Brand_at_Tbilisi_consumer's_market
18. Daria Minashkina, Ari Happonen (2019). Experience report: foreigner's point of view on the Luumäki Independence Road sightseeing locations. DOI: 10.13140/RG.2.2.14318.23365/1. May 2019. LUT Scientific and Expertise Publications; pp.5-42
https://www.researchgate.net/publication/333199304_Experience_report_foreigner%27s_point_of_view_on_the_Luumaki_Independence_Road_sightseeing_locationsMany factors contribute to the promotion and success of tourist destinations. An important issue among them is the positioning of the tourist destination. Each tourist destination should conduct an analysis to help it better identify its benefits. The natural environment factors, the services offered, the sights and many other things leave an impression on the tourists and have a great impact on their satisfaction. Moreover, tourists who are satisfied with the trip return to places of interest to them. Satisfied travelers leave their positive reviews, which affects the growth of the tourist flow. In order to maintain the attractiveness of the tourist destination, it is necessary to ensure the sustainable development of tourism. Which will have a positive impact on the economy, the environment and society. The present article examines this issue and gives the author's recommendations
A new definition of personal sales and Christian teaching
Get PDFლიტერატურა:
1. Charles M. Futrell (2011). Fundamentals of Selling Customers for Life Through Service , Twelfth Edition, Published by McGraw-Hill/Irwin, Texas A & M University, ISBN 978-0-07-352999-8, pp. 5-17
2. ათი მცნება. http://www.orthodoxy.ge/sakhli/10mtsneba.htm
3. ახალი აღთქმა. მარკოზის სახარება, თავი 12
4. მაჭარაშვილი თ., თუ მოყვასი არ გიყვარს, 25.12.2008, მართლმადიდებლური ჟურნალი „კარიბჭე“. http://karibche.ambebi.ge/tsminda-tserili/3709-thu-moyvasi-ar-giyvars.html
5. Seturi, Maia. 2019. Determining aspects of customers attitude towards sales personnel.
https://dspace.tsu.ge/bitstream/handle/123456789/702/Determining%20aspects%20of%20customers%20attitude%20towards%20sales%20personnel.pdf?sequence=1&isAllowed=y. გვ. 62-64
6. წმინდა ნინოს ტაძრის წინამძღვარი მღვდელი რაჟდენი (თანდილაშვილი). „რაც მეტ ტყუილს ამბობ, უფრო ეფლობი სიცრუის ჭაობში და უფრო მეტად ხდები მასზე დამოკიდებული“,
12.08.2005. მართლმადიდებლური ჟურნალი „კარიბჭე“. http://karibche.ambebi.ge/qristianulickhovreba/interviu-modzghvarthan/437-ar-icruo.html
7. ახალი აღთქმა, მათეს სახარება, თავი 7
8. ილია II. 05. 12. 2013. საქართველოს კათოლიკოს-პატრიარქმა, ილია II -მ საკვირაო ქადაგებაზე ქართველ ერს მოუწოდა, განსაკუთრებული ყურადღება შრომას მიაქციონ. მედია ჰოლდინგი „რეპორტიორი“. https://reportiori.ge/old/?menuid=7&id=9904
9. ბაბულია მღებრიშვილი (2020). მომგებიანად მუშაობისა და სიმდიდრის მართლმადიდებლური ფილოსოფია. V საერთაშორისო სამეცნიერო კონფერენცია ,,გლობალიზაციის გამოწვევები ეკონომიკასა და ბიზნესში’’, ივანე ჯავახიშვილის სახელობის თბილისის სახელმწიფო უნივერსიტეტის გამომცემლობა, 2020.
https://www.researchgate.net/publication/345815798_ORTHODOX_CHRISTIAN_PHILOSOPHY_OF_PROFITABLE_WORK_AND_WEALTH, გვ.296-301
10. ინეზა გაგნიძე (2020). ეკონომიკის, როგორც მთლიანი სისტემის ფუნქციონირების აღმწერი პრინციპები და მართლმადიდებლური სწავლება. V საერთაშორისო სამეცნიერო კონფერენცია ,,გლობალიზაციის გამოწვევები ეკონომიკასა და ბიზნესში’’, ივანე ჯავახიშვილის სახელობის თბილისის სახელმწიფო უნივერსიტეტის გამომცემლობა, 2020
https://www.researchgate.net/publication/345830360_ekonomikis_rogorts_mtliani_sistemis_punktsionirebis_aghmtseri_printsipebi_da_martlmadidebluri_stsavleba_The_Principles_Describing_how_the_Economy_as_a_Whole_System_Works_and_Orthodox_Teaching. გვ.100-106
11. ახალი აღთქმა, მათეს სახარება, თავი 5The article discusses the new definition of personal sales and the key approaches associated with it. In this article, the author discusses some of the most important aspects of Christian teaching. The article includes a number of similar approaches that are important in the Christian Orthodox teaching and are also taken into account in the “golden rule” of sales. According to the author of the article, if a person employed in the field of sales is a person of ethical behavior and shares Christian views in life, he can achieve greater results and long-term success in his professional activities
Some views about prospects of Georgian tea brands
Get PDF1. Agriculture’s Scientific-Research Center. Tea grown-fledged plantations Rehabilitation technology and cultivation of new plantations. (2015). http://srca.gov.ge/files/%E1%83%A9%E1%83%90%E1%83%98.pdf
2. Agriculture Project Management Agency. Georgian tea rehabilitation program. (2015). http://apma.ge/newsletter/news/view/43/
3. Armstrong G., Kotler P. Basics of marketing, 7th ed. ISBN 0131424106. Authorized translation from the English-language.The Georgian edition was published by Georgian Marketing Association. 2006, pp. 493-495
4. News agency „Sputnik“. Georgian tea: history and reality. Interview with Tea Producers Association President Svanidze T. https://sputnik-georgia.com/economy/20171203/238408019/qarTuli-Cai-istoria-da-realoba.html
5. Seturi Maia (2017). Brand Awareness and Success In The Market, Economy & Business, Journal of International Scientific Publications, ISSN1314-7242, Volume 11, 2017. Available from: https://www.researchgate.net/publication/325675041_Brand_Awareness_And_Success_In_The_Mar ket. pp. 424-432.
6. Seturi Maia, Urotadze Ekaterine. (2018). About the importance of brand as a system. Book: Cybernetics and Systems. DOI: 10.4324/9780429486982-15. Available from: https://www.researchgate.net/publication/331746374_About_the_importance_of_brand_as_a_syste m. pp. 1-5
7. Seturi, M., Todua, T., (2019). ANALYSIS OF THE GEORGIAN TEA BRANDS. European Cooperation, 4(44), 7-14. https://doi.org/10.32070/ec.v4i44.59, pp. 7-14. Vol 4 No 44 (2019): European Cooperation. https://european-cooperation.eu/index.php/EC/article/view/59/42
8. Seturi M. (2019). The Role of Branding for Success in the Georgian Tea Market. DOI: 10.5281/zenodo.3455675. World Academy of Science, Engineering and Technology. International Journal of Economics and Management Engineering Vol:13, No:8, 2019. pp. 1127-1130. Available from: https://www.researchgate.net/publication/336318938_The_Role_of_Branding_for_Success_in_the_ Georgian_Tea_Market.
9. Todua N., Mghebrishvili B., (2018). Legal Fundamentals of Food Safety Provisions in Georgia. Available from: https://www.researchgate.net/publication/328149960_Legal_Fundamentals_of_Food_Safety_Provis ions_in_Georgia. pp. 9-10
10. W. Korir a, F.N. Wachira b,⇑ , J.K. Wanyoko c , R.M. Ngure a , R. Khalid,The fortification of tea with sweeteners and milk and its effect on in vitro antioxidant potential of tea product and glutathione levels in an animal model, Food Chemistry, 2014, pp.145-153.The most important issue for countries in the transition to market economy is that their enterprises and companies compete with other products produced in other countries. This is a complicated issue because the customer has a large and wide choice. It is important not only to produce high quality products, but also to sell it well. In this case, a big role can be done to using marketing approaches, to create a brand and its correct management policy. Tea is quite a demanding product in Georgia. However, local production of tea does not satisfy even the needs of the local population. The majority of Georgian customers prefer the foreign origin tea brands. This is a sad fact because in the last century, Georgia was one of the leading producers of tea in the Soviet Union. Thus, research of consumer attitude towards Georgian tea brands is especially important issue. The main objective of the work was to examine the attitude of consumers to Georgian tea brands. So this topic is very actually
Some aspects of using marketing stimulation for attracting tourists
Get PDF1. Victor T. C. Middleton, Alan Fyall and Michael Morgan, Marketing in Travel and Tourism (2009), Elsevier, Butterworth-Heinemann, Oxford, UK.
2. P. Kotler, K. Keller. Marketing Management, 14th edition. Translation in Georgian, Scientific Editor N. Todua, TSU publishing house, 2015.
3. Maia Seturi, Ekaterine Urotadze, About Marketing Process Model and Relationship Marketing, Model-based Governance for Smart Organizational Future, BSLab-SYDIC International Workshop, Roma - January 23-24, 2017, BOOK OF ABSTRACTS, Business Systems Laboratory, ISBN: 9788890824258. Available from: https://www.researchgate.net/publication/-313561456_About_Marketing_Process_Model_and_Relationship_Marketing [accessed Sep 20 2018].
4. Ministry of Economy and Sustainable Development of Georgia, projects, tourism, 2017
5. http://www.economy.ge/?page=projects&s=33&lang=ge
6. საქართველოს ეკონომიკისა და მდგრადი განვითარების სამინისტრო, 05-01-2018, 2017 წელს საქართველოს 7.5 მილიონზე მეტი საერთაშორისო მოგზაური ეწვია, http://www.economy.ge/?page=news&nw=482
7. Georgian National Tourism Administration, UNWTO - The first global conference of wine tourism, 2016,
https://gnta.ge/ge/unwto-wine-tourism-first /
8. ჩვენი პრიორიტეტი მაღალმხარჯველი ტურისტების მოზიდვა უნდა იყოს, ევროკავშირი საქართველოსთვის, 12 ივლისი, 2016. http://eugeorgia.info/ka/article/449/chveni-prioriteti-magalmxarjveli-turistebis-mozidva-unda-iyos/
9. ახალი ამბების სააგენტო “ჯი-ეიჩ-ენ". ტურიზმის ეროვნულმა ადმინსტრაციამ მსოფლიო ტურიზმის ორგანიზაციის (UNWTO) 21-ე გენერალური ასამბლეაში მიიღო მონაწილეობა. 09.23.2015, http://www.ghn.ge/com/news/view/139543
10. ახალი ამბების სააგენტო „ჯი-ეიჩ-ენ“. პროექტი „გაიცანი საქართველო“ გრძელდება. საქართველო, თბილისი, 07.20.2015.
http://ghn.ge/com/news/view/135338
11. საქართველოს ტურიზმის ეროვნული ადმინისტრაცია, საქართველოს ტურიზმის სტრატეგია 2025. http://gnta.ge/wp-content/uploads/2015/01/ საქართველოს - ტურიზმის -სტრატეგია. Pdf
12. საქართველოს ტურიზმის ეროვნული ადმინისტრაცია, სტატისტიკა 2017, https://gnta.ge/ge/tag/სტატისტიკა2017/
13. საქართველოს ფინანსთა სამინისტრო, მიმდინარე ეკონომიკური ტენდენციები, აგვისტო, 2018, https://www.mof.ge/images/File/outlooks2018/Outlook-August-2018-GEO.pdfTravel and Tourism is one of the main directions of development of the national economy of Georgia. Georgia has a great tourist potential. His resorts and tourist destinations have gained wide recognition. Our country is becoming more attractive for foreign tourists. The growth of interest towards the country and its tourist destinations is largely determined by the use of stimulating marketing tools. The paper analyzes the current situation in Georgia and provides a number of conclusions. In the opinion of the author, positive results were applied to the use of marketing approaches and work to demonstrate the advantages of tourism destinations of the country. In the work there are some opinions of the author about the marketing activities necessary for further development of tourism
Вивчення важливості побудови міцних відносин із клієнтами
No full textThe object of the research is the role of creating customer satisfaction in retaining them and establishing long-term relationships with customers. Establishing market relations is accompanied by many challenges. Among them is increasing the competitiveness of companies to gain more success in the market. Without it, local business development is impossible. In this case, companies are greatly helped by realizing the role and importance of relationship marketing and using its approaches in practical activities. This has become one of the most relevant topics. Marketing is important for organizations to continue operating in business. Earnings are necessary to ensure the processes of production of goods. In the company, it is mainly marketing that is of decisive importance in generating revenues. It is important to know the key determinants that influence customer acquisition and subsequent retention.
The work aimed to find out and determine the importance and role of creating customer satisfaction in retaining them and establishing long-term relationships with customers. Various indicators are used to determine this. There are different views and opinions regarding the named issues. Secondary data from the websites of various organizations and companies are used in this study. Taking into account the results of this work, companies will be able to make a critical analysis of their work with customers in the market, identify their weaknesses in this regard, and then take real steps to improve the situation. The paper discusses some approaches to the calculation of customer satisfaction indices, some different views and approaches expressed in this direction.
A clear picture of the current situation in Georgia in the mentioned direction is created based on various reliable information sources. It is found that companies use only accumulation of points systems. In this article, the author discusses the conceptual aspects of relationship marketing, the opinions of various scientists and specialists are analyzed in this direction.
The article presents a number of conclusions and recommendations of the author in the direction of increasing the effectiveness of the use of relationship marketing.Об’єктом дослідження є роль створення задоволеності споживачів у їх утриманні та встановленні довгострокових відносин із клієнтами. Становлення ринкових відносин супроводжується багатьма викликами. Серед них підвищення конкурентоспроможності компаній для досягнення більшого успіху на ринку. Без цього неможливий розвиток місцевого бізнесу. У цьому випадку компаніям дуже допомагає усвідомлення ролі та значення маркетингу відносин і використання його підходів у практичній діяльності. Це стало однією з найактуальніших тем. Маркетинг важливий для того, щоб організації продовжували працювати в бізнесі. Заробіток необхідний для забезпечення процесів виробництва товарів. У компанії в основному маркетинг має вирішальне значення для отримання прибутку. Важливо знати ключові детермінанти, які впливають на залучення та подальше утримання клієнтів
Робота направлена на з’ясування та визначення важливості та ролі створення задоволеності споживачів у їх утриманні та встановленні довгострокових відносин із клієнтами. Для визначення цього використовуються різні показники. Щодо названих питань існують різні погляди та думки. В дослідженні використані вторинні дані з сайтів різних організацій та компаній. Враховуючи результати цієї роботи, компанії зможуть критично проаналізувати свою роботу з клієнтами на ринку, виявити свої слабкі сторони в цьому відношенні, а потім вжити реальних кроків для покращення ситуації. У роботі розглянуто деякі підходи до розрахунку індексів задоволеності споживачів, деякі різні погляди та підходи, висловлені в цьому напрямку.
Спираючись на різні достовірні джерела інформації, створено чітку картину поточної ситуації в Грузії на зазначеному напрямку. Виявлено, що компанії використовують лише систему накопичення балів. У даній роботі автор розглядає концептуальні аспекти маркетингу відносин, аналізує думки різних вчених і спеціалістів у цьому напрямку.
У роботі наведено ряд висновків і рекомендацій автора в напрямку підвищення ефективності використання маркетингу відносин
Exploring the importance of building strong customer relationships
No full text1. Malhotra, N. K.; Agarwal, J. (2020). Customer Relationship Marketing: Theoretical and Managerial Perspectives. Doi:10.1142/y0022. WORLD Scientific Publishing, ISBN 1944659749
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10. Todua, N. (2018). Impact of Social Media Marketing on Consumer Behavior in the Georgian Tourism Industry. International Academy Journal Web of Scholar, 3 (5(23)). 11-16.
11. Todua N. (2017). Social Media Marketing for Promoting Tourism Industry in Georgia. 22nd International Conference at Zaragoza. 168-171.
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20. Seturi, M. (2022 a). THE ROLE AND IMPORTANCE OF SALES AND SALES PROMOTION IN THE DEVELOPMENT OF CUSTOMER RELATIONS. 63-71. EUROPEAN COOPERATION. Volume 2(54) 2022.
21. Ingram, T. N., Avila, R. A., Schwepker C, H., Williams, M., R. and Shannahan K. L. J. (2015). SELL. Second Edition. Nelson Education, pp. 210-215
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25. Seturi, M. (2019 a). Factors Determining the Tourists' Satisfaction: Georgian Case. In proceedings - Conference: EASTER CONFERENCE - The 14th International Academic Conference, April 2019. At: Prague. Czech Republic.
26. Seturi, M. (2019 b). DETERMINING ASPECTS OF CUSTOMERS ATTITUDE TOWARDS SALES PERSONNEL. Conference: ALL UKRAINIAN SCIENTIFIC AND PRACTICAL CONFERENCE. MARKETING: CHALLENGES AND SOLUTIONS. At: Odessa, Ukraine, April 2019. 62-64
27. Fernando, J. (2023). Return on Investment (ROI): How to Calculate It and What It Means. Updated December 22, 2023 Investopedia. https://www.investopedia.com/terms/r/returnoninvestment.asp
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32. S.-H. Hsu (2008). Developing an index for online customer satisfaction: Adaptation of American Customer Satisfaction Index. Journal: Expert Systems with Applications, Vol. 34, Issue 4, pp. 3033-3042The object of the research is the role of creating customer satisfaction in retaining them and establishing long-term relationships with customers. Establishing market relations is accompanied by many challenges. Among them is increasing the competitiveness of companies to gain more success in the market. Without it, local business development is impossible. In this case, companies are greatly helped by realizing the role and importance of relationship marketing and using its approaches in practical activities. This has become one of the most relevant topics. Marketing is important for organizations to continue operating in business. Earnings are necessary to ensure the processes of production of goods. In the company, it is mainly marketing that is of decisive importance in generating revenues. It is important to know the key determinants that influence customer acquisition and subsequent retention.
The work aimed to find out and determine the importance and role of creating customer satisfaction in retaining them and establishing long-term relationships with customers. Various indicators are used to determine this. There are different views and opinions regarding the named issues. In this study we used secondary data from the websites of various organizations and companies. Taking into account the results of this work, companies will be able to make a critical analysis of their work with customers in the market, identify their weaknesses in this regard, and then take real steps to improve the situation. The paper discusses some approaches to the calculation of customer satisfaction indices, some different views and approaches expressed in this direction.
Based on various reliable information sources, we created a clear picture of the current situation in Georgia in the mentioned direction. It was found that companies use only accumulation of points systems. In this article, the author discusses the conceptual aspects of relationship marketing, the opinions of various scientists and specialists are analyzed in this direction.
The article presents a number of conclusions and recommendations of the author in the direction of increasing the effectiveness of the use of relationship marketing
About the Importance of Tourism Promotion Policy (Georgian Case)
No full textREFERENCES
Victor T. C. Middleton, Alan Fyall and Michael Morgan, Marketing in Travel and Tourism (2009),
Elsevier, Butterworth-Heinemann, Oxford, UK
P. Kotler, K. Keller. Marketing Management, 14th edition. Translation in Georgian, Scientific Editor N. Todua, TSU publishing house, 2015
Maia Seturi, Ekaterine Urotadze. About Marketing Process Model and Relationship Marketing, Model-based Governance for Smart Organizational Future, BSLab-SYDIC International Workshop, Roma - January 23-24, 2017, BOOK OF ABSTRACTS, Business Systems Laboratory. ISBN: 9788890824258
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Georgian National Tourism Administration, Statistics 2017. https://gnta.ge/ge/tag/ Statistics 2017.Today tourism is one of the main directions of development of national economy in Georgia. With the development of this sector, the country can receive significant revenues and reduce the level of unemployment. The tourism promotion policy, which the state is implementing, is expressed to carry out a number of activities and support by the state. Georgia has a great tourist potential. Georgian resorts and tourist destinations have gained wide recognition. Our country is becoming more attractive for foreign travelers and tourists. Tourism development is not only the result of the industry activity. But it needs united effort of state and private sectors. The growth of interest towards Georgia on the international tourism market is largely conditioned by the state's policy of tourism promotion. In this work are given analysis of the current situation in Georgia and a number of conclusions. According to the authors, the positive results were brought the use of marketing approaches and the work to demonstrate the advantages of tourism destinations of the country. In this case a big role played the use of world leading news channels that have a large audience in different countries of the world. Also, it is necessary to master marketing approaches to every enterprise and organization involved in the tourism and hospitality industry, because they make great contribution to the satisfaction of tourists
About the importance and benefits of event marketing
Get PDF1. Caldeira, A. (2019). The influence of event scape on emotions, satisfaction and loyalty: The case of re-enactment events. University of Coimbra. International Journal of Hospitality Management, 82: 112-124
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http://vinoge.com/patara-WiqebiT/sTriT-fud-festivali-TbilisSiIn today's environment, where consumers have a wide range of information available to them, it is important for companies to use more effective and flexible approaches to the market. Modern information technology helps the marketer to be closer to the buyer than in the past and to understand the customer's needs and desires well. In addition, marketers need to have a good understanding of the capabilities and benefits of different marketing communication tools and media channels. In today's competitive environment, it is becoming increasingly important for companies to use incentives that are better suited to today's targeted strategies. Effective marketing communications play an important role in a company's success in the marketplace. It is important in creating an impression of the company and its brands. Events help companies to achieve this goal. The purpose of this paper is to summarise and present the main benefits that companies can achieve through the intelligent use of events. Events are used by many companies to impress other people. And companies can gain their favour by making a great impression on the public. Thus, event marketing influences consumer attitudes towards different brands, consumer behaviour and stimulates purchases. An important question is when and how special events will be implemented. Their proper planning, organisation and execution will bring the company high recognition and economic benefits. Methodology. Secondary data was used in the course of writing this article. Modern scientific works of scientists and researchers were studied, and information was searched for using Internet sources. The paper examines modern forms of event marketing, individual approaches to work in this area and aspects of its development. Research results. Based on various reliable sources of information, a clear picture of the current situation in Georgia in this area was created. It has been found that companies do not use measures with the frequency that would bring them high results. They use only certain approaches. The paper examines the conceptual aspects of event marketing, analyses the definitions and opinions of various scientists and specialists in this area. Practical implications. The article discusses the risks and problems associated with the implementation of events, and presents a number of conclusions and recommendations to improve the efficiency of the use of events
About customers attitude towards service in retail stores
Get PDF[1] Todua, N., Vashakidze, B. (2018). Consumers Attitudes towards Personal Selling on the Georgian Market. Economics and Business. Vol.11, No.1, pp.114-130
[2] Euphemia F T Yuen & Sian S L Chan, (2010). The effect of retail service quality and product quality on customer loyalty. Journal of Database Marketing & Customer Strategy Management volume 17, 2010. pages 222–240
[3] Kochlamazashvili L., Kandashvili T. (2011). Sales Management (lecture course), Tbilisi 2011
[4] Statistical Yearbook of Georgia: 2019. National Statistics Office of Georgia. Tbilisi, 2019. p.213. https://www.geostat.ge/media/28915/Yearbook_2019.pdf
[5] Kristina Bäckström, Ulf Johansson. (2006). Creating and consuming experiences in retail store environments: Comparing retailer and consumer perspectives. Journal of Retailing and Consumer Services, 13(6), DOI: 10.1016/j.jretconser, November 2006, pp.417-430.
[6] Mghebrishvili B., Seturi M. (2015). Trade Personnel and Shop Trade Challenges in Contemporary Conditions. Proceedings of the Conference "Management Challenges in the 21st Century", May 19, 2015. School of Management.
http://www.cutn.sk/Library/proceedings/mch_2015/editovane_prispevky/18.%20Mghebrishvili_Seturi.pdf
[7] Seturi M. (2019). THE ROLE OF SALES PERSONNEL IN DEVELOPING RELATIONSHIPS WITH CUSTOMERS. Economy & Business Journal, 2019, vol. 13, issue 1, pp.289-294.
https://www.scientific-publications.net/get/1000037/1570291576567047.pdf
https://ideas.repec.org/a/isp/journl/v13y2019i1p289-294.html
[8] JESKO PERREY and DENNIS SPILLECKE. RETAIL MARKETING AND BRANDING.
A John Wiley and Sons, Ltd, Publication. Padstow, Cornwall, UK 2013, pp.37-60
http://charsoomarketing.com/wp-content/uploads/downloads/2015/06/Jesko_Perrey_Dennis_Spillecke_Retail_marketing.pdf
[9] Todua N., Mghebrishvili B. (2017). Retail Trade, (Lecture Course), Tbilisi 2017, pp. 220-232
https://www.tsu.ge/data/file_db/economist_faculty/todua_27528.pdf
[10] Charles M. Futrell, Fundamentals of Selling. Customers for Life Through Service.Twelfth Edition, published by McGraw-Hill / Irwin, Texas A&M University, ISBN 978-0-07-352999-8, pp. 5- 30.
[11] Kotler Ph., Armstrong G., Principles of Marketing, 14th Edition, (translate into Georgian), Tbilisi, 2015, ISBN 978-9941-23-352-4, pp.119-138; pp.428-434
[12] Kotler Ph., Keller K. L., Marketing Management, 14th Edition, Prentice Hall. Authorized translation into Georgian, Scientific Editor Todua N. Tbilisi University Publishing, 2015. ISBN 978-0-13-210292-6, pp.125-148
[13] Mghebrishvili B., Urotadze E. (2016). Functions of Retailing. Proceedings of International Academic Conferences. 23rd International Academic Conference, Venice. 2016/5. International Institute of Social and Economic Sciences, pp. 356-360
https://econpapers.repec.org/paper/sekiacpro/3606245.htm
[14] Seturi M. (2016). Peculiarities of Implementation of Branding Principles. World Academy of Science, Engineering and Technology. International Journal of Economics and Management Engineering. Vol:10, No:3, 2016, doi.org/10.5281/zenodo.1339219, pp.974-978. https://publications.waset.org/10004195/peculiarities-of-implementation-of-branding-principles
[15] Maia Seturi, Tamari Todua (2019). The Role of Branding for Success in the Georgian Tea Market. World Academy of Science, Engineering and Technology International Journal of Economics and Management Engineering. Vol:13, No:8, 2019. doi.org/10.5281/zenodo.3455675, pp.1127-1130.
https://publications.waset.org/10010688/the-role-of-branding-for-success-in-the-georgian-tea-marketCustomer service in retail stores is of great importance in creating customer satisfaction. The needs of Georgian consumers in the services offered in stores are changing. Today, consumers are often well informed. Customers want and expect to receive quality products, provide the right level of service and much more. Along with buying the products they need, consumers also expect the buying process to be enjoyable and convenient for them. Existing retail stores that compete with each other contribute to increasing consumer expectations. Personal communication is very important in sales. Sales staff practically helps people make the right choice. The aim of our research - to study the attitude of consumers to the services available in stores, to the sales methods and to the staff. Based on the results of the study, a number of shortcomings were identified. The final part of the article presents our main recommendations that will help retail stores improve their operations
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