About the use and perspectives of place marketing in the development of Imereti tourism (on the example of the city of Kutaisi)

Abstract

The main purpose of the article was to study the role of territorial marketing in the development of the tourism potential of the Imereti region, namely the city of Kutaisi, which will ultimately contribute to the sustainable development of the city. The article also talks about the importance and goals of sustainable development of the region and the city, in which regional development policy occupies a large place. According to the results of the analysis of the study, the purpose of which was to study the role of territorial marketing in the development of the tourism potential of the city of Kutaisi, 73.7% of respondents believe that the development of cultural tourism will be most beneficial for Kutaisi. At the same time, 66.7% of place respondents believe that the main object of place marketing should be both the domestic and city markets, since 26.3% of the local population have not visited the most interesting and attractive places. so this allows us to increase the number of visitors in the domestic market. It is also important to note the fact that 68.4% of respondents consider the level of development to be average, and 21.1% consider it low, which is reflected in the insufficient activity of information centers. There are also no advertisements for attractions that would allow potential visitors to visit these places.

Finally, in the article we focused on the problems that hinder the development of tourism in the Imereti region, namely in Kutaisi, namely:

•  The infrastructure of the Imereti region (roads, hotels, etc.) does not meet international standards in the field of tourism;
•  Sufficient investments have not been made in this area, which will contribute to greater representation and development of tourism sites;
•  The level of guide service is low;
• Transport is disorderly;
•  Finances are distributed incorrectly;
•  There is no due attention from the leadership of the region and the city.

In our opinion, taking into account and adjusting all of the above, it will be possible to further develop the tourism potential of the Imereti region, namely the city of Kutaisi, which will significantly affect the number of visitors and ultimately improve the economic situation of the city. , which will make the city more sustainable.