Influence of cross-cultural factors on international tourist behaviour and hospitality industry in Ajara region, Georgia Текст научной статьи по специальности «СМИ (медиа) и массовые коммуникации»

Section 2. Marketing

Bakhtadze Ekaterine, Ph D,

Batumi Shota Rustaveli State University, Georgia E-mail: eka_bakh@yahoo.com

INFLUENCE OF CROSS-CULTURAL FACTORS ON INTERNATIONAL TOURIST BEHAVIOUR AND HOSPITALITY INDUSTRY IN AJARA REGION, GEORGIA

Abstract: Tourism is one of the biggest and growing industries of the world economy. To manage tourism and hospitality sectors state and private companies have to know which market segments can bring more revenues. Wants and demands of real and potential consumers have to be studied and suitable tourist products and services have to be offered to them.

One of the most important aspects of successful international tourism development is to understand the cultural differences between international tourists and a host society, especially hospitality industry which serve them. These differences are particularly related to cultural values, needs and perceptions of international tourists and hosts.

The aim of the article is to study cultural factors influencing on behaviour of international tourists of target markets, understand hospitality business representatives' attitudes to their guests and analyse their interaction. We also tried to understand cultural differences across nations and the impact of host and guest behaviour.

Keywords: Culture, tourist behavior, hospitality business attitude to their guests, Ajara region, Georgia.

Introduction

Tourism is a priority sector of the Georgian economy and is at its active stage of development. The government has implemented various stimulating activates for tourism development and special focus is made on the promotion campaigns in the target markets. In addition, in Georgia tourism supports employment and attracts foreign investments. 2017 was marked by the international travel record of 6.4 million visitors, resulting in the income of USD2.2 billion [1].

Tourism has a high synergistic impact and promotes the development of neighboring sectors.

Economists are trying to assess the impact of the tourism sector on the country and the region. The expenses incurred by travelers stimulate export. Some countries find benefit in tourism, whereas other countries find loss. Despite the economic outcome, tourism sometimes causes a decline in living standards, cultural and social values.

Ajara is one of the most beautiful regions in Georgia, situated in southwest Georgia on the Black Sea coastline. Ajara operates as an autonomous republic in Georgia. Turkey borders Ajara to the south. Batumi - the "Pearl of the Black Sea" as it is often called - is administrative centre ofAjara.

Ajara has big opportunities to diversify its tourist products and offer consumers MICE, eco, culture, sea, ski, gambling, culinary, bird watching, rural, wine and cruise tourism products. On its web-site, Department oftourism and resorts ofAjara Government mentioned 10 main reasons why tourist should visit Ajara: [2]

• Georgian hospitality and goodwill;

• Ajarian cuisine and wine;

• The culture of supra and tradition of Tamada;

• Sea season, unique air and unforgettable landscape;

• Historical and modern architecture;

• Unforgettable dolphin show;

• One of the longest seaside boulevards in the world;

• One of the richest in the world botanical garden;

• Variety of types of tourism and diversity of nature;

• Georgian culture and folklore.

Adjara comes second after Tbilisi by number of tourists and the existing tourist infrastructure. In 2016, the number of foreign visitors in Ajara exceeded 1.4 million people. The number of tourists reached 871,455 thereof the foreign tourists were about 50% of the total number of tourists. In 2017, the Government of Ajara implemented promotion campaign in 17 countries, when 11 target countries had addition, namely, United Arab Emirates, Saudi Arabia, Latvia, Estonia, Germany, and Iran [2].

Figure 1. Top target markets of Ajara region

Source: Tourism and Resorts Department ofAjara Autonomous Republic, 2016

Selecting and correct positioning of the target markets shall be oriented on the psychological determinants of tourists' needs: [3, P. 524-525] Prestige; Distress;

Desire to find a partner; Education; Social interaction; Family connection; Self-recognition.

Literature review

In today's global environment the impact of culture must be examined in all its forms and dimensions because it has a significant impact on tourism policy, planning, development, management and marketing. Diverse cultures are being brought together more and more.

Successful tourism requires more than having good transportation, hotels and resorts. It thrives on a spirit of hospitality - that particular national flavor

that shares traditional ways oflife and projects a favorable image to tourists purchasing goods and services.

Cultural experiences can either satisfying or rewarding or they can be unpleasant and generate stress and even conflict. The higher the demand for international tourism, the more opportunities there are for cross-cultural contact and the greater the potential for cultural conflict.

The elements of natural cultures such as values, norms or rules have a significant impact on tourists' behavior, their holiday expectations, experiences, satisfaction and consequently, repeat visitation. Many people visit foreign destinations to experience different ways ofliving, traditions and customs. Also tourism is a service industry where people from different nationalities meet. The quality of their interaction contributes to their holiday experiences and perceptions of visited destinations [5, P. 116-117].

Culture is a complex multidimensional phenomenon that is difficult to define and the hundreds of different definitions presented in the literature reflect this. For example Krober and Kluckhohn (1985) documented that here are over 160 definitions of culture. Because culture is broad in its scope, theorists have had difficulties in arriving at one central definition of culture and have had different views about what constitutes the meaning of culture. Several scientific fields such as sociology, psychology, anthropology and intercultural communication have their own definitions of culture. The classic definition of culture is that complex whole which includes knowledge, beliefs, art, morals, law, customs, and any other capabilities and habits acquired by man as a member of society (Tylor 1924) [4, P. 29-30].

Tourist culture is that tourists bring on vacation. It is the culture of their own or that of their country. Tourist culture explains tourist behavior. The host culture is the culture of the host country with which tourists are in contact. Tourists behave differently when they are away from home because they are in a different state of mind and in the 'play' mode. Hosts behave differently because they offer the tourists

hospitality services. Members of the same culture share their similar thoughts and experiences. Shared cultural norms give the members of a society a sense of their common identity.

There are also differences in understanding the concept of service. Poor quality of service may create unpleasant encounters between quests and hosts, low morale and unfriendly attitudes. Sheldon and Fox (1988) identified many cultural differences in relation to interaction patters between guests and service providers. These differences constitutes proper guests' treatment and can shape different attitudes of hosts towards the tourists they serve. What is important for guests from one country is not be of the same level of importance for customers from other countries.

Cross-cultural competencies are critical as the tourism and hospitality industry has moved in the new and different era - the 21th century. Ignoring cultural differences among international tourist markets and impact of tourists' national cultures on their behavior and travel decision-making will undermine tourism destinations' effort in achieving their objectives. With tourism businesses becoming more global and with thousands of professionals hosting international guests, it is becoming increasingly important to analyze and understand the cultural differences among international visitors and the impact of these differences tourist behavior. Such analysis should allow for identification of similarities and differences among international tourists as well as local and decision-makers in different countries. It should also contribute to more adequate and effective tourism marketing and management.

Research method and results

The aim of the article is to study cultural factors influencing on behaviour of international tourists of target markets, understand hospitality business representatives' attitude to their guests and analyse their interaction. We have also tried to understand cultural differences across nations and the impact of host and guest behaviour.

Research worked was based on studying secondary data and collecting primary data by using survey tool - semantic differential scale to find out cultural characteristics of tourists from Ukraine, Russia, Iran, Turkey and Israel.

A significant part of the international tourist holiday is contact with local hosts - people who are associated with tourism and travel industry and provide services to tourists. These people greatly contribute to the perceptions tourists develop of the visited destination. The cultural differences which influence the quality of the interpersonal interaction between tourists and hosts, can significantly add to tourist holiday experiences and satisfaction.

The survey involved representatives of hospitality industry - hotels, restaurants, museums, information centers, tour agents and souvenir shops - people who have 3-5 year working experience in tourist service sector. Deep interviews were conducted to 70 people.

Department of Tourism and Resorts of Ajara conducts annual research of foreign visitors. In accordance with the results of the research implemented in July-September 2016, the duration of visits of foreign tourists is 4.22 nights on average. For 30.2% the main reasons for visit are sights, nature and landscapes (34.5%), beach recreation and fun, 7.5% come for to visit friends and relatives, and 7.5% for gambling. Traveling activities include: nature (66.65%), wine and culinary tourism - 51.92%, reserve and protected areas - 30.9%, cultural tourism - 27.5% and hiking - 19.24%, local folklore and ethnography - 17.8%. Staying in villages, accommodation is 7.5%, etc. In 67.2% of cases, the source of information for respondents during the trip is their friends and relatives, and only 11.7% of them acquire information via Internet. Only 6% of respondents planned to travel with tourist companies and agencies. 92% of respondents are generally satisfied with the visit to Adjara. The total cost of tourists visiting Adjara is GEL 1397.25 on average [2].

Before studying the intercultural factors affecting the target tourism market of Ajara, we considered

the information from the Georgian National Tourism Administration, the Tourism and Resorts Department of Adjara AR on details of visits by Azeri, Armenian, Jewish, Russian, Turkish, and Ukrainian tourists [1].

For years Georgia has been the focus of interest for its tourism potential and has a growing trend of tourism visits by the Caucasian countries: Azerbaijan and Armenia. They are the conventional and old target markets for the Adjara region, thus this conditioned our decision to study the characteristics and peculiarities of the visits of the tourists from Turkey, Israel, Russia, Ukraine, and Iran.

Turkey is a bordering country of Adjara. Georgia is ranked number one in the top five countries visited by the Turkish tourists (16%), followed by Greece, Bulgaria, Cyprus, Azerbaijan, and other countries which demonstrate the highest total rate of 60%. 88% of the visits to Georgia is to Ajara, in particular, Batumi. The average duration of Turkish tourists visit is 4-7 days. The main purpose of their visit is entertainment and recreation - 55%, followed by visit to friends and relatives (19%), and shopping -12%. Generally, the age of the Turkish travelers is as follows: 25-34 year old - 33.6%, 35-44 year old -27.7%, and 45-55 year old - 20,4%. In contrast to previous countries, only 15.2% of the Turkish visit Ajara as families, the dominant number of visitors are self-oriented - 45.1%. Ajara mainly attracts them with sightseeings, nature, landscape (35.9%), sea as the second attraction (15.2%), and gambling games being the third subject of interest - 13.7%. Friends and relatives (74%), as well as Internet (8%) are the major sources of information for the Turkish tourists. During their visit to Adjara, they show interest in purchase of long-term goods.

Unlike the target markets above, Georgia is not on the top list of countries visited by Russian tourists. The first five destinations are Ukraine, Finland, Turkey, Kazakhstan, and Egypt. The average duration of visit is 4-7 days. In contrast with Armenia, Azerbaijan and Turky, it is the youth segment that

chooses Georgia with the average age of Russian visitors ranging between 25 and 34. They come to spend their vacation with families (44%) and with friends (49%). 75% is made of the Russian tourists who are interested in the sea, and 21.8% crave for sights, nature and landscape. The activities of their choice include seeing nature which makes 94.3%. Culinary tourism is 68.33%, hiking - 66.7%, nature reserves and protected territories - 49.8%, and cultural tourism - 14.8%. In the rural areas, local folklore and ethnography are the attraction of the Russian tourists - 7.7% and 6.7%, respectively. The Russian tourists acquire the information about Adjara through Internet (17%); however, for 45.27% the source is personal contacts.

The data on the tourists of the other target markets (Ukraine and Israel) is provided by the National Tourism Administration of Georgia. The main goal of the Jewish tourists is relaxing, entertainment, and recreation for 70.8%, and also visiting relatives and friends for 12.8%. Their journey duration ranges between 5 and 29 days. The visit ofJewish tourists to Georgia is a growing tendency. Their interest in Adjara is also high. Besides various tourist-oriented activities, they show significant interest in gambling.

Georgia is not in the top ten of the visits for Ukrainian tourists. The first five destinations are shared by Russia, Poland, Hungary, Turkey, and Belarus. The long-term visit of the Ukrainian tourists is 7 days. Ukraine is number six in number of visitors to Georgia as of 2017, showing the increase of 10.4% compared to 2016. This indicator makes Ukraine number three in terms of visits in Ajara.

For Iran, Georgia and Adjara are the growing interest and attraction. The increase of Iranian tourists in 2015-2017 was impressive. In 2016 their number in Georgia was 147.9 thousand compared to 485%, more than in 2015. In 2017, the number of Iranian visitors reached 322.9 thousand with an increase of 119% compared with 2016. The characteristics of their tourist behavior could not be studied on the basis of secondary information.

The analysis of the secondary data received from the state tourism organizations makes it impossible for tourists to study cultural behavioral characteristics.

Prior to the interviews with the hostpitality industry representatives, we have identified the following factors that characterize the behavior of tourists:

• Travel in groups;

• Travel by themselves;

• Passive;

• Active;

• Interested in local traditional customs;

• Uninterested in local traditional customs;

• Buy souvenirs;

• Do not buy souvenirs;

• Interested in Georgian wine;

• Uninterested in Georgian wine;

• Sensitive to price;

• Insensitive to price;

• Sociable;

• Unsociable;

• Family orientation;

• Self-orientation;

• Emotional;

• Control of emotions;

• Knowledgeable about the destination;

• Not Knowledgeable about the destination;

• Write reviews in social web-sites;

• Do not write reviews in social web-sites;

• Apply for tourist information centers;

• Do not apply for tourist information centers;

• Express their dissatisfaction and make complaints;

• Do not express their dissatisfaction;

• Difficult to serve them;

• Easy to serve them.

Subsequently, we confronted their controversy through the use of semantic diversification, in particular:

Active 3 2 1 0 1 2 3 Passive

On the basis of hospitality business representatives' evaluation of the typical tourist behaviors and

key characteristics of five target markets mean scores are presented below:

Jewish. They come in groups mainly in Adjara (3.0), they are quite emotional (3.0) and openly express their dissatisfaction (2.4). The Jewish are very sensitive to the price (2.7). They are quite sociable (2.5), often refer to information centers (3), and write comments on social web sites (2.0). Compared to Turkish and Iranians, they are more interested in local customs, traditions (1.9) and know more about Georgia (1.7). The main part of tourists is middle age and older, although they are actively resting (2.4). The main part of them are family oriented (2.7). They are less interested in purchasing souvenirs (0.8) and Georgian wine (1.5). Interviews show that Jewish are interested in purchasing Georgian natural, healthy food, Georgian cuisine as well as gambling tourism. In addition, Israel is not the oldest target market, hospitality industry employees noted that servicing them is not easy (1.1), but they are gradually adapting to the Jewish visitors' needs and character.

Iranians. The certain part of Iranians come in groups (1.8), dominantly as families. They are unsociable (1.4), and actually control their emotions (1.7), are less sensitive to the price compared to the Jewish (1.8), being only number two per this indicator though. Iranians do not express their discontent

(1.5), but they are active in social web-sites - TripAd-visor.com, Booking.com. Facebook.com and others

(1.6) and write negative reviews. They are less interested in souvenirs (0.6) and Georgian wine (0.5). Unlike Jewish, they face the language barrier as lots of them do not speak English. Part of them addresses tourist information centers (2.2). They do not know much about Georgia (1) and are less interested in local customs (1.2). Employees in the host industry think that interaction with them is not easy, because of their communication skills and language barriers.

Turkish. They are different from Adjara's target market customers. They travel individually (2.0) and are self-oriented (2.5). Compared with the Iranians they are more sociable (1.6), but control their emo-

tions (1.5). They are less sensitive towards the price (1.1), write reviews in social nets (2.1), are less interested in Georgian traditions (0.5) and Georgian wine (1.4), and buy less souvenirs (1.2). They are less likely to express their dissatisfaction (1). In comparison with the Jewish and Iranians, they are easier to be served. However, most of the respondents noted that they have language barrier as they do not speak English well and rely on the Turkish language. The main goal of their visit is business and gambling. They are passive travelers.

Due to the principles of place marketing, the interest of the Turkish to Adjara, particularly in Batumi, is significant, and this segment is gradually emerging as a subculture. In one of the parts of old Batumi you will see Turkish restaurants, cafes, and Turkish tourist agencies with Turkish guides. Turkish buy apartments and invest in different business sectors. Nowadays, There are 737 Turkish companies operating in Adjara and Turkish share in foreign investments is 45% [7]. Formation of Turkish subculture in Adjara is accompanied by social and cultural interaction problems from time to time.

Tourists from two Slavic target marketers such as Ukrainians and Russians differ from each other. It should be noted, however, that like Turkish, their interest in living and doing business in Adjara is growing. The hosts easily communicate with them in Russian.

Russians. Russian tourists are the most sociable ones (2.9) and express emotions (2.6). They are number two after Jewish in terms of expressing dissatisfaction (2.4). The respondents stated that Russians are very demanding and are more sensitive to the price compared to Ukrainians (1.6). They mostly demand the price and quality compliance. Russians are the most active in the social nets (2.8) and give positive reviews. Generally, they are family-oriented (2.3) and most of them prefer active vacation (2.6). Most of them are interested in Georgian traditions (2.8), Georgian wine (2.6) and buying souvenirs (2.7). They know much about Georgia (2.8). Russians mainly come individu-

ally (2.3). Those involved in hospitality sector find working with them relatively easy (2.2).

Ukrainians. Compared to Russians, Ukrainians are less sociable (2.7), and less sensitive to the price (1.5) and less likely to express discontent (1.5). They are also active in the social networks (2.4). The Ukra-nians show interest towards the Georgian traditions (2.5), wine (2.5) and buying souvenirs (2.5). They have sufficient information about our country (2.2). Ukrainians arrive individually (2.6) and not many travel with families (1.9). Employees in hospitality industry claim that servicing Ukrainians is easy (2.7).

The studies have shown that in 2018 the following target markets are intensified in Adj ara: Germany, Poland and France. The above mentioned markets mainly purchase middle-class tourist services. They are mostly interested in cultural and eco tourism. They are knowledgeable about Ajara and arrive well-

prepared. In Georgia the main problem of the service sector is the incompatibility of quality and price. The main reason of high prices in Ajara is high seasonality of tourism which makes tourist business too sensitive to price. Attraction and maintenance of the new target markets requires reasonable prices, quality sustain-ability and diversification of tourists offers.

In addition, the study revealed that hospitality industry generally face obstacles in adapting to new markets. The cross-cultural interaction between the host and the guest requires certain amount of time to study peculiar characteristics of tourists. After a while this interaction is getting easier and more productive. The attitudes of hospitality industry towards the cultural characteristics of the guests should also be taken into consideration by state tourist organizations while planning of promotion complains and selecting target markets.

References:

1. Georgian National Tourism Administration. URL: https://gnta.ge

2. Tourism and Resorts Department of Ajara Autonomous Republic. URL: http://adjara.gov.ge/branches/ default.aspx?gid=7

3. Philip Kotler, John T., Bowen James, Makens C. Marketing for Hospitality and Tourism. Fifth edition. Pearson. 2010.

4. Yvette Reisinger and Lindsay W. Turner. Cross-cultural behavior in tourism: concepts and analysis. Routledge. London & New York. 2003.

5. Yvette Reisinger. International Tourism: cultures and behavior. Hungary. 2009.

6. Cansev Ozdemir, Medet Yolal. Cross-cultural tourist behavior: An examination of tourist' behavior in guided tours. 2016. URL: http://journals.sagepub.com/doi/abs/10.1177/1467358415589658

7. Ministry of Finance and Economy ofAjara Autonomus Republic. URL: http://www.investinbatumi.ge www.mofea.ge