Digital Services in Georgian Tourism – The Basis of Smart Tourism

  • Maia Meladze Grigol Robakidze University, Georgia
  • Ana Gvaramadze Grigol Robakidze University, Georgia
  • Salome Bestaeva Grigol Robakidze University, Georgia
Keywords: Social media, Georgian value-chain, Georgian travelers, Digital technologies, Georgian tourism applications, Smart tourism


The paper is an integral part of the project "Research on the use of digital products in the Georgian tourism sector" which won the internal grant projects competition of Grigol Robakidze University.

Digitalization is an inseparable part of the modern world. More and more companies are trying to refine and simplify both production and service. Digital technologies are helping companies in the tourism industry to expand the scope of their activities, covering a much larger scale than was previously possible. The use of digital technologies helps companies in the field of tourism not only to improve the service but also with its help the company can use online marketing, which significantly stimulates sales growth. There are a lot of essential modern digital trends that those in the tourism industry need to be aware of and adapt to if they are going to successfully optimize business performance. The objective of the chapter is to identify digital services in the Georgian tourism sector, determine the level of development of smart tourism, analyze its characteristics, and review challenges and opportunities in this direction.


Download data is not yet available.


Metrics Loading ...

PlumX Statistics


1. Letandze N. (2023), The Impact of Digital Technologies on the Development of Rural Tourism in Georgia, 1st International Conference and the Institute of Geography and Tourism of the Tskhum-Abkhazian Academy of Science,
2. Meladze M., Olkishvili M., (2018) Using of Social Media Features in Tourism Management, International Publishing, New York, “Ovidius” University Annals, Economic Sciences Series, ISSN 2393-3127
3. Meladze M., (2018) The Importance of Place Marketing and Destination Branding for Georgian Regions, European Scientific Journal/ European Scientific Institute, ESI, ISBN 978-608-4642-62-6
4. Meladze M., Piranashvili M. (2019) Social Media Impacts on Georgian Tourism Business; European Scientific Journal/ European Scientific Institute, ESI, 2019; ISBN 978-608-4642-70-1;
5. Poggi M., (2019) Digital transformation in tourism: how to begin?
6. Sachaleli N. (2021) The Role of Digital Technologies in Tourism Development Generally and During Covid 19 (example of Georgia), ICESSER 1st International Congress, ISBN: 978-605-70588-3-6,
7. Social Media Statistics, 2023
8. Statistic Brain Research Institute, 2018;
9. Statista (2023) Content Marketing Trend Study
10. Todua N., (2018) Impact of Social Media Marketing on Consumer Behavior in the Georgian Tourism Industry 5(23), Vol.3, May Web of Scholar ISSN 2518-167X 5(23), Vol.3, May 2018 13;
11. Todua N., Urotadze E. (2021) Effect of perception of smart tourism technologies on Georgian tourist destinations loyalty, Ivane Javakhishvili Tbilisi State University Press,
12. Travel Trends Report 2019 (Tourism Survey) TrekkSoft;
13. Zhang, Y. (2023) Analysis of the Digital Transformation Development Path for Travel Enterprises. Open Journal of Applied Sciences, 13, 1370-1386. doi: 10.4236/ojapps.2023.138109.
How to Cite
Meladze, M., Gvaramadze, A., & Bestaeva, S. (2024). Digital Services in Georgian Tourism – The Basis of Smart Tourism. European Scientific Journal, ESJ, 20(37), 90.