The role of Small and Medium-Sized hotel development in the sustainable development of mountainous regions (on the example of the Adjara Region)

https://doi.org/10.35912/joste.v6i2.2780
Published: Mar 20, 2025

Abstract:

Abstract

Purpose: The purpose of the research is to identify the features of the development of the hotel business in the mountainous zone of Adjara and the factors facilitating and hindering its further development; to determine the strategic directions of the hotel business in Upper Adjara in order to achieve sustainable development of the tourism industry.

Methodology: The research employed a mixed-method approach, combining qualitative and quantitative methodologies to explore the development of hotel-type accommodation facilities in the mountainous zone of Adjara. Surveys, interviews with hotel managers and owners, and field observations were conducted to assess challenges, opportunities, infrastructure conditions, and investment potential, while secondary data analysis examined tourism policies and economic trends.

Results: The survey results indicate that the hotel and guest house sector in the mountainous zone of Adjara plays a crucial role in local employment, with most small hotels employing between 3 to 10 people and guest houses increasingly relying on hired labor. However, a major challenge in the sector is the shortage of qualified personnel, as 72% of respondents struggle to find skilled employees, while interest in staff training programs remains low.

Conclusions: This study confirms that the development of hotel-type accommodation facilities in the mountainous zone of Adjara is influenced by natural potential, infrastructure, and increasing tourist inflows. The role of family hotels is particularly significant, as they contribute to regional tourism by integrating local traditions and resources, though territorial imbalances in hotel distribution persist.

Limitations: One limitation of this study is the lack of long-term data on the sustainability of hotel businesses in the mountainous regions, as well as the limited focus on the economic impact of branded hotels on local businesses.

Contributions: This study provides a comprehensive analysis of the trends and challenges in developing hotel-type accommodation in the mountainous zone of Adjara, highlighting its economic, social, and environmental significance. It offers valuable insights into the role of family hotels in regional tourism and the impact of state policies on business sustainability.

Keywords:
1. Investments
2. Region
3. Small and family-run hotels
4. State support
Authors:
1 . Nana Katsitadze
Ivane Javakhishvili Tbilisi State University, Tbilisi, Georgia
2 . Manana Aladashvili
Iakob Gogebashvili State University, Telavi, Georgia
3 . Lela Kochlamazashvili
Technical University of Georgia, Georgia
4 . Natela Tushishvili
School of Business and Technology, Tbilisi, Georgia
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How to Cite
Katsitadze, N., Aladashvili, M., Kochlamazashvili, L., & Tushishvili, N. (2025). The role of Small and Medium-Sized hotel development in the sustainable development of mountainous regions (on the example of the Adjara Region). Journal of Sustainable Tourism and Entrepreneurship, 6(2), 193–200. https://doi.org/10.35912/joste.v6i2.2780
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Issue & Section
Vol. 6 No. 2 (2025): January
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

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  1. Adjara, D. o. T. a. R. o. t. A. R. o. (2018). Research on the quality of service of accommodation facilities: Analytical report.
  2. Boers, B., & Cottrell, S. (2007). Sustainable tourism infrastructure planning: A GIS-supported approach. Tourism geographies, 9(1), 1-21.
  3. Hunter, C. J. (1995). On the need to re?conceptualise sustainable tourism development. Journal of Sustainable Tourism, 3(3), 155-165.
  4. Kardanakhishvili, M. (Producer). (2022). Improving the quality of hotel service based on improving personnel management.
  5. Katsitadze, N. (2018). State policy in tourism–business (MICE) tourism in Georgia.
  6. Katsitadze, N., Baliashvili, E., & Tushishvili, N. (2022). The way to save the mountainous regions of Georgia is the clustering of tourism!!!
  7. Katsitadze, N., & Natsvlishvili, I. (2020). The Role of State Regulation and Policy in Tourism Development: The Case of Georgia. Paper presented at the Eurasian Economic Perspectives: Proceedings of the 23rd Eurasia Business and Economics Society Conference.
  8. Kumar, A., Sah, B., Singh, A. R., Deng, Y., He, X., Kumar, P., & Bansal, R. C. (2017). A review of multi criteria decision making (MCDM) towards sustainable renewable energy development. Renewable and sustainable energy reviews, 69, 596-609.
  9. Law, A., DeLacy, T., & McGrath, G. M. (2017). A green economy indicator framework for tourism destinations. Journal of Sustainable Tourism, 25(10), 1434-1455.
  10. Marsh, J. (2002). Book review/Critique de Livre Mountains of the world: a global priority. Environmental Reviews, 10(3), 191-193.
  11. N, K., & E, B. (Producer). (2023). Trends in the development of the hotel industry in the international and Georgian market.
  12. Nepal, S. K., & Chipeniuk, R. (2005). Mountain tourism: Toward a conceptual framework. Tourism geographies, 7(3), 313-333.
  13. Petrovi?, M. D., Vujko, A., Gaji?, T., Vukovi?, D. B., Radovanovi?, M., Jovanovi?, J. M., & Vukovi?, N. (2017). Tourism as an approach to sustainable rural development in post-socialist countries: A comparative study of Serbia and Slovenia. Sustainability, 10(1), 54.
  14. Torres-Delgado, A., & Palomeque, F. L. (2018). The ISOST index: A tool for studying sustainable tourism. Journal of destination marketing & management, 8, 281-289.
  15. Zeng, L., Li, R. Y. M., Nuttapong, J., Sun, J., & Mao, Y. (2022). Economic development and mountain tourism research from 2010 to 2020: Bibliometric analysis and science mapping approach. Sustainability, 14(1), 562.