Ethnographic Tourism and Social Media in Georgia on the example of the City (Batumi) and the village (Merisi)

Abstract

The purpose of this research is to present the role that ethnographic tourism and social media play in fostering the tourism industry's growth. Nowadays, social media stands out as an excellent platform for showcasing Georgia's cultural-historical treasures. To leverage this, it is crucial to identify locations of cultural value and design the country's tourist routes accordingly. Among the post-Soviet countries, Georgia is a country with a rich diversity of ethnographic regions. From the point of view of tourism resources, Adjara is particularly special among these regions. The best example of transformation is the newly transformed and modernized city of Batumi, often referred to as the "Batumi Miracle". The city of Batumi and the region of Adjara, in general, are successful examples of regional development based on tourism. The issue discussed in the paper is highly relevant today because social media represents the most effective platform for showcasing Georgian tourism, the proper use of which in specific contexts is crucially important. In the past, discovering the country's attractive locations required extensive travel, whereas now, through social media, interested individuals can explore and gather information about various travel routes from the comfort of their screens. In the 21st century, even a few seconds of video clips from leading media outlets can compel travelers to pack their bags and journey to the captivating seaside town of Batumi. The visual effect plays a crucial role in boosting tourism business development, as exemplified by our TV series of informative and entertaining programs, titled "One Day in the Village". For eleven years through this project, we have been exploring the highlands of Adjara, showcasing its tourist destinations, history, ethnography, and folklore to our viewers. For instance, the local traditional cuisine has already been honored by UNESCO as a cultural heritage monument. These programs have played a pivotal role in uncovering and developing several previously unknown tourist routes into popular tourist attractions. The materials studied offer intriguing insights. In today's highly developed tourism landscape, competition and expectations have risen accordingly. Naturally, travel has evolved into a compelling ritual for people from nearly every country. Through observation over time, it's clear that tourists no longer seek out just the same locations. Hence, Adjara tourism now targets not only the city of Batumi and its picturesque sea but also the surrounding mountain villages. Previously, the social media campaign "Spend Your Summer in Georgia" has now evolved to include the challenge "Spend 4 Seasons in Georgia," which has piqued the interest of those in the tourism sector. This shift indicates that the region offers travelers more than just the sea, boulevard, botanical garden, and Roman Gonio Castle; now, Adjara with its mountains and passes is attracting visitors throughout all four seasons. An important innovation has emerged in the form of new tourist routes, focusing specifically on the ethno-cultural aspects of Batumi, the Pontic Greeks, and the Merisi Valley. These elements provide the basis for creating structured routes for guides and presenting key events in social media and ethnographic tourism through video studies produced by the authors. The main theoretical and methodological foundations of our research include field-ethnographic materials, visualization of ethnographic facts, modern literary sources, and scientific research. Our preferred research methods prioritize the historical-comparative method, as well as quantitative and qualitative research approaches. According to the research, it has been found that the strategy for tourism development in Georgia aligns with globally recognized principles of sustainable tourism. However, being a relatively young sector in Georgia, it is not immune to certain shortcomings, and some elements may not fully meet market requirements. Therefore, to effectively showcase the tourist infrastructure, it is essential to use media more effectively and develop a comprehensive plan that integrates all tourist locations and cultural values. This plan should systematically process each element within its contextual direction.