Communication Strategy for Promoting Georgia Online as a Tourist Destination

Student: Pakizashvili Nano

Supervisor: Oleg N. Kashirskikh

Educational Programme: Integrated Communications (Master)

Year of Graduation: 2020

The Master's thesis is dedicated to the study of online tools to promote Georgia as a tourist destination. The problem is to study online communication methods of promotion and their role in tourists’ choice of Georgia as a destination of travel. The theoretical part analyzed such concepts as destination and destination marketing, examined consumer behavior of tourists, digital ways to promote the country as a tourist destination, PR tools to promote Georgia and cultural opportunities in tourism campaigns. An online survey and in-depth interviews were conducted in the research part of the Master's thesis to identify the impact of the internet, especially social media, on the tourists’ choice of Georgia for holidays. The final part analyzed the results of the research and made recommendations to improve communications in the online environment.

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