GREEN TOURISM DEVELOPMENT SITUATION AND PROSPECTS IN IMERETI REGION

Izolda Khasaia E-mail: izolda.khasaia@atsu.edu.ge Associate Professor, Akaki Tsereteli State University Kutaisi, Georgia https://orcid.org/0000-0002-9689-4277   Tamta Demetradze E-mail: tamta.demetradze@atsu.edu.ge PhD candidate, Akaki Tsereteli State University Kutaisi, Georgia   Abstract: Green tourism is the business of providing recreation and related services that are not harmful to the environment of a regional area. It promotes environmentally friendly and sustainable practices throughout the tourism value chain and minimizes the negative impacts of tourism on the environment. The purpose of the presented research is to familiarize with the practice of green tourism development in the Imereti region and determine the existing challenges. Research has shown that there are many examples in the business sector of combining sustainable practices and modern technologies in the tourism industry. The paper includes examples of the current practice of green tourism included in the research of various successful businesses in the Imereti region of Georgia (hotel, hotel complex, wine tourism destinations (cellars), administration of protected areas of Imereti caves, cultural tourism facility), which emphasize various aspects of the principles of green tourism. Small hotels are taking energy-saving measures, including reducing the frequency of towel changes and closing certain parts of the building during off-peak seasons to save energy. However, power outages are a problem because high voltage generators are not environmentally friendly. To solve this problem, there is a growing interest in alternative energy sources such as solar panels. Small family-run wineries are an example of successful ecotourism through organic viticulture and low-intervention wine production, focused on protecting the environment through waste management. They also offer tourists authentic cuisine, local organic produce and accommodation in a green environment. It is worth noting the initiative, which includes the strengthening of landslide-prone slopes by planting fruit trees, which naturally stabilizes the soil with roots and prevents environmental degradation. Creating additional green areas for tourists to relax and enjoy nature is another practice adopted by the respondents. This is in line with the growing emphasis on sustainability and the environment. The development of green tourism faces many interrelated challenges that require the joint efforts of the government, the private sector and civil society. Despite the problems related to waste management, wastewater, financial etc. Developing practices and growing awareness among industry representatives indicate a good future for green tourism in Imereti. Keywords: green tourism, sustainable development, waste management, environmental protection, wine cellars, Imereti   JEL classification: Z320