IMPROVING THE ORGANIZATIONAL MODEL OF COOPERATION OF TOURISM AND TRANSPORT COMPANIES IN THE REGION

Tourism is recognized as one of the priority directions in the country's development. Its development is impossible without the development of relevant infrastructure and service industries in the regions. In this regard, transport services have a decisive role in the revival of the industry. Transport services for tourists in the Imereti region are mainly provided by private transport and tourism companies. In the research process, various options of the organizational model of cooperation of tourist and transport companies were developed for tourism and transport companies and their SWOT analysis was made. Modern tourist transport, regardless of its type, can belong to different forms of ownership. Transport services for tourists in the Imereti region are mainly provided by private transport and tourism companies. In the research process, various organizational models of cooperation of tourism and transport companies and their SWOT analyses were developed. Based on the conducted research, we obtained a specific scientific product, in particular: 1. Organizational models of tourism and transport enterprises in the transport services market were developed and their SWOT analysis was made. 2. In the Imereti region, such a form of relationship between entities in the market of tourist transport services is appropriate, such as the union of tourist firms and transport companies. This form of union solves some problems that arise in the process of tourist transport services, allowing tourist companies to work more efficiently, reduce costs, and increase the quality of service.