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E ISSN 2587 - 4691
∘ Levan Kikilashvili ∘ Rusudan Kvaratskhelia ∘
PROSPECTS FOR THE DEVELOPMENT OF MOUNTAIN TOURISM IN THE POST-PANDEMIC PHASE

Annotation. In Georgia, as well as around the world, tourism activity is still limited. At this stage, the state should take care of mountain tourism's promotion to introduce the potential of the Georgian mountains to the world tourism market to attract more tourists.Especially in the post-pandemic period, to restore the body and enjoy the picturesque nature. Georgia's mountain climate and conditions are beneficial for rehabilitating the organism transferred to Kovid and dealing with Kovid to heal the organism. Reduced atmospheric pressure, relatively low rates of air temperature and absolute humidity, fresh air, high concentrations of ultraviolet rays, and light negative air ions characterize the mountain climate. For therapeutic-prophylactic purposes, low and medium mountain climate is used, at an altitude of 400-2000 meters above sea level. Climatotherapy is shown for the following pathologies: diseases of the cardiovascular system and respiratory system diseases, which often accompany COVID-19. Besides climatotherapy, they can arrange many other therapeutic tours in the mountains of Georgia. Such as peloid (mud treatment), speleotherapy (with cave speleoaerosol), apitherapy (with bee products), hippotherapy (horse therapy), enotherapy (wine herbal), Balneotherapy (with mineral waters), etc. Besides medical tourism, the mountains of Georgia are attractive with one of these (Chiatura), traditional handicrafts, gastronomy, ethnographic, cultural, historical riches, natural landscape diversity, endemic flora and fauna, wild, good fruits and wild fruits. Mountain-hiking tours are beautiful in the mountains, for example, on the "Silver Lake", the road leading to it is unique, not only in Georgia but also in Eastern Europe, as it simultaneously meets tourists with caves, mineral waters, mossy massifs, alpine lakes and waterfalls, feels wild. Mountain tourism prolongs the tourist's stay, mainly if he is engaged in agri-tourism activities, handicrafts, gastronomy, folklore. Picturesque mountain views, proximity to the clouds and the impressive landscapes of the Caucasus, local traditions, hospitality, and many other factors make the opportunities of Georgian mountain tourism unique. In the post-pandemic period, the demand for mountain health tours will increase until the potential of the mountains of Georgia is actively popularized through various means, including the use of virtual tours. Virtual tourism especially intensifies the desire to see unique places with your own eyes, online masterclasses - the desire to do it yourself, thus stimulating an actual visit.

Keywords: Mountain tourism, virtual tourism, eco-agro-adventure, medical tourism mix. 

Introduction

In recent years, many changes have taken place in the country. The government has also made mountain tourism a priority. Both international organizations and local specialists welcome the idea, although their views on the development of the field are different.

In recent years, they have laid the foundation for Georgia's ski resorts to attract hundreds of millions of GEL investments to the country for tourism development. The Government of Georgia has raised significant financial resources and directed them to mountain resorts for large-scale infrastructure projects. According to the Secretary-General of the UN World Tourism Organization - Taleb Rifai, the development of Georgian mountain resorts globally is viewed with great optimism. He believes that more and more people will be interested in visiting Georgia in the future. The guarantee of this is the beauty of Georgia and the natural features of the Georgian people, including the distinguished warm welcome and hospitality: "65% of the territory of Georgia is mountains. Georgians are proud, honest, and kind people. It is a rare combination when proud people are at the same time kind and hospitable. You should be proud of what you have and be kind, plain, and humble when you host visitors. Georgians are just like that ... Georgia should introduce itself to the world as a country of ancient culture and high peaks ... Ancient culture is at the roots of the country. High peaks reach the sky, "- said Taleb Rifai [Government of Georgia, 2017].

In many countries of the world, mountain tourism has been a leading position since the end of the last century. Here is how it was characterized. If we want to develop mountain tourism, we must keep in mind that involving stakeholders is essential and supporting a diverse tourism community, understanding critical components and identifying stakeholders, and increasing engagement [Gill & Williams, 1994]. 

Travel companies plan travel routes in specific directions for different transportation for alpine areas chosen based on the mountain. Visitors share and support the rules and principles of behavior suitable for the harsh mountain environment and hike on essential routes in summer, such as rocky ridges and dry meadows, observe the processes taking place in nature and help rejuvenate forests, uproot trees. Planting one tree by each hiker, skier, climbed in areas where forest development is necessary will help make the site a more attractive facility in natural conditions, protect the environment, and stand still [Hudson & Miller, 2005

The rapid development of the tourism sector had created a significant challenge for the development of mountain resorts. The main thing was to provide a tour of the facilities requested by the mountain communities for a wide range of visitors, to get acquainted with them and to offer complete service packages, which would help maintain accommodation among the mountain people and make them comfortable by improving the quality of life and work. [Gill & Williams, 1994].

Climate seasonality is one of the most distinctive features of mountainous regions. Attraction support for tourists also varies at different times of the year. Thus, very few communities can rely on tourism throughout the year as a reliable source of employment and income, which is in the state's interest to attract as much investment as possible to create much entertainment for its tourists and visitors. It is a particular problem in ski resorts because work beyond the seasons is limited. Seasonality is significant to become an essential pillar of tourism development, remove obstacles, and permanently make investments that should create new opportunities for receiving visitors throughout the year [Price, 1992].

Mountainous regions form a joint base of diverse resources, and the quality of development of the tourism industry is of great importance for such places. Thus, public or private organizations represented in the mountain region should pay great attention to tourism management. These are the issues that stand out on the global agenda. Mountainous areas cover one-fifth of the Earth's surface and provide significant resources for more than half of the world's population, using one of the essential freshwaters and mountain springs in the right consumer direction. Unique biophysical characteristics are best preserved in mountainous regions of the Earth, ensuring species richness and diversity. Ecosystems - supply precious natural resources to collect medicinal plants and use them for food, medicine, and many other purposes. See also critical human values. The world's developed mountain systems form a vast ecosystem that has strengthened over the centuries.

Along with the deserts, the latter has kept its World Heritage status, with many historical and archaeological specimens that visit the world's most diverse nature.

In the mountains, a diverse culture, the daily behaviour of most ethnic groups, etc. Restrictions on physical, close communication and mobility may be encountered in mountainous regions where many ethnic groups live and maintain old traditions, so guides are always wary of this issue. The mountains also have great respect for the spirits of the dead, have spiritual centres, places of worship, unique expressions of obedience to the gods, deities, etc.; this inspires them and gives them a chance to transform inner motivation into external terms that is why the mountains are always individual and created by wisdom [Bianchi, 2003].

No one could have imagined if tourism would expand at the most incredible speed and demand would thus increase. Today it has become a global phenomenon and one of the most valuable in the world's leading industries. In the tourism industry, the fastest-growing sector is ecotourism. Also, that has aroused a great interest in the travel trade and the capital inflow among individuals. In recent years, we can define ecotourism as tourism that helps create and maintain an ecological environment in natural conditions. It differs from mass tourism because it has fewer environmental impacts and requires limited infrastructure development, although all steps are correctly calculated. Ecotourism emphasizes the need to maintain a natural environment, so it offers new opportunities without negative impact [R B Singh & Mishra, 2004].

The popularization of mountain tourism is necessary because there is no luxury on the plains. The infrastructure is tight. The most attractive for tourists are the fresh air, diverse landscape, natural and cultural landscapes, local traditions, and specifics of life. Mountain tourism is unique in terms of the harmonization of sports and leisure. It is here that people and nature get closer, which gives impressive energy to relaxation. A unique environment that attracts a variety of tourists, such as mountaineers, skiers, hikers. As well as people interested in cultural or historical, agro or medical tourism [Mountain Forum 1995].

Mountain tourism differs from general mass tourism because it does not guarantee tourist health in cities and even in the region's plains. After all, there are so many people moving there. Mountain tourism is the most important way to promote a country in high demand [Beedie and Hudson, 2003].

Especially today, in the conditions of the Covid pandemic, people are actively looking for natural remedies for prevention and recovery.

Tourism often involves high-risk activities, requiring the consistent work of specialized institutions and organizations, and addressing management issues in a scientific context [Fang et al., 2009].

Today, more and more countries have introduced ecotourism principles in their countries, minimizing the negative impact on the environment and helping local communities and groups to get the maximum benefit [Nyaupane and Thapa 2004 / Sharpley 2006].

Ecotourism envisages tourism development, economic growth, promoting and advancing local communities, enabling the fair distribution of ecotourism and environmental benefits, conservation through holistic methods, etc. [Nyaupane and Thapa 2004 / Sharpley 2006]. 

The negative side of tourism is the damage caused by uncontrolled tourism and the impact on the local environment, habitats. That is why many local communities are already actively taking care of introducing relevant rules and principles, which will minimize the harm to mass tourism. For example, in much of the Himalayas, the negative impact on the environment has been significantly reduced, as it required tourism centres to plan and implement ecotourism-related activities [Singh, R B, & Mishra, D. K. 2004 / Ram Babu Singh et al., 2009].

A separate topic of discussion is poverty in the mountains. They cut many mountainous regions and villages in the world off from lowland communities, often difficult to access, no roads, no infrastructure. The locals live in houses of light architecture, simple dwellings. Mountain populations with enormous potential live in poverty (Messerli and Ives, 1997). Ecotourism can improve the quality of life for locals living in mountainous regions [Nepal, 2005].

Arranging the infrastructure for the development of mountain tourism in such a way as to preserve the local landscape, the appearance of the environment, at the same time to create favorable conditions for tourists to live, is associated with difficulties. The advice and opinions of local communities will inevitably guide travel agencies when developing a profitable strategy to ensure that development is sustainable, sustainable, and prosperous.

While they knew it as the negative impact of tourism on the environment, it is essential not to mention the contribution of the highland regions to the campaigns and promotions that lead to economic wealth after the development of tourism. Especially in revenue generation, dozens of people are working on economic development measures — directly providing a full range of local opportunities to visitors. As a result, the rapid development of ecotourism has already led to unprecedented changes in economic, social, and environmental conditions, and these elements have entered and established in mountain life. Tourism contributed to the urbanization of villages, encouraging local communities, especially in the mid-nineteenth century (Valenzuela 1988), which led to defining specific characteristics of rural settlements and functional changes in the supply-demand chain [Pawson et al. 1984 / Nepal, 2005].

In Following the footsteps of rural customs in the mountains, new types of recreation and recreation are established. In each village of each country, it is different, which improves the state of tourist markets, promotes interest in the place, and spreads viral information through word of mouth. Therefore, many specialists are constantly working with the regions to increase the quality of on-site service by presenting various packages to keep up with the growing flows of tourists. They should be allowed to strengthen the rural economy, diversify their activities and use different stimulation methods to maintain and promote the natural-landscape zone [Linde & Grab, 2008].

Potential entrepreneurs in the mountains have to defer savings and raise money for their purposes. One is to help sell their service/product at the start of the season. The other to survive during the off-season months, putting the mountain population in dire economic straits [Banki & Ismail, 2015].

In tourism, managers and operators must adhere to "rationally strict operating conditions," apply scientifically sound measures to eliminate problems, such as the development of the Baishui Glacier, and so on. Effectively use current resources and maintain ecological balance. First, it is necessary to preserve biodiversity, ensure natural ecosystems and landscapes, more efficient management of tree planting paths in forests, restore vegetation, protect soil and water. Beautification and recreation of recreational areas, implementation of projects that will facilitate strict control of forests in vulnerable areas, build "artificial lakes" and reservoirs to maintain moisture balance and delay temperature rise from year to year, to promote abundant rainfall. All this will have a significant impact on the region and the local climate. [Pitman et al., 2004].

It becomes necessary to avoid the tendency of the local climate to deteriorate. Reduce water loss and depletion of soil by dehydration. Ensure long-term sustainability by following in the footsteps of the use of environmental resources. Already the second direction is artificial snow simulation and permanently artificial calculation, for resorts where it rarely snows anymore, or other climate problems have arisen. However, the key is to reduce the role of global warming to halt the uncontrolled melting of glaciers on Earth. The third is the progress made in developing green transport and clean energy in some areas, restoring old rules, using environmentally friendly vehicles, and using horses and carts. As well as the production of electric motors, natural gas engines, combined transport, etc.). The supply of much of the energy through the sun. Scientists hope this will further change solar energy and hydropower, which will reduce greenhouse gases and emissions [W. et al., 2010]. 

In globalization, most of the population in the developed world lives in cities — mountains, lakes, oceans, jungles, desert islands, and other wildlife are the best means of shelter, offering excitement, nervous system stimulation, and enjoyable adventure. Dislocating yourself and getting used to a new place helps you gain the usual experience [Rojek and Urry 1997].

Unique sightseeing and sharing a new culture are possible in most mountains, so many tourists often gather and share their best experiences with other people. People who are actively and independently looking for ways to a new adventure themselves become dressed in the roles of local or foreign tourists [Collister 1984 / Scott 1994].

Tourism has found a wide area, expanded, and included adventurous circumstances. Such facts significantly distinguished the mountains. Mountaineering is also only one part of the adventure tourism business. However, the boundaries between mountaineering and tourism are vague today, as these two species, although complementary, are still dangerous. Not everyone can climb the mountain, as professional skills and relevant practices are not. Tourists are always looking for practical solutions, buying services they know they will handle well. However, there are cases when they take more risks than others. The concept of mass tourism means studying the determinants of tourist behavior and these approaches to satisfy their interests [MacCannell 1976 / Rojek and Urry 1997 / Urry1990].

Unfortunately, the adventurous modern environment is less researched in the wake of tourism services, which presents some problems when observing the subject from a scientific perspective. [Beedie & Hudson, 2003].

"Integrated Regional Planning" emphasizes the resort's revitalization, allocating the best "tourist facilities" and active work on their development. Information on tourism needs, the importance of integrated planning must be embedded in regional development programs. It connects tourism with other social and economic sectors. Policy development:

  • · Primary restoration of environmental and cultural heritage sites,
  • · Development of Agro-tourism packages by farmers in agriculture,
  • · Finding alternative sources of energy consumption and comfortable arrangement of houses,
  • · Paving roads,
  • · considering the best practices in the world

Language advancement, education, mental well-being, introducing positive psychology, introducing the best experiences of resorts to visitors, etc. Which components will be adequate and pre-processed, depending on whether the tourist will visit this place. The problem with many alternatives today is that they offer a unique service rather than a wide range of services, making the tourist dissatisfied as he travels mostly on vacation. If he does not unwind, recreate, relax and regain energy, of course, he sees fit there. Will, move and spend the money there as well, which is a terrible aspect for the region as the revenue that the municipality could have received by offering other alternatives is lost. Vacationers' interest in resorts varies from season to season, which is why mountain resorts need to focus on getting different groups at different intervals of time and concentrating on them and creating relevant packages to help them earn extra income, such as 4 season resorts, winter resorts., Xenon snowmobiles, spring-flowering and pollination of pines, spruces, meadow flowers, and their collection for various purposes. It is possible to set up eco-camps in the forest in summer and get the best experience from mysterious and peaceful places, drinking healing waters and pleasant local stories. Revive traditions and put them into practice, while in the fall for the year-rounds of functional and medicinal plants accumulated, take small local tours, evening bonfires, and life adventures. Avi Fun. Thus, vacationers differ significantly and react differently to current offers. It is an essential factor that is worth focusing on [Mazaneg & Alkier, 1984]. 

New Zealand sights, beauty, and recreation experiences have become an etiquette for the mountains to visit hundreds of visitors. Tourists have been exploring these places for over a century and capturing the best impressions and rich natural scenery. The number of visitors to the mountains has increased most of the day. Slowly the foundation was laid, and the passenger jets appeared. Reducing travel costs domestically and internationally and rising per capita incomes have led to sustainable tourism and paid visitor visits to the region. Traveling to and from New Zealand is very exciting. A holiday boom in the mountains began as early as the 1960s and 1970s. Today, about 250,000 people are engaged in tourism activities and the services of those who want to visit the mountains. In parallel with the recreation in the mountains, the use of local lands intensified, small greenhouses were set up, ski and skating rinks around, which led to an even more significant increase in demand because the number of people wishing to explore the mountains of New Zealand is increasing every year. [Booth & Cullen, 2001]. 

Conclusion

Thus, mountain tourism is a type of "tourism activity" that takes place in a defined and limited geographical areas, such as mountains of mountainous or distinctive features and attributes, accompanied by a specific landscape, topography, climate, biodiversity (flora and fauna), local and by customs, by ethnographic wealth. In addition, mountain tourism includes a wide range of outdoor recreation and sports activities.

Mountain tourism has a high potential for stimulating local economic growth and social change because of the complementarity of other economic activities, the rapid contribution and demand for GDP and job creation, the elimination of seasonality, and much more expansive opportunities.

The development of mountain tourism will contribute to the country's sustainable development, attract investment, and improve the region's socio-economic situation.

The development of mountain tourism is connected with the entire value chain. It created a complete complex. All the destinations are connected, including adventure, sports, cultural, ethnographic, historical, medical tourism.

Especially in the post-Kovid period, when the world returns to a peaceful life, caring for human health will be essential. The importance of rehabilitation of patients and implementing measures to strengthen the body to strengthen the immune system will become even more urgent. With its geographical location, diverse climate and landscape, desirable environmental conditions, healing properties, and a variety of resorts in terms of health, Georgia can attract tourists worldwide. Suppose we enrich the mountain landscape and medicinal waters, the climate with locally grown biologically pure products, and the foodservice with elements of Georgian gastronomy and local customs. In that case, mountain tourism will be much more attractive. The mountains of Georgia are rich with natural, wild-growing fruits and berries, forest flora, and fauna. It is possible to organize master classes on the collection, extraction of medicinal plants, storage, a distillation of oils, and other processes. All this will be an essential precondition for extending the tour and re-visiting for any tour. 

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