Summary

In the work tourism is discussed as inter-sectoral complex which plays dual, productive and non-productive function. Tourism sector multiplication effect is proved which enables to equal the economic development level in regions of country. Tourism is discussed as rapidly invested sector, which supports the improvement of existing social and economic condition.

Important attention is driven to the role and significance of marketing in tourism sector as the marketing is the right tool for delivering service to the customer in a right and effective way; Also, the tourism-recreational potential in the country requires proper marketing vision in the business-service area in order to satisfy the needs of consumers.

Since the marketing focuses on consumer forms, stimulation and sales expansion, the marketing area is very close and necessary direction for tourism industry especially the "service marketing", as this direction provides service organization and delivering it to the customer in a correct and effective way. It is the main objective of hospitality industry to ensure developed service culture in business service area.

People employed in the field of service marketing should take into consideration four features of tourism services:

ü     Non-tangibleness;

ü     Service and personnel are inseparable;

ü     Quality of service is not permanent;

ü     Services are not stored.

In the work is analyzed Ajara Tourism and Resorts Department’s active engagement results, which implies solving existing service problems in the region by taking into consideration abovementioned 4 components. We studied and evaluated the main projects, surveys and strategies conducted by the Department. As a result, it has been revealed that the department has a separate service development division for 8 years. Since last year, department has issued brochure by the name “recommended”, as a result recommendations and instructions are given to the service providers. Also, to check the quality of the industry, the department conducted survey called "mysterious guest”, which was implemented in  2014, 2015, 2016 years and it is also planned for 2018 as well. The goal of the research is to identify the level of service, make a real picture and most importantly control the recommendations provided to overcome the weaknesses in the service area revealed by the survey.

The article discusses and analyzes the results of the major research conducted by A.A.R. Tourism Department during the last 5 years. The main problems are identified, the tasks and recommendations are set considering of which will significantly improve the service sector in the region. Coming out from the results, we can conclude that the region has the right marketing vision and the relevant strategies selected, which helps to eliminate and tackle these problems as well as gradually improve the quality of service.

In our opinion, it would be right if government and the private sector develop mutual policy that will consider the necessary conditions for service delivery: quality should determine the price.