TOURISM SUSTAINABILITY ANALYSIS AND THE PROSPECTS FOR CREATING AN ETHNOVISUAL TOURISM ATLAS IN ADJARA

Abstract

Ethnovisual tourism explores a destination's cultural heritage through visual means, generating economic benefits and encouraging investment in cultural infrastructure and heritage conservation projects. Assessing the social, economic and environmental impacts of tourism activities is essential to ensure sustainability and preserve local communities. In Adjara, Georgia, an ethnovisual tourism atlas can provide an immersive experience of local culture and heritage. Community engagement and participation are essential for the preservation of cultural heritage and for the benefit of the local community. Environmental sustainability should be prioritised through responsible tourism practices, such as reducing waste and energy consumption. The National Tourism Administration of the Ministry of Economy and Sustainable Development has published booklets and collections on pilgrimage tourism, such as "Orthodox Pilgrimage to Georgia" and "Georgia for the Jewish Travelers". These publications serve as reference materials for tourists, but are of limited use to guides and the general public. The Batumi Synagogue, for example, was built in 1904 by the Jewish community of Batumi and ceased operations in 1929. These publications can serve as reference materials and should be supplemented with additional materials to better understand the sustainable development of tourism in Adjara. In 1993, the Batumi Synagogue was returned to the Jewish community after being illegally installed by European Jews. The government postponed the project three times, and the Jews turned to the rabbi of Kutaisi for help. The article presents and analyses the sustainability of tourism in the context of post-COVID-19 conditions in Adjara, examines the ethnocultural characteristics of some ethnic groups living in Georgia, and proposes a model route for pilgrimage tourism for tour operators. The characteristics of the creation of an atlas of ethnovisual tourism based on field research, video monitoring of ethno-cultural values and the main sources for structuring cartographic material are also described. The article examines the dynamics of tourism development trends in Adjara, their probable estimates and prospects, which will be of interest not only to tourists and guides, but also to stakeholders interested in inter-ethnic and inter-religious relations, as well as to the scientific community. The research task was to analyse the sustainability of tourism in Adjara, focusing on the ethno-cultural characteristics of Georgian ethnic groups, and to offer a model pilgrimage tourism route for tour operators. The main objective was to predict future development and define trends. The research methodology includes interviews, stories, video monitoring, statistical forecasting technical tools and moving average tools. In conclusion, the interests of the ethno-spiritual culture of a multiethnic society in terms of sustainable tourism development and economic prospects are substantiated with the help of a video atlas, and an original tourist product in the form of an ethno-tourist video atlas is created. Video monitoring of ethno-cultural values allows capturing traditional elements of everyday life, material culture, social and family life, and spiritual culture.