Crises around Concepts of Hospitality in the Mountainous Region of Svaneti in the North of Georgia

This study revolves around the village community of Ushguli, located in the Upper Svaneti region in the North of Georgia, which attained UNESCO World Heritage status in 1996. Since around 2010, Ushguli has seen a step-by-step rise in tourism. Until now, it has found itself relatively unprepared to meet visitors’ interests and needs and cope with the diverse aspects of modern lifestyles. The encounter and, in many instances, clash of interests between villagers and tourists, occurring in a context in which the economic objectives of the former group are encouragingly continuously growing visitor numbers, is correspondingly difficult to channel and manage. Ushguli represents a region with ideal conditions for exploring tourism as a strategy for overcoming economic and social crises and its effects on spatial, economic, environmental and social structures against a backdrop of change in material and immaterial objects driven by all stakeholders involved. This paper provides an overview of the specific focus of a multi-year study, which began in 2017. The research approach is critical findings related to impacts on regional values and life organization. In a nutshell, it can be concluded that tourists’ online communicated expectations and reviews have a profound impact on local communities and create intense competitive pressure on the local people.