DEVELOPING SUSTAINABLE GAMBLING TOURISM IN ADJARA: STRATEGIC MARKETING INSIGHTS

Abstract

This research investigates the gambling landscape in Georgia, focusing on strategic marketing approaches to developing sustainable gambling tourism, particularly in the Adjara region. Georgia's gambling industry, encompassing both traditional land-based venues and an emerging online sector, has become a significant contributor to the national economy. Over the past decade, the gambling sector has grown substantially, playing a vital role in Georgia's financial well-being. This study delves into the importance of land-based gambling establishments, such as casinos, in driving tourism, with Adjara emerging as a key destination. Amidst the COVID-19 pandemic, understanding the strategic marketing strategies employed by these establishments to attract gambling tourists and contribute to sustainable regional development is crucial. Qualitative research methods, including in-depth interviews and data analysis, were employed to examine the marketing strategies utilized by leading land-based casinos in Georgia. The findings reveal a focus on customer satisfaction, promotional campaigns, and collaborations with “junket” operators. Additionally, challenges such as regulatory constraints and geopolitical instability are identified, along with opportunities like targeting tourists from alternative countries and improving infrastructure. Statistical data further highlight the significant contribution of the gaming sector to the economy of the Adjara region, underlining its pivotal role in driving sustainable economic development and growth.