ABOUT TOURIST SATISFACTION IN THE CONTEXT OF SUSTAINABLE DEVELOPMENT

Establishing market relations in a post-Soviet Countries is accompanied by many challenges. Therefore, conducting research, studying the market, as well as sharing advanced experiences, are of great importance. The article discusses several marketing issues in the tourism and hospitality business. The author's discussion focuses on changing environmental factors. It is noted that in the post-COVID period, the Georgian tourism and hospitality business operates under conditions of increased demand for their services. Various conditions necessary for their effective functioning play an important role in the success of tourism enterprises. In sustainable development tourism has an important place. Sustainable development is a philosophy that can bring great benefits to a country and its people. However, its implementation in real life is difficult and associated with many issues and problems. The modern concept of marketing, known as socio-ethical marketing, recognizes the principles of sustainable development and, at the same time, the need to satisfy the needs of consumers. The author believes that adherence to recognized marketing approaches and principles will play an important role in creating satisfaction of tourists, their further interest. Satisfied visitors leave their positive reviews, which affects the growth of the tourist flow. The development of the tourism sector needs a strong infrastructural basis. The author believes that the development process of this industry should be closely related to the aspects of environmental safety protection and the introduction of sustainable development principles. Therefore, it is important to plan it in advance wisely. Also, based on the analysis of the current situation in the field of marketing environment, it was determined that it is necessary to pay more attention to the targeted approach. The author provides a number of recommendations, including the idea of promoting the development of agrotourism in Georgia, which could be very effective.