INTANGIBLE CULTURAL HERITAGE IN GEORGIAN TOUR OPERATORS' OFFERINGS

This study examines the role of intangible cultural heritage in the offerings of Georgian tour operators. Additionally, the research investigates the challenges faced by providers of intangible cultural heritage services. The study is based on qualitative research conducted with inbound tour operators and intangible cultural service providers in Tbilisi and Batumi. The results reveal the equal importance of both tangible and intangible heritage in Georgian inbound tour operators' offerings. The study identifies only partial utilization of Georgian monuments listed in UNESCO's World Intangible Cultural Heritage in tour operators' programs. It emphasizes the positive role of commercial activities related to intangible heritage in raising awareness about intangible cultural monuments. Overall, the study suggests that there is a need for greater promotion of intangible cultural heritage, education and awareness-raising among the public, efforts to increase the recognition of intangible cultural heritage, and establishing closer connections between tour operators and intangible cultural heritage service providers.