SYMBOLISM, CULTURE SHOCK, AND INCLUSION IN HERITAGE BRANDING: A STUDY OF BRAND TRUST AMONG INTERNATIONAL STUDENTS IN GEORGIA

Georgia has become a growing destination for international students and tourists, but the way its cultural heritage is presented doesn’t always speak to everyone. This research explores how international students experience culture shock and how that influences their ability to trust Georgian tourism brands. Focusing on four major heritage and leisure sites—Mtatsminda Park, Jvari Monastery, Fabrika Yard, and Tbilisi Sulphur Baths—the study combines insights from interviews and a survey of 385 international students across seven leading Georgian universities. While most students were not disoriented by their surroundings, many reported a quiet sense of emotional exclusion. Brand cues—such as language use, religious symbols, or staff behavior—often failed to create a sense of cultural connection. The findings reveal that emotional trust doesn’t automatically follow visual familiarity. Inclusion must be actively designed. This study offers practical lessons for tourism authorities, heritage site managers, universities, and private operators aiming to make Georgia’s hospitality feel as welcoming as its history is rich.