CORPORATE CULTURE IN THE GEORGIAN TOURIST COMPANIES

Corporate culture is the embodiment of the relations of the worker to the core values, beliefs and traditions in specific models, realized in the corporate culture traditions, ceremonies, celebrations of success and customs, as well as in aims, strategy, process management, structure and methods of resource allocation. Tourist companies operate in a high competitive struggle for the client. Increased competition between them leads to the necessity for searching of their own market positions, conducting of marketing research, development and promotion an attractive tourproduct, hiring of qualified staff, attraction potential customers and creation the strong image of the proposed tourproducts. Those firms, which orient on the targeted audience image in their positioning, which select value characteristics in their positioning and advertizing and provide high qualitative service can count to the positive feedback from its customers. Key objectives of the Georgian tourist companies are: improving the quality of the tourproduct; increasing the number of customers willing to travel; improving sales techniques; deep analyzing the popularity of various touristic areas; improving the forms of customer service by improving the professional level of their staff; high qualified expert advices on all matters relating to the travel, visa and health insurance; developing travel programs, the most adequate to the modern market requirements.