The purpose of this study has been to quantitatively measure the brand image of Georgia by means of a survey hosted in social media. This quantitative research is a good step in order to fully comprehend what people think and perceive about Georgia.
The questions used to measure the brand image of Georgia were formulated taking into consideration the brand messages presented by Georgia’s official tourism website. Such messages are distributed along 10 major concepts such as: “unique or hospitality” for instance. These concepts have been used and distributed by the tourism board along major travel channels to convey the brand image of the country.
Although the Georgians designed and implemented a specific brand image, through this study we wanted to test what our readers actually perceive about the country. As such, the research question of this study has been the following: “To what extent the brand messages introduced and widespread by Georgia’s official tourism board are perceived as being true by our readers?”
11 questions were asked to our readers via “instagram Stories”. This is a format that allows researchers to ask questions to a specific segment of the market – composed by the most devoted users of the Instagram account. The responders are normally strongly attached to the corporate brand.
Initially, each reader had 10 seconds to answer each question. This is an ideal timing for them to provide an instinctive and spontaneous answer. Yet, they could go back to the previous question in order to read it again (if necessary) and provide a meaningful and trustworthy answer.
The first question was answered by 153 readers. However, question number ten (the last multi choice question of this survey), was answered by 118 readers. Some of our readers did not provide an answer to all the questions, reducing the reliability of this study.
The results presented along this study reflect the perceptions of our readers towards Georgia’s country image. Yet, further studies need to be completed in order to understand in deep such feature.
Main highlights of Georgia’s brand image
Let’s share some insights about Georgia! The majority of you was quite right about the things we asked you.. For example, 74% agreed that Georgia is an ideal backpacker destination. You guys are right, because even though it’s small, it has so much to offer!
If you want nature, you can find 14 national reserves, 9 national parks, 17 suppressed, 14 natural monuments and 2 protected landscapes. In addition, Georgia has a variety of sceneries to offer, such as mountains of eternal snow, mountain lakes, alpine meadows, canyon rivers full of flowers and fruit, palm coasts, ancient caves, and sulfur water pools. The best thing is the absence of mass tourism; all these amazing places are still quite unspoiled.
By the way, if you were thinking that the highest mountain range in Europe is the Alps.. You were wrong. It is the Caucasus Mountains marking the border between Georgia and Russia. The highest peak is in Russia, but in Georgia you find the second highest, Shkara (5,193m/17,040 ft) which beats Mont Blanc by nearly 400m (1,312 ft).
Other reasons that makes Georgia so attractive are its cheap prices for nearly everything (food, accommodation, tours, transport..) compared to most other countries in continental Europe, and its safety. According to Numbeo 2016 report, Georgia is the safest country in Europe and 6th in the world.
Also important mentioning, Georgia is a must-visit because of its people, its gastronomy and off course its wine. Quests are a gift from God, goes the saying in Georgia, so you will be taken care of very well. They will make sure you try their national dishes, which are amongst the best in the world for their diversity and taste. The secret is the Georgian soil: natural extension of a fertile, mineral-rich landscape fed by the pure waters of the Caucasus Mountains. In addition, they will surely pour you a glass of wine. Did you know that Georgia has an 8000 years tradition of winemaking and over 500 different endemic species of grape? Georgia is now recognized as the homeland of wine, and the Qvevri wine making method was included in UNESCO’s cultural heritage list in 2013.
So the 38% that didn’t put Georgia on its bucket list… You might change your mind now!
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