AGORA International Journal of Economical Sciences, http://univagora.ro/jour/index.php/aijes ISSN 2067-3310, E-ISSN 2067-7669 Vol. 19, No. 1 (2025), pp. 132-144 132 THE IMPORTANCE OF TOUR GUIDES TRAINING IN ADJARA REGION, GEORGIA T. KARBAIA Tamari Karbaia Caucasus University, Georgia https://orcid.org/0009-0005-2945-0210, Email: tkarbaia@cu.edu.ge Abstract: The aim of the study was to analyze the influence of training on guides’ job satisfaction, as well as the relationship between service satisfaction and demographic variables. The research was conducted among independent tour guides, agency-based tour guides, and customers. Although the relationships among these variables have been widely studied by scholars, there is a lack of empirical data specifically in the context of Georgia’s Adjara Region. Adjara is one of the most visited destinations in Georgia (Georgian Tourism Association 2024). Considering the region’s Geographical, political and diverse religious characteristics, tour guides require relevant qualification, particularly, in terms of providing precise information. It is also quite interesting to examine the international practice about managing tour guides. In various countries, such as Singapore (Board, n.d.), Japan (Huang & Weiler 2010; (Thomson, Tanaka, & Morikoshi, 2021) and so on, tour guides are well-trained and licensed (Huang, S. & Weiler, B. 2010). Empirical findings claim that training influences employee performance and job satisfaction (Nauman, Bhatti, Jalil, & Riaz, 2021) (Okechukwu, 2017). The research employed a mixed-methods approach as it consists of quantitative as well as qualitative components. The collected data was analyzed by widely applied software SPSS that gives scholars the opportunity to process large numerical data through performing various analytical approaches. Despite the contributions of the research, it has certain limitations. Keywords: tour guides, training, job satisfaction, challenges. Introduction The study examines the influence of tour guides’ training on the level of their job satisfaction and also the impact of demographic variables on customer satisfaction. Moreover, it was identified certain challenges faced in the sector. There is much theoretical findings describing the relationship, however, research novelty is applying the empirical approach in the specific regional context. Literature review includes the theoretical overview about the international practices regarding managing guides’ competences, the empirical findings about the relationship among job satisfaction and tour guides training, the influence of job satisfaction. The research is designed based on mixed approach, including application of focus groups and surveys. The first hypotheses about the relationship among tour guide training and their job satisfaction. It was also interesting to find the influence of demographic variables on the customer satisfaction. https://orcid.org/0009-0005-2945-0210 mailto:tkarbaia@cu.edu.ge Tamari KARBAIA 133 Despite the research limitations, specifically, the lack of generalizability on the country level, findings can be interesting for the local context and has certain implication for the relevant stakeholders to promote sustainable tourism. Literature Review Local Context of Adjara Region Adjara is an autonomous region located in the southwestern part of Georgia (Georgia, n.d.) near Black Sea and Turkey. It is unique due to its cultural, political, religious context. It combines Georgian and Turkish elements expressed by diverse religions, customs, architecture, cuisine, music and so on. It has a status of an autonomous republic within Georgia. The region itself is diverse in terms of landscape as it consists with mountainous districts. Government of Adjara provides different trainings for hospitality sector, including guides (www.adjara.gov.ge) however, this approach is not obligatory for them, important topics and, finally, there is not utilized by all guides. The city Batumi is strategically important due to tourism, transportation, and trade. Satisfaction level of international tourists was significantly increased from 2022 till 2023. Statistics of international nonresident tourists from 15 years old are increasing from 2022 till 2023 according to (Geostat, 2024). In the first quarter of 2023, 1,208,462 International visits, which is the 74.7% of the data before pandemics 74.7%-ით International practice of managing tour guides (Administration, n.d.) International Practices International practices regarding the licensing of tour guides vary significantly from country to country. They ensure that tour guides have the necessary knowledge and skills to provide high-quality experiences for travelers while also upholding safety and professionalism standards. Here are some common examples and practices found internationally:  The UK has a professional body called the Institute of Tourist Guiding (ITG, 2024), which offers certification for tour guides. Guides can obtain badges in specific regions such as London or Scotland after completing training and passing exams. These badges signify that the guide has met certain standards of knowledge and professionalism.  In some European countries, tour guide licensing is regulated at the national level, while in others, it may be managed at the regional or local level. The European Federation of Tourist Guide Associations (FEG, 2024) works to promote professional standards and cooperation among tour guides across Europe.  In Australia, tour guide licensing requirements vary by state and territory. For example, in New South Wales, guides need to complete a training course and obtain accreditation from the state tourism authority. Similar requirements exist in other parts of the country (TGA, n.d.).  In Japan, tour guide licensing is managed by local governments. Guides must pass exams administered by their local tourism authority and obtain a license to operate legally. The Japan National Tourism Organization (JNTO, 2024) provides information on licensing requirements and training programs for guides. http://www.adjara.gov.ge/ THE IMPORTANCE OF TOUR GUIDES TRAINING IN ADJARA REGION, GEORGIA 134 Tour Guides’ Competences There are verious references covering various aspects related to the importance of training for tour guides, including interpretation, trip planning, tourism management, tourism impacts, and the role of guides in delivering quality experiences to tourists. The article "The Role of the Tour Guide in Interpretation: A Case Study from the Australian Outback" underscores the importance of tour guides in providing interpretation services that enhance visitor experiences and contribute to the sustainable management of tourism destinations, using the Australian outback as a case study to illustrate these points. (Prideaux & Carson, The role of the tour guide in interpretation: A case study from the Australian outback, 2003). Another piece of empirical work article provides insights into the shifting dynamics of travel planning in the digital age and offers valuable implications for destination marketers, travel service providers, and researchers in the field of tourism. (Xiang, Wang, O'Leary, & Fesenmaier, 2007). The article "Progress in Tourism Management: From the Geography of Tourism to Geographies of Tourism – A Review" offers a comprehensive review of the evolution of tourism management, particularly focusing on the transition from a geographical perspective to a more holistic understanding of tourism as a multidisciplinary field. The author introduces the concept of tourism management and highlights its interdisciplinary nature, drawing from fields such as geography, economics, sociology, and environmental studies. (Leask, 2005). A book "Tourism: Principles, Practices, Philosophies" covers various areas of the tourism, including the dirverse practices and components of the industry, such as transportation, accommodation, attractions, tour operations, and hospitality services. It examines the operational aspects of tourism businesses and their role in delivering quality experiences to travelers (Goeldner & Ritchie, Tourism: principles, practices, philosophies, 2009). Training and Job satisfaction There are strong empirical findings about the realationship among employee training and their job satisfaction. Zawistowska (2020) explores the potential application of the Sectoral Qualifications Framework for Tourism (SQFT) in developing descriptions related to tourism. It is a comprehensive framework designed to outline the qualifications, skills, and knowledge required for various roles within the tourism sector. It may encompass different levels of proficiency and expertise, catering to the diverse needs of the industry (Zawistowska, 2020). Tour guide training can have a positive influence on job satisfaction by enhancing guides' skills, providing professional recognition, fostering career advancement opportunities, improving performance, promoting a sense of purpose, creating a supportive work environment, and encouraging continuous learning. The article “Effect of tour guide service quality on tourist satisfaction: The mediating role of tourist–tour guide rapport” includes discussion about the implications of the findings for tour guide training and management practices. It emphasizes the importance of equipping tour guides with not only technical skills and knowledge but also interpersonal skills to establish rapport and enhance the overall tourist experience (Li, Wang, Jia, & Li, 2016). The meta-analysis about effectiveness of training provides insights into the overall effectiveness of training programs in organizations. It identifies factors that contribute to successful training outcomes, such as clear learning objectives, active learning methods, and opportunities for practice and feedback (Arthur, Bennett, Edens, & Bel, 2003). Various scholars underline the importance of training for Tamari KARBAIA 135 employee satisfaction (Colquitt, LePine, & Noe, 2000). Noe introduces in his book a comprehensive coverage of employee training and development practices, including the role of training in enhancing job satisfaction, motivation, and performance (Noe, 2013). Numerous authors explore the relationship between tour guide competency, service quality, and tourist satisfaction specifically among Chinese tourists (Ninpradith, Viriyasuebphong, & Voraseyanont). Customer Satisfaction In other words, tour guide competence is expected to positively influence tour quality, which in turn enhances tourist satisfaction and loyalty (Wang, Li, Li, & Wang, 2017). Studies state, that tour guide performance has influence on tourist satisfaction (Zhang, Deng, & Wang, 2016) as they are co-creators of tourist experience (Sotiriadis & Shen, 2017). Moreover, Tourists' perceptions of tour guide performance are found to be influenced by factors such as the quality of information provided, the clarity and enthusiasm of delivery, the ability to engage and interact with tourists, and the level of personalization and attention to individual tourists' interests (Kontogeorgopoulos & Palmer, 2010). At the same time, Key factors that contribute to customer loyalty include employees' customer service skills, responsiveness to customer needs, personalized interactions, and the organization's overall commitment to customer satisfaction (Nepomuceno & Laroche, 2014). Sustainable Tourism and Tour Guides Different scientific literature is dedicated to supporting guides (Prideaux, The role of the tour guide in sustainable tourism, 2000)) .To be specific, “Sustainable Tourism: A Small Business Handbook for Success" (Dodds, 2010) offers practical guidance for small tourism businesses, including tour guides, while, "The Responsible Tourist Guide: Tourism, Responsibility, and Sustainability" examines the role of tour guides in promoting responsible tourism practices and fostering sustainability (Gössling & Hall, The Responsible Tourist Guide: Tourism, Responsibility, and Sustainability, 2010). Moreover, "Tourism and Hospitality: Issues and Developments" edited by Manuel Rivera, Salvador Anton Clavé, and José Luis González-Sánchez (2018) - includes chapters on sustainable tourism and the role of tour guides in destination management and interpretation. It provides insights into the challenges and opportunities facing tour guides in promoting sustainability. A book "Tourism Ethics" (Fennel, 2016) explores ethical issues in tourism, including the role of tour guides as interpreters of culture, heritage, and environmental issues. It discusses the ethical responsibilities of tour guides in promoting sustainable tourism practices and minimizing negative impacts on destinations. Another textbook "Tourism Management: An Introduction" includes a chapter on sustainable tourism management, which covers topics such as destination planning, stakeholder engagement, and the role of tour guides in delivering sustainable tourism experiences (Page S. , 2019). Their role is also important in promoting community-based tourism, ecotourism, and cultural heritage conservation (Mowforth & Munt, 2009) and interpreting environmental and cultural resources (Page S. J., 2011), therefore, it is important to educate tourists about environmental and social issues, as well as engaging with local communities to minimize negative impacts (Gössling & Hall, The Responsible Tourist Guide: THE IMPORTANCE OF TOUR GUIDES TRAINING IN ADJARA REGION, GEORGIA 136 Tourism, Responsibility, and Sustainability, 2010). In order to “ shape destination competitiveness” (Ritchie & Crouch, 2003), tour guide training and certification programs ensure quality standards and professionalism within the tourism industry. To be specific, formal trainings acquire the necessary knowledge, communication skills, and cultural competence to effectively lead tours and enhance visitor experiences (Goeldner & Ritchie, Tourism: Principles, practices, philosophies, 2009). Research Design The research considered mixed approach as it consisted of quantitative as well as qualitative components. Tour guides Job satisfaction was studied by utilization of a survey (Brayfield & Rothe, 1954) with 19 research items. These criteria aims to determine whether employees experienced job satisfaction. Their performance was measured based on their costumers’ evaluations through filling out the survey (Meng & Sirakaya-Turk, 2010). Training evaluation was assessed by the adapted version of the instrument introduced by Francis (Kabii, Okello, & Kipruto, 2017) The regional context and challenges characterized for the specific geographical location was identified by approaching focus group of tour guides and tourists. The respondents for focus group were identified with nonprobability approach, specifically, snowball method introduced by Dave Ramsey. Potential respondents received the Informed Consent Letter with description of the research objectives and rights of the respondents. Several research instruments were translated into Georgian language and vice versa, were slightly modified and adapted to Georgian context, several research items were added, specifically, questions about demographic characteristics. As mentioned previously, data was collected from independent as well as agency-based tours guides working in Adjara region and their customers. The respondents for the quantitative data were selected randomly. The links with uploaded research items were sent to potential respondents electronically. The sample size was 190 tour guides and 190 costumers. Research Ethics The respondents were sent and asked to sign the form of Informed Consent to approve the participation in the research after obtaining information about the research objectives. The research was conducted based on the research ethical standards. Data Analysis Two focus groups were performed with 15 individuals presenting tour guides and costumers. Focus group identified certain challenges and trends faced by the tour guides and tourists to have more comprehensive overview of the situation. There are numerous services and entertainment activities for tourists, but more diverse opportunities for young people. Due to the climate with abundant precipitation in the region, the utilization of outdoor activities becomes limited. Moreover, in some village’s infrastructure is not fully available, specifically, proper roads and bridges limits the inclusive access. Moreover, it was stated, some of the guides had the lack of educational background and experienced lots of challenges related to customer satisfaction. Vast majority of the guides stated that capacity building activities, such as trainings Tamari KARBAIA 137 will promote their performance. One tourist mentioned that some Georgian political facts were misinterpreted, most of them relate low level of their job satisfaction due to their lack of knowledge and proper guidance. Quantitative as well as qualitative data was prepared, cleaned from missing values as well as outliers and Microsoft Excel file was imported to analyze by widely known and scholarly utilized SPSS to process big numeric data through performing various approaches. The response rate was quite high, specifically, approximately, 65 percent. The respondents were balanced in terms of sex, age, education level, tenure. Fifty percent of the respondents represented tour agency and the rest – individual tour guides. Data was obtained from individual tour guides and the rest of them – from agency-based guides. Tour guides’ job satisfaction Data was analyzed through different statistical approaches, specifically, descriptive statistics and univariate statistics (frequency, central tendency measurement, variation measurements, T-test, correlation analysis, regression analysis). H1: The relationship of tour guides training and their job satisfaction. Table 1.1 Distribution of Parameters and mean 1 2 3 4 5 6 7 6+7, in inverses1+2 The mean characteristic is reversed in inverses Q1.1 There are some conditions concerning my job that could be improved 0.0% 0.0% 0.0% 0.5% 18.0% 53.4% 28.0% 81.5% 6.1 Q1.2 My job is like a hobby to me 0.0% 0.0% 0.5% 23.3% 42.9% 15.3% 18.0% 33.3% 5.3 Q1.3 My job is usually interesting enough to keep me from getting bored 0.0% 0.0% 1.1% 11.6% 24.3% 39.2% 23.8% 63.0% 5.7 Q1.4 seems that my friends are more interested in their jobs 19.0% 39.2% 32.3% 9.5% 0.0% 0.0% 0.0% 58.2% 5.7 Q1.5 I consider my job rather unpleasant 40.2% 37.0% 20.1% 2.1% 0.0% 0.5% 0.0% 77.2% 6.1 Q1.6 I enjoy my work more than my leisure time 5.3% 7.4% 19.0% 34.9% 24.3% 8.5% 0.5% 9.0% 3.9 Q1.7 I am often bored with my job 37.0% 28.6% 18.5% 12.7% 0.0% 3.2% 0.0% 65.6% 5.8 Q1.8 I feel fairly well satisfied with my present job 0.0% 6.9% 10.1% 36.0% 31.2% 6.9% 9.0% 15.9% 4.5 Q1.9 Most of the time I have to force myself to go to work 35.4% 38.6% 21.2% 1.1% 0.5% 0.0% 3.2% 74.1% 5.9 Q1.10 I am satisfied with my job for the time being 0.0% 0.5% 5.3% 16.9% 26.5% 26.5% 24.3% 50.8% 5.5 Q1.11 I feel that my job is no more interesting than others I could get 10.1% 11.1% 28.6% 22.8% 16.4% 7.9% 3.2% 21.2% 4.4 Q1.12 I definitely dislike my work 53.4% 40.2% 2.6% 0.5% 0.0% 0.0% 3.2% 93.7% 6.3 Q1.13 I feel that I am happier in my work than most other people 0.0% 0.0% 3.7% 19.6% 33.9% 32.8% 10.1% 42.9% 5.3 THE IMPORTANCE OF TOUR GUIDES TRAINING IN ADJARA REGION, GEORGIA 138 Q1.14 Most days I am enthusiastic about my work 0.0% 0.0% 7.9% 29.6% 40.2% 14.8% 7.4% 22.2% 4.8 Q1.15 Each day of work seems like it will never end 30.2% 41.8% 16.9% 7.9% 2.6% 0.0% 0.5% 72.0% 5.9 Q1.16 I like my job better than the average worker does 0.0% 0.5% 3.2% 10.1% 38.6% 33.9% 13.8% 47.6% 5.4 Q1.17 My job is pretty uninteresting 45.5% 38.6% 13.2% 2.6% 0.0% 0.0% 0.0% 84.1% 6.3 Q1.18 I find real enjoyment in my work 0.0% 0.0% 0.0% 16.9% 30.7% 36.5% 15.9% 52.4% 5.5 Q1.19 I am disappointed that I ever took this job 60.8% 38.1% 1.1% 0.0% 0.0% 0.0% 0.0% 98.9% 6.6 Here are inverse parameters, where 1 and 2 answers are positive. From the first table, it can be seen that the problematic parameters are: Table 1.2 6+7, in inverses1+2 The mean characteristic is reversed in inverses Q1.6 1.6 I enjoy my work more than my leisure time 9.0% 3.9 Q1.8 1.8 I feel fairly well satisfied with my present job 15.9% 4.5 Q1.11 1.11 I feel that my job is no more interesting than others I could get 21.2% 4.4 Q1.14 1.14 Most days I am enthusiastic about my work 22.2% 4.8 Q1.2 1.2 My job is like a hobby to me 33.3% 5.3 Q1.13 1.13 I feel that I am happier in my work than most other people 42.9% 5.3 Q1.16 1.16 I like my job better than the average worker does 47.6% 5.4 Q1.10 1.10 I am satisfied with my job for the time being 50.8% 5.5 From the 19 parameters mentioned above, we created a job satisfaction index, which becomes a minimum value of 0 or a maximum value of 1. The average value of the job satisfaction index is equal to: 71.46% - which is high enough. Let's find its average characteristic in terms of trainings: Table 1.3 The index of job satisfaction among respondents who have undergone trainings is 75.07%, and the index of job satisfaction among respondents who have not undergone trainings is equal to 69.66%. That is, the satisfaction index among trained respondents is 5% higher, and this difference is statistically significant P=0.001<0.05. According to the findings, respondents indicated that they have not received training on tour planning and pricing (65%). They think that training in history and culture(65%), foreign language (66%) reptiles and marine ecosystems (51%), eco-tourism (62%), customer service, communication (82%) and computer (56%) skills can improve their job performance. It can be seen that the majority of the respondents evaluate the trainings positively. Having received training on tour planning and pricing Job satisfaction (JS) 1 Yes 75.07% 2 No 69.66% Total 71.46% p 0.001 Tamari KARBAIA 139 Let’s take a look on demographic data: Table 1.5 Sex Table 1.4. Age group Frequency Percent Valid Percent Cumulative Percent Valid 2 Competed basic education 35 18.5 18.5 18.5 3 BA 97 51.3 51.3 69.8 4 MA 57 30.2 30.2 100.0 Total 189 100.0 100.0 Table 1.6 Educational level Frequency Percent Valid Percent Cumulative Percent Valid 2 From 2 up to 5 years 64 33.9 33.9 33.9 3 From 5 up to 10 years 98 51.9 51.9 85.7 4 More than 10 years 27 14.3 14.3 100.0 Total 189 100.0 100.0 Table 1.7 Tenure Frequency Percent Valid Percent Cumulative Percent Valid 1 I am tour agency-based guide 95 50.3 50.3 50.3 2 I am an independent guide 94 49.7 49.7 100.0 Total 189 100.0 100.0 Table 1.8 Choose one from the following list Relationship of the job satisfaction index with demographic variables: It can be seen from the table that respondents aged 45-54 have the highest job satisfaction (83.65%), and respondents aged 55-64 have the lowest satisfaction (50.20%). Table 1.9 Mean The more experience the guide has, the higher the satisfaction with the trainings. Job satisfaction does not have an influence on gender, profession, education, type of guide. Table 1.10 Frequency Percent Valid Percent Cumulative Percent Valid 1 18-24 41 21.7 21.7 21.7 2 25-34 57 30.2 30.2 51.9 3 35-44 59 31.2 31.2 83.1 4 45-54 23 12.2 12.2 95.2 5 55-64 9 4.8 4.8 100.0 Total 189 100.0 100.0 Frequency Percent Valid Percent Cumulative Percent Valid 1 Female 103 54.5 54.5 54.5 2 Male 86 45.5 45.5 100.0 Total 189 100.0 100.0 Age group JS/Job Satisfaction 1 18-24 69.19% 2 25-34 70.47% 3 35-44 72.49% 4 45-54 83.65% 5 55-64 50.20% Total 71.46% P 0.001 Tenure JS/ Job satisfaction 2 From 2 up to 5 years 68.47% 3 From 5 up to 10 years 72.32% 4 More than 10 years 75.44% Total 71.46% P 0.01 THE IMPORTANCE OF TOUR GUIDES TRAINING IN ADJARA REGION, GEORGIA 140 Costumers Satisfaction H2: The relationship of Costumers’ satisfaction and demographic variables. Univariate analysis and Statistics 2 4 5 6 7 6+7 Mean Attending my needs promptly 0.00% 1.05% 32.11% 47.37% 19.47% 66.84% 5.85 Interested in solving my problems 0.00% 0.53% 26.84% 53.16% 19.47% 72.63% 5.92 Understanding my specific needs 0.00% 0.00% 16.32% 48.95% 34.74% 83.68% 6.18 Made traveling more enjoyable/ 0.00% 0.00% 17.37% 47.37% 35.26% 82.63% 6.18 Pre-tour briefing (references to shopping; food, fees etc.) 0.00% 0.00% 11.58% 42.11% 46.32% 88.42% 6.35 Visiting scenic spots (manner and content of the guide's interpretation of scenic-spots, additions or deductions of scenic-spots) 0.00% 0.00% 8.42% 43.68% 47.89% 91.58% 6.39 Got things right first time 0.00% 0.00% 23.68% 49.47% 26.84% 76.32% 6.03 Travel guide never too busy to respond 0.00% 0.00% 17.89% 46.32% 35.79% 82.11% 6.18 Delivered services on time 0.00% 0.00% 8.95% 42.63% 48.42% 91.05% 6.39 Knowledgeable guide 0.00% 12.11% 38.42% 34.21% 15.26% 49.47% 5.53 consistently courteous 0.00% 0.00% 7.37% 40.53% 52.11% 92.63% 6.45 guide made me to feel secure 0.00% 0.00% 9.47% 42.11% 48.42% 90.53% 6.39 Staff always willing to help 0.00% 0.00% 6.84% 48.42% 44.74% 93.16% 6.38 Travelers' best interests at heart 0.00% 0.00% 10.53% 38.42% 51.05% 89.47% 6.41 Individualized attention to travelers 0.00% 4.74% 13.68% 42.11% 39.47% 81.58% 6.16 Guide kept customers informed 0.53% 4.74% 13.16% 42.63% 38.95% 81.58% 6.14 No excessive waiting time 0.00% 0.00% 12.11% 44.74% 43.16% 87.89% 6.31 Table 2.1 From listed provisions, three research items received a relatively low rating The rest of the provisions received a fairly high rating. Accordingly, the index consisting of these 17 variables received a sufficiently high value of 6.19 on a 7-point scale, i.e. 77.38% of the maximum value - which is quite a high indicator. Table 2.2 Job Satisfaction Index Mean 6.19 77.38% Table 2.3 Consider the correlation of the satisfaction ratio with demographic data: The satisfaction index has a statistically significant correlation with age (P=0.01<0.05), while the correlation coefficient is negative r=-0.197, that is, a negative relationship with age means that respondents of younger age are more satisfied. Table 2.4. Correlations 6+7 sum of evaluation percentage mean Knowledgeable guide 49.47% 5.53 Attending my needs promptly 66.84% 5.85 Interested in solving my problems 72.63% 5.92 Got things right first time 76.32% 6.03 age_gr 18. Please indicate the Age group/ Satisfaction Pearson Correlation -0.197 Sig. (2-tailed) 0.01 N 190 **. Correlation is significant at the 0.01 level (2-tailed). Tamari KARBAIA 141 The satisfaction index has a statistically significant correlation with age (P=0.01<0.05), while the correlation coefficient is negative r=-0.197, that is, a negative relationship with age means that respondents of younger age are more satisfied. The average index of satisfaction in women is 6.2, and in men 6.19, the difference between them is not statistically significant p=0.76>0.05. That is, satisfaction does not differ by gender. Table 2.5 Sex Satisfaction index in relation with a1.20 is not statistically significant as p=0.74>0.05 and are not different. Distribution of Demographic research items Table 2.7 Age group Frequency Percent Valid Percent Cumulative Percent Valid 1 18-24 44 23.2 23.2 23.2 2 25-34 23 12.1 12.1 35.3 3 35- 44 52 27.4 27.4 62.6 4 45-54 38 20.0 20.0 82.6 5 55-64 9 4.7 4.7 87.4 6 65+ 24 12.6 12.6 100.0 Total 190 100.0 100.0 Table 2.8 Sex Frequency Percent Valid Percent Cumulative Percent ValidValid 1 Female 94 49.5 49.5 49.5 2 Male 96 50.5 50.5 100.0 Total 190 100.0 100.0 Table 2.9 Please choose one from the options below Frequency Percent Valid Percent Cumulative Percent Valid 1 Service was provided by independent guide 95 50.0 50.0 50.0 2 Service was provided by tour agency-based guide 95 50.0 50.0 100.0 Total 190 100.0 100.0 Satisfaction Index 1 Female 6.20 2 Male 6.19 Total 6.19 P 0.76 Table 2.6 Please choose one from the options below Satisfaction Index 1 Service was provided by independent guide 6.19 2 Service was provided by tour agency-based guide 6.20 Total 6.19 p 0.74 THE IMPORTANCE OF TOUR GUIDES TRAINING IN ADJARA REGION, GEORGIA 142 Research Findings and Implications According to the findings, there is higher level of job satisfaction for those that have undergone the trainings compared with others. Only age influences the level of costumers’ satisfaction. The findings can be interesting and beneficial for representatives of the management of the tourism sector in Adjara region to plan the relevant intervention or prevention mechanisms to promote development of tourism in Adjara region. To conclude, there can be drawn several recommendations to promote sustainability.  To provide relevant Infrastructure, roads, bridges in rural areas to make the destinations inclusive.  Managing the competencies of independent as well as agency-based tour guides. If we consider, that in Adjara region, there is a high demand of providing service for international tourists, it is crucial to equip guides with proper information about our history, political, cultural contexts.  Introducing mandatory training and certification courses for guides.  Performing research systematically to focus on total quality control and improvement of guides’ service.  Providing more diverse touristic services for older generation. Limitations and Future research Despite the reliability and validity of the research instruments, as they have been utilized in other studies, major limitation is about the sample size, which is not significantly big. Even though all the statistical procedures were performed properly, there is still the issue of social desirability of the tour guides that could negatively influence the responses. Also, the findings are relevant for regional context and might need additional research in different context. 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