The service sector in Georgia is in a phase of rapid development. The promotion of tourism enhancement is considered one of the most important parameters of a country’s economic growth.
The approach to customer satisfaction research has changed since special importance was given to the customer’s emotional factors as customer emotions play a decisive role in guest experience formation.
When foreign tourists visit Georgia, getting to know Georgian wine, has an important place in experiencing the history/culture of Georgia. Tourists come into contact with wine mainly during visits to local cellars. 
Since everything that tourists experience at cellars is an experience, the multisensory nature of tourism offering is the main focus of the present study. Guest experience creation is crucial for guests’ repeat visits and the spread of word-of-mouth. Experience is about stimulating the human senses to create an emotional and intellectual connection when guests interact with products and services. This, in turn, ensures the creation of a memorable experience.
The novelty and innovativeness of the project proposal lie in the identification of factors affecting the creation of the multisensory experience for guests in local cellars. In particular, it involves the creation of information and research tools necessary for the formation of the multisensory experience of wine tourism destinations. Also, the formation of a wine destination evaluation tool will help the cellar management to strengthen sensory marketing.
The objectives of the research are: (1) to conduct a survey of foreign wine visitors' multisensory experiences; (2) to analyze wine tourism destinations in Georgia in terms of sensory marketing; (3) to equip stakeholders involved in wine tourism with modern knowledge/management tools; (4) to enrich scientific field with new research.
The project envisages conducting qualitative and quantitative research. Within the scope of the qualitative research cellars will be researched in two directions: 1. description/evaluation of the cellar in terms of sensory marketing; 2. conducting in-depth interviews with cellars founders/managers about the goals, strategy, activities aimed at creating the guests’ desired multisensory experience, etc. As for the quantitative research, it will be conducted on-site in the cellars. All three types of wine tourists will be selected as respondents: casual, interested, and enthusiasts.
Study results will be valuable for hospitality sector development in Georgia. Cellars will be given the opportunity to shape their facility development strategy based on the research results, strengthen sensory marketing components, and base strategic decisions on multisensory experiential marketing concepts.