Management of the Digital Tourist Brand of the Republic of Armenia
Formation of recommendations for the effective promotion of the Armenian tourism brand in the digital environment among Russian-speaking tourists. An integrated and systematic approach that raises the competitiveness of the tourism sector in Armenia.
| Рубрика | Спорт и туризм |
| Вид | дипломная работа |
| Язык | английский |
| Дата добавления | 13.07.2020 |
| Размер файла | 832,0 K |
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Appendix 16. Internal factor evaluation (EFE) matrix
Appendix 17. SWOT Space matrix
Appendix 18
Tables
Table 1. The growth rate and structure of the geographical distribution of tourists, who visited Republic of Armenia in January-September 2018-2019
|
Density |
Absolute growth rate of tourists |
|||
|
January-September |
January-September |
|||
|
2018 |
2019 |
|||
|
CIS countries |
23.5 |
24.4 |
175.9 |
|
|
Ukraine |
1.9 |
1.4 |
131.7 |
|
|
Russian Federation |
20.2 |
21.1 |
176.2 |
|
|
Other CIS countries |
1.4 |
1.9 |
2.3 раз |
|
|
EU countries |
27.3 |
27.9 |
172.2 |
|
|
Italy |
3.1 |
3.0 |
162.8 |
|
|
France |
5.0 |
6.7 |
2.3 раз |
|
|
Germany |
6.8 |
8.7 |
2.2 раз |
|
|
Great Britain |
3.2 |
0.7 |
35.9 |
|
|
Other EU countries |
8.3 |
7.8 |
156.1 |
|
|
Other countries |
49.2 |
47.7 |
163.6 |
|
|
USA |
14.3 |
6.6 |
77.9 |
|
|
Iran |
7.2 |
4.8 |
113.3 |
|
|
Georgia |
2.3 |
1.5 |
111.7 |
|
|
Turkey |
1.1 |
0.2 |
30.5 |
|
|
Canada |
1.7 |
1.5 |
143.8 |
|
|
Other countries |
22.6 |
33.1 |
2.5 times |
Table 2. Research framework
|
Step |
Hypothesis |
Research method & model |
Aim of the method |
|
|
1 |
The tourism product promotion in Armenia is not always targeted |
Quantitative analysis Model: Questionnaire |
Find out information about tourist flows and fill the gap of lack of statistics |
|
|
2 |
Each target group has its own preferences, interests and ways of communication |
Marketing analysis Model: Segmentation, Targeting, Positioning |
Find out the target groups, their key needs, the main products and promotion channels |
|
|
3 |
In the base of online promotion there are needs of the customers |
Quantitative analysis: Correlation and regression analysis |
Form the semantic core for the promotion of websites |
|
|
4 |
Armenia has a huge potential to develop tourism |
Marketing analysis: SWOT analysis |
Find out the strategies for the development |
|
|
5 |
Different groups need different approach |
Management analysis with systematic approach Content analysis with manual coding |
Find out the managerial approach to each groups needs |
Tabel 3. Semantic core
|
For January |
For May |
For June |
|
|
color qualified soundly appearance accommodation safety comfort experienced first class brand differentiation harmlessness understandability literate fine model distinction reliability clarity competent Image location separation security availability qualitatively breakdown inviolability |
color experienced image distinction comfort competent appearance separation feature qualitatively mark breakdown availability soundly location safety skilled first class accommodation reliability |
feature literate accommodation safety understandability qualitatively appearance differentiation harmlessness clarity soundly brand distinction security skilled fine mark separation inviolability experienced image location breakdown |
Table 4 SWOT matrix
|
External Factors |
Opportunities |
Threats |
|
|
? Growth in the share of individual travel in the overall structure of domestic tourist flow ? The appearance of low-cost airlines on the market and new flights in the second city of Gyumri ? The growth in demand for interregional tourist routes ? Pronounced 4 seasons, each of which is of great interest for the development of tourism |
? Centralization of state budgetary resources in large cities ? Migration outflow, worsening demographic situation ? High dependence of tourism industry on the seasonality factor ? Competition with other countries of the Caucasus |
||
|
Strength |
Weaknesses |
||
|
Internal factors |
? Unique historical resources, a large number of unique objects of cultural and historical heritage. ? Developed food infrastructure - many establishments with "their own face" and diverse historical cuisine in the tourist part of the city ? Hotels of different class and price level ? Possibility of serving tourists who do not know the local language |
? Poor development of the entertainment industry ? Poor condition of roads outside the capital city ? Weak promotion of the country and the creation of a positive image of tourism opportunities. ? Expensive airplane tickets from Russia |
|
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