This paper gives an evaluation of the Armenian tourism sector based on Nell Leiper's "Framework of Tourism", with strong emphasis on the need for a powerful air connection between Armenia and the target markets. This essay was written in view of a potential advising role for future tourism policy.
Table of Contents
1. INTRODUCTION
2. TOURIST GENERATING REGIONS
3. ARMENIA AS A TOURIST DESTINATION REGION
4. TRANSIT ROUTES
5. SWOT ANALYSIS
6. POLICY ADVICE FOR ARMENIAN GOVERNMENT
Research Objectives and Themes
The primary objective of this paper is to evaluate the Armenian tourism sector through the lens of Nell Leiper's "Framework of Tourism," with a specific focus on the critical necessity of robust air connectivity between Armenia and its target international markets to inform future tourism policy.
- Application of the "Framework of Tourism" to the Armenian context.
- Analysis of destination choice and marketing strategies for European markets.
- Evaluation of existing tourism infrastructure and development programs.
- Assessment of current transit routes and international airline connectivity.
- Strategic SWOT analysis of the Armenian tourism sector.
Excerpt from the Book
4. TRANSIT ROUTES
Transit routes function as the gateways to the tourist destination region. Transit routes or regions are important because they contribute to the accessibility of the destination region, and therefore to its attractiveness. Airlines play a considerable role in this field and should be studied in debt.
The following table gives the reader an overview of all destinations served out of Armenia’s main airport, Yerevan Zvartnots International Airport (EVN). These cities should be seen as both originating and transit cities for Armenian tourism.
Yerevan Zvartnots International Airport is served by 25 airlines, which directly connect Armenia with 34 cities. A look on the tables above immediately show the limited number of flights coming in from European origins in contrast with the strong representation of Russian and former USSR cities. This may explain why most tourists in Armenia come from Russia and neighbouring countries. A second important conclusion that can be drawn from the tables is the restricted competition on most routes. Most of the cities in the table are only connected with Yerevan by one airline. This with the exception of Moscow, Teheran and Rostov, which are served by at least two airlines. The strongest competition can be found on the route between Moscow Domodedovo and Yerevan where four airlines operate (including the now bankrupt Transaero Airlines). A route with this number of carriers could be considered as highly competitive in comparison with European routes.
Summary of Chapters
1. INTRODUCTION: Defines the theoretical framework of tourism based on Leiper, identifying human, physical, and temporal elements as the foundation for the study.
2. TOURIST GENERATING REGIONS: Analyzes the potential markets for Armenia, highlighting the challenge of low awareness among European consumers and the necessity of strategic destination marketing.
3. ARMENIA AS A TOURIST DESTINATION REGION: Examines Armenia’s inherent strengths in cultural heritage and nature, while identifying infrastructure gaps and language barriers in the hospitality sector.
4. TRANSIT ROUTES: Investigates the accessibility of Armenia via air transport, noting the high dependency on limited carriers and the negative impact of high airport taxes on competitiveness.
5. SWOT ANALYSIS: Summarizes the sector's strengths, weaknesses, opportunities, and threats to provide a clear overview of the current strategic landscape.
6. POLICY ADVICE FOR ARMENIAN GOVERNMENT: Proposes actionable strategies, including infrastructure investment, improved marketing, and the reestablishment of a national carrier to boost tourism.
Keywords
Armenia, destination choice, framework for tourism, tourism marketing, tourism policy, air connectivity, infrastructure, SWOT analysis, European market, transit routes, tourism development, hospitality, airport taxes, destination branding, national carrier.
Frequently Asked Questions
What is the primary focus of this paper?
The paper evaluates the Armenian tourism sector by applying Nell Leiper's "Framework of Tourism" to identify opportunities for growth and potential policy improvements.
What are the central themes discussed?
Key themes include the need for better international air connectivity, strategies for effective destination marketing, and the development of tourism infrastructure.
What is the main research question or goal?
The goal is to provide a comprehensive evaluation of the tourism sector that can serve as a foundation for future governmental tourism policy decisions.
Which methodology does the author use?
The author uses a qualitative evaluation approach based on established tourism frameworks, sector analysis, and a detailed examination of current air transit routes.
What topics are covered in the main body?
The main body covers tourist generating regions, Armenia's appeal as a destination, transit route accessibility, and a strategic SWOT analysis.
Which keywords best describe the document?
The document is best described by keywords such as Armenia, tourism policy, destination choice, air connectivity, and infrastructure development.
Why is the lack of a national carrier significant for Armenia?
The absence of a national carrier reduces competition on routes, negatively impacts the country’s ability to market itself effectively, and limits international connectivity.
How do airport taxes impact the tourism sector?
High airport taxes in Yerevan make the destination less attractive to airlines, lead to higher fares for consumers, and ultimately reduce demand for travel to Armenia.
What role does the "awareness set" play in destination choice?
The "awareness set" is the group of destinations a consumer knows about; the author argues that Armenia must first enter this set before it can be considered for travel.
What is the significance of the diaspora for Armenian tourism?The Armenian diaspora is identified as a primary and high-potential market for new tourism initiatives due to their cultural connection to the country.
- Arbeit zitieren
- Sven Buyle (Autor:in), 2015, Challenges and Opportunities for the Armenian Tourism Sector, München, GRIN Verlag, https://www.hausarbeiten.de/document/310252
