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Home , 2007 in Armenia, Adventure travel, Tourism in Armenia

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Contents Introduction ...... 4 Bibliography ...... 13 Trends ...... 4 Appendices ...... 21 Demand ...... 4 Segmentation ...... 5

Product ...... 5

Choice of Location ...... 6 Current Activities on Offer ...... 7 Potential Activities for the Future ...... 7 Eco - ...... 7 Educational & Environmentally Stable Programs...... 7 Capacity Building ...... 8 Investment ...... 8 Stakeholders ...... 9 Communication ...... 9 Limitations ...... 10 Conclusion ...... 10 Works Cited ...... 11

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Introduction history (59.3%) as well as eco & tourism (12.4%) (CAPS,2007).

The purpose of this paper is to provide the Armenian Government with a Figure 1 illustrates that from the total inbound tourists, 12% are LHV strategy for the expansion of the sector in the visitors. attracts leisure country through the UNWTO brand “The ”. The objective of the tourists mainly coming from Canada, tourism enhancement is the creation of new jobs, the increase in , Germany, USA and UK spending in the country and the consequent reduction of the poverty (Euromonitor, 2011). Please refer to level by addressing several of the UN millennium goals. figure 2. There is also a high number of Figure 2 Top 5 Countries of Origin Russians and Georgians entering the Trends country, however, these nationalities were not taken into consideration Researching global tourism trends, a worldwide interest in eco-tourism due to the high level of Diaspora that makes leisure their secondary and adventure has also been identified: travelers now want to purpose of visit. experience the of the country visited, meet local people, visit the important sites, in an eco-friendly way, as well as the most remote and According to Euromonitor, international arrivals from the selected top 5 wild locations (CREST, 2010) (Chesak & Heyniger, 2011). countries of origin are forecasted to continuously increase over the years, reaching 9802 LHV trips in 2015. More specifically, 71.40% of the Demand tourists traveling to Armenia go to the area, meaning that between 2013 and 2015 approximately 6800 visitors will reach this A survey about Armenian international region (CAPS, 2007). Please refer to Appendix A. visitors has shown that Leisure// (LHV) visitors come to Armenia for the following reasons: (68.6%), culture and

4 Figure 1 Reasons to visit Armenia

Segmentation Two personas were created to demonstrate the tourist that would be most likely to travel to Armenia. Jean Luc is seeking hard adventure Figure 1 illustrates the characteristics of LHV travelers in Armenia as well activities when he . However, he also enjoys some soft as the global profile of eco-tourism and adventure travelers. In summary, with his family, which normally involves interacting with the locals. Julia the project’s most suitable persona is approximately 39 years old. There is 33 years old and she too is looking for an adventure, however, more on is no specific gender since male and female have the same proportion. the sustainable side. When she books her trips, ecology plays a big part There is an approximate 74% chance for the potential customer to be a on where she goes and stays. Please refer to Appendix B. high school graduate. Finally, the average length of stay is 10 days and the average daily expenditure is 161 US$. Product In order to merge the demand for eco-tourism and , the proposed strategy includes the launch of an ecological in Noratus, located in the region of the Lake Sevan, as well as the development of activities that currently aren’t on offer. Although this strategy was designed specifically for one location, the model should be implemented Figure 3 (Wood, 2007), (CAPS, 2007) and (The George Washington University School of in other areas of the country by 2019. Business, 2010) (Chesak & Heyniger, 2011) After having analyzed Armenia’s current tourism situation and the global Generation X best represents the eco and adventure traveller. The travel trends, it has been decided that the best tourism strategy is to Generation X is between 30-45 years old. This generation is full of construct and eco-hotel to attract the ever-growing adventure and eco- ambition with a certain need for independency (Talent Management traveler segments. Those favorable global trends confirm that developing Team, 2007). Subject to stress, this generation especially cares about a combined offer of eco-tourism and adventure travel is justifiable (CAPS, physical appearance (Diane & Devon, 2004). Since 2008, Generation X is 2007). Armenia has a natural and untouched beauty as a unique selling the largest group of both business and leisure travelers (Xola, 2006 ). point, as opposed to other destinations that are already fully developed.

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The proposed strategy is based on the combined pillars of eco-tourism Furthermore, the hotel serves as a platform for local activity providers (Honey, 2007) and adventure travel, that are illustrated in Figure 4 (The and other businesses to offer their services and therefore benefit from George Washington University School of Business, Adventure Tourism the Silk Road project indirectly due to increased demand. Market Report, 2010): Choice of Location Eco-tourism Adventure Travel Lake Sevan, located in the state Gegharkunik, has been identified to be the most suitable location for eco-tourism and adventure travel. First of Travel to natural destinations with Physical Activity all, this is due to the reasonable distance to the sole international airport, a minimized impact as well as the public system, which already exists and therefore Provides financial benefits and Interaction with the environment requires no investment. empowerment for local people Secondly, this rural area is rich in cultural and natural attractions, as well Respect for local culture & support Cultural Exchange for human right as potential activities during both winter and summer. Please refer to Appendix C. Lastly, it can help the UNWTO to achieve its millennium

goals through poverty alleviation, reducing seasonality and increasing Figure 4 .... (Honey, 2007) (The George Washington University School of Business, Adventure Tourism Market Report, 2010) sustainability.

The goal is to build a hotel that is as sustainable and environmentally Finally, it has been found that even though the Silk Road was once friendly as possible using organic materials and local products. Waste is economically significant for Armenia, only one site remains that can be recycled, and energy is generated in the nearby river through hydro clearly linked to the ancient road: Selim (Avetisyan, 2012). It power, as well as solar panels that are installed on the roof. Not only is can be explored through the bike trail starting in the Martuni Village and the building self sustainable, but business operations are sustainable as stretching over 30 kilometers along the Silk Road (Adventour Armenia, well by offering training and employment to the local population. 2011). Please refer to Appendix D.

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Current Activities on Offer and November. This will allow travelers to interact in a positive way with little negative impact on the environment. The labor granted by tourists Lake Sevan offers very competitive prices especially in terms of . would be voluntary, resulting in the farmer not having to pay for extra The skiing on Mt. Tsakhkadzor and Mt. Azhdahak is said to be amazing help (Shiffrin, Ph.D., 2006). with wide slopes and few people (Winter Armenia, 2012). Although skiing is not perceived to be very sustainable, it can entice travelers to visit A similar trip can be promoted during the months of May and June, as Armenia during the winter months, as currently travelers tend to visit this is the time that the farmers of Armenia plant their crops such as during the summer, and thereby reduce seasonality Please refer to cereals and potatoes, and harvest fruits (Armenpress, 2007). Appendix B. Educational & Environmentally Stable Programs Potential Activities for the Future There is currently one sustainable educational program in the village of Shirakamut, which is called the Agricultural Production and Even though there is a wide range options for adventure travel, the area Youth Development to Build Sustainable Livelihoods in Shirakamut Village lacks activities related to eco-tourism, educational and environmentally (Heifer International, 2011). It encourages and educates famers on stable programs. In order for Armenia to be a more attractive destination agricultural related topics. It also aims to find sustainable energy sources for adventure travelers that are seeking a more sustainable journey, it is such as solar power (Heifer International, 2011). suggested that investments are made in such projects. A similar program could be set up in partnership with Heifer international Eco - Tourism to create trips wherein the adventure seekers help out with educating Programs, that encourage tourists to get involved with local farmers or assist them in building and developing sustainable energy communities, are currently experiencing an upward trend (Stowell, et al., sources. In order to remain sustainable, the profit of tourism receipts 2010). It is for this reason that eco-tourism activities should be would go back to the community. developed within the Gegharkunik area.

One idea is to promote and offer trips that encourage travelers to get involved during the harvest season, which is normally around October

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These potential activities are highly recommended for implementation as As the level of English is generally low, the teaching of English has been it will appeal to the target market and help lay the foundations to identified to be a priority. The Gavar State University offers Bachelors achieve one of the UN’s millennium goals, sustainability, in Armenia. and Masters in Armenian, Russian and foreign languages (Gavar State University). It is recommended to make use of this resource and develop Capacity Building English courses, not on a Bachelor level, but to provide courses for a few In 2010, the population of Gegharkunik state amounted to 106’000 weeks; this way, future employees can obtain basic conversations skills active workers (employed and unemployed), and 66’000 inactive workers to communicate with tourists. (not looking for an employment). This is important to note, as there is a Another educational institute and potential partner would be the significant amount of potential employees for this region. Armenian Institute of Tourism. It is located in and around 20 From Armenia’s students graduate each year (Armenian Institute of Tourism ). Courses total registered could be subsidized by the state to those who are willing to learn the unemployed basics about tourism. population, Investment around 70% are females, which Currently, there are 4 competitor in the region of Lake Sevan. They can be seen in are in the 3 to 4 star segment, which appeals to the before mentioned the economic target segments (Lollis, 2005). Please refer to Appendix E & F. analysis of the After analyzing the demand, it was decided to build a 20 room eco-hotel, country. When Figure 5 Unemployment in Armenia in % (Decent Work allocating Country Profile Armenia). and to set aside extra land to construct an additional building should the resources, this project prove to be a success. Based on the average price per square fact has to be taken into consideration. Especially, since gender equality meter of building construction in Armenia of about 300-400$, and the is one of the UN millennium goals. Estimation Guide published by Hotel Cost HVS, this project could be

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realized with an investment of 2.4 million US$. Please refer to Appendix though the project could be realized without investments in G for more details. transportation. Collaboration with a green body can be considered for the controlling of the proper safeguard of the environment. The Armenian Development Agency encourages and suggests investments in order to improve the tourism industry. In particular, it Finally, the potential employee pool, as well as the Lake Sevan proposes a “High Altitude Training Center Investment Project”, in the community, have been identified as important stakeholders with a high Sevan area. Since this concept is similar to that of the proposed hotel influence on to project’s success or failure. project, it has been used as an investment benchmark. It is estimated that this concept would require an investment of 112million US$ Communication (Agency, 2011). Travelers are increasingly using the internet in order to make their travel plans (XOLA, 2006). In particular those belonging to the generation X are As the World Bank has already invested significant sums, it is very computer savvy, they know how to compare prices and services recommendable to turn to them for more funding. It is probable that quickly and are therefore constantly seeking the best value for their they provide funds for the Silk Road Project. It would be in the interest of money. As a consequence they are not very brand loyal, do not book the Armenian economy, which the World Bank has claimed to be in through travel agencies and do not plan holidays too far in advance. support of (The World Bank's Strategy in Armenia: 2009-2013). Moreover, Generation X spends on average more during their trips than Stakeholders the other generations. When choosing the accommodation for their trip they usually choose mid-scale boutique hotels, with Wi-Fi. They also Government collaboration is fundamental in order to implement the appreciate experiences, especially adventures (Lollis, 2005). strategy described in this paper. It must support the project both financially and through legislation: the renovation of the transportation The members of the Generation X want to receive an experience before, system and the creation of incentives for eco-solutions would during and after their stay at a hotel. They want to belong to the place significantly enhance the quality of sustainable , even

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they are staying at as well as a straight-forward, informing and real The hotels own website also allows facilitates the provision of the most advertisement that delivers what is promised (Wolff, 2006). Generation X accurate information and to create a valuable image of the property to uses 94% of the distribution channels proposed by Vincent Ducrey, the the potential customers. Please refer to Appendix J. most important ones being traditional and more recent media. Please refer to Appendix H. Limitations When developing the strategy subject to this paper, a number of According to a survey carried out by the George Washington University limitations were encountered. The available information was limited and School of Business, 23.2% of adventure travelers searched for their trip often not up to date. Therefore, the reliability of the content cannot be when online. The most used social networks are Facebook (34.3%), fully guaranteed. Specifically, an amount of recent reports were in MySpace (11.9%) and Twitter (8.6%) (The George Washington University Armenian or Russian and therefore not understandable. Finally, the School of Business, Adventure Tourism Market Report, 2010). limited amount of time combined with the restricted knowledge about

the particular country did not allow a fully detailed and developed Facebook being an open source platform and the biggest social network, strategy for the tourism in Armenia. should be used as the main communication tool. More specifically, groups and fan pages should be created to raise awareness and have the Conclusion ultimate goal to interact with the potential visitors. The content about Armenia, Lake Sevan and the eco-hotel has to be updated regularly. In conclusion, it is believed that in order for Armenia to meet the UN Millennium Goals and the Silk Road initiative the strategy explained in As for the search engines optimization, the following key words need to this paper should be implemented. The eco-hotel and the be effectively managed: , Culture and Adventure. Please refer communication strategy will increase tourism to Armenia, creates to Appendix I.The eco-hotel, that could me named “Ecomania”, will have sustainability within the country as well as alleviates poverty through the to create its own website as its main distribution channel in order to creation of jobs. Finally, investment, government participation and avoid intermediaries’ commissions. support from the stakeholders will be crucial for the successful execution of the proposed strategy.

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Appendix A :

Appendices

In 2007, LHV segment accounted for 11.6% of all tourists' arrivals in Armenia

71.4% of all inbound tourism travel to Lake Sevan 21

Appendix B :

Appendix C :

Appendix D :

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Appendix E :

Appendix F :

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Appendix H : Appendix G :

Appendix I :

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