Italian Tour Operators' & Journalists' Opinions

ITALIAN TOUR OPERATORS’ &

JOURNALISTS’ OPINIONS &

PERCEPTIONS OF ARMENIA

MARCH 2010

This publication was produced for review by the United States Agency for International Development. It was prepared by the Competitive Armenian Private Sector (CAPS) Project.

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 2

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA

DISCLAIMER: The author’s views expressed in this publication do not necessarily reflect the views of the United States Agency for International Development or the United States Government.

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 3

TABLE OF CONTENTS

1. OBJECTIVES OF THE FOREIGN TOUR OPERATORS’ AND TRAVEL JOURNALISTS’ SURVEY ...... 4 2. TOS FROM ITALY ...... 4 2.1. ITALIAN TOS PROFILE ...... 4 2.2. ITALIAN TOS ORGANIZING TOURS TO ARMENIA ...... 5 2.3. SATISFACTION RATE OF ITALIAN TOS ABOUT ARMENIA ...... 5 2.4. ITALIAN TOS CHARACTERIZING ARMENIA AND THE ARMENIAN NATION ...... 6 2.5. ITALIAN TOS ABOUT COUNTRIES SIMILAR TO ARMENIA ...... 8 3. JOURNALISTS FROM ITALY ...... 8 Italian Journalists’ Profile ...... 9 3.1. PART 1: ITALIAN JOURNALISTS WHO HAVE BEEN TO ARMENIA ...... 9 3.1.1. Italian Journalists’ Satisfaction Rate ...... 9 3.1.2. Italian Travel Journalists Characterizing Armenia and the Armenian Nation ...... 10 3.2. PART 2: ITALIAN JOURNALISTS WHO HAVE NOT BEEN TO ARMENIA ...... 12 3.2.1. Italian Journalists’ Reasons for Not Visiting Armenia ...... 12 3.2.2. Italian Journalists’ about Most Popular Traits Characterizing Armenia and the Armenian Nation ...... 12 3.2.3. Italian Journalists’ about Countries Similar to Armenia ...... 16 3.2.4. SWOT for Armenia Tourism in Italian Market ...... 17 ANNEX 1: ITALIAN TOUR OPERATORS SURVEY REPORTING TABLES ...... 18 SECTION 1: TOS CURRENTLY ORGANIZING TOURS TO ARMENIA ...... 18 SECTION 2: TOS NOT OFFERING TRIPS TO ARMENIA ...... 29 ANNEX 2: ITALIAN JOURNALISTS SURVEY REPORTING TABLES ...... 37 SECTION 1: JOURNALISTS WHO VISITED ARMENIA ...... 37 SECTION 2: JOURNALISTS WHO NEVER VISITED ARMENIA ...... 49

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 4

1. OBJECTIVES OF THE FOREIGN TOUR OPERATORS’ AND TRAVEL JOURNALISTS’ SURVEY1

This Survey of Italian Tour Operators and Travel Journalists can assist the Armenian tourism industry in improving the promotion and perception of Armenia as a tourism destination in the Italian market. It is important that Armenian tourism enterprises and promotional bodies reinforce positive images, work on changing unjustified negative images, and minimize the destructive effect of justified negative images. Two different surveys were prepared and sent to the two groups: Italian Tour Operators and Italian Travel Journalists. The surveys queried the following points: • The satisfaction level of Armenian tour products and services by Italian tour operators that already operate tours to Armenia (and indirectly their clients), as well as journalists who have visited Armenia • The awareness and perception of Italian tour operators that do not operate tours and journalists that have never been to Armenia, regarding the country as a holiday destination • The opinions of tour operators and journalists about the advantages/disadvantages of Ar- menia as a holiday destination • The willingness of potential tour operators to add Armenia to their list of new destinations, and travel journalists to write about Armenia • The positive and negative images of Armenia and Armenian nation.

2. TOs FROM ITALY

A total of 311 foreign tour operators (FTOs) participated in the survey. The survey was distributed in 4 languages: English, Italian, French, and Russian. 12.9% of the FTOs (40 tour operators) answered the survey in Italian. 2

2.1. Italian TOs Profile 32 of the 40 respondents indicated that they were currently organizing tours to Armenia. Therefore, 8 were not offering tours to Armenia, but were considering Armenia as a possible destination. Table 1: Number of years of operation of Italian tour operators3

Years/Italian Italian TOs offering tours Italian TOs not offering Response TOs to Armenia tours to Armenia Total Percent 1-5 years 1 1 2 5.13% 6-10 years 3 0 3 7.69% 11-15 years 5 1 6 15.38% 16+ years 16 2 18 46.15%

1 Parallel to the FTO survey CAPS also conducted survey among Italian journalists. The results of Italian Travel Journal- ist’s survey is also analyzed in this report 2 One TO, who answered the Italian language survey, indicated he/she was from Israel. Their results were included here. 3 Please note that since not all respondents answered all questions, the total number of responses for each question may not equal the total number of survey responses.(see ANNEX 1 for the explanation). ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 5

Only a few Italian TOs (8) not organizing tours to Armenia participated in the survey and even few- er (3) answered all the questions. It is therefore not possible to analyze their responses and draw any meaningful conclusions. The tables of results are presented in the ANNEX 1.

2.2. Italian TOs Organizing Tours to Armenia The results summarized below represent answers from the 32 Italian TOs, currently offering tours to Armenia. • 40% of Italian TOs mentioned that they found their Armenian partners at tourism exhibitions, • 52% started offering tours to Armenia prior to and in 2005, • 68% had 1-3 departures in 2008, • 88% do not have repeat clients to Armenia • 60% offer tours just to Armenia rather than regional /Caucasus trips. •

2.3. Satisfaction Rate of Italian TOs about Armenia • To a large extent Italian TOs are satisfied with their Armenian partner (82.4%). Some of them (3) mentioned that they occasionally slip up in one or two elements of the trip generating a few complaints and need to be more prompt and detailed with responses. • Italian TOs showed no consensus when it came to accommodation. 35.3% said that accommodations are always excellent value for money, provide high quality functioning, modern and attractive and clean facilities combined with excellent customer service from friendly and professional staff. An almost equal number (29.4%) argued that facilities, especially outside Yerevan are old, the service is adequate and cleanliness is not up to much. They would prefer their guests to stay elsewhere but know that accommodation is limited. • The attractions are clearly of national and regional cultural value and are generally well presented for visiting tourists. However, small improvements could be made to impart greater information or provide basic tourist facilities (food, toilets, etc) (64.7%) o However, one enthusiastic remark - “Besides the cultural attractions, it is important to highlight the wonderful welcome by the people who distinguish themselves and make you love them” • There is also a general lack of consensus when it comes to pricing, compared to other countries. 58.8% said that facilities and services are generally good but not worth the costs that are being charged. However, 41.2% mention that Armenia offers excellent value for money. The quality of the facilities and services provided (accommodation, transportation, attractions, tour guides) is high and very reasonably priced. • The majority of tourists expressed considerable complaints about hotels and accommodation (scarcity, cleanliness, lack of service, limited choice, etc) (Table 1).

Table 1: Italian Tourists Complaints about Armenia Popular responses Infrequent responses Rare responses

8 responses each 2 responses each 1 response each Accommodations Guides Long distances Lack of information Means of transport Meals Prices ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 6

Popular responses Infrequent responses Rare responses Roads Walking transfers Air connections General cordiality especially in the cities Lack of direct flights from Italy, night flights Scarce interest in the destination Difficulties with the language

• The two most important factors Italian TOs suggest to improve in Armenia’s tourism product are increased promotion and visibility of the country in the media, and accommodations (especially outside Yerevan, more 3-4 star hotels) (see Table 2).

Table 2: Italian TOs about factors to improve in Armenia’s Tourism Product Popular responses Infrequent responses Rare responses 4-5 responses each 2-3 responses each 1 response each Promotion, visibility Roads, infrastructure Indicate tourist seasons Accommodations Decrease prices These kind of surveys is very good Guides Assist in the realization of the itinerary Prices Propose news, events, peculiar things Highlight cultural Heritage (UNESCO and other) Improve maintenance of tourist sites

2.4. Italian TOs Characterizing Armenia and the Armenian Nation • Most of the Italian TOs describe Armenia to potential tourists as having beautiful and unusual landscapes, unique monuments and historical sites, being very cultural and having welcoming people (see Table 3).

Table 3: Words Italian TOs use to describe Armenia to Potential Tourists Popular responses Infrequent responses Rare responses 4-7 responses each 2 responses each 1 response each Landscape Different Good services Monuments and sites History Easy Cultural Crossway of historical cultures Friendly people, welcoming With strong traditions

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 7

• When considering Armenia, potential tourists specifically express concern about security, accommodation and food (see Table 4).

Table 4: Italian Potential Tourists’ Concerns about Armenia Popular responses Infrequent responses Rare responses 3-6 responses each 2-3 responses each 1 response each Security Costs Local guides Accommodation, good hotels Climate Tour is monothematic Food Cleanliness Difficulties in air connections Arts Quality of services in general

• Italian tourists, after returning, typically describe Armenia as having important history, and being interesting. (see Table 5)

Table 5: Words Italian Tourists use to describe Armenia Popular responses Infrequent responses Rare responses 4 responses each 2-3 responses each 1 response each History Cultural and religious Good hotels Interesting Nature, landscapes Kind people Unknown Food is also good Traditional Happy Beautiful Peaceful Peace of mind Welcoming

• Italian TOs mention Armenia’s unique selling points as history, culture and landscapes (Ta- ble 6)

Table 6: Italian TO About Armenia’s USPs Popular responses Infrequent responses Rare responses 4-7 responses each 2-3 responses each 1 response each History and culture Churches, monuments Diversity Mountains and landscapes Faith Very resolute People Tradition ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 8

Popular responses Infrequent responses Rare responses Something new and different Good services Welcome Good value for money/quality ratio Cheese

• Italian TOs mentioned the following ‘Tag lines’ to promote Armenia o Come and we will surprise you o Armenia leaves its mark in your heart o A hidden unexpected wonder o At the natural border between Europe and Asia o Armenia land of great culture o A trip to the dawn of Christianity o An uncontaminated place...

2.5. Italian TOs about Countries Similar to Armenia 12 responses from Italian TOs highlighted the countries that they believe have similar tourist attractions and products to Armenia. The top two countries were listed as follows (Table 7). a) Georgia b) Turkey Table 7: Italian TOs about Countries with Experiences Similar to Armenia Popular responses Infrequent responses Rare responses 5 responses each 2-3 responses each 1 response each Georgia Uzbekistan Israel Turkey Russia Middle East Iran Azerbaijan Jordan, Syria Ex-Soviet Countries

Compared to those countries, Armenia’s visitors’ experience is considered to be the same or better (84.6%), and the costs in Armenia are similar (38.5%) or more expensive (38.5%). Since Italian TOs started offering tours to Armenia, the interest among clients towards Armenia stayed the same (61.5%).

3. JOURNALISTS FROM ITALY

A total of 82 Italian travel journalists participated in the survey, from which 10 previously visited Armenia, and 72 have never been to Armenia, although interested in visiting. ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 9

Italian Journalists’ Profile • 59.5% of all the Italian journalists have been working as such for over 16 years. The magazines/organizations they work for have also been in business typically for over 16 years. Most of the magazines they work for feature cultural destinations (76.2%). • 96% of those that have not been to Armenia are interested in visiting and publishing/broadcasting articles/programs about the country. • A majority of the Italian travel journalists who have been to Armenia learnt about Armenia though ATDA4 and also through travel trade exhibitions. They stated that they are getting articles/press releases from ATDA, which are interesting and useful (75%). • 60% of those who have been to Armenia came through the efforts of ATDA and 70% of those visited Armenia in the fall. • 85.7% of all Italian journalists who have been to Armenia published/broadcasted one or more articles/programs on Armenia! • 71.4% of Italian travel journalists mentioned that they had no problem in publishing/broadcasting about Armenia in consumer magazines, travel trade magazines, special interest magazines, Internet or TV. Topics they had emphasized were general, cultural & historical, as well as religious character. The majority (83.3%) of those articles featured just Armenia.

3.1. Part 1: ITALIAN JOURNALISTS WHO HAVE BEEN TO ARMENIA

3.1.1. Italian Journalists’ Satisfaction Rate • 100% of the Italian travel journalist stated that the host (ATDA) understood their special needs and interests, provided quality tours with the right itineraries and experienced guides, and worked with professionalism and courtesy. According to the Italian travel journalists, ATDA had fully organized and guided the tours, provided information updates, and ideas to promote Armenia. They also stated that enough support had been given to them before, during and after the press trip. • However, as stated by the journalists, improvements were necessary in providing specific publications (e.g. Matenadaran), and in organizing individual and more in-depth projects and trips. • It is somewhat difficult to evaluate Italian journalists’ opinions about Armenian accommodations. As with tour operators, journalists could not reach consensus on their opinions of hotels. Relatively equal numbers either mentioned that they are always excellent, provide high quality functioning, modern and attractive and clean facilities combined with excellent customer service from friendly and professional staff, or are very mixed in the quality of facilities and services provided and cannot be easily categorized. • According to the evaluations, the majority of journalists think that Armenian attractions are clearly of national and regional cultural value and are generally well presented for visiting tourists. However, small improvements could be made to impart greater information or in the provide basic tourist facilities (food, toilets, etc) • 80% think that compared to other countries in the region, Armenia offers excellent value for money. The quality of the facilities and services provided (accommodation, transportation, attractions, tour guides) is high and very reasonably priced. • Air connections, and roads and infrastructure generated most complaints among journalists. Other complaints include: o Impossibility to communicate in English with people, o Scarce quality of crafts on sale in Yerevan's markets, o Difficulty in travelling independently,

4 ATDA has been now resolved and became part of NCFA, however since at the time of the survey ATDA has been the active promotional arm and Armenian tourist board, we will use “ATDA” throughout this section ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 10

o Lack of information on websites, o Quality is not up to the price requested, o Excessive westernization of the capital that makes it lose history and charm, o Lack of multilingual information, o Hotels beyond the capital, o Need for more museums. • The number one improvement necessary for Armenia’s tourism industry is promotion. Promote museums, religious tourism, local typical wine and food, natural aspect of tourism, place more information in the websites. Diversification of the tourism product was also mentioned as an aspect for improvement, such as archaeology, religion, history, gastronomy, etc (see Table 8).

Table 8: Italian Travel journalists about Improvements in Armenia’s Travel Industry Popular responses Infrequent responses Rare responses 7 responses each 2 responses each 1 response each Information and promotion Transportation inside the county Create tourist attractions beyond the capital Diversify tour product Wine & food tourism Develop a competitive industry

3.1.2. Italian Travel Journalists Characterizing Armenia and the Armenian Nation • Once they return from Armenia, Italian Travel journalists describe Armenia as: o Interesting o Exciting o Surprising o Fascinating o Original o Welcoming o Beautiful o Authentic o To be visited again and more in-depth • Italian Travel journalists suggested to use the following words to describe Armenia to the potential tourist: o Interesting o Surprising o Rich in culture o A must-see o Authentic o Natural corners o Safe o Hospitable people o To be visited again and more in-depth o Cradle of civilization o People with great dignity • Italian travel journalists suggest using religion, nature and culture as unique selling points for Armenia (see Table 9).

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 11

Table 9: Italian Travel Journalists about USPs of Armenia Popular responses Rare responses 2-3 responses each 1 response each Monasteries and religion Tradition Nature and landscapes History Culture and heritage Quality of life Matenadaran

• Italian Travel journalists suggested the following ‘tag lines’ to describe Armenia to the potential tourist: o The Christian heart of Asia o "Armenia, the † Sancta Sanctorum of Europe †- where everything began " o Mysticism between East and West o A Western cradle in the Caucasus • Italian travel journalists mentioned that Georgia is the country which offers a similar experience to Armenia (see Table 10).

Table 10: Italian Travel Journalists about Countries Similar to Armenia Popular responses Infrequent responses Rare responses 3 responses each 2 responses each 1 response each Georgia Jordan Azerbaijan Syria Iran Uzbekistan Cyprus

• Compared to those countries, Armenia’s tourism experience is considered to be better (75%), and costs in Armenia are similar (50%)! • Since the articles and information programs were published/broadcast, interest towards Armenia has increased. • When considering Armenia, according to Italian journalists, tourists may be mostly concerned about safety and security (see Table 11).

Table 11: Italian Journalists about Concerns Potential Tourists May have Popular responses Infrequent responses Rare responses 4 responses each 2 responses each 1 response each Safety and security Food and gastronomy Political instability Traveling through the country Do they speak English? Relation with Turkey Infrastructure ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 12

3.2. Part 2: ITALIAN JOURNALISTS WHO HAVE NOT BEEN TO ARME- NIA

3.2.1. Italian Journalists’ Reasons for Not Visiting Armenia All Italian Travel journalists who have never been to Armenia are interested in visiting, and then publishing or broadcasting about the country. 44% have considered visiting Armenia to realize reportage. The main reason for not visiting Armenia is the lack of contact with the regional/local tourist board/tour operators (40.6%). However, 20% mentioned other reasons including, lack of opportunity, or no interesting/fascinating news/purpose.

3.2.2. Italian Journalists’ about Most Popular Traits Characterizing Armenia and the Armenian Na- tion • The three most popular traits characterizing Armenia and the Armenian nation, according to Italian journalists are: history, arts & culture, and people. Historical tragedies prevailed in the quotes (see Table 12).

Table 12: Italian Journalists about Most Popular Traits Characterizing Armenia and Armenian Na- tion Popular responses Infrequent responses Rare responses 10-20 responses each 2-9 responses each 1 response each History Nature Off-the-beaten-track destination Arts & Culture Religion Legends (the Golden Fleece) People Tradition Non-globalized unspoiled country Cuisine Peculiar geographical position Independence Special Romanesque-style architecture Pride Closeness to Ararat Unknown Gates of the East Isolation Cheapness Naturalness Fascination Hidden Far away Authenticity United Diaspora Energy Identity Emigration Dignity Wild Industriousness ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 13

Popular responses Infrequent responses Rare responses Memory Buffer state Strong temper

• Italian journalists described Armenia as biblical, a country of nature, history, and art & culture (see Table 13). There were many positive and noteworthy remarks, such as: o “Cradle of civilization”, o “Ring connecting East and West”, o “Armenia: where man finds his rescue ark from the world pollution”, o “Armenia: where the needs of the most demanding travelers are met”, o “Territory thirsty for knowledge and new contacts”, o “People worth knowing that has a lot to tell”, o “Caucasian, a concept yet to be discovered for tourism”.

Table 13: Italian Journalists Describing Armenia as Tourism Destination Popular responses Infrequent responses Rare responses 6-20 responses each 2-5 responses each 1 response each Nature Mysterious Near but exotic History Fascinating New and unknown places Art & Culture Ancient Mount Ararat Biblical country Unspoiled Exciting Country to be discovered Gastronomy Border Tradition Dynamic Interesting Spartan tourism Hospitable people Kindness and availability Original Modernity Authentic Simplicity Cheap Ethnographically interesting Quietness Legendary Different Educated Alternative Original Discovery Developing Artistic Desert Lonely ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 14

Popular responses Infrequent responses Rare responses Place of the soul Large empty spaces Unusual Exclusive Outside mass tourism Little modern Cross-shaped churches with conical cupolas Rich in monasteries Lone and mighty structures Far but close Unusual

• Italian journalists believe the words authentic (74.4%) and ancient (72.1%) best describe Armenia as country (Table 14).

Table 14: Italian Journalists Describing Armenia Please select from the following list of words those that, in your opinion, best describe Armenia (choose only one word from each row) Response Response Response Response Answer Options Answer Options Percent Count Percent Count Hospitable 37.2% 16 Unwelcoming 0.0% 0 Modern 14.0% 6 Ancient 72.1% 31 Authentic 74.4% 32 Pretentious 4.7% 2 Unsafe 4.7% 2 Safe 9.3% 4 Asiatic 20.9% 9 European 16.3% 7 Adventurous 16.3% 7 Passive 4.7% 2 Familiar 25.6% 11 Unknown 55.8% 24 Backward 2.3% 1 25.6% 11 Developed Developing Difficult to access 27.9% 12 Very accessible 9.3% 4 Landlocked 20.9% 9 Coastal 0.0% 0 Muslim / Islamic 7.0% 3 Christian 44.2% 19 Dirty/unclean 0.0% 0 Clean country 16.3% 7 Politically 9.3% 4 11.6% 5 unsecure Politically stable Western-oriented 25.6% 11 Soviet 2.3% 1 Other 4.7% 2 Please specify 2 Other land rich in culture to discover authentically hospitable

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 15

• 7% of the responses mentioned that Armenia is a Muslim country. • 25.6% consider Armenia a backward developing country. • 97.7% consider Armenia’s tourism product to be cultural/historical. 72.1% mention nature and still 62.8% mention religious pilgrimages as Armenia’s tourism product (Table 15).

Table 15: Italian Journalists about Armenia’s Tourism Product

In your opinion what kind of tourism products are available in Armenia? (Please select all that apply)

Answer Options Response Percent Response Count

Sun & beach 4.7% 2 Cultural/historical 97.7% 42 Nature 72.1% 31 Water sports (canoeing, rafting, surfing) 4.7% 2 Cycling 7.0% 3 Spa/Hot Springs 20.9% 9 Multi - Adventure tours 27.9% 12 Religious/Pilgrimage 62.8% 27 Winter sports/skiing holiday 4.7% 2 Bird watching 9.3% 4 Wellness 11.6% 5 Medical treatment 0.0% 0 Agrotourism 4.7% 2 Archaeology 55.8% 24 B&B 9.3% 4 Backpacking 34.9% 15 Caving 11.6% 5 Culinary/Gastronomy 37.2% 16 Ecotourism 39.5% 17 Horse riding 4.7% 2 Golf 4.7% 2 Fishing 7.0% 3 Hunting 7.0% 3 Rock Climbing 9.3% 4 Photography 58.1% 25 Shopping 9.3% 4 Volunteer Tourism 7.0% 3 answered question 43 skipped question 29

• According to Italian journalists, Armenians are culturally distinctive, are family-oriented and have strong Christian morals (Table 16).

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 16

Table 16: Italian Journalists Describing Armenians Please indicate your degree of perceived agreement/disagreement with the following statements. Armenians are: Strongly Answer Options Strongly agree Agree Don't know Disagree disagree Creative & innovative 3 13 22 4 1 Individualistic 0 5 31 6 1 Culturally distinctive 14 21 7 1 0 Hardworking and industrious 6 26 11 0 0 Respectful of others 5 27 10 1 0 Family-oriented and have strong Christian 12 25 6 0 0 morals Humorous and optimistic 1 3 38 1 0 Honest & trustworthy 3 27 13 0 0 Charitable 3 23 16 1 0 Hospitable and friendly 6 27 10 0 0 skipped question 29 answered question 43

3.2.3. Italian Journalists’ about Countries Similar to Armenia • Italian travel journalists consider that Armenia is similar to Georgia and Turkey (Table 17).

Table 17: Italian Journalists about Countries Similar to Armenia Popular responses Infrequent responses Rare responses 10-15 responses each 3-5 responses each 1-2 response each Georgia Azerbaijan Romania Turkey Greece Macedonia Syria Czech Republic Hungary Russia Bulgaria Ukraine Portugal Poland Ethiopia Moldavia Estonia Italy Kosovo Eastern Europe Kazakhstan Lithuania ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 17

Popular responses Infrequent responses Rare responses TIBET Malaysia Argentina Iran Cyprus Sudan France Ex Soviet Countries North Africa

3.2.4. SWOT for Armenia Tourism in Italian Market

STRENGTHS (positive perception) WEAKNESSESS (negative perceptions) 1) Italian TOs are very satisfied with their Armenian part- 1) Lack of communication is a problem, indi- ner cating why a large number of potential tour- 2) Tag lines Italian TOs suggested are well stated, and ists are concerned about security could be used for promotional purposes 2) Hotels and accommodation are mentioned 3) Italian TOs described Armenia’s tourism product as his- all the time as complaints (particularly ser- torical and cultural, and beautiful landscape, which cor- vice, cleanliness, availability especially out- responds to how tourists describe Armenia when they re- side of Yerevan) turn 3) Armenia, compared to other similar coun- 4) Very positive remarks and beautiful tag lines about Ar- tries, is overpriced menia and the Armenian nation from the journalists who had visited Armenia. 5) High percentage of Italian Travel journalists are interested in writing about Armenia. 6) Italian journalists that had not been to Armenia provided very unique descriptions/perceptions. 7) Nature, History and Culture have been emphasized as Armenia’s unique selling points, which corresponds to what Armenia also promotes. 8) Since the Italian journalists started featuring Armenia in their programs and articles, the interest towards Armenia has increased.

OPPORTUNITIES THREATS 1) Italian outbound travel market is n. 4 in the EU and n. 6 1) Lack of activity by public or private sector in the world (over 20 million with 21% annual increase); tourism representatives Italians like to travel to new destinations: 2) Other destinations more active in their 2) Italian tour operators constantly looking for new destina- promotion to the Italy tions to sell 3) Political conflicts with neighboring countries 3) Positive, and truthful perceptions and interesting tag and closed borders lines can be used in promotional actions and materials

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 18

Annex 1: Italian Tour Operators Survey Reporting Tables

Question 1 Please specify whether you are currently organizing trips to Armenia or you are considering to offer trips to Armenia.

Answer Options Response Percent Response Count

Currently organizing trips to Armenia 80.0% 32 Considering to offer trips to Armenia 20.0% 8 answered question 40 skipped question 0

Section 1: TOs currently organizing tours to Armenia Question 2

How did you identify your Armenian partner? (Please select all that apply)

Answer Options Response Percent Response Count

Direct mail/email – Armenian partner identified us 20.0% 5 Word of Mouth 20.0% 5 Through a familiarization tour 16.0% 4 Advertisement in consumer or travel trade magazine 0.0% 0 At a Tourism/Travel Exhibition 40.0% 10 Introduction through the Armenian Tourism Development Agency 12.0% 3 Internet Search 0.0% 0 Other (please specify) 20.0% 5 answered question 25 skipped question 7

№ Response Date Other (please specify) 1 Apr 17, 2009 12:47 PM Through an Italian tour operator (Columbia Turismo) 2 May 8, 2009 8:14 AM We never organized trips directly, but we sold tours by other TOs 3 May 8, 2009 9:51 AM We chose a partner TO that sells tours to Armenia (Metamondo) 4 May 8, 2009 3:26 PM We used our Russian partner 5 May 11, 2009 7:18 AM Italian specialized tour operator

Question 3

For how many years have you been in operation?

Answer Options Response Percent Response Count

1-5 4.0% 1 6-10 12.0% 3 11-15 20.0% 5 16+ 64.0% 16 answered question 25 skipped question 7 ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 19

Question 4

How long have you been offering tours to Armenia?

Answer Options Response Percent Response Count

First tour undertaken in 2008 4.0% 1 Since 2007 12.0% 3 Since 2006 24.0% 6 Since 2005 8.0% 2 Prior to 2005 52.0% 13 answered question 25 skipped question 7

Question 5

How many scheduled departures did you have for trips in 2008 that included Armenia?

Answer Options Response Percent Response Count

1-3 68.0% 17 4-6 20.0% 5 7-9 4.0% 1 10+ 8.0% 2 answered question 25 skipped question 7

Question 6

Do you have repeat clients to Armenia?

Answer Options Response Percent Response Count

Yes 12.0% 3 No 88.0% 22 answered question 25 skipped question 7

Question 7

Do your tours to Armenia include other neighboring countries?

Answer Options Response Percent Response Count

Just Armenia 60.0% 15 Armenia & neighboring countries (including Karabagh) 8.0% 2 More than one type of trip provided (some of them just to Arme- nia, some regional) 32.0% 8 answered question 25 skipped question 7

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 20

Question 8 Which of the following statements do you feel best describes your feelings toward your Armenian partner? Our Armenian partner: Response Response Answer Options Percent Count

Is fully aware of the type of clients we send. (their needs and interests); Consistently 82.4% 14 provides quality tours with experienced guides; Never generates complaints; works with professionalism and courtesy

Provides quality tours and good guides that the majority of our clients are happy with; 17.6% 3 Occasionally slips up in one or two elements of the trip generating a few complaints that filter back to us; Generally good in maintaining communication but could be more prompt and detailed with responses

Does not provide good value for money. They do what is required but with little enthu- 0.0% 0 siasm or interest. This results in a significant number of complaints.

Please elaborate on your answer, if appropriate 4 answered question 17 skipped question 15

Response № Please elaborate your answer, if appropriate. Date 1 Apr 17, 2009 At the beginning they were sometimes slow in replying, but then communications improved and 1:12 PM became quicker, especially in the last two years

2 Apr 17, 2009 Cooperation with the local partner has not started yet 1:53 PM

3 May 8, 2009 We never had direct contacts, but we think we found a scrupolous local partner. We replied to 8:26 AM answer b.

4 May 8, 2009 Our partner is located in Moscow 3:31 PM

Question 9 Which of the following statements do you feel best describes your opinion of Armenian accommodation? Accommodation provided to our clients in Armenia is generally: Response Response Answer Options Percent Count

Always excellent value for money, provides high quality functioning, modern and attrac- 35.3% 6 tive and clean facilities combined with excellent customer service from friendly and professional staff

Is satisfactory for the needs of our clients but is expensive for the quality of the facilities 23.5% 4 and services provided. The facilities are somewhat limited and customer service could be improved but the accommodation is clean.

Is not really satisfactory for our clients but we recognize that Armenia is not a mature 29.4% 5 tourism destination and that as such, we cannot expect much. Facilities especially outside Yerevan are old, the service is adequate and cleanliness is not up to much. We would prefer our guests to stay elsewhere but know that accommodation is limited

Very poor and generates significant complaints. We simply have to find somewhere else 0.0% 0 to put our clients. ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 21

Which of the following statements do you feel best describes your opinion of Armenian accommodation? Accommodation provided to our clients in Armenia is generally: Response Response Answer Options Percent Count

Is very mixed in the quality of facilities and services provided and cannot be easily cate- 11.8% 2 gorized into one of the choices above.

Please elaborate, if applicable 3

answered question 17 skipped question 15

№ Response Date Please elaborate, if applicable

1 Apr 17, 2009 1:12 PM Our value judgment regards 3-star-superior and 4-star hotels that are all of excellent level; we usually use this kind of accommodation. With regards to accommodation in the regions, we value those in the Lori and Sevan regions to be more than adequate. We do not have much experience of accommodation in other areas, such as Sisian or other places, where we know that hotels have low-level classification 2 Apr 20, 2009 10:10 AM Our clients are correctly informed on the type of accommodation they will find, therefore they never complain 3 May 8, 2009 8:26 AM Unfortunately I do not know the country. I would like to go to be able to organize tours in the future

Question 10

Which of the following statements do you feel best describes your opinion of Armenian tourist attractions? Armenian cultural, historic and religious attractions:

Response Response Answer Options Percent Count

Provide an enviable experience as a result of knowledgeable guides, information 29.4% 5 boards and materials and souvenirs. The attractions are immaculately kept, well signposted and provide ideal tourism services (food & beverage, toilets, shops)

Are clearly of national and regional cultural value and are generally well presented for 64.7% 11 visiting tourists. However, small improvements could be made to impart greater information or in the provision of basic tourist facilities (food, toilets, etc)

Are largely undervalued and poorly maintained. There is no information available for 5.9% 1 visitors and little in the way to see or do. Tourist facilities are completely lacking.

Vary in the quality of the facilities, information and service provided. Some are great 0.0% 0 while others are really poor.

Please, if necessary, provide with more detailed answer 3 answered question 17 skipped question 15

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 22

№ Response Date Please, if necessary, provide with more detailed answer

1 Apr 20, 2009 10:10 AM Besides the cultural attractions, it is important to highlight the wonderful welcome by the people who distinguish themselves and make you love them

2 May 8, 2009 8:26 AM I do not know, cannot say

3 May 11, 2009 10:36 AM Sorry, but I have never been in Armenia so it is just what passengers referred to me...

Question 11

Compared with other countries in the region, we consider Armenia to:

Response Response Answer Options Percent Count

Offer excellent value for money. The quality of the facilities and services provided 41.2% 7 (accommodation, transportation, attractions, tour guides) are high and very reasonably priced.

Be overpriced. The facilities and services are generally good but not worth the costs 58.8% 10 that are being charged. Offer poor value for money. Facilities and services are poor and ridiculously priced. 0.0% 0

Please give more detailed answer, if necessary. 6 answered question 17 skipped question 15

№ Response Date Please, if necessary, provide with more detailed answer

1 Apr 17, 2009 1:12 PM More correctly, we'd rather say that NOT ALWAYS are they worth the requested cost. Package tours to Armenia are generally quite expensive compared to the global offer of medium-haul cultural tours 2 Apr 20, 2009 10:10 AM One cannot say it is extremely expensive, but maybe a cost reduction would make selling the destination easier 3 May 8, 2009 8:26 AM I do not know, but I checked flights and there were very precise season prices 4 May 8, 2009 11:50 AM Good value for money ratio. Reasonable prices. 5 May 11, 2009 10:36 AM I compared it with other offers to our clients based on the same services.... 6 May 14, 2009 7:36 AM It is expensive (not extremely expensive) compared to other countries.

Question 12 What three things do your tourists complain about most after a trip to Armenia (please list in order of most complaints received)?

Answer Options Response Percent Response Count

1. 100.0% 17 2. 41.2% 7 3. 35.3% 6 answered question 17 skipped question 15

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 23

№ Response Date 1 2 3

1 Apr 17, 2009 12:52 PM Generally speaking, we did not have important complaints.

2 Apr 17, 2009 1:12 PM Lack of direct flights from Italy, night flights

3 Apr 17, 2009 1:53 PM Roads

4 Apr 17, 2009 3:28 PM No complaints

5 Apr 20, 2009 10:10 AM Walking transfers

6 Apr 20, 2009 3:27 PM The expertise of tourist guides Accommodation Air connections

7 Apr 25, 2009 10:24 AM Little information on the country Scarce belated know- accommodation ledge of the country history the country 8 May 8, 2009 7:55 AM Means of transport Meals hiGuidest

9 May 8, 2009 8:26 AM Clients visiting Armenia are more travelers than tourists. If there are any small lacks, they are compensated by striking landscapes 10 May 8, 2009 9:02 AM Scarce interest in the destination Limited choice of Prices accommodation

11 May 8, 2009 9:22 AM No complaints

12 May 8, 2009 11:50 AM Small rooms Too long distances

13 May 8, 2009 3:31 PM Difficulties with the language Service at the General cordial- hotels ity especially in the cities 14 May 9, 2009 7:52 AM Accommodation in the South is scarce and not clean

15 May 11, 2009 10:36 Accommodation should be improved AM

16 May 14, 2009 7:36 AM We had complaints only regarding hotels

Note: 1 response was not understandable

Question 13

Based on feedback from your tourists, what three things should the Armenian tourism industry do to improve the overall tourism product?

Answer Options Response Percent Response Count 1. 100.0% 17 2. 29.4% 5 3. 29.4% 5 answered question 17 skipped question 15

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 24

№ Response Date 1. 2. 3. 1 Apr 17, 2009 12:52 PM More accommodation outside Yerevan

2 Apr 17, 2009 1:12 PM Increase the offer of 3/4-star accommodation

3 Apr 17, 2009 1:53 PM Roads

4 Apr 17, 2009 3:28 PM Guides with more expertise and enthusiasm

5 Apr 20, 2009 10:10 AM Decrease prices a little

6 Apr 20, 2009 3:27 PM Training of local guides

7 Apr 25, 2009 10:24 AM More promotion of the coun- Indicate tourist Illustrate the UNESCO herit- try to the public seasons age sites that always attract the clients' attention 8 May 8, 2009 7:55 AM Improve infrastructure More visibility in the More attention to the pricing outside Yerevan medias

9 May 8, 2009 8:26 AM This kind of surveys is very You should realize good that we travel agents know you very very little 10 May 8, 2009 9:02 AM Highlight the cultural Improve the conser- Increase and improve the heritage vation of monuments offer for accommodation

11 May 8, 2009 9:22 AM Improve maintenance of the tourist sites, keep them cleaner and cut the grass

12 May 8, 2009 11:50 AM Improve the roads

13 May 8, 2009 3:31 PM Assist in the realization of Propose news, Information on accommoda- the itinerary events, peculiar tion and local partners things 14 May 9, 2009 7:52 AM More promotion in the medias

15 May 11, 2009 10:36 AM Decrease prices

16 May 14, 2009 7:36 AM More good 3/4-star accommodation. 5-star accommodation too expensive

Note: 1 response was not understandable

Question 14 What words do tourists use to describe Armenia once they have returned? Answer Options Response Percent Response Count 1. 100.0% 13 2. 53.8% 7 3. 46.2% 6 answered question 13 skipped question 19

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 25

№ Response Date 1. 2. 3. 1 Apr 17, 2009 12:57 PM Interesting

2 Apr 17, 2009 3:32 PM Very cultural and religious tour

3 Apr 20, 2009 10:13 AM Interesting Welcoming Peace of mind

4 Apr 25, 2009 10:35 AM Interesting history Beautiful nature Kind people

5 May 8, 2009 8:30 AM Happy

6 May 8, 2009 9:26 AM Very interesting Food is also good Good hotels

7 May 8, 2009 11:55 AM Traditional Important history

8 May 8, 2009 3:36 PM Interesting Beautiful Unknown

9 May 9, 2009 7:58 AM Religious Peaceful Historical

10 May 11, 2009 10:43 AM Incredible landscapes…

11 May 14, 2009 7:38 AM Very interesting for its history and culture

Note: 2 responses were not understandable

Question 15

What three words would you use to describe Armenia to potential tourists (if different to the above)?

Answer Options Response Percent Response Count

1. 100.0% 13 2. 84.6% 11 3. 69.2% 9 answered question 13 skipped question 19

№ Response Date 1. 2. 3. 1. Apr 17, 2009 12:57 PM Culturally interesting Offers archaeological sites

2. Apr 17, 2009 3:32 PM Excellent monasteries Beautiful landscape Very friendly people

3. Apr 20, 2009 10:13 AM Historical monuments Landscapes Contact with the local people

4. Apr 25, 2009 10:35 AM Culture History Mountain landscapes

5. May 8, 2009 8:30 AM For sure as I imagine it Unusual landscape ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 26

№ Response Date 1. 2. 3. 6. May 8, 2009 9:26 AM Very cultural tour Very beautiful Unique monuments landscapes

7. May 8, 2009 11:55 AM History Welcome Good services

8. May 8, 2009 3:36 PM Cultural Different from the Crossway of other destinations historical cultures

9. May 9, 2009 7:58 AM Different Easy Excellent assistance

10. May 11, 2009 10:43 AM Offers good landscapes Real, natural With strong traditions

11. May 14, 2009 7:38 AM More or less the same

Note: 2 responses were not understandable

Question 16

What do you believe are Armenia’s unique selling points - please list in order of preference?

Answer Options Response Percent Response Count

1. 100.0% 13 2. 84.6% 11 3. 69.2% 9 answered question 13 skipped question 19

№ Response Date 1. 2. 3. 1. Apr 17, 2009 12:57 PM Good value for money/quality Inviting cultural sites ratio

2. Apr 17, 2009 3:32 PM Very attached to their history Very resolute Very available people

3. Apr 20, 2009 10:13 AM Monuments Landscapes Contact with people

4. Apr 25, 2009 10:35 AM Mountain Landscapes of the History Cheese Caucasus 5. May 8, 2009 8:30 AM I do not know, maybe Landscapes and religious monuments 6. May 8, 2009 9:26 AM Its churches Culture Its great faith

7. May 8, 2009 11:55 AM Welcome Good services Tradition

8. May 8, 2009 3:36 PM Something new Culture Difference from other nations 9. May 9, 2009 7:58 AM Religiosity Diversity Monasteries

10. May 11, 2009 10:43 AM Landscape Welcome Culture and traditions 11. May 14, 2009 7:38 AM History and culture

Note: 2 responses were not understandable

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 27

Question 17

What do they think would be a good ‘tag line’ for promoting Armenia?

Answer Options Response Count

13 answered question 13 skipped question 19

№ Response Date Response Text 1 Apr 17, 2009 12:57 PM Come and we will surprise you

2 Apr 17, 2009 3:32 PM Armenia leaves its mark in your heart

3 Apr 20, 2009 10:13 AM A hidden unexpected wonder

4 Apr 25, 2009 10:35 AM At the natural border between Europe and Asia

5 May 8, 2009 8:30 AM As soon as I will visit it... I will let you know my impressions

6 May 8, 2009 9:26 AM Armenia land of great culture

7 May 8, 2009 11:55 AM No comment

8 May 8, 2009 3:36 PM I cannot say, I am not good at slogans

9 May 9, 2009 7:58 AM A trip to the dawn of Christianity

10 May 11, 2009 10:43 AM An uncontaminated place...

Note: 3 responses were not understandable

Question 18

What other countries, perhaps offering similar experiences, do your clients also consider visiting?

Answer Options Response Percent Response Count

1. 100.0% 13 2. 61.5% 8 3. 30.8% 4 answered question 13 skipped question 19

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 28

№ Response Date 1. 2. 3. 1 Apr 17, 2009 12:57 PM Uzbekistan Russia 2 Apr 17, 2009 3:32 PM Georgia Iran Turkey 3 Apr 20, 2009 10:13 AM Uzbekistan Jordan, Syria Iran 4 Apr 25, 2009 10:35 AM Turkey Georgia Azerbaijan 5 May 8, 2009 8:30 AM I do not know 6 May 8, 2009 9:04 AM Georgia Middle East 7 May 8, 2009 9:26 AM Georgia 8 May 8, 2009 11:55 AM Russia Turkey 9 May 8, 2009 3:36 PM Ex Soviet Countries 10 May 9, 2009 7:58 AM Israel 11 May 11, 2009 10:43 AM Turkey Israel Eastern Europe 12 May 14, 2009 7:38 AM Uzbekistan Turkey Note: 1 response was not understandable

Question 19

Compared to these countries, do you believe Armenia’s visitor experience is:

Answer Options Response Percent Response Count

Better 46.2% 6 About the same 38.5% 5 Worse 15.4% 2 answered question 13 skipped question 19

Question 20

Compared to these countries, do you believe costs in Armenia are:

Answer Options Response Percent Response Count

More expensive 38.5% 5 About the same 38.5% 5 Cheaper 23.1% 3 answered question 13 skipped question 19

Question 21 Since you started offering trips to Armenia, would you say that interest amongst your clients toward Armenia trips has:

Answer Options Response Percent Response Count

Increased 38.5% 5 Stayed the same 61.5% 8 Decreased 0.0% 0 answered question 13 skipped question 19

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 29

Question 22 When considering Armenia, what questions do your potential tourists specifically ask or what concerns do they express?

Answer Options Response Percent Response Count

1. 100.0% 13 2. 53.8% 7 3. 46.2% 6 answered question 13 skipped question 19 № Response Date 1. 2. 3. 1 Apr 17, 2009 12:57 How is accommodation Quality of food Quality of services in PM general

2 Apr 17, 2009 3:32 Security Food Climate PM

3 Apr 20, 2009 10:13 They do not know the destination, little AM advertising

4 Apr 25, 2009 10:35 Local guides Good hotels Costs AM

5 May 8, 2009 8:30 Security as always AM

6 May 8, 2009 9:04 Security of the Country AM

7 May 8, 2009 9:26 Security Arts Hotels AM

8 May 8, 2009 11:55 Security Food Cleanliness AM

9 May 8, 2009 3:36 Worried about security Value of costs Difficulties in air PM connections

1 May 9, 2009 7:58 It is in a hot zone The tour is 0 AM monothematic

1 May 11, 2009 10:43 Too expensive 1 AM

1 May 14, 2009 7:38 Nothing in particular 2 AM

Note: 1 response was not understandable

Section 2: TOs not offering trips to Armenia Question 23

Have you, or has anyone you know, ever visited Armenia?

Answer Options Response Percent Response Count

Yes 25.0% 2 No 75.0% 6 ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 30

answered question 8 skipped question 0

Question 24

Has your company previously offered trips to Armenia?

Answer Options Response Percent Response Count

Yes 25.0% 2 No 75.0% 6 answered question 8 skipped question 0

Question 25

If yes, what was the main reason to stop the trips?

Answer Options Response Percent Response Count

Unreliable local partner 0.0% 0 No interest or demand from clientele 100.0% 1 Too expensive for clients 0.0% 0 Armenia too difficult to get to 0.0% 0 Clients not satisfied with the destination and experience 0.0% 0 Other (please specify) 0.0% 0 answered question 1 skipped question 7

Question 26

Why are you currently not organizing tours to Armenia? (Please select all that apply)

Answer Options Response Percent Response Count

Lack of information on the destination 100.0% 3 Insufficient promotion of Armenia in international media 66.7% 2 No contacts with regional/local tour operators 66.7% 2 No interest from clientele 100.0% 3 Too expensive 0.0% 0 Too difficult to get to 0.0% 0 Doesn’t fit with current portfolio of itineraries or types of tour we 0.0% 0 Otherff (please specify) 0 answered question 3 Skipped question 5

Question 27

Would you be interested in visiting or establishing tours to Armenia?

Answer Options Response Percent Response Count ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 31

Yes 100.0% 3 No 0.0% 0 answered question 3 skipped question 5

Question 28

In your opinion, what are the three most popular traits that characterize Armenians or the Armenian nation?

Answer Options Response Percent Response Count

1. 100.0% 3 2. 100.0% 3 3. 100.0% 3 answered question 3 skipped question 5

№ Response Date 1. 2. 3.

1 Apr 20, 2009 9:34 AM Hospitality Kindness Sympathy 2 May 9, 2009 7:28 AM Sympathy for their past and present New Security Note: 1 response was not understandable

Question 29

Please use up to five words or short phrases to describe your perception of Armenia as a tourism destination?

Answer Options Response Percent Response Count

1. 100.0% 3 2. 66.7% 2 3. 33.3% 1 4. 33.3% 1 5. 33.3% 1 answered question 3 skipped question 5

№ Response Date 1. 2. 3. 4. 5.

1 Apr 20, 2009 9:34 AM An ancient history People who suffered 2 May 9, 2009 7:28 AM So close, so different Note: 1 response was not understandable

Question 30

Please select words (more than one are applicable) that in your opinion describe Armenia today.

Answer Options Response Percent Response Count

Hospitable 66.7% 2 Modern 0.0% 0 ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 32

Please select words (more than one are applicable) that in your opinion describe Armenia today.

Answer Options Response Percent Response Count

Authentic 66.7% 2 Unsafe 0.0% 0 Asian 33.3% 1 Adventurous 66.7% 2 Familiar 0.0% 0 Developed 0.0% 0 Difficult to access 0.0% 0 Landlocked 33.3% 1 Muslim/Islamic 0.0% 0 Dirty/unclean 0.0% 0 Politically insecure 0.0% 0 Western-oriented 33.3% 1 Not very welcoming 0.0% 0 Ancient 66.7% 2 Pretentious 0.0% 0 Safe 33.3% 1 European 0.0% 0 Passive 33.3% 1 Unknown 66.7% 2 Backward / Developing 33.3% 1 Very accessible 33.3% 1 With coastline 0.0% 0 Christian 33.3% 1 Clean country 33.3% 1 Politically stable 33.3% 1 Soviet 33.3% 1 Other (please specify) 0 answered question 3 skipped question 5

Question 31

In your opinion what kind of tourism products are available in Armenia? (Please select all that apply)

Answer Options Response Percent Response Count

Sun & beach 0.0% 0 Cultural/Historical 66.7% 2 Nature 66.7% 2 Water sports (canoeing, rafting, surfing) 0.0% 0 Cycling 0.0% 0 Spa/Hot Springs 0.0% 0 Multi - Adventure tours 33.3% 1 Religious/Pilgrimage 33.3% 1 Winter sports/skiing holiday 0.0% 0 Bird watching 33.3% 1 Wellness 0.0% 0 Medical treatment 0.0% 0 Agrotourism 0.0% 0 ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 33

Archaeology 33.3% 1 B&B 0.0% 0 Backpacking 33.3% 1 Caving 0.0% 0 Culinary/Gastronomy 33.3% 1 Ecotourism 33.3% 1 Horse riding 0.0% 0 Golf 0.0% 0 Fishing 0.0% 0 Hunting 0.0% 0 Rock Climbing 0.0% 0 Photography 66.7% 2 Shopping 0.0% 0 Volunteer Tourism 0.0% 0 answered question 3 skipped question 5

Question 32 Please indicate your degree of perceived agreement/disagreement with the following statements. Armenians are: Strongly Don’t Strongly Rating Response Answer Options Agree Disagree agree know disagree Average Count

Creative & innovative 0 1 2 0 0 2.67 3

Individualistic 0 0 2 1 0 3.33 3

Culturallly distinctive 0 2 1 0 0 2.33 3

Hardworking and 0 0 3 0 0 3.00 3 industrious

Respectful of others 0 1 2 0 0 2.67 3

Family-oriented and have 0 2 1 0 0 2.33 3 strong Christian morals

Humorous and optimistic 0 0 3 0 0 3.00 3

Honest and trustworthy 0 1 2 0 0 2.67 3

Charitable 0 2 1 0 0 2.33 3

Hospitable and friendly 0 2 1 0 0 2.33 3

answered question 3 skipped question 5

Question 33

Please list other countries that you believe offer similar tourist attractions and products. ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 34

Answer Options Response Percent Response Count

1. 100.0% 3 2. 33.3% 1 3. 33.3% 1 answered question 3 skipped question 5

№ Response Date 1. 2. 3. 1 Apr 20, 2009 9:34 AM Georgia 2 May 8, 2009 8:15 AM Russian Karelia 3 May 9, 2009 7:28 AM None

Question 34

For how many years have you been in operation?

Answer Options Response Percent Response Count

1-5 33.3% 1 6-10 0.0% 0 11-15 0.0% 0 16+ 66.7% 2 answered question 3 skipped question 5

Question 35

What are your three most popular destinations?

Answer Options Response Percent Response Count

1. 100.0% 3 2. 100.0% 3 3. 100.0% 3 answered question 3 skipped question 5

№ Response Date 1. 2. 3. 1 Apr 20, 2009 9:34 AM Himalaya-Nepal Patagonia Mount Kilimanjaro 2 May 8, 2009 8:15 AM Canada Finland Norway 3 May 9, 2009 7:30 AM Italy-European Capitals Egypt Mediterranean

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 35

Question 36

Please provide us with the town and country where your company is located

Answer Options Response Percent Response Count

Israel 6.3% 1 Italy 93.8% 15 Please mention location 15 answered question 16 skipped question 24

№ Response Date City 1 Apr 17, 2009 12:58 PM Rome 2 Apr 17, 2009 3:33 PM Rosa' (Vicenza) 3 Apr 20, 2009 9:35 AM Milan 4 Apr 20, 2009 10:15 AM Venice 5 Apr 21, 2009 8:34 AM Grezzana (Verona) 6 Apr 25, 2009 10:36 AM Milan 7 May 8, 2009 8:16 AM Turin 8 May 8, 2009 8:31 AM Campitello di Fassa (Trento) 9 May 8, 2009 9:27 AM Rosa' (Vicenza) 10 May 8, 2009 11:55 AM Venice 11 May 8, 2009 3:37 PM Venice Mestre 12 May 9, 2009 7:31 AM Figline Valdarno (Florence) 13 May 9, 2009 7:59 AM Florence 14 May 11, 2009 10:45 AM Gorizia 15 May 14, 2009 7:39 AM Mogliano Veneto (Treviso)

Question 37 If you would like to receive further information from the Armenian Tourism Development Agency, please provide additional contact details below: answered question 15 skipped question 25

Response № Name: Company: Website: Email Address: Date 1 Apr 17, 2009 Laura Belardinelli Comet Europa Srl www.cometeuropa. [email protected] 12:58 PM com m

2 Apr 17, 2009 Paolo Trevisan Listrop .- Viaggi & Turismo www.listrop.com [email protected] 3:33 PM - Via Trasaghis, 22 - 36027 Rosa' 3 Apr 20, 2009 Daniela Pulvirenti Trekking International Srl www.overland.org daniela.pulvirenti@trekki 9:35 AM ng-international.it 4 Apr 20, 2009 Francesca Kel12 Srl kel12.com francesca.zanchetta@ke 10:15 AM Zanchetta l12.com 5 Apr 21, 2009 ANAMNESIS www.anamnesis.it [email protected] 8:34 AM ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 36

Response № Name: Company: Website: Email Address: Date 6 Apr 25, 2009 Dott.Ssa Vanna Lombard Gate www.lombardgate.i vanna.garavaglia@lomb 10:36 AM Garavaglia t ardgate.it 7 May 8, 2009 Monica Alberghini Nuna Travel Creation www.nunatravel.co monica.alberghini@nuna 8:16 AM Company m travel.com 8 May 8, 2009 Bertolini Nadette Ageniza Viaggi Doltour www.doltour.it [email protected] 8:31 AM 9 May 8, 2009 Paolo Trevisan Listrop .- Viaggi & Turismo www.listrop.com [email protected] 9:27 AM - Via Trasaghis, 22 - 36027 Rosa' 10 May 8, 2009 Andrea Arte E Storia [email protected] 11:55 AM Menegazzi 11 May 8, 2009 Gabriella Etliviaggi Srl www.etliviaggi.com [email protected] 3:37 PM Checchin (in costruzione) 12 May 9, 2009 Bruno Cosertour www.cosertour.it [email protected] 7:31 AM 13 May 9, 2009 Ivano Catarzi Longaus Viaggi www.longausviaggi [email protected] 7:59 AM .it m 14 May 11, 2009 Suelì Colautti Iot Our Service www.iot.it [email protected] 10:45 AM 15 May 14, 2009 Viviana Dimatore Ruby Travel - Suite77 www.suite77.it [email protected] 7:39 AM www.rubytravel.it

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 37

Annex 2: Italian Journalists Survey Reporting Tables Question 1

Please specify whether you ever visited Armenia or you are considering visiting Armenia.

Answer Options Response Percent Response Count

I visited Armenia 12.2% 10 I never visited Armenia / Am interested in visiting Armenia 87.8% 72

answered question 82 skipped question 0

Section 1: Journalists who visited Armenia Question 2

How did you get to know about Armenia?

Answer Options Response Percent Response Count

From the Armenian Tourism Development Agency (ATDA) 42.9% 3 From an Italian tour operator/travel agency 0.0% 0 From an Armenian tour operator/travel agency 0.0% 0 At a Tourism/Travel Exhibition 28.6% 2 Article/Advertisement in consumer magazine 0.0% 0 Article/Advertisement in travel trade magazine 0.0% 0 Word of mouth 0.0% 0 Internet search 0.0% 0 Television (please specify) 0.0% 0 Press (please specify) 0.0% 0 Radio (please specify) 0.0% 0 Other (please specify) 28.6% 2 answered question 7 skipped question 3

Number Response Date Other (please specify)

1 Dec 9, 2009 2:23 PM High school education 2 Dec 10, 2009 10:21 AM Invitation from Austrian Airlines

Question 3

How did you visit Armenia? (Please select all that apply)

Answer Options Response Percent Response Count

ATDA invited me on a press trip 57.1% 4 ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 38

I contacted ATDA asking to be invited on a press trip 28.6% 2 An Italian tour operator invited me on a press trip 0.0% 0 On a personal trip 0.0% 0 Other 14.3% 1 (please specify) 2 answered question 7 skipped question 3

Number Response Date (please specify) 1 Dec 9, 2009 9:01 PM Through UNWTO 2 Dec 10, 2009 10:21 AM Press trip by Austrian Airlines

Question 4

When did you visit Armenia?

Answer Options Response Percent Response Count

Spring 28.6% 2 Summer 14.3% 1 Autumn 71.4% 5 Winter 0.0% 0 answered question 7 skipped question 3

Question 5

Have you published/broadcast articles/programs on Armenia or consider doing it in the next future?

Answer Options Response Percent Response Count

Yes 85.7% 6 No 14.3% 1 answered question 7 skipped question 3

Question 6

How many articles/programs on Armenia did you publish/broadcast so far?

Answer Options Response Percent Response Count

One 28.6% 2 Two 14.3% 1 Three 0.0% 0 More than three 57.1% 4 ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 39

Please specify 5 answered question 7 skipped question 3

Number Response Date Please specify

1 Dec 9, 2009 2:23 PM Two reportages and many news articles 2 Dec 9, 2009 9:01 PM My program will be broadcasted in the first months of 2010 3 Dec 9, 2009 11:42 PM None 4 Dec 10, 2009 10:21 AM Corriere della Sera Magazine, La Stampa, Bell'Europa, TTG 5 Dec 10, 2009 11:28 AM Vogue (1), Weekend Viaggi (1), Profili dell'Est (2)

Question 7

Did you experience any problems that limited your capacity of publishing/broadcasting your articles/programs?

Response Answer Options Response Percent Count

The editors I contacted were not interested in Armenia 28.6% 2 I was not able to realize my reportages (please specify) 0.0% 0 No support / information from the tourist board 0.0% 0 Other (please specify) 71.4% 5 answered question 7 skipped question 3

Num Response Date Please specify ber 1 Dec 9, 2009 2:23 PM No problems 2 Dec 9, 2009 2:42 PM Everything was published 3 Dec 9, 2009 9:01 PM There was a change in the broadcasting planning with consequent delay in the beginning of the travel programme featuring the reportage on Armenia 4 Dec 9, 2009 11:42 PM Articles on Armenia had already been published recently 5 Dec 10, 2009 11:28 AM No problems

Question 8

Where did you publish/broadcast your articles/programs on Armenia?

Answer Options Response Percent Response Count

Travel trade magazine (please specify) 14.3% 1 Consumer magazine (please specify) 28.6% 2 Special interest magazine (please specify) 14.3% 1 Internet website (please specify) 14.3% 1 TV (please specify) 14.3% 1 Radio (please specify) 0.0% 0 ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 40

Other (please specify) 57.1% 4 answered question 7 skipped question 3

Special Num- Response Travel trade Consumer Internet T Radi interest Other ber Date magazine magazine website V o magazine

1 Dec 9, 2009 Web magazine 2:23 PM www.viedellest.eu 2 Dec 9, 2009 ANSA 2:42 PM 3 Dec 9, 2009 Will be inserted TV 9:01 PM on TeleCapo www.itinerari.tv distria 4 Dec 9, 2009 Waiting for 11:42 PM publication 5 Dec 10, None 2009 9:30 AM 6 Dec 10, TTG Corriere Bell'Europa 2009 10:21 della Sera AM Magazine, La Stampa 7 Dec 10, Vogue, 2009 11:28 AM Weekend Viaggi, Profili dell'est

Question 9

What kind of articles/programs on Armenia did you realize/are going to realize?

Answer Options Response Percent Response Count

General 57.1% 4 Cultural 57.1% 4 Historical 42.9% 3 Archaeological 14.3% 1 Religious 42.9% 3 Arts & crafts 28.6% 2 Wine & food 14.3% 1 Other 0.0% 0 Please specify 1 answered question 7 skipped question 3

Number Response Date Please specify

1 Dec 9, 2009 2:23 PM Several news articles ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 41

Question 10

Do your articles/programs on Armenia include other countries?

Answer Options Response Percent Response Count

Just Armenia 83.3% 5 Armenia & neighboring countries (including Karabagh) 0.0% 0 Armenia and More than one type of trip provided (some of them just to 16.7% 1 Armenia, some regional) Please specify 1 answered question 6 skipped question 4

Number Response Date Please specify

1 Dec 9, 2009 2:23 PM none

Question 11 Which of the following statements do you feel best describes your feelings toward the inviting body (tourist board, tour operator, etc.)? Our inviting body: Response Response Answer Options Percent Count

Understands journalists’ special needs and interests; Provides quality tours with 100.0% 5 right itineraries and experienced guides; Works with professionalism and courtesy. Provides quality tours and good guides; Occasionally slips up in one or two ele- 0.0% 0 ments of the trip generating a few complaints; Generally good in maintaining communication but could be more prompt and detailed with responses. Does not understand journalists’ needs and does not provide adequate support. 0.0% 0 They do what is required but with little enthusiasm or interest. Please elaborate on your answer, if appropriate. 1 answered question 5 skipped question 5

Number Response Date Please elaborate on your answer, if appropriate.

1 Dec 10, 2009 9:40 AM I found the necessary support to do my job on the field

Question 12 What kind of support do you expect from the inviting body (tourist board, tour operator, etc.)? (Please select all that apply)

Answer Options Response Percent Response Count

Fully organized and guided tour of Armenia 80.0% 4 Information and updates 20.0% 1 High resolution pictures 0.0% 0 ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 42

What kind of support do you expect from the inviting body (tourist board, tour operator, etc.)? (Please select all that apply)

Answer Options Response Percent Response Count

Other (please specify) 20.0% 1 answered question 6 skipped question 4

Number Response Date Please specify

1 Dec 10, 2009 9:40 AM Ideas to be developed to promote the country

Question 13 Did you receive enough support from the inviting body (tourist board, tour operator, etc.) before, during and after your press trip? (Elaborate on your answer if appropriate)

Answer Options Response Percent Response Count

Yes 80.0% 4 No 20.0% 1 Please specify 1 answered question 5 skipped question 5

Number Response Date Please specify

1 Dec 10, 2009 10:26 AM Partial and very short trip

Question 14 What would you suggest to improve the services of the tourist board and facilitate your work? (Elaborate on your answer if appropriate)

Answer Options Response Percent Response Count

Should organize press trips differently 20.0% 1 Should provide more materials and information 40.0% 2 Other 40.0% 2 Please specify 4 answered question 9 skipped question 1

Number Response Date Please specify

The trip was complete, the guide excellent and very informative, the itinerary 1 Dec 9, 2009 9:16 PM fascinating... 2 Dec 9, 2009 11:53 PM Lack of specific publications, which would be interesting, such as Matenadaran. 3 Dec 10, 2009 9:40 AM Should plan individual projects 4 Dec 10, 2009 10:26 AM More in-depth trips ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 43

Question 15 Which of the following statements do you feel best describes your opinion of Armenian accommodation? Accommodation provided in Armenia was: Response Response Answer Options Percent Count

Always excellent, provides high quality functioning, modern and attractive and clean 40.0% 2 facilities combined with excellent customer service from friendly and professional staff. Satisfactory but expensive for the quality of the facilities and services provided. The facilities are somewhat limited and customer service could be improved but the ac- 20.0% 1 commodation is clean. Facilities, especially outside Yerevan are old, the service is adequate and cleanliness is not up to much. I would prefer to stay elsewhere but know that accommodation is 0.0% 0 limited. Very poor. 0.0% 0 Very mixed in the quality of facilities and services provided and cannot be easily cate- 40.0% 2 gorized into one of the choices above. Please elaborate on your answer, if appropriate 1 answered question 5 skipped question 5

Number Response Date Please elaborate on your answer, if appropriate

Could be improved as to customer care courtesy and efficiency. Not always up 1 Dec 9, 2009 11:53 PM to the excellent facilities I visited

Question 16 Which of the following statements do you feel best describes your opinion of Armenian tourist attractions? Armenian cultural, historic and religious attractions: Response Response Answer Options Percent Count

Provide an enviable experience as a result of knowledgeable guides, information boards and materials and souvenirs. The attractions are immaculately kept, well 20.0% 1 signposted and provide ideal tourism services (food & beverage, toilets, shops). Are clearly of national and regional cultural value and are generally well presented for visiting tourists. However, small improvements could be made to impart greater in- 40.0% 2 formation or in the provision of basic tourist facilities (food, toilets, etc). Are largely undervalued and poorly maintained. There is no information available for 20.0% 1 visitors and little in the way to see or do. Tourist facilities are completely lacking. Vary in the quality of the facilities, information and service provided. Some are great 20.0% 1 while others are really poor. answered question 5 skipped question 5

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 44

Question 17

Compared with other countries in the region, do you consider Armenia to:

Response Response Answer Options Percent Count

Offer excellent value for money. The quality of the facilities and services provided (ac- 80.0% 4 commodation, transportation, attractions, tour guides) is high and very reasonably priced. Be overpriced. The facilities and services are generally good but not worth the costs that 20.0% 1 are being charged. Offer poor value for money. Facilities and services are poor and ridiculously priced. 0.0% 0 answered question 5 skipped question 5

Question 18 What three things would you as a tourist complain about most after a trip to Armenia (please list in order of im- portance)?

Answer Options Response Percent Response Count

1. 100.0% 5 2. 100.0% 5 3. 100.0% 5 answered question 5 skipped question 5

No Response Date 1. 2. 3. 1 Dec 9, 2009 2:45 PM Hotels beyond the Slow roads Need for more museums capital 2 Dec 9, 2009 9:16 PM Roads and Connections and Lack of multilingual information infrastructures transportation 3 Dec 9, 2009 11:53 PM Impossible to commu- Scarce quality of crafts The excessive westernization of nicate in English with on sale in Yerevan's the capital that makes it loose the people markets history and charm 4 Dec 10, 2009 9:40 AM Air connections Roads None 5 Dec 10, 2009 10:26 AM Difficulty in travelling Lack of information in Quality is not up to the price re- independently websites quested

Question 19 Based on your experience, what three things should the Armenian tourism industry do to improve the overall tourism product?

Answer Options Response Percent Response Count

1. 100.0% 5 2. 100.0% 5 3. 100.0% 5 answered question 5 skipped question 5 ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 45

No Response Date 1. 2. 3. 1 Dec 9, 2009 2:45 PM Improve and promote Create tourist attrac- Promote naturalistic aspects museums tions beyond the capital and tourism 2 Dec 9, 2009 9:16 PM Promotion and Enhance sectors of Foster individual transportation information interest (archaeology, and travelers religion, history, gastronomy...) 3 Dec 9, 2009 11:53 PM Implementation of More promotion of local Rationalization of religious, cul- informative materials typical wine & food tural, archaeological routes and produce making them simple Fan & leisure 4 Dec 10, 2009 9:40 AM Promotion of religion Wine & food tourism None tourism 5 Dec 10, 2009 10:26 AM Improve transporta- Insert information in Develop a competitive industry tion within the country websites

Question 20

What words would you use to describe Armenia once you have returned?

Answer Options Response Percent Response Count

1. 100.0% 4 2. 75.0% 3 3. 75.0% 3 answered question 4 skipped question 6

No Response Date 1. 2. 3. 1 Dec 9, 2009 9:28 PM Exciting Original Authentic 2 Dec 10, 2009 12:05 AM Surprising Interesting to be visited again and more In-depth 3 Dec 10, 2009 10:18 AM Fascinating 4 Dec 10, 2009 10:31 AM Interesting Beautiful Welcoming

Question 21

What three words would you use to describe Armenia to potential tourists (if different to the above)?

Answer Options Response Percent Response Count

1. 100.0% 4 2. 100.0% 4 3. 100.0% 4 answered question 4 skipped question 6

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 46

No Response Date 1. 2. 3. 1 Dec 9, 2009 9:28 PM Interesting Authentic Safe 2 Dec 10, 2009 12:05 AM Surprising Interesting To be visited again and more in-depth 3 Dec 10, 2009 10:18 AM Rich in culture Natural corners Hospitable people 4 Dec 10, 2009 10:31 AM A must-see Cradle of civilization People with great dignity

Question 22

What do you believe are Armenia’s unique selling points - please list in order of preference?

Answer Options Response Percent Response Count

1. 100.0% 4 2. 100.0% 4 3. 100.0% 4 answered question 4 skipped question 6

Number Response Date 1. 2. 3. 1 Dec 9, 2009 9:28 PM History Religion Landscapes and natural environment 2 Dec 10, 2009 12:05 AM Religion Culture Quality of life 3 Dec 10, 2009 10:18 AM Monasteries Matenadaran Nature 4 Dec 10, 2009 10:31 AM Heritage Nature Tradition

Question 23

What do you think would be a good ‘tag line’ or slogan for promoting Armenia?

Answer Options Response Count

4 answered question 4 skipped question 6

Number Response Date Response Text 1 Dec 9, 2009 9:28 PM The Christian heart of Asia 2 Dec 10, 2009 12:05 AM Armenia, the † Sancta Sanctorum of Europe † where everything began 3 Dec 10, 2009 10:18 AM Mysticism between East and West 4 Dec 10, 2009 10:31 AM a Western cradle in the Caucasus

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 47

Question 24

What other countries, perhaps offering similar experiences, do you also consider visiting?

Answer Options Response Percent Response Count

1. 100.0% 4 2. 100.0% 4 3. 75.0% 3 answered question 4 skipped question 6

Number Response Date 1. 2. 3. 1 Dec 9, 2009 9:28 PM Cyprus Jordan Uzbekistan 2 Dec 10, 2009 12:05 AM Georgia Azerbaijan 3 Dec 10, 2009 10:18 AM Georgia Karabakh Iran 4 Dec 10, 2009 10:31 AM Georgia Syria Jordan

Question 25

Compared to these countries, do you believe Armenia’s visitor experience is:

Answer Options Response Percent Response Count

Better 75.0% 3 About the same 25.0% 1 Worse 0.0% 0 answered question 4 skipped question 6

Question 26

Compared to these countries, do you believe costs in Armenia are:

Answer Options Response Percent Response Count

More expensive 25.0% 1 About the same 50.0% 2 Cheaper 25.0% 1 answered question 4 skipped question 6

Question 27 Since you published/broadcast articles/programs on Armenia, would you say that interest amongst your au- dience toward Armenia trips has: ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 48

Answer Options Response Percent Response Count

Increased 100.0% 4 Stayed the same 0.0% 0 Decreased 0.0% 0 answered question 4 skipped question 6

Question 28 When considering Armenia, what questions do you expect potential tourists to ask or what concerns do they express?

Answer Options Response Percent Response Count

1. 100.0% 4 2. 100.0% 4 3. 100.0% 4 answered question 4 skipped question 6

No Response Date 1. 2. 3. 1 Dec 9, 2009 9:28 PM Is it a safe country? What about food? Can I travel independently? 2 Dec 10, 2009 12:05 AM Political instability Relation with Internal security Turkey 3 Dec 10, 2009 10:18 AM Safety Infrastructure Gastronomy 4 Dec 10, 2009 10:31 AM Do they speak English? Is it dangerous? Is it easy to travel through the country?

Question 29

Are you receiving information and press releases from the Armenian Tourism Development Agency?

Answer Options Response Percent Response Count

Yes 100.0% 4 No 0.0% 0 answered question 4 skipped question 6

Question 30

How do you consider them?

Answer Options Response Percent Response Count

Interesting/useful 75.0% 3 Not interesting/useless 0.0% 0 ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 49

Could be improved 25.0% 1 Other 0.0% 0 Please specify. Elaborate on your answer if appropriate. 0 answered question 4 skipped question 6

Section 2: Journalists who never visited Armenia Question 31

Would you be interested in visiting or publishing/broadcasting articles/programs on Armenia?

Answer Options Response Percent Response Count

Yes 100.0% 69 No 0.0% 0 answered question 69 skipped question 3

Question 32

Have you ever considered visiting Armenia to realize a reportage?

Answer Options Response Percent Response Count

Yes 63.8% 44 No 36.2% 25 answered question 69 skipped question 3

Question 33

Why have you never visited Armenia? (Please select all that apply)

Answer Options Response Percent Response Count

Insufficient promotion of Armenia in international media 8.7% 6 No contacts with regional/local tourist board/tour operators 40.6% 28 No interest from editors 10.1% 7 Too expensive 7.2% 5 Too difficult to get to 5.8% 4 Doesn’t fit with current portfolio of destinations or types of reportages we offer 7.2% 5 Other 20.3% 14 Please specify 18 answered question 69 skipped question 3

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 50

No Response Date Please specify

1 Dec 9, 2009 2:12 PM Not a main target for our readers (travel agencies) 2 Dec 9, 2009 2:14 PM Tourist promotion not fascinating 3 Dec 9, 2009 2:17 PM We are a B2B publication 4 Dec 9, 2009 2:30 PM My director was interested but not at the moment 5 Dec 9, 2009 2:30 PM Waiting for a favorable moment when I will have time 6 Dec 9, 2009 2:37 PM Difficult to get support from the tourist board to realize a reportage 7 Dec 9, 2009 2:44 PM We were never invited to a press trip 8 Dec 9, 2009 2:58 PM I met friends who reported negative impressions, although they found the country's history interesting 9 Dec 9, 2009 3:27 PM Never had an opportunity 10 Dec 9, 2009 3:34 PM We could not focus our attention on Armenia up to now 11 Dec 9, 2009 3:37 PM For several reasons, such as difficult to identify TO's packages and the unknown about the destination (the informative materials not always convey news for publication 12 Dec 9, 2009 4:26 PM The acceptance of the article for publication is not certain 13 Dec 9, 2009 4:47 PM Had contacts two years ago at Bit that were disregarded 14 Dec 9, 2009 4:56 PM Waiting for invitation in a specific group 15 Dec 10, 2009 7:26 Never had the opportunity AM 16 Dec 14, 2009 1:12 I just visited Georgia. Azerbaijan and Armenia may be the next destinations PM 17 Dec 16, 2009 10:49 without a current news event, also artistic, it is difficult to propose a reportage featuring PM Armenia 18 Dec 17, 2009 1:41 I pay for my travels and therefore prefer close and cheap destinations PM

Question 34

In your opinion, what are the three most popular traits that characterize Armenians or the Armenian nation?

Answer Options Response Percent Response Count

1. 100.0% 43 2. 83.7% 36 3. 81.4% 35 answered question 43 skipped question 29

No Response Date 1. 2. 3. 1 Dec 9, 2009 2:16 PM Ancient people with a great cultural heritage 2 Dec 9, 2009 2:20 PM History (wine, genocide, Mountains (Ararat) Legends (the Golden Fleece) Second World War) 3 Dec 9, 2009 2:21 PM Spectacular landscapes Historical vestiges Off-the-beaten-track destination 4 Dec 9, 2009 2:23 PM People tied to traditions People with moral Nature reflects moral values values ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 51

No Response Date 1. 2. 3. 5 Dec 9, 2009 2:28 PM Ancient people Great culture 6 Dec 9, 2009 2:30 PM Cultural identity Courage and pride Almost unknown gastronomy 7 Dec 9, 2009 2:30 PM Nation rich in history Gates of the East People with strong identity 8 Dec 9, 2009 2:38 PM Hospitality Cheapness Naturalness 9 Dec 9, 2009 2:38 PM I am not informed 10 Dec 9, 2009 2:41 PM Its history Monasteries Nature 11 Dec 9, 2009 2:56 PM Ethnic group-religion History-arts Genuine 12 Dec 9, 2009 2:58 PM History Religion Identity 13 Dec 9, 2009 2:58 PM I do not know 14 Dec 9, 2009 3:03 PM Historical tragedies Beautiful unspoiled Long interesting history nature 15 Dec 9, 2009 3:08 PM History Peculiar Diaspora Geographical position 16 Dec 9, 2009 3:14 PM Armenian culture Cuisine Landscapes 17 Dec 9, 2009 3:32 PM Tradition Arts Independence 18 Dec 9, 2009 3:33 PM Religion Culture Energy 19 Dec 9, 2009 3:53 PM Caucasians Recent Unknown independence 20 Dec 9, 2009 4:55 PM Identity Dignity Memory 21 Dec 9, 2009 5:46 PM History of Christianity Suffered invasions Closeness to Ararat 22 Dec 9, 2009 6:03 PM Good merchants Bad luck in the past Incredible cultural, religious and artistic heritage 23 Dec 9, 2009 6:07 PM People with interesting Religiosity Unexplored nature history 24 Dec 9, 2009 6:31 PM Strong cultural identity Pride Industriousness 25 Dec 9, 2009 6:34 PM Culture Landscape People 26 Dec 9, 2009 7:34 PM People that suffered 27 Dec 9, 2009 9:54 PM Armenian history Emigration Cultural and religious peculiarities 28 Dec 9, 2009 10:53 PM I do not know 29 Dec 10, 2009 12:39 AM History Isolation Authenticity 30 Dec 10, 2009 7:35 AM Hard working people Original Christianity Historically and geographically marginal country 31 Dec 10, 2009 10:45 AM United 32 Dec 10, 2009 12:29 PM Fascination Religion Culture 33 Dec 10, 2009 12:41 PM Hidden Wild Traditionalist 34 Dec 11, 2009 2:18 PM Very rich artistic and cul- 20th century's pain- Non-globalized unspoiled tural history ful events (geno- country cide) 35 Dec 11, 2009 8:25 PM Unknown Far away Little known 36 Dec 13, 2009 4:37 PM Culture Arts Religiosity 37 Dec 14, 2009 1:20 PM Hospitality Pride Strong temper 38 Dec 14, 2009 5:49 PM Very close to Western Ties with Memory of genocide by the Tur- culture Christianity kish ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 52

No Response Date 1. 2. 3. 39 Dec 16, 2009 4:52 PM Tradition Religion Arts 40 Dec 16, 2009 10:56 PM Simple and distinguished Ancient cultural Special Romanesque-style people tradition architecture 41 Dec 17, 2009 1:51 PM History Arts nature 42 Dec 17, 2009 7:27 PM Proud dignified people that cares for its traditions 43 Dec 17, 2009 8:00 PM Buffer state Territory very rich in People marked by the genocide arts they suffered

Question 35

Please use up to five words or short phrases to describe your perception of Armenia as a tourism destination?

Answer Options Response Percent Response Count

1. 100.0% 43 2. 74.4% 32 3. 67.4% 29 4. 58.1% 25 5. 48.8% 21 answered question 43 skipped question 29

No Response Date 1. 2. 3. 4. 5. 1 Dec 9, 2009 2:16 PM New and unknown Mount Ararat places 2 Dec 9, 2009 2:20 PM Tour Historical and Nature Simplicity Cheap legendary roots 3 Dec 9, 2009 2:21 PM Original Interesting Nature to Rich history Ethnographica culture discover lly interesting 4 Dec 9, 2009 2:23 PM Far but close 5 Dec 9, 2009 2:28 PM Unusual Spartan Desire to know Nature and tourism a different landscape country 6 Dec 9, 2009 2:30 PM History, churches, traditions, origins 7 Dec 9, 2009 2:30 PM Near but exotic Caucasian, a Biblical concept yet to be discovered for tourism 8 Dec 9, 2009 2:38 PM Open horizons Vast pastures Quietness Kindness History and availability 9 Dec 9, 2009 2:38 PM I do not know 10 Dec 9, 2009 2:41 PM Authentic Ancient Difficult to Backward Christian access developing country 11 Dec 9, 2009 2:56 PM New destination Original and Christian Easy Peculiar genuine citadel adventure history and art country ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 53

No Response Date 1. 2. 3. 4. 5. 12 Dec 9, 2009 2:58 PM Fascinating Historical Adventure Biblical Modernity traditions country 13 Dec 9, 2009 2:58 PM New destination yet to be discovered 14 Dec 9, 2009 3:03 PM Mysterious Legendary Unspoiled Ancient and Dynamic young at the same time 15 Dec 9, 2009 3:08 PM Visit Armenia and one of the border- ing countries 16 Dec 9, 2009 3:14 PM Fascinating Authentic Natural 17 Dec 9, 2009 3:32 PM Far away from the Little known Fascinating To be Difficult to usual tourist desti- discovered reach nations 18 Dec 9, 2009 3:33 PM To be discovered Ancient Exciting Border Nature 19 Dec 9, 2009 3:53 PM Unknown Interesting Interesting Historical Naturalistic culture 20 Dec 9, 2009 4:55 PM Church Landscape Tradition 21 Dec 9, 2009 5:46 PM Ring connecting East and West 22 Dec 9, 2009 6:03 PM Interesting New 23 Dec 9, 2009 6:07 PM Unspoiled Remote Unknown Deep traditions 24 Dec 9, 2009 6:31 PM Linguistic and Rich in Unusual Bridge be- A country to cultural island traditions mountains and tween Eu- discover nature rope and Asia 25 Dec 9, 2009 6:34 PM Discovery Traditions Gastronomy 26 Dec 9, 2009 7:34 PM Difficult to get to 27 Dec 9, 2009 9:54 PM Beautiful Arts landscapes 28 Dec 9, 2009 10:53 Unusual PM 29 Dec 10, 2009 12:39 Unspoiled land Rich and Folklore Original AM complex history culture 30 Dec 10, 2009 7:35 Interesting Original Different Religious To be AM and gentle discovered 31 Dec 10, 2009 10:45 Culture and nature AM 32 Dec 10, 2009 12:29 Landscape Rich history Culture Religion Textile crafts PM and music 33 Dec 10, 2009 12:41 Exclusive Mysterious Alternative Educated PM 34 Dec 11, 2009 2:18 Arts Cradle of Unspoiled Crafts Welcome PM civilization nature 35 Dec 11, 2009 8:25 Nature PM 36 Dec 13, 2009 4:37 Place of the soul Unusual Ancient places Unspoiled Millenary PM landscapes atmospheres history ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 54

No Response Date 1. 2. 3. 4. 5. 37 Dec 14, 2009 1:20 Fascinating Outside mass Adventurous Great Historical PM tourism naturalistic interest 38 Dec 14, 2009 5:49 Connection be- Caucasus Great cultural Rich in Hospitable PM tween East and bridge toward and historical monasteries people West Europe tradition 39 Dec 16, 2009 4:52 Developing Little modern For those who Interesting Mysterious PM are fond of gastronomy religious art 40 Dec 16, 2009 10:56 Large empty Cross-shaped Lone and Unspoiled Simple cui- PM spaces churches with mighty and desert sine, unusual conical cupolas structures nature with yogurt 41 Dec 17, 2009 1:51 Unspoiled nature Armenia: Not only histo- People worth Armenia: PM in a past of art and where the ry and culture, knowing that where man history needs of the but also na- has a lot to finds his res- most demand- ture, food and tell cue ark from ing travelers good wines the world pol- are met lution 42 Dec 17, 2009 7:27 I do not know. PM There is more discussion about political issues rather than tourism 43 Dec 17, 2009 8:00 Mysterious Lonely Artistic Desert Territory thirs- PM ty for knowledge and new contacts

Question 36 Please select from the following list of words those that, in your opinion, best describe Armenia (choose only one word from each row)

Answer Options Response Percent Response Count

Hospitable 37.2% 16 Modern 14.0% 6 Authentic 74.4% 32 Unsafe 4.7% 2 Asiatic 20.9% 9 Adventurous 16.3% 7 Familiar 25.6% 11 Developed 2.3% 1 Difficult to access 27.9% 12 Landlocked 20.9% 9 Muslim / Islamic 7.0% 3 Dirty/unclean 0.0% 0 Politically unsecure 9.3% 4 Western-oriented 25.6% 11 Unwelcoming 0.0% 0 ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 55

Please select from the following list of words those that, in your opinion, best describe Armenia (choose only one word from each row)

Answer Options Response Percent Response Count

Ancient 72.1% 31 Pretentious 4.7% 2 Safe 9.3% 4 European 16.3% 7 Passive 4.7% 2 Unknown 55.8% 24 Backward / Developing 25.6% 11 Very accessible 9.3% 4 Coastal 0.0% 0 Christian 44.2% 19 Clean country 16.3% 7 Politically stable 11.6% 5 Soviet 2.3% 1 Other 4.7% 2 Please specify 2 answered question 43 skipped question 29

Number Response Date Please specify

1 Dec 16, 2009 10:56 PM Land rich in culture to discover 2 Dec 17, 2009 1:51 PM Authentically hospitable

Question 37

In your opinion what kind of tourism products are available in Armenia? (Please select all that apply)

Answer Options Response Percent Response Count

In your opinion what kind of tourism products are available in Armenia? (Please select all that apply)

Answer Options Response Percent Response Count

Agrotourism 4.7% 2 Archaeology 55.8% 24 B&B 9.3% 4 Backpacking 34.9% 15 Caving 11.6% 5 Culinary/Gastronomy 37.2% 16 Ecotourism 39.5% 17 Horse riding 4.7% 2 Golf 4.7% 2 Fishing 7.0% 3 Hunting 7.0% 3 Rock Climbing 9.3% 4 Photography 58.1% 25 Shopping 9.3% 4 Volunteer Tourism 7.0% 3 answered question 43 skipped question 29

Question 38 Please indicate your degree of perceived agreement/disagreement with the following statements. Armenians are: Strongly Don't Strongly Answer Options Agree Disagree agree know disagree Creative & innovative 3 13 22 4 1 Individualistic 0 5 31 6 1 Culturally distinctive 14 21 7 1 0 Hardworking and industrious 6 26 11 0 0 Respectful of others 5 27 10 1 0 Family-oriented and have strong Chris- 12 25 6 0 0 tian morals Humorous and optimistic 1 3 38 1 0 Honest & trustworthy 3 27 13 0 0 Charitable 3 23 16 1 0 Hospitable and friendly 6 27 10 0 0 answered question 43 skipped question 29

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 57

Question 39

Please list other countries that you believe offer similar tourist attractions and products.

Answer Options Response Percent Response Count

1. 100.0% 43 2. 65.1% 28 3. 39.5% 17 answered question 43 skipped question 29

No Response Date 1. 2. 3. 1 Dec 9, 2009 2:16 PM Georgia Turkey 2 Dec 9, 2009 2:20 PM Hungary Czech Republic 3 Dec 9, 2009 2:21 PM Caucasian Republics Syria Ethiopia 4 Dec 9, 2009 2:23 PM Czech Republic 5 Dec 9, 2009 2:28 PM Kosovo Turkey 6 Dec 9, 2009 2:30 PM Greece Italy 7 Dec 9, 2009 2:30 PM Georgia 8 Dec 9, 2009 2:38 PM Turkey Georgia Azerbaijan 9 Dec 9, 2009 2:38 PM I don't know the country 10 Dec 9, 2009 2:41 PM Lithuania Estonia Moldavia 11 Dec 9, 2009 2:56 PM Georgia Bulgaria 12 Dec 9, 2009 2:58 PM Hungary Poland Portugal 13 Dec 9, 2009 2:58 PM I don't know 14 Dec 9, 2009 3:03 PM Macedonia Turkey Syria 15 Dec 9, 2009 3:08 PM I don't know one, Armenia is unique for its history 16 Dec 9, 2009 3:14 PM Turkey 17 Dec 9, 2009 3:32 PM Azerbaijan Other Caucasian Kazakhstan countries 18 Dec 9, 2009 3:33 PM Georgia Romania Russia 19 Dec 9, 2009 3:53 PM Azerbaijan Turkey Caucasus 20 Dec 9, 2009 4:55 PM Greece Turkey Syria 21 Dec 9, 2009 5:46 PM Georgia 22 Dec 9, 2009 6:03 PM I don't know 23 Dec 9, 2009 6:07 PM I don't know Armenia enough to answer 24 Dec 9, 2009 6:31 PM Greece Portugal Georgia 25 Dec 9, 2009 6:34 PM Poland Hungary 26 Dec 9, 2009 7:34 PM Turkey Georgia 27 Dec 9, 2009 9:54 PM Turkey 28 Dec 9, 2009 10:53 PM Georgia Ukraine 29 Dec 10, 2009 12:39 AM Ukraine Romania Macedonia ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 58

No Response Date 1. 2. 3. 30 Dec 10, 2009 7:35 AM Syria Turkey Bulgaria 31 Dec 10, 2009 10:45 AM Eastern Europe 32 Dec 10, 2009 12:29 PM Turkey Syria 33 Dec 10, 2009 12:41 PM Tibet 34 Dec 11, 2009 2:18 PM Bulgaria Ex Soviet Countries Malaysia 35 Dec 11, 2009 8:25 PM Azerbaijan 36 Dec 13, 2009 4:37 PM France North Africa Argentina 37 Dec 14, 2009 1:20 PM Georgia Azerbaijan Iran 38 Dec 14, 2009 5:49 PM Georgia 39 Dec 16, 2009 4:52 PM Turkey Georgia Greece 40 Dec 16, 2009 10:56 PM Greece Cyprus Russia 41 Dec 17, 2009 1:51 PM Greece Turkey 42 Dec 17, 2009 7:27 PM I don't know 43 Dec 17, 2009 8:00 PM Ethiopia Sudan

Question 40

For how many years have you worked as journalists?

Answer Options Response Percent Response Count

1-5 2.4% 1 6-10 11.9% 5 11-15 26.2% 11 16+ 59.5% 25 answered question 42 skipped question 30

Question 41

For how many years has the company you work for been in operation (if applicable)?

Answer Options Response Percent Response Count

1-5 16.7% 7 6-10 14.3% 6 11-15 9.5% 4 16+ 59.5% 25 answered question 42 skipped question 30

Question 42

What are the most popular types of destinations for the magazines you work for? ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 59

Answer Options Response Percent Response Count

Sun & beach 33.3% 14 Cultural 76.2% 32 Religious 21.4% 9 Archaeological 35.7% 15 Wine & Food 52.4% 22 Arts & Crafts 45.2% 19 Other 23.8% 10 Please specify 11 answered question 42 skipped question 30

Number Response Date Please specify 1 Dec 9, 2009 2:21 PM B2B products 2 Dec 9, 2009 2:25 PM Communications/advertising agency 3 Dec 9, 2009 2:31 PM Adventure 4 Dec 9, 2009 3:10 PM Nature, environment, ecology, anthropology, adventure 5 Dec 9, 2009 3:54 PM Reportage on traditions and destinations 6 Dec 9, 2009 6:32 PM Nature and mountain 7 Dec 10, 2009 7:37 AM All the rest, photography 8 Dec 10, 2009 10:46 AM Nature and ethnic destinations 9 Dec 14, 2009 1:22 PM Linked to the world of car/ offroad itineraries 10 Dec 16, 2009 4:54 PM Fun 11 Dec 17, 2009 1:52 PM Nature

Question 43

Are you receiving information and press releases from the Armenian Tourism Development Agency?

Answer Options Response Percent Response Count

Yes 57.1% 24 No 42.9% 18 answered question 42 skipped question 30

Question 44

How do you consider them? Please elaborate on your answer if appropriate

Answer Options Response Percent Response Count

Interesting/useful 50.0% 21 Not interesting/useless 0.0% 0 ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 60

How do you consider them? Please elaborate on your answer if appropriate

Answer Options Response Percent Response Count

Could be improved 19.0% 8 Other 31.0% 13 Please specify 13 answered question 42 skipped question 30

Number Response Date please specify

1 Dec 9, 2009 2:25 PM By adding images of the places 2 Dec 9, 2009 2:43 PM I don't receive them 3 Dec 9, 2009 3:04 PM I don't receive them 4 Dec 9, 2009 3:34 PM I don't receive them 5 Dec 9, 2009 3:54 PM I don't receive them 6 Dec 9, 2009 4:56 PM I don't receive them 7 Dec 9, 2009 6:08 PM Insufficient. Would like to receive more. 8 Dec 10, 2009 12:41 AM I don't receive them 9 Dec 10, 2009 7:37 AM I don't receive them 10 Dec 13, 2009 4:39 PM I don't receive them 11 Dec 16, 2009 4:54 PM I don't receive them 12 Dec 17, 2009 1:52 PM Very interesting 13 Dec 17, 2009 8:01 PM We lack data to make any remarks

Question 45

Please provide us with the town and country where you or your headquarters are located. State:

Answer Options Response Percent Response Count

Spain 2.2% 1 United Kingdom 2.2% 1 Italy 95.7% 44 Location/city 45 answered question 46 skipped question 26

Number Response Date Città/località:

1 Dec 9, 2009 2:19 PM Pero (Milano) 2 Dec 9, 2009 2:21 PM Milano 3 Dec 9, 2009 2:26 PM Argenta/Ferrara 4 Dec 9, 2009 2:28 PM Milano ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 61

Number Response Date Città/località:

5 Dec 9, 2009 2:30 PM Udine 6 Dec 9, 2009 2:31 PM Roma 7 Dec 9, 2009 2:32 PM Milano 8 Dec 9, 2009 2:40 PM Roma 9 Dec 9, 2009 2:41 PM Potenza 10 Dec 9, 2009 2:49 PM Venezia 11 Dec 9, 2009 3:00 PM Venezia 12 Dec 9, 2009 3:00 PM Roma 13 Dec 9, 2009 3:01 PM Carnate (Monza) 14 Dec 9, 2009 3:09 PM Roma 15 Dec 9, 2009 3:11 PM Milano 16 Dec 9, 2009 3:16 PM Torino 17 Dec 9, 2009 3:33 PM Milano 18 Dec 9, 2009 3:35 PM Venice 19 Dec 9, 2009 3:55 PM Milano 20 Dec 9, 2009 4:57 PM Milano 21 Dec 9, 2009 5:50 PM Brescia 22 Dec 9, 2009 6:03 PM Rome 23 Dec 9, 2009 6:33 PM Vicenza 24 Dec 9, 2009 6:35 PM Monte san savino (Arezzo) 25 Dec 9, 2009 7:36 PM Milano 26 Dec 9, 2009 9:29 PM Trieste 27 Dec 9, 2009 9:56 PM Udine 28 Dec 9, 2009 10:54 PM Milano 29 Dec 10, 2009 12:05 AM Roma 30 Dec 10, 2009 12:42 AM Milano 31 Dec 10, 2009 7:38 AM Milano 32 Dec 10, 2009 10:19 AM Barcelona 33 Dec 10, 2009 10:32 AM Torino 34 Dec 10, 2009 10:47 AM Lecco 35 Dec 10, 2009 12:30 PM Roma 36 Dec 10, 2009 12:43 PM Padova 37 Dec 11, 2009 2:19 PM Padova 38 Dec 11, 2009 8:27 PM Genova 39 Dec 13, 2009 4:41 PM Verona 40 Dec 14, 2009 1:22 PM Milano 41 Dec 14, 2009 5:51 PM Venezia- Rovigo 42 Dec 16, 2009 4:55 PM Milan 43 Dec 16, 2009 10:59 PM Milano 44 Dec 17, 2009 1:53 PM Como 45 Dec 17, 2009 8:03 PM Montichiari ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 62

Question 46 If you would like to receive further information from the Armenian Tourism Development Agency, please provide additional contact details below: (optional)

Answer Options Response Percent Response Count

Name: 97.6% 41 Company: 83.3% 35 Website: 69.0% 29 Email Address: 97.6% 41 answered question 42 skipped question 30

No Response Date Name: Organisation Web page Email: 1 12/9/2009 14:19 Graziano Mondointasca.org mondointasca.org [email protected] Capponago Del Monte 2 12/9/2009 14:21 Alberto Vita TTG ttgitalia.com [email protected] 3 12/9/2009 14:26 Pamela Tavalazzi Studio tavalazzi pamela@studiotavalaz Comunicazion& zi.com Pubblicità 4 12/9/2009 14:28 Isabella Cattoni Travel quotidiano travelquotidiano.co i.cattoni@travelquotidi m ano.com 5 12/9/2009 14:30 Elena Del Giudice Messaggero veneto messaggerovenet e.delgiudice@messag o.it geroveneto.it 6 12/9/2009 14:31 Teresa Cremona Touring club italiano teresa.cremona.it [email protected] [email protected] 7 12/9/2009 14:32 Luca Verduci Latitudine X latitudinex.it luca.verduci@latitudin ex.it 8 12/9/2009 14:40 Cristina Ambrosini L'Agenzia di Viaggi lagenziadiviaggi.it c.ambrosini@lagenzia diviaggi.it 9 12/9/2009 14:41 Giovanni Fanelli Golem [email protected] m 10 12/9/2009 14:49 D'este Leonello Agsa agenzia agsa.info.it leonvenezia@hotmail. com Giornalistica stampa associata 11 12/9/2009 15:00 Paolo Navarro Il gazzettino gazzettino.it paolo.navarro@gazzet Dina tino.it Di venezia 12 12/9/2009 15:00 Liliana Comandè Travelling interline travellinginterline.it l.comande@travellingi international nterline.it 13 12/9/2009 15:01 Roberto Cattani Livingston & co unmondodiviaggi.n [email protected] et t 14 12/9/2009 15:09 Roberto Caramelli La repubblica repubblica.it r.caramelli@repubblic a.it 15 12/9/2009 15:11 PIA BASSI - Oasis - e AQVA pia.bassi@fastwebnet. Freelance it 16 12/9/2009 15:16 [email protected] 17 12/9/2009 15:35 Maurizio Crema Il gazzettino ilgazzettino.it maurizio.crema@gazz ettino.it ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 63

No Response Date Name: Organisation Web page Email: 18 12/9/2009 15:55 Teresa Scacchi Latitudeslife latitudeslife.com [email protected] m 19 12/9/2009 16:57 Claudio Visentin Sole24ore/azione claudiovisentin.it [email protected] 20 12/9/2009 17:50 Mario Cherubini Youdreamvillage e youdream.info [email protected] quotidiano Bresciaoggi 21 12/9/2009 18:09 Daniela De Rosa Permesola.com permesola.com [email protected] m 22 12/9/2009 18:33 Nicoletta Il giornale di vicenza ilgiornaledivicenza nicoletta.martelletto@ Martelletto società Athesis .it ilgiornaledivicenza.it 23 12/9/2009 18:35 Claudio Zeni [email protected] 24 12/9/2009 19:36 Michele Perla Il giornale ilgiornale.it [email protected] 25 12/9/2009 21:29 Stefano De itinerari.tv Franceschi 26 12/9/2009 21:56 Paolo Cantarutti Radio onde furlane ondefurlane.eu [email protected] 27 12/9/2009 22:54 Adriano Covizzi [email protected] 28 12/10/2009 0:42 Franca Ambienteeuropa.info ambienteeuropa.in scottifranca@g Dell'arciprete fo mail.com 29 12/10/2009 7:38 Ennio Maffei Free lancer maffei- [email protected] images.com m 30 12/10/2009 Marco Ansaloni marcoansaloni.co [email protected] 10:19 m 31 12/10/2009 Marco MORETTI Freelance travel writer morettireport@fastweb 10:32 net.it 32 12/10/2009 Stefano Pensotti stefanopensotti.co [email protected] 10:47 m 33 12/10/2009 Chiara Longo RAI rai.it [email protected] 12:30 Bifano 34 12/11/2009 Marco Bevilacqua Riviste del Gruppo Sole [email protected] 14:19 24 Ore Business Media 35 12/11/2009 Ornella D'alessio ornella.dalessio@gmai 20:27 l.com 36 12/13/2009 Elena Cardinali L'Arena di Verona- larena.it elena.cardinali@laren 16:41 Gruppo Athesis Spa a.it 37 12/14/2009 Diego Tamone Autocar italy [email protected] 13:22 t 38 12/14/2009 Donato Sinigaglia Il gazzettino donato.sinigaglia@azz 17:51 ettino.it 39 12/16/2009 Gabriele Max rcs periodici gabriele.eschenazi@rc 16:55 Eschenazi s.it 40 12/16/2009 Zancan Maria Avvenire quotidiano [email protected] 22:59 Antonietta 41 12/17/2009 Grazia Seregni donnemamme- [email protected] 13:53 nonnedonne.it 42 12/17/2009 Basilio Rodella Bamsphoto bamsphoto.it [email protected] 20:03

ITALIAN TOUR OPERATORS’ & JOURNALISTS’OPINIONS & PERCEPTIONS OF ARMENIA 64

Republic of Armenia 0002 Yerevan, 26/3 Sarian str. Tel.: + (374 10) 500 612, 500 613, 500 614 E-mail: [email protected] Website: www.caps.am