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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 1 TRAVEL JOURNALISTS’ SURVEY This Survey of Italian Tour Operators and Travel Journalists can assist the Armenian tourism in- dustry 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 jour- nalists 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) ans- 2 wered the survey in Italian. 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 exhibi- tions, • 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 generat- ing 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 ac- commodations 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, es- pecially 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 accommoda- tion (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
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