Armenian National Commission for UNESCO Ministry of Trade and Economic Development of the Republic of Armenia. Training Workshop on INNOVATIVE APPROACHES TO THE CULTURAL TOURISM Yerevan 2005 - 1 - CONTENT Cultural Tourism or Tourism and Culture...............................................................................................4 Mr. Arthur ZAKARYAN, Head of the Tourism Department, Ministry of Trade and Economic Development Basic Issues in Tourism.............................................................................................................................7 Mr. Artashes KAZAKHETSYAN, Director of the “Armenia 2020” Project Archaeological Tourism..........................................................................................................................10 Mr. Felix TER-MARTIROSOV, Institute of the Ethnography and Archaeology, the National Academy of Sciences of the Republic of Armenia Disregarded city tours of Yerevan (19 cen. – begin. of 20 century).......................................................13 Ms. Marietta GASPARYAN, Historic-Cultural Research Center on Heritage Security Audit as a Prevention Technology in Emergency in Tourism................................................14 Mr. Karapet SARAFYAN, “Arame Sarafyan Club” Foundation Development of Cultural Tourism and its Effectiveness in comparison with the other Types of Tourism....................................................................................16 Mr. Emil CHERKEZYAN, Institute of Economics, the National Academy of Sciences of the Republic of Armenia The Innovative Role of Music in the Development of Cultural tourism..............................................18 Ms. Lilit SIMONYAN, Yerevan State Conservatoire Perspectives of the Sustainable Tourism Development in Armenia....................................................20 Ms. Marina SARGSYAN, Yerevan State University Cultural Events as an Influential Aspect in the Tourism Development in Armenia..........................22 Ms. Anahit GHAZARYAN, Russian-Armenian State University Integration of the Innovative Methods in the Museums of Armenia..................................................24 Ms. Ada MANOUKYAN, Museum of Folk Art An Innovative Technologies in the International Tourism.................................................................26 Mr. Gourgen Poghosyan, European Regional Academy Innovations in Tourism.........................................................................................................................29 Mr. Araik Vardanyan, Association of the Tourist Operators of Armenia - 2 - Cultural Policy, Innovative Methods and Approaches in Tourism.....................................................31 Mr. Ruben Grigoryan, “Rumea Club of Fascinating Voyages” company Appendix 1. Program and Final Report............................................................................................33 Appendix 2. List of the Links to Sites on Armenia...........................................................................37 Appendix 3. List and Map of the Architectural Monuments of Armenia................................................................................................38 - 3 - Cultural Tourism or Tourism and Culture Mr. Arthur ZAKARYAN, Head of the Tourism Department, Ministry of Trade and Economic Development The analysis of “isms” Each “ism” is a system of similar appearances, rules and relationships, which in general holds an enclave character and, as any substance, it either cooperates with other “ism”s to reach a certain purpose, either gets into the conflict with them with a certain purpose. This “metaphysical” definition itself could turn unusual in the context of this seminar if it were not the processes, which already have place in the tourist world since the late 90s. In general the tourism has received its “ism”ic reflection yet since 1936, when World Tourist Organization by its convention No 52 confirmed that each ordinary worker must have a right for paid vacation. Beginning since 50s, special and mass tourism began to go through its rising. APPROACHES EXPECTED 60s Aesthetic To delighted 80s Cultural To learn Present time Emotional To live Near future To be a member To share Examining mass advertisement, we will notice, that to the first plan come out such kind of countries, as Czechia and Hungary in Europe, traditionally popular Egypt in the region of the Near East and competitive with Israel, Jordan and Morocco. African continent attracts the attention of travel-lovers, especially such kind of countries as Republic of South Africa, Tanzania, Kenya, and if before these countries were known as places for safari and Ecotourism, today they are attractive for they give possibility to familiarize oneself with the life of people and nationalities living there. The same situation is in the countries of America, where instead the solar tourism in Mexico have come the interest of country place, ancient culture and contemporary way of life of the same Mexico. In Southern America high showing have Chili and Peru. Great interest arouse China and India, where according to the forecasts of WTO the highest showing of visits during next 10 years is expected. And what is the secret, what happens with the psychology of human? People understand that living in global world, permanently associating with each other, it became necessary to understand other people and that static rest, one is finally bored with, doesn’t satisfy spiritual demands. The fact that at the conditions of common development of technologies at the market of traditional demands, contemporary tourist became more high-intellectual, and his incomes have risen as well, it became possible to plan terms and duration of the vacation, and that the informative, physical and social availability, which sometimes seems to be inaccessible in some countries and regions quits to be a question, and other factors promote the increase of the quantity of travels by non-traditional routs. Consequently, in the center appear human himself and his factor of personality based on his experience. Let’s go back to “ism”s. Each planned action in tourism, whether it is state planning or planning by private sector, first of all it presumes purposes. If we speak about cultural tourism or using “ism”s as it is used to speak about different kinds of tourism, is seems as we forget this important factor. Certainly - 4 - Ecotourism, certainly agrotourism or religious, ethnic, archeological, hunting, enogastronomical, active, passive, adventure or even space. Restricting the process of planning by “ism”s especially in Armenia, we can lose real desires of a human (a tourist) and our recourses, directed on the satisfaction of needs, as we already have lost some of them. Giving impulse to the cluster development of the cultural tourism, we restrict our steps, directed to the protecting of natural values, giving impulse to clusterisation of Ecotourism, at every step we will conflict with restricting actions of environment defenders, the clusterisation of religious tourism will bring to corresponding attitude toward the places of entertainments, although it is desirable that the would be no casino on the way leading to Ejmiadzin. - The criteria of quality must be higher that is expected by demand. - Consumer requires individual approach that is why the industry needs many-sided cooperation. - It is necessary to keep up with (to manage changes of) the quality of the system and psychology of interested person. - The process must consist of 3 phases: before travel, during travel, after travel and at all phases it is necessary to provide quality and it is necessary to perfect human resources permanently. - To systematize all purposes of market participants. The guests must become acquainted with Armenia as a special country. - To systematize marketing policy. - To use (to sell) resources purposefully, and to preserve the values (selling the possibility of the contact with them). The tourism is a long-term invention. - To control the ratio of the price and quality permanently. - To be ready to make structural changes periodically. - To encourage the innovation arrangements. - To explain to interested persons that the tourism has a huge perspective in the whole world and particularly in Armenia, and, that its development has immediate positive influence in the increase of welfare level of the interested persons themselves. The interrelation of tourism and culture cannot be expressed mathematically. Tourism itself is culture, and the policy of the tourism must include cultural policy. Armenian recourse is a bouquet of cultural values, which are attractive at the traditional market, thought it should be noted that now our business industry has not only financial problems, but also the problems of contemporary professional approach to the presentation of Armenia at external market. It is desirable that our tour-operators and state system, presenting Armenian tourist product, lay stress on historical values, create fuller packages, embracing larger national cuisine, potential of traditions and holidays, Armenian musical art and art of dance, perfect art schools, they should present country life, town- culture and folklore, as well as people relationship, which are great value and resource. I will submit some consideration concerning the system of innovation. In the policy of innovative tourism should be reflected all above-mentioned and the reality. Innovation is a new article or service that give someone