www.caps.am

The Opinions and Perceptions of Foreign Tour Operators Toward Armenia

Gayane Dallakyan

CAPS Project Marketing Specialist

Armenia should monitor and manage her image…

We have to collaborate to get a consensus around the image so we can develop an image improvement strategy.

• What do we want to be known for? • How can we stand out from the crowd? • What thoughts do we want to come to mind when

people hear the name of our country? • What messages do we want to give to the outside

world?

Culturally distinctive, homogeneous but diverse local characters

Armenians see themselves

• Creative, innovative

• Individualistic

• Hardworking, industrious

• Respectful of others

• Family oriented, Christian ethos, loyal

• Humorous, optimistic

• Honest, trustworthy

• Charitable

• Survivors

Armenia: Cloud of Thoughts

Managing Armenia’s image is a MUST

Promote positives Change unjustified

negatives

Forget about justified negatives, until they are resolved

! !

!

• Satisfaction rate – Armenian partner

– Accommodations

– Attractions

• Country perceptions – Prices

– Infrastructure

– Food quality

– Customer service ethic

– Foreign language speakers for visitors

– Promotions, communications and information dissemination

• Communication phrases– Unique selling points

– Tag lines

– Popular traits characterizing Armenia and Armenian nation

Audit of key factors is necessary for image management

Questionnaire …

Analysis …

Discussions …

CAPS had conducted survey among foreign

tour operators

Survey distributed to over 300,000 foreign tour operators allover the world

86% never offered trips

to Armenia

331 Foreign tour operators from 31 countries participated the survey

• 31 countries– 22% USA

– 22% Russian Federation

– 11% Italy

– 8% France

– 6% India

Foreign tour operators have over 5 years business history with Armenia

• 16+ years of operation (43%)

• No repeat clients to Armenia (68.5%)

• First tours to Armenia undertook prior 2005 (39.7%)

• 1-3 departures in 2008 (67.1%)

• 60% offer just Armenia

90.6% wants to visit or establish tours to Armenia!

Currently organizing trips to Armenia 29.3%

Not offering trips to Armenia 70.7%

Previously offered 12.0%

Previously not offered 88.0%

Unreliable local partner 8.3%

No interest or demand from

clientele37.5%

Too expensive for clients 12.5%

Armenia too difficult to get to 16.7%

Clients not satisfied with the

destination and experience0.0%

Lack of information on the destination 26.3%

Insufficient promotion of Armenia in

international media18.4%

No contacts with regional/local tour

operators21.5%

No interest from clientele 10.6%

Too expensive 2.4%

Too difficult to get to 7.3%

Doesn’t fit with current portfolio of

itineraries or types of tour we offer5.7%

Reasons for stoppingReasons for not offering

90.6% wants to visit or establish tours to Armenia!

Armenia is not on the map, it has no brand

• Language problem, food problems

• Normally our clients like to cover maximum places in short time at affordable cost

• Doubts about quality of accommodation for up market clientele

• We organize tours only by clientele request

Other reasons

66% fully satisfied from the professionalism and courtesy of the Armenian partner

• At the beginning they were sometimes slow in replying, but then communications improved and became quicker, especially in the last two years

• Very good responses from our clients having travelled to Armenia

• Is also aware of occasional problems that we face, and still is arranging for us to sell more and better

‘Need more 'Fairfield Inn' type of facilities for groups’

• Is satisfactory for the needs of our clients but is expensive for the quality of the facilities and services provided. The facilities are somewhat limited and customer service could be improved but the accommodation is clean (48.6%)

Inform us more about hotels offerings

Contract with Disney for their expertise on improving what you have to make them more

'enticing’

• 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 provision of basic tourist facilities (food, toilets, etc) (60.9%)

Emphasize Cultural Heritage

NOT ALWAYS are they worth the requested cost

• Be overpriced. The facilities and services are generally good but not worth the costs that are being charged (59.6%)

Need to revise prices, they are expensive for the region

Armenia’s experience is the same or better 84%

• Countries similar to Armenia

Georgia

Turkey

Azerbaijan

Russia

Hopefully economy will improve the whole infrastructure

• Road conditions out of Yerevan are bad

• Quality of busses is low

• Lack of English signs

Not yet "macdonaldized"

• Great food and other cultural heritage

• Almost organic food

• Delicious food

• Exotic food

• Lavash

• Cognac

Provide more information about food

Increase service level

• Lack of adequate service at the hotels

• Constant control & quality checks

• Decrease the prices for service’

• Language problem

• Add English signs to public transportation

• Add different language signs at tourist attractions

Difficulties With the Language

• Communicate nature, history, food, attractions, hotels, tourist routes!!!

• More visibility in the medias

• Public awareness within Armenia

Unadvertised, Inactive, Lack of Information

• Abundance of Historical Sites!• Inviting cultural sites!• Pre Christian mythology!• Its wonderful mountains and scenery!• Mountain landscapes of the Caucasus!• Landscapes and religious monuments!• Very available people!• They have a great faith!• People very attached to their history!• Great cafes and restaurants (if smoke and noise

reduced)

Unique Selling Points

History and Culture Landscape People Food

Its stunning monasteries, desolate and beautiful

• A hidden unexpected wonder!

• Come and we will surprise you!

• Armenia leaves its mark in your heart!

• Experience the unique!

• Armenia ... Oh Yes!

• A trip into the past!

• Visit your ancestral home!

• A place where memories are centuries ...!

• Experience unique culture and arts!

• Armenia land of great culture!

• A trip to the dawn of Christianity!

• Land of hospitality and culture!

• You are among friends in an awesome setting!

• Land of hospitality and culture!

Tag lines

Different and hidden History and Culture Christianity People

The Hidden Gem of the Caucasus

Breathtakingly different

• Mostly ethnic/religious travel

• Rich Heritage and culture going back to centuries

• Amazing experience of culture/people/brandy!!

• Combination east meet west

• Fantastic landscapes and mountain passes

• Soft adventure paradise

• People are very warm and hospitable

• Traditions toward family: fathers and children

• So close, so different

• Culinary surprises

• Exotic food

• Spiritually rich

• Ancient Christian tradition

History and

Culture

ChristianityPeopleLandscape FoodGeographical

location

Open air museum on silk route

• Isolated and traditional• New, untouched

destination • Uniquely original• Hidden elegance• Film Festival (therefore

culture)• Soviet style dances as

entertainment• Exotic and wild landscapes• Diverse kitchen

86% never offered trips

to Armenia

Armenia Armenian people

Resourceful, intelligent thinking

• Honoring family traditions - respect to elderly and special altitude to children!

• Less money but bigger hearts

• Ease in dialogue• Exotic (for northern

people) beauty

Public opinion

Cars honking too often needlessly disturbing the peace

• Limited choice of accommodation

• Road conditions right out of Yerevan bad’

• Overpriced

• Diversity of food

• High airfare

• Cigarette smoke in restaurants

What they complain about

Are there only monasteries to see

• 1. Safety, security– Is it safe there or not?

• Food – Quality of food?

• Prices– Too expensive

• Not sure what to do– Are there only monasteries to see?

• Not known– Where is it?

Their concern

• It is not interesting to look at ruins

• Misleading use of Mt. Ararat in promotional material

• Limited infrastructure (few hotels except Yerevan)

• Not with global business attitude

• Bad reputation for human trafficking

• Almost completely internationally unknown

• Harmful

• Unsafe

Opinions to consider

Armenian nation should come forward and promote as a tourist destination

Is it worth it and do they have what it takes to be on the tourist map?

• History of earthquakes and genocide

• Lost kingdoms & empires

• Land Locked Country, no access to neighboring countries

• The whole genocide/Turkish/nationalist thing

• Unprofitable

• Tourism service is not developed

• Tourism in its infancy

• Underdeveloped

• Not so open to international community

• Not clean

Other opinions to ignore

SWOT: Strengths

• Perceived as exotic

• Culturally rich

• Historically significant

• Hospitable people

• Recognisable brand

• Magnificent scenery

• English spoken

• Cradle of Christianity

• Low crime rate

• Relatively unknown

• Under-developed image

• Niche – History and culture

• Few products on the market

• Limited tourism infrastructure

• In a global hot spot --Caucasus

• Expensive to fly to

• Distance from Europe

SWOT: Weaknesses

• Easy to define image if unknown: Armenia cache

• Play on exotic nature & hospitality: Surprise

• Potential of Diaspora –double-edged sword

• Tourism ambassadors via celebrities

• Festivals, events & religious tourism

• Potential beyond history and culture

• Armenia has a lot to be creative with: adventure & food

• Chance to promote realsustainable tourism

• Use Turkish border & Karabakh to Armenia’s advantage

SWOT: Opportunities

• Limited product –traditional tours & routes

• Economic downturn –destination retrenchment

• Limited knowledge about what global markets want

• Relatively unknown –any bad news can swamp good

• Land and air access

• Ignoring potential markets

• Seasonality

SWOT: Threats

There must be support and enthusiasm from the government and the private sector

Desired image must be close to reality, powerful, simple, appealing, and distinctive

• Good perceptions and images can be used to create articles and press releases (NCFA)

• Results of the survey can be presented separately to:– Hotels

– Cultural heritage site managers

– Tour operators

• Positive opinions and perceptions can be used to promote Armenia’s image through articles, press releases.

• Maybe NCFA will repeat the survey in a year or two

There is a possibility of the next steps