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| Код |
559527 |
| Дата создания |
2020 |
| Страниц |
48
|
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Содержание
Materials and methods
In the current research we have used a package of marketing analysis as well as management analysis with systematic approach, quantitative, correlation and regression analysis to reveal the target audience, their needs and furtherly to analyze and forecast their actions. The full research framework is presented in table 2.
Quantitative analysis
The first phase of our work includes a quantitative study which is carried out by a survey questionnaire. It aims to facilitate the investigation of Russian speaking tourists’ characteristics, preferences, target groups and other aspects to feel the gap of lack of statistics in travel agencies. (See appendices from 1 to 12)
16 questions in total have been included in the questionnaire. It has been sent to the key professionals of the tourism industry in Armenia, who work with Russian market. Total 43 respondents have filled the questionnaire, 33 female and 10 male respondents. Mostly the 55.8% has from 1-5 year experience, 27.9% 6-10 year and 16.3% which is 7 respondents have 10+ year experience in the tourism industry.
Received data show that mostly tourists aged 35-55 arrive in Armenia from Russia (39 respondents have chosen this group), as well as families with kids (according to the opinion of 20 responders).
According to the respondents, the high season months are from May to September or October. A large percentage is noticeable also in January.
Senior citizens often travel in May, August, September and October.
Введение
Preface
Master’s thesis was prepared for the journal “Journal of marketing channels” publishing by “Taylor and Francis”. Journal is indexed in Scopus and included in the “white list” of the university. This research edition is characterized in following subject areas and categories: Business, management and accounting (Marketing - Q3).
In accordance with the journal rules the structure of the article should contain the following elements and sections: title page; abstract; keywords; main text introduction, materials and methods, results, discussion; acknowledgments; declaration of interest statement; references; appendices (as appropriate); table(s) with caption(s) (on individual pages); figures; figure captions (as a list). It is possible to merge several sections into one.
There are no word limits for papers in this journal. The following article consists of 7812 words.
The publisher sets technical requirements for the article font- Times New Roman, register- 12 point, line spaces- double-line spaces, fields- at least 2,5 cm.
Personal author’s contribution for the article includes the managerial and marketing analysis of the tourism market of Armenia and the preparation of recommendations for the strategic development.
Abstract
It is essential to accomplish professional marketing performance for tourism development. In accordance with the desire to develop Armenian tourism, it is necessary to establish an intensive and coherent use of new technologies, including the most modern platforms. The purpose of the paper is to form recommendations for effective promotion of Armenian tourism brand in a digital environment among Russian-speaking tourists.
Various management and marketing research methods were used to study different target groups, which helped to form a semantic core that will help to effectively promote the products and their websites and break ahead in competition.
During the research Armenian top professionals of the tourism industry were questioned concerning Russian speaking tourists, their preferences and needs, how their company is promoting their product in the digital environment and which channels they think are more effective.
The paper shows that a complex and systematic approach will elevate Armenia’s tourism competitiveness abroad and in the region.
Key words: search engine optimization, place branding, marketing analysis, Armenia branding
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Список литературы
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