WE TOUR Final Research Report

RESEARCH STUDY OF THE COMPETENCES AND NEEDS
OF SUSTAINABLE ENTREPRENEURSHIP AND WOMEN
ENTREPRENEURIAL SKILLS IN TOURISM SECTOR
COMPARATIVE REPORT OF 5 COUNTRIES
ARMENIAN ECOTOURISM ASSOCIATION
YEREVAN
2022
Common Boarders. Common Solutions

2
CONTENTS
INTRODUCTION.................................................................................................................................3
METHODOLOGY ...............................................................................................................................5
RESULTS OF THE NEEDS ASSESSMENT SURVEY ...................................................................6
DESK RESEARCH ............................................................................................................................49
CONCLUSIONS ...............................................................................................................................100
Annex 1 ..............................................................................................................................................101

3
INTRODUCTION
Women entrepreneurship is an emerging sector in the global business environment, a real
driving force in today’s modern economy. They shape and redefine the workplace, business
networks, financial institutions and culture, but in the Black Sea Region represents an
unexploited potential. Only 32% of the entrepreneurs are women and opportunities are
wasted at a time when sustainable economic growth figures high on the agenda of all
governments in Europe. In fact, one of the main responsibilities of the European Union is the
sustainable development whilst maintaining cultural diversity, tolerance and individual
freedoms.
In general, entrepreneurship is seen as a key driver for economic success, but few coordinated
initiatives are targeted towards women. Research shows that tourism has become one of the
main income generators in both developed and developing countries, with business volumes
that equal or surpass oil exports, food products or the car industry. Travel and tourism have
been proven to provide women with more opportunities for empowerment compared to other
industries, giving the sector increased responsibility for the advancement of women.
The countries around the Black Sea are using very different policy instruments and projects
in order to increase the number of women entrepreneurs. Few countries have adopted a clear
policy to encourage and facilitate women to start their own business or to become more
ambitious. Generally, women are under-represented in high growth sectors and they have
fewer employees than men.
The project WE TOUR – “Black Sea Women Entrepreneurship Connection – Empowering
Women through Tourism”, is closely related to the common challenges of the programme
area. The project’s overall objective is the creation of a Cross-Border Business Network in
the Black Sea Basin Area for the Promotion of Women’s Entrepreneurship, Life-long
Cooperation, Training and networking. Also, the project aims at strengthening, supporting
and developing female entrepreneurship through tourism, providing new economic and social
opportunities to women in the Black Sea Basin area.

4
WE TOUR project is going to create a strong partnership in the field of women
entrepreneurship, not only between the participating organizations but also among the
countries that they represent.
Women’s role in entrepreneurship must be supported by providing motivations and benefits
to women who desire to enter in this field. Tourism is one of the most developed sectors in
the region of Black Sea Basin, due to the natural resources it owns. For years the role of
business owners and active entrepreneurs is undertaken by males. Women could provide
knowledge, creativeness, elegance and innovative ideas in terms of development and further
improvement and modernization of tourism sector.
This program aims at mapping the competences, skills and challenges for entrepreneurs and
SMEs involved in tourism sector in Black Sea Basin region to start and manage their business
and to promote their touristic products internationally.
For this purpose, a Survey was done in partner countries (Armenia, Bulgaria, Georgia,
Greece, Turkey) based on common Questionnaire, which is presented in Annex 1. This
comparative report presents the analysis of surveys done in 5 countries.
Based on the Survey results training program will be developed, in order to train the
participants how effectively to manage and growth their business and to promote the region
as attractive touristic destination by using digital technologies and innovative marketing
tools.

5
METHODOLOGY
The research methodology includes the following:
1. Analysis of the Survey, which was carried out based on the Questionnaire (Annex 1).
The purpose of this survey is to:
✓ have a general overview of the current level of the main skills and competences of the
target groups,
✓ have a perspective on the general training and development needs of the target groups,
✓ develop training materials aimed at raising the entrepreneurial skills and competences
of women in tourism based on the survey results,
✓ gather suggestions for the future development of the project outputs.
The questionnaire consists of open, semi-open and closed questions.
The questionnaire includes about 50 questions, as well as 45 questions regarding the main
skills. The number of respondents is 30. The survey was done both online and offline.
2. Desk research is done to find out the best practices of woman entrepreneurs in tourism
sphere in partner countries. In this part, women, who has a tourism business were
interviewed and presented their expertise of establishing and developing tourism
business. The number of participants is 3.

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RESULTS OF THE NEEDS ASSESSMENT SURVEY
I. Understanding the respondents’ profile
1. Age
The 37% of participants were 36-50 years old, 27% were 26-35 years old, 17% were 51-63
years old, 13% were up to 25 years old, and only 6% were 64 and elder.
Armenia Bulgaria Georgia Greece Turkey
Age of
participants
Frequency
(Total 30
respondents)
Percent
Frequency
(Total 30
respondents)
Percent
Frequency
(Total 30
respondents)
Percent
Frequency
(Total 30
respondents)
Percent
Frequency
(Total 30
respondents)
Percent
26-35 years
old
8 27 4 13 3 10 5 17 9 30
36-50 years
old
11 37 4 13 15 50 15 50 12 40
51-63 years
old
5 17 14 47 6 20 10 33 8 27
64 and elder 2 6 6 20 3 10 0 0 1 3
Up to 25
years old
4 13 2 7 3 10 0 0 0 0
2. To the question ‘’What is tourism according to you?’’ many people responded.
The summary of the most frequent answers is the following:
Armenia ➢ Tourism is the temporary movement of people inside or outside the country for the purpose of recreation
(everyone understands recreation differently; depending on the types of tourism);
➢ A tourist's visit to another country for the purpose of not earning money that lasts more than 24 hours but less
than a year;
➢ A study visit or a trip to a place other than your place of residence;
➢ When a foreigner has the opportunity to discover another country, its culture and history, traditions and
customs;
➢ Through it, people go from place to place for leisure, entertainment, health, business trips, getting acquainted
with other cultures;
➢ Tourism is the temporary (up to one year) movement of people from their place of permanent residence to
another place or to another area within their country for leisure, health, hospitality, cognitive, professional or
business purposes, without paid work or lucrative activity at the place of visit;
➢ Tourism is a way to show the cultural wealth, traditions, customs of the Republic of Armenia, the "art" of
doing any work, to inform others about them, and to make a profit through it. Also, it is one of the priorities of
the RA economy;
➢ Pleasant, meaningful, creative-smart organization of leisure time, relaxation;
➢ Tourism is a type of recreation, during which the tourist gets acquainted with the life, culture, customs,
national cuisine and people of another country;
➢ It is one of the most important branches of the economy, which stimulates the economic as well as the

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cultural, agricultural and educational spheres;
➢ Discovery and recognition;
➢ Business, hobby, freedom;
➢ Intercultural exchange;
➢ Combining the pleasant with the useful.
Bulgaria ➢ Temporary movement of people outside their place of residence for the purpose of rest and pleasure
➢ Tourism is a way for exploring new cultures
➢ Tourism is an important sector of the economy and an opportunity to make money
➢ Tourism offers a lot of job places and boosts the revenue of the economy
➢ Pleasant, meaningful organization of leisure time, relaxation, adventures.
➢ Tourism is way to earn money, while meeting many new people and exploring the world.
➢ Tourism represents an opportunity to discover different ways of life.
➢ Business, hobby, freedom;
➢ Intercultural exchange;
➢ Combining pleasure with business.
➢ A pleasant way for self-education
➢ A way to meet new people
➢ A business, that combines a lot of different activities and has a lot of innovative possibilities for the future
➢ Profitable business opportunity
Georgia ➢ Tourism is leisure, entertainment, hospitality and recreation;
➢ Tourism generates employment and wealth and is in many areas a major element in the community
prosperity, as well as an activity of social, political, environmental and cultural significance;
➢ Tourism is many-sided and from this diversity healthcare tourism is still an emerging sector within tourism in
the world;
➢ Tourism is associated with joyful experiences; it involves forms and purposes that may be leisure or pleasure
related;
➢ Tourism is some kind of activity connected with sport and leisure;
➢ At present tourism has grown to the third largest industry in several countries, including Georgia;
➢ Globalization and increasing number of international events and mobility of people gives tourism more
impulse. In this case tourism is combination of business, cultural sightseeing and mobility;
➢ The intensive growth of tourism in Georgia has brought significant impacts on the development of the
country's tourism resources and infrastructures;
➢ Tourism intrinsically involves a circular itinerary in which tourists return to their homes and accordingly
these days spent in abroad are days of study, leisure and joy;
➢ The definition of tourism is based on recognizing two steps of tourism businesses: a tier composed of
businesses that serve exclusively tourists and a tier composed of businesses that serve a mix of tourists and
local residents;
➢ We can consider tourism as a concept affecting on recreation, that is why tourism is becoming an important
trend;
➢ The definition of tourism is connected with acquirement of new knowledge, skills and experience;
➢ Tourism is mobility for visiting unknown places, countries, etc. Last period cultural tourism became very
popular. It’s a link between culture and tourism;
➢ Tourism now became more integrated, comprising food/gastronomy, cultural heritage and sightseeing;
➢ Tourism is closely connected with recreation. A strong relationship exists between tourism and such concepts
as study, travel, visiting historical places, etc.;
➢ Tourism can be defined as a demand-side phenomenon, a form of individual or social behavior. However,
tourism also represents an internationally traded service as well;
➢ Tourism can be considered as a form of individual or social behavior;
➢ In our understanding there are several types of tourism: medical, sport, cultural, study, etc.;
➢ I am giving preference to the nature‐based tourism, although there are several sectors of tourism, which
needs the sustainable development;
➢ We consider that the multidisciplinary roots and the various approaches and concepts of tourism is going to
wellness tourism;
➢ Tourists are persons travelling not only on holiday but on business, on courses of study and on many other
grounds;
➢ At present tourist has many directions and each tourism company makes its preference. For us is interesting
ecotourism and nature-based tourism;

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➢ In my understanding that the statistical system covers all of the activities of persons travelling to and staying
in places outside for leisure, business and other purposes.
Greece ➢ Experience and exploration - answers that emphasize the opportunity to explore new places, learn about
different cultures, and try new things. Examples include "an adventure," "feeling other places," and "exploring
and learning new things."
➢ Economic and job-related - answers that highlight the importance of tourism as an economic sector and/or as a
profession. Examples include "the most promising economic sector," "my occupation," and "my life after 35
years of being an agent."
➢ Relaxation and escape - answers that focus on the benefits of tourism for personal well-being and relaxation,
such as "a chance to relax and recharge" and "tourism provides an opportunity to escape from daily routine
and stress."
➢ Social and relational - answers that highlight the social and relational aspects of tourism, such as "a way to
bond with family and friends" and "new memories and experiences with loved ones."
➢ Cultural and educational - answers that emphasize the educational and cultural benefits of tourism, such as "a
learning opportunity for people who want to experience different cultures" and "tourism can be a way to learn
about history and geography."
➢ Supporting local economy - answers that discuss the importance of tourism for supporting local businesses and
economies, such as "tourism is the backbone of Greece" and "tourism can be a way to support Greek economy
and businesses."
Turkey ➢ It is a cultural holiday that people can do according to their financial means and be happy.
➢ Tourism is an important ecosystem that includes more than 50 sub-sectors. It is especially important for
developing countries in terms of foreign currency input contribution to the country, local employment and
workforce it creates. It also contributes to the provision of international peace and unity beyond the country's
policies, as it enables people from various countries to know and understand each other's cultures through
travel.
➢ it's a developing and sustainability-based service sector where inputs with a touristic purpose and value exist
or are created; also which includes the people of the region and all those who come from outside and provide
interaction and sustainability
➢ it happens when people travel from one place to another for business-trip-cultural purposes,etc. and make
economic and human contributions to the places they are in, and then transfer them to others, causing other
people to arouse interest, thus creating a cycle.
➢ It is all of the operational processes developed to attract tourists to the country or a region.
➢ Experiencing a region with its history, traditions, cultural and natural beauties and products
➢ Tourism is the line of work that helps a country's economic and cultural development the most. It is very
beneficial for the country in terms of both foreign currency inflow and cultural promotion
➢ All kinds of eating and drinking, accommodation and sports activities outside the house.
➢ I can define it as a social and dynamic sector based on intercultural interaction and hospitality.
3. Current business situation

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18 respondents or 60% mentioned that they have established tourism business, and 12 or 40%
were planning to start a tourism business. One of them has started his/her business in 2007, 3
of them in 2017, also one in 2018, 2 of them in 2019, 3 in 2020, 3 in 2021, and 5 people have
not mentioned the year.
Reasons established
tourism business
planning to start a
tourism business
Other
Armenia
(total 30 respondents)
18 12 0
Bulgaria
9 4 17
(working for others)
Georgia
24 6
Greece 22 8 0
Turkey
28 2 0
4. The reasons why women still have not an established tourism business
From 30 respondents 12 still had not an established tourism business and were planning to
start their business. They have mentioned the following reasons for which they still had not
business. The most common answer was the lack of financial resources.
Reasons Armenia Bulgaria Georgia Greece Turkey
Number of
respondent
s
Percent Number of
respondent
s
Perce
nt
Numb
er of
respo
ndent
s
Perce
nt
Numb
er of
respo
ndent
s
Perce
nt
Numb
er of
respo
ndent
s
Perce
nt
Lack of financial
resources
11 92 10 100 12 80 8 100 2 100
Lack of entrepreneurial
skills
7 58 5 50 8 53 0 0 2 100
Lack of knowledge
about tourism
3 25 2 20 3 20 1 12.5 0 0
Lack of knowledge of
foreign languages
1 8 1 10 2 13 0 0 0 0
Legislation issues 1 8 4 40 2 13 0 0 0 0
Issues connected with
tax system
1 8 2 20 1 7 0 0 0 0

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5. Motivation to set up a tourism business
The respondents also mentioned their motivation why they have set up or are planning to start
a business. The motivation for the majority was personal reasons, also the purpose to preserve
natural and cultural heritage.
Reasons Armenia Bulgaria Georgia Greece Turkey
Number of
respondents
(Total 30
respondents)
(they could
choose more
than one
option)
Per
cent
Number of
respondents
(Total 9
respondents)
(they could
choose more
than one
option)
Perc
ent
Number of
respondents
(Total 30
respondents)
(they could
choose more
than one
option)
Perc
ent
Number of
respondents
(Total 23
respondents)
(they could
choose more
than one
option)
Perc
ent
Number of
respondents
(Total 30
respondents)
(they could
choose more
than one
option)
Percent
To earn
money
12 40 9 100 15 50
11 48 2 7
To
preserve
natural
heritage
sites
and
culture
14
47
3
33 12 40 5 22 -
To
create
new
jobs
7
23
3
33 6 20 6 26 20 67
For
personal
reasons
(change
of
lifestyle,
tourism
as a
hobby,
etc.)
16
53
2
22 17 68 0 0 6 20
Other
(please
specify)
➢ To make
Armenia more
recognized in the
world and to
contribute to the
economic growth of
the country
➢ To make my
native village a well-
known tourist
destination, to
present its literary,
cultural heritage,
traditions, unique
nature, to promote
tourism by ensuring
sustainable
development of the
village, creating new
and permanent jobs,
as an alternative to
the mining industry
that desolates our
native nature and
villages.
0 0
➢ Tourism is part of global
economy
➢ In my opinion tourism as
a business
has wide perspective
➢ passionate
about travel and
wanted to share
experiences
with others
4 ➢ Protecting natural
heritage sites and culture;
➢ Developing a family
legacy business and turning
it into a tourism business;
➢ To earn money;
We established it with the
aim of creating a space
where the urban consumers
will restore their
relationship with nature,
renew their broken ties and
bring the concepts of
naturalness and
sustainability into their
lives, since it creates a good
synergy with the agriculture
and wine production I am
currently doing
6. Sphere of the tourism business

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The sphere of tourism businesses were mainly hotel services, tour guiding.
Sphere of
tourism
business
Number of
respondents
(Total 30
respondents)
(they could
choose more
than one
option)
Percent Number of
respondents
(Total 30
respondents)
(they could
choose more
than one
option)
Percent Number of
respondents
(Total 30
respondents)
(they could
choose more
than one
option)
Percent Number of
respondents
(Total 30
respondents)
(they could
choose more
than one
option)
Percent Number of
respondents
(Total 30
respondents)
(they could
choose more
than one
option)
Percent
Hotel
services
(in hotel,
motel,
B&Bs,
etc.)
15 50 16 53 6 20
4 13 9 30
Food and
beverage
services
7 23 16 53
8 27 3 10
Tour
operating
7 23 5
17
6 20
5 17 -
Tourism
agency
5 17 5
17
12 40
5 17 6 20
Transport
service
1
3
4
13 3 10 1 3 -
Tour
guiding
12 40 7
23 - - 7 23 -
Other
(please
specify)
Water tourism,
Camping, Interactive
museum
0 0 MICE Tourism 0 0 Tourism
agency,
Hotel
services
(in hotel,
motel,
hostel,
etc.),
Congress,
Meeting
Services -
16
53
7. Kind of services provided to tourists
Services Armenia Bulgaria Georgia Greece Turkey
Number of
respondents
(Total 30
respondents)
(they could
choose more
than one
option)
Percent Number of
respondents
(Total 30
respondents)
(they could
choose more
than one
option)
Percent Number of
respondents
(Total 30
respondents)
(they could
choose more
than one
option)
Percent Number of
respondents
(Total 30
respondents)
(they could
choose more
than one
option)
Percent Number of
respondents
(Total 30
respondents)
(they could
choose more
than one
option)
Percent
Overnight
stay
18
60
22
73 18 60 4 13 23 77
Food and
drink
18
60
26
87 22 73 11 37 9 30
Nature
sightseeing
22
73
17
57 12 40 0 0 14 47
Arts and
crafts
14
47
10
33 6 20 0 0 2 7

12
Fishing
2
7
8
27 3 10 0 0 1 3
Hunting
0
0
8
27 3 10 0 0 0 0
hiking
17
57
8
27 8 27 0 0 2 7
Horse-
riding
4
13
7
23 2 7 0 0 2 7
Bird
watching
4
13
8
27 0 0 0 0 1 3
mountain-
biking,
cycling
2 7 8 27
2
7
0 0
1
3
adventure
sport
4
13
2
7 2 7 0 0 2 7
visiting
historical-
cultural
sites
19 63 4 13
18
60
0 0
5
17
music and
dance
10
33
9
30 12 40 0 0 1 3
boating
2
7
3
10 6 20 0 0 11 37
rafting
2
7
3
10 2 7 0 0 1 3
beekeeping
10
33
1
3 3 10 0 0 0 0
harvesting
12
40
0
0 10 33 0 0 2 7
agricultural
works
10
33
0
0 2 7 0 0 2 7
master
classes on
cooking
local food
16 53 2 7 12 40
0 0
1
3
tour
guiding
11
37
3
10
3 10 13 43 13 43
organizing
excursions
17
57
3
10 16 53 6 20 4 13
tour
package
developing
and selling
12 40 1 3
3
10
9 30
11
37
selling air-
tickets
0
0
1
3 0 0 5 17 12 40
booking
services
0
0
1
3 0 0 5 17 11 37
other
(please
specify)
SUP-boarding, camping 0 0 Holiday makers,
Business Travelers
0 0 0 0
The most common services were nature sightseeing, visiting historical-cultural sites,
overnight stay, food and drink, hiking, organizing excursions, master classes on cooking
national food.
8. Tourism business as the main or complementary source of income
30 respondents, who have or plan to start a business, answered whether the business is or will
be the main source of their income. For 63% of respondents the business is their main source
of income.

13
Source of
income Armenia Bulgaria Georgia Greece Turkey
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 23
responden
ts)
Perce
nt
Number of
responden
ts
(Total 30
responden
ts)
Perce
nt
Main 19 63 18 60 22 73 21 91 23 77
Complement
ary
11 37 12 40 8 27 2 9 7 23
9. Seasonal or all year-round tourism business
The business of 57% is seasonal.
Type
of
touris
m
busine
ss
Frequency
(Total 30
respondent
s)
Perce
nt
Frequency
(Total 30
respondent
s)
Perce
nt
Frequency
(Total 25
respondent
s)
Perce
nt
Frequency
(Total 30
respondent
s)
Perce
nt
Number of
respondent
s
(Total 30
respondent
s)
Perce
nt
Season
al
17 57 13 43 9 36 28 93 0 0
All
year
round
13 43 17 57 16 64 2 7 30 100
10. Tourism business being advertised through any tourism networks (local, regional,
international)
Adverti
sement
Frequency
(Total 30
responden
ts)
Percent Frequen
cy
(Total
30
respon
dents)
Percent Frequen
cy
(Total
30
respon
dents)
Percent Frequen
cy
(Total
30
respon
dents)
Perc
ent
Numbe
r of
respon
dents
(Total
30
respon
dents)
Perce
nt
Yes 12 40 16 53 7 23 17 57 6 20
No 15 50 14 47 17 57 13 43 24 80
Other 3 10 0 0 6 20 0 0 0 0
50% mentioned that their tourism business is not advertised through any tourism networks,
the other 50 % said that it is advertised or will be advertised soon.
11. To the question ‘’What is tourism marketing according to you?’’ many people responded.
Armenia Activities of planning, developing, promoting the sale of tourism services or products,
From a management perspective, marketing is viewed as an art of selling products. According to
that, tourism marketing is the sale of travel packages.

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Choosing the right targeting and creating an attractive product.
Sale of the package in the target market,
Promotion of tour packages,
Ensure growth in sales of tourism-related offers,
Strategy for developing and implementing sales-oriented programs,
The best marketing in tourism is to provide quality service,
Beautifully packaged presentation on different networks,
Achieve maximum results with the right targeted advertising and materials under other equal
conditions,
Well-planned marketing is the key to a successful business,
Tourism marketing is a set of mechanisms for research, analysis, demand regulating methods in the
field of tourism services.
Mastery of presenting the established business correctly,
Sale of food and drink, sale, presentation of culture,
It is a way to inform the public about the tourism product, to inform about its potential, to attract
tourists.
Bulgaria Different activities of planning, developing, promoting the sale of tourism services or products and
attracting new customers
All the tools and strategies in marketing that a travel company needs to promote in the market.
Art of selling products and services, a lot of different marketing strategies used by businesses
within the tourism industry policies in business -both private or public tourism organizations
Strategic Approach presents a variety of practical application tools, skills, practices, models,
approaches, and strategies
Tourism marketing is a term which is used to refer to that business discipline by which the visitors
are attracted to a particular location coming to terms with the character and intrinsic qualities of
place-products systematic and coordinated execution of business policies by both private and
public sector tourism organizations
Georgia Showing online banners, starting a blog or posting articles
Thinking and implementation of the social media marketing
Using emails, newsletters
Using tourist promo videos
Applying offline promo
the most effective ways to promote your tourism business
Accept Online Bookings
Think of our product and how to best present tourism attractions to prospective clients
We have to know what our target audience needs in the first place.
We must offer our services and present our content via different sources
We should use website, social media channels and email advertisements
To use business discipline for attraction of tourists
Travel and tourism marketing is the systematic and coordinated execution of our business
Our tourism marketing agency transferred into digital marketing agency serving tours, activities,
destinations, & travel
Our tourism marketing strategy serves to understand our customers, optimize our website, etc.
Be Social (Social media is one of the most effective marketing channels for the tourism industry
Use Live Video Marketing
To research our market and make a strategy for promotion
it’s important to show up in the top search results pertaining to our brand and offerings
To optimize our website's technical configuration
To make marketing that allows customers to experience our brand, tours and offerings to a broad
audience.
To set our goals, make monitoring and optimization
To use physical branded materials to show customers what they offer and what they are all about
on a more personal level
To show business name, contact details, location, hours, photos, etc.
Make blogs, it's a good way to reel in our audience and advertise our expertise in the field.
Greece tourism marketing is the process of promoting tourism products and services to potential customers
in order to attract visitors to a particular destination or business.

15
it involves creating brand identity and image, building relationships with customers and
stakeholders, understanding customer needs and preferences, utilizing various channels such as
social media and advertising, and identifying unique competitive advantages
it is importnat the continuous learning and adaptation to changing customer behavior and trends, as
well as the need to respond to feedback and maintain a strong reputation
Turkey Announcement through old customers and on social media
"Actions to be implemented by national and local NGOs and private sector companies within the
framework of the strategic plan prepared by the private sector participation of the country's public
and semi-public organizations (Ministry of Tourism and Foreign Affairs, National Airlines,
chambers of commerce, etc.) analysis of country competitors, SWOT analysis and determination of
national strategy. Additionally, the marketing activities of the companies together with the sector
associations or individually"
Presenting touristic destinations and products to tourists through various intermediaries (agents,
influencers, etc.)
It is the aim of any business in the tourism sector to provide the needs and demands of the tourist at
the regional or national level at the highest level and aim at customer satisfaction.
To attract local and foreign tourists to the region and to convey the attractiveness of the region to
them correctly.
It is all of the economic, cultural, technical work done and measures taken to attract tourists to a
country or a region.
Tourism marketing should involve expressing the experience to be lived, it is a kind of storytelling.
The facility must have a philosophy that is meticulously implemented.
completely good and perfect service, correct promotion, reliable price policy
Tourism marketing should be done in order to promote the country and local specificity and to
ensure the interaction of cultures.
12. To the question ‘’What is digital tourism marketing according to you?’’ many people
responded. The summary of the most frequent answers is the following:
Armenia All the digital marketing tools that can be used for tourism (SMM, SEO ....),
Marketing through digital technologies and social networks,
Digital marketing is the sale of travel packages on a social platform,
Online promotion,
Ensuring visibility on Internet platforms and increasing the volume of sales due to it,
Promotion on social networking sites,
Internet marketing,
Programs aimed at raising the profile of your business on the Internet,
Digital marketing, in my opinion, is the advertisement for the right products, for the right
segment, placed on the Internet, on various websites,
Make digital information available to existing and potential customers by using digital
technologies,
Digital marketing is social networks, platforms, applications, etc., which, as a marketing result,
influence the development of tourism,
Tourism on internet,
Organizing a marketing campaign through digital technologies (social networks, websites),
Social media in tourism.
Bulgaria Marketing through digital technologies and social networks

16
A tool for “inspiration” - inspiring a traveler to visit a location, inspiring travel plans in customers
and encouraging them to buy travel deals
It helps having reviews about the offered services, as well as attracting new customers when
reading them.
Makes communication with customers easier and helps having some feedback
Using tourism marketing trend and digital tools
Using the vast possibilities of the Internet to promote tourism and services
Online marketing in the tourism industry can help marketers to communicate with customers and
show them the tourist sites and tourism services and hotels
It is a way to inform the public about the tourism services, to inform about its potential, to attract
tourists.
It encourages people to travel
It helps finding and targeting new customers
Using digital marketing strategy to keep good online presence and high reviews, which helps
attracting new customers Promotion on social media networks,
Internet marketing,
Digital marketing, in my opinion, is the advertisement for the right products, for the right
segment, placed on the Internet, on various websites,
Make digital information available to existing and potential customers by using digital
technologies,
Digital marketing is social networks, platforms, applications, etc., which, as a marketing result,
influence the development of tourism,
Organizing a marketing campaign through digital technologies (social networks, websites)
Georgia We use the digital marketing (online marketing) to promote the brand and to connect with
potential customers
In our company the internet and other forms of digital communication is widely used
Our daily work includes not only email, social media, and web-based advertising, but also text
and multimedia messages as a marketing channel
We consider in digital marketing - Social Media Marketing, Content Marketing, Email Marketing,
Mobile Marketing, etc.
In our company we are building Social Media Marketing Skills and implement content marketing
campaigns
For us it is important Digital Advertising, Content Marketing and other tools of the digital
marketing
We know that digital marketing includes a lot of data analysis and use it in our practice
Digital marketing is one of the most needed skills of today's time and we implement it.
A Digital Marketer uses digital channels to reach customers, build brand awareness, and promote
products and services
We use digital marketing, consequently we use digital media, such as social media or websites
Greece digital tourism marketing involves promoting tourism products and services through digital
channels such as social media, email marketing, and online advertising
it involves leveraging digital technologies to enhance customer experiences, building and
managing online reputation and brand image, staying up-to-date with the latest digital trends and
techniques, and using data and analytics to inform marketing strategies
importance of creating visually appealing and engaging content, building relationships with
influencers and content creators, and using digital tools to enhance customer service
Overall, the answers highlight the importance of having a strong online presence and using digital
marketing tools to reach a wider audience and attract more clients.
Turkey I don't think it is very suitable for elderly customers. We still have customers who do not use the
internet.
Social media use, websites, online sites and applications
tourism marketing through online platforms. It is a wide field that includes drone footage, videos
and augmented reality experiences, as well as influencer marketing.
It is the strategy of all kinds of businesses in the tourism sector to reach the end consumers in the

17
fastest way and present their products through social media, which is the most effective
communication and interaction product of today's technology.
To reach people of all ages who can use the internet, related to the field of tourism.
To advertise and promote your activities in the tourism sector on digital platforms.
It is the transfer of the same storytelling to the digital platform
To ensure that guests can complete their programs on digital platforms until they decide to travel
and end their trip.
In the developing internet age, the country or region can be promoted by using digital and visual
communication channels, and thus more than one user can be reached in a short time.
13. Using internet in tourism business
The majority of respondents (74%) use or plan to use internet in their business every day.
Internet
in
tourism
business
Frequency
(Total 30
respondents)
Percent Frequency
(Total 30
respondents)
Percent Frequency
(Total 25
respondents)
Percent Frequency
(Total 30
respondents)
Percent Frequency
(Total 30
respondents)
I never
use it
4 13 0 0 1 4 0 0 -
Every
day
22 74 20 67 23 92 30 100 28 94
Once a
month
0 0 0 0 0 0 0 0 1 3
Few
days in a
week
3 10 10 33 0 0 0 0 1 3
Other
(often)
1 3 0 0 1 4 0 0 -
14. Participation at any training in the business field (management, marketing, finance,
etc.) before starting the tourism business
The majority (63%) have never participated at any training in the business field.
People, who has ever participated, mentioned that the trainings were in universities, and
different courses organized by various organizations.
Participati
on at
trainings
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
No 19 63 19 63 13 43 13 43 21 70
Yes 11 37 11 37 17 57 17 57 9 30
15. Degree in tourism
Degree
Frequency
(Total 30
Perce
nt
Frequency
(Total 30
Perce
nt
Frequency
(Total 30
Perce
nt
Frequency
(Total 30
Perce
nt
Frequency
(Total 29
Perce
nt

18
respondent
s)
respondent
s)
respondent
s)
respondent
s)
respondent
s)
Bachelor
s
4 13 3 10 6 20 11 37 6 21
Masters 6 20 4 13 5 17 3 10 0 0
PhD 0 0 1 3 1 3 0 0 0 0
Vocation
al
training
0 0 3 10 7 23 5 17 1 3
No
degree
20 67 19 63 11 37 11 37 22 76
The majority (67%) has no degree in tourism.
16. Work experience in tourism sphere before starting the business
Work
experienc
e in
tourism
sphere
Frequency
(Total 30
respondent
s)
Perce
nt
Frequency
(Total 10
respondent
s)
Perce
nt
Frequency
(Total 30
respondent
s)
Perce
nt
Frequency
(Total 30
respondent
s)
Perce
nt
Frequency
(Total 30
respondent
s)
Perce
nt
No 20 67 6 60 14 47 5 17 24 80
Yes
(please
specify
where
and how
many
years of
experienc
e)
10 33 4 40 16 53 25 83 6 20
The majority (67%) had no work experience in tourism sphere before starting their business.
Some of the respondents mentioned that they had worked as a tour guide (5 people), in
tourism agency (2 people), and at a hotel (1 people).
Some of them had from 2 to 8 years of experience.
17. Gaining business skills for running the business
The majority has gained business skills for running the business on the job training and
through consultants.
Gainin
g
busines
s skills
Frequen
cy
(Total
30
respond
ents)
(they
could
choose
more
than one
option)
Perc
ent
Frequen
cy
(Total
11
respond
ents)
(they
could
choose
more
than one
option)
Perc
ent
Frequen
cy
(Total
30
respond
ents)
(they
could
choose
more
than one
option)
Perc
ent
Frequen
cy
(Total
30
respond
ents)
(they
could
choose
more
than one
option)
Perc
ent
Frequen
cy
(Total
30
respond
ents)
(they
could
choose
more
than one
option)
Perc
ent

19
At
school
0 0 4 36 0 0
13 43 1 3
On the
job
trainin
g
15 50 8 73 8 27
6 20 7 24
At
work
4 13 5 45 12 40 9 30 20 67
Throug
h
consult
ants
13
43
0
0 4 13
2 7 1 3
Online
courses
10 33 0 0 3 10 0 0 -
Other
2
7
0
0 3 10 0 0 1 3
18. Platforms for business promotion
The majority (80%) uses or plans to use own social media platform for their business
promotion.
Platforms for
business
promotion
Frequenc
y
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequenc
y
(Total 25
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequenc
y
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequenc
y
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequenc
y
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Own website
9
30
25
100 11 44 30 100 27 90
Own social
media platform
24
80
18
72 11 44 30 100 26 86
Tourism
magazines
3
10
0
0 3 12 1 3 5 17
Tourism offices
6
20
1
4 0 0 4 13 1 3
Local, regional,
national
networks
3
10
0
0 3 12 0 0 5 17
Local, regional,
national
newspapers
0
0
0
0 2 8 0 0 1 3
TV
1
3
0
0 1 4 0 0 1 3
Radio
0
0
1
4 0 0 0 0 0 0
Online
booking/reserva
tion systems
(Booking.com,
Airbnb,
Tripadvisor,
Expedia,Hotel.a
m,
Allhotels.am,
etc.)
6 20 8 32
2 8 8 27 9 30

20
19. Social media platforms for business promotion
The majority uses Facebook and Instagram for their business promotion.
Social
media
platfor
ms
Frequency
(Total 30
respondent
s)
(they could
choose
more than
one option)
Perce
nt
Frequency
(Total 18
respondent
s)
(they could
choose
more than
one option)
Perce
nt
Frequency
(Total 25
respondent
s)
(they could
choose
more than
one option)
Perce
nt
Frequency
(Total 30
respondent
s)
(they could
choose
more than
one option)
Perce
nt
Frequency
(Total 30
respondent
s)
(they could
choose
more than
one option)
Perce
nt
Faceboo
k
25
83
17
94 16 64 30 100 29 97
Instagra
m
20
67
15
83 15 60 30 100 30 100
Twitter
0
0
7
39 8 32 0 0 16 53
LinkedIn
1
3
4
22 4 16 9 30 14 47
Pinterest
2
7
6
33 0 0 0 0 0 0
YouTub
e
1
3
5
28 4 16 0 0 12 40
Snapchat
0
0
3
17 2 8 0 0 0 0
WhatsA
pp
7
23
3
17 3 12 0 0 4 13
Signal
0
0
0
0 0 0 0 0 0 0
Google
7
23
0
0 6 24 26 87 23 77
Telegra
m
1
3
0
0 0 0 0 0 0 0
I do not
use any
social
media
platform
2
7
0
0 0 0 0 0
0 0
Other
(please
specify)
0 0 0 0 0 0 0 0 0 0
20. Foreign languages for communicating with tourists
The majority may communicate in Russian and English.
Foreign
language
s
Frequency
(Total 30
respondent
s)
(they could
choose
more than
one option)
Percen
t
Frequency
(Total 21
respondent
s)
(they could
choose
more than
one option)
Percen
t
Frequency
(Total 30
respondent
s)
(they could
choose
more than
one option)
Percen
t
Frequency
(Total 30
respondent
s)
(they could
choose
more than
one option)
Percen
t
Frequency
(Total 30
respondent
s)
(they could
choose
more than
one option)
Percen
t
I do not
know any
foreign
language
3
10
0
0 3 10
0 0 2 7

21
Russian
22
73
17
81 24 80 1 3 0 0
English
19
63
21
100 23 77 30 100 28 93
German
2
7
8
31 2 7 2 7 2 7
Spanish
2
7
0
0 0 0 6 20 1 3
Italian
2
7
0
0 0 0 3 10 0 0
French
0
0
0
0 3 10 4 13 4 13
Arabic
0
0
0
0 0 0 0 0 1 3
21. Running business on their own
The majority of the respondents (94%) run or plan to run their business on their own.
Runnin
g
busines
s on
their
own
Frequency
(Total 30
respondents
)
Percen
t
Frequency
(Total 10
respondents
)
Percen
t
Frequency
(Total 25
respondents
)
Percen
t
Frequency
(Total 22
respondents
)
Percen
t
Frequency
(Total 30
respondents
)
Percen
t
Yes
28 94 9 90 23 92
19 86
5
16
No, I
am the
owner,
but I
have a
manager
1 3 0 0 1 4
3 14
5
16
Other
1
3
1 10
1 4 0 0
20
(Me and my
team)
68
22. Responsibility for the financial activities of the business
The majority of the respondents (80%) is responsible for the financial activities of the
business himself/herself.
Responsibility for
the financial
activities
Frequency
(Total 30
respondents)
Percent
Frequen
cy
(Tota 10
respond
ents)
Percent
Frequen
cy
(Total
25
respond
ents)
Percent
Frequen
cy
(Total
22
respond
ents)
Percent
Frequen
cy
(Tota 29
respond
ents)
Percent
Myself 24 80 3 30 22 88 22 100 6 21
I have an
employee(s) for
that
0 0 4 40 0 0
0 0
18 62
My family
members
6 20 3 30 3 12
0 0 1 3
Other (please
specify)
0 0 0 0 0 0
0 0 4 14
23. Responsibility for the management activities of the business

22
The majority of the respondents (80%) is responsible for the management activities of the
Responsibil
ity for the
managemen
t activities
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 10
responden
ts)
Perce
nt
Frequency
(Total 25
responden
ts)
Perce
nt
Frequency
(Total 22
responden
ts)
Perce
nt
Frequency
(Tota 30
responden
ts)
Perce
nt
Myself 24 80 4 40 23 92 22 100 9 30
I have an
employee(s)
for that
1 3 0 0 2 8
0 0 16 53
My family
members
5 17 6 60
0 0 0 0 1 3
Other
(please
specify)
0 0 0 0
0 0 0 0 4 13
24. Responsibility for the marketing activities of the business
The majority of the respondents (64%) is responsible for the marketing activities of the
Responsibil
ity for the
marketing
activities
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 10
responden
ts)
Perce
nt
Frequency
(Total 25
responden
ts)
Perce
nt
Frequency
(Total 22
responden
ts)
Perce
nt
Frequency
(Tota 30
responden
ts)
Perce
nt
Myself 19 64 7 70 23 92 16 73 5 17
I have an
employee(s)
for that
3 10 1 10 2 8
6 27
25 83
My family
members
7 23 2 20 0 0
0 0
0 0
Other (other
private
company)
1 3 0 0 0 0
0 0
0 0
25. Participating in decision making process as a staff member
The majority of the respondents (86%) is or will be the owner of the business. Only 2 of staff
members participate in decision making process, the other 2 don’t participate.
Participati
ng in
decision
making
process
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Tota 29
responden
ts)
Perce
nt
Yes 2 7 11 37 3 10 3 10 10 34
No 2 7 10 33 2 7 5 17 4 14
I am the
owner
26 86 9 30 25 83
22 73 15 52
Other
(please
specify)
0 0 0 0 0 0
0 0 0 0
26. As a staff member being aware of the business policy, financial flows of the business

23
From the 4 respondents who are not the owner but a staff member, only 1 is aware of the
business policy, financial flows of the business.
Being
aware
of the
busines
s
policy,
financi
al flows
Frequency
(Total 30
respondent
s)
Percen
t
Frequency
(Total 30
respondent
s)
Percen
t
Frequency
(Total 30
respondent
s)
Percen
t
Frequency
(Total 30
respondent
s)
Percen
t
Frequency
(Total 28
respondent
s)
Percen
t
Yes 1 4 4 13 2 7 2 7 12 43
No 3 10 17 57 3 10 6 20 1 4
I am
the
owner
26 86 9 30 25 83
22 73 15 54
Other
(please
specify)
0 0 0 0 0 0
0 0 0 0
27. Marketing steps for attracting national and international tourists
57% of respondents advertise his/her business on social networks, and only 10% does
nothing.
Marketin
g steps Armenia Bulgaria Georgia Greece Turkey
Frequency
(Total 30
respondent
s)
(they could
choose
more than
one option)
Percen
t
Frequency
(Total 24
respondent
s)
(they could
choose
more than
one option)
Percen
t
Frequency
(Total 30
respondent
s)
(they could
choose
more than
one option)
Percen
t
Frequency
(Total 30
respondent
s)
(they could
choose
more than
one option)
Percen
t
Frequency
(Total 9
respondent
s)
(they could
choose
more than
one option)
Percen
t
I do
nothing
3 10 0 0 2 7 0 0 2 11
I advertise
my
business
on the
Internet
11 37 24 100 14 47 30 100 10 53
I advertise
my
business
on social
networks
17 57 12 50 16 53 300 100 10 53
I advertise
my
business at
national
and (or)
internation
al booking
systems
4 13 2 8 4 13 4 13 3 16
I print
booklets
and
distribute
them at the
airport and
other
4 13 1 4 1 3 0 0 0 0

24
places
I
participate
in national
and (or)
internation
al
exhibitions
2 7 2 8 3 10 0 0 3 16
Other
(please
specify)
0 0 0 0 0 0 0 0 3 16
28. Being aware of the characteristics of international tourists (of different nationalities),
their needs
47% of respondents are aware of the characteristics of international tourists, 27% is partly
aware.
Being aware
of the
characteristi
cs of
internationa
l tourists
Frequency
(Total 30
respondent
s)
Perce
nt
Frequency
(Total 30
respondent
s)
Perce
nt
Frequency
(Total 30
respondent
s)
Perce
nt
Frequency
(Total 30
respondent
s)
Perce
nt
Frequency
(Total 30
respondent
s)
Perce
nt
Yes 14 47 15 50 20 67 30 100 27 90
No 6 20 4 13 4 13 0 0 2 7
I do not
know how I
can be aware
of that
2
7
0
0
2
7
0 0 0 0
Other
(partly)
8 27 11 37 4 13 0 0 1 3
29. Cooperation with other bodies in connection with the business activity
50 % of respondents cooperate with private sector in connection with their business activity,
33% cooperates with local self-government bodies.
Cooperatio
n with
other
bodies
Frequency
(Total 30
responden
ts)
(they could
choose
more than
one
option)
Perce
nt
Frequency
(Total 30
responden
ts)
(they could
choose
more than
one
option)
Perce
nt
Frequency
(Total 30
responden
ts)
(they could
choose
more than
one
option)
Perce
nt
Frequency
(Total 30
responden
ts)
(they could
choose
more than
one
option)
Perce
nt
Frequency
(Tota1 30
responden
ts)
Perce
nt
Local self-
government
bodies
10 33 7 23
7 23 10 3 5 17
National
tourism
authorities
(Tourism
Committee)
7 23 0
0 2 7 0 0 15 50
Public
administrati
1
3
2
7 1 3 0 0 5 17

25
on bodies
Non-
government
al
organizatio
ns
8
27
3
10 3 10 30 100 9 30
Internationa
l
organizatio
ns
5
17
0
0 2 7 0 0 18 60
Private
sector
15
50
18
60 15 50 30 100 12 40
Other
(please
specify)
0 0 0 0 0 0 0 0 0 0
30. Participation in international grant programs
60% of participants have never participated in international grant programs.
Participati
on in
internation
al grant
programs
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 10
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Tota1 30
responden
ts)
Perce
nt
Yes 7 23 5 50 10 33 9 30 0 0
No 18 60 5 50 17 57 21 70 30 100
I am going
to apply
5 17 0 0 3 10 0 0 0 0
Other
(please
specify)
0 0 0 0 0 0 0 0 0 0
31. Number of people working in the business
33% of respondents had employed staff. The employed staff members varied from 1 to 10.
Number
of
people
working
in the
business
Frequency
(Total 30
respondent
s)
Perce
nt
Frequency
(Total 30
respondent
s)
Perce
nt
Frequency
(Total 30
respondent
s)
Perce
nt
Frequency
(Total 30
respondent
s)
Perce
nt
Frequency
(Total 30
respondent
s)
Perce
nt
Myself 5 17 0 0 5 17 7 23 0 0
Myself
and my
family
15 50 7 23 10 33 4 13 0 0
Employ
ed staff
(please
state
how
many)
10 33 23 67 15 50 19 64 30
(from 3 up
to 350
workers)
100
32. Staff training problems
67% had staff training problems. The staff training problems were connected with the need to
give mainly marketing, computer skills and knowledge of foreign languages.

26
Lack of trained personnel, the insufficient education system
Staff
trainin
g
proble
ms
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total
30responde
nts)
Perce
nt
Frequency
(Total
30responde
nts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Yes
(please
specify)
20 67 3 30 20 67 13 44 4 13
No 10 33 7 70 10 33 17 56 26 87
33. Functions of human resource management being accomplished in tourism business
The most popular function of human resource management was Learning & development
(57%), then Recruitment & selection (33%).
Functions
of human
resource
manageme
nt
Frequency
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 9
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
I do
nothing
4 13 1 11 4 13 0 0 0 0
Recruitme
nt &
selection
10
33
2
22
8
27
19 63 17 57
Performanc
e
manageme
nt
4
13
8
89
2
8
25 83 13 43
Learning
&
developme
nt
17
57
8
89
18
60
16 53 22 73
Career
developme
nt
8
27
7
78
4
16
30 100 1 3
Material
incentives
7 23 8 89 7 23 0 0 5 17
Non
material
incentives
4
13
7
78
4
13
0 0 3 10
Other
(please
specify)
0
0
0
0
0
0
0 0 1 3
34. Business development problems
The most common problem for business development are marketing (77%) and financial
(70%) problems.

27
Business
developme
nt
problems
Frequency
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 9
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 28
responden
ts)
Perce
nt
I have no
problems
1
3
0
3 1 3 3 10 17 61
Financial
problems
21
70
9
100 25 83 12 40 4 14
Marketing
issues
23
77
9
100 21 70 6 20 5 18
Lack of
knowledge
on tourism
business
9
30
6
67 5 17 1 3 7 25
Problems
connected
with staff
training
8
27
6
67
4
13 0 0 4 14
Problems
connected
with the use
of the
Internetand
computer
technologie
s
7
23
3
33 3 10 0 0 6 21
Problems
connected
with the
community
infrastructu
res
4 13 5
56 1 3 0 0 3 11
Legislative
issues
3
10
3
33 3 10 0 0 2 7
Tax issues
2
7
4
44 3 10 1 3 2 7
Other
(please
specify)
0
0
0
0 0 0 9 30 0 0
35. Being involved in decision-making process (connected with tourism sphere) at the
local or state level in policy developing or other processes
The majority (57%) is not involved in decision-making process at the local or state level.
However they did not mention the reasons. 40% is involved and the involvement is connected
with the community budget discussions.
Involvem
ent in
decision-
making
process
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total
30responde
nts)
Perce
nt
Yes 12 40 9 30 18 60 0 0 14 47

28
(please
indicate
how often,
what kind
of
decisions)
No (please
specify
why)
17 57 10 33 11 37 30 100 13 43
Other (I
will
participate
)
1 3 11 37 1 3 0 0 3 10
36. Being a member of any tourism association
77 % was not a member of any tourism association. Some participants mentioned, that they
are a member of Armenian Association of Professional Guides.
Membersh
ip at any
tourism
associatio
n
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 28
responden
ts)
Perce
nt
Yes (please
specify)
7 23 12 40 11 37 17 57 22 79
No 23 77 18 60 19 63 13 43 6 21
Other
(please
specify)
0 0 0 0 0 0 0 0 0 0
37. To the question ‘‘What is a business-plan and what sections it usually consists of?’’
many people responded. The summary of the most frequent answers is the following:
Armenia Purpose and means,
Business description, market research, target group selection, financial analysis,
It is a unique map for further actions,
A business plan is a detailed plan of your business with clear steps and a schedule,
It has the following main sections: marketing, expenses, profit, attracting investors,
Segmentation, service selection, sales, goal setting,
The business plan is the beginning of creating a business, the main sections are: marketing plan, operational plan,
financial plan,
Working document, which has the following sections: 1․Summary; 2․ The idea of the proposed project; 3․Marketing
plan; 4․Production plan; 5․Organizational plan; 6․Risk assessment and insurance; 7․ Financial plan; 8․ Attachments,
A business plan is a document that includes the steps and sequence through which business is to be promoted. A
business plan is also an important document that the investor sees when deciding whether to invest or not.
The business plan consists of a title page, sometimes a privacy policy, a brief description, the main idea of the project
description, industry market research…
Sequence of steps to start a business, definition of goals, vision. Business Profile, Market Analysis, Organization and
Management, Marketing, Financial Part ․․․
Business idea, key resources, value proposition, customer segment, business processes, key partners, market research,
relationships, ways, costs, beneficiaries, social issues.
Bulgaria Business idea and setting the way to develop it
SWOT Analysis
Mapping the steps to start a business, setting of goals
First steps to start a business. It focuses mainly on: marketing plan, operational plan, financial plan,
Written document describing a company's core business activities, objectives, and how it plans to achieve its goals.
Sequence of steps to start a business, setting of goals, describing a vision.
Business idea, key resources, value proposition, customer segment, business processes, key partners, market research,
relationships, ways, costs, beneficiaries, social issues.
Georgia Business plan is a document setting out a business's future objectives and strategies for achieving them
Working document for business implementation

29
Business plan is a document for attaining goals, and the time-frame of the business
A business plan is a written document that describes in detail how a business should be developed
Business plan is needed for to create an effective strategy for growth of the company
With business plan it's necessary to determine our future financial needs
It is necessary to have business plan to attract investors
The purpose of a business plan is to help starting our business
Business plan provides insight on steps to be taken, resources required for achieving our business goals
Business plan is working document for the implementation of the companies' strategy
Business plan is steps and sequence according to which business should be developed
Business plan is necessary for starting any business
Business plan contains executive summary, company description, market analysis, organization and management,
service or product line, marketing and sales, funding request, financial projections
Business plan includes a description of your business, an analysis of your competitive environment, a marketing plan
and key financial information
Business plans are important documents used for the external and internal audience of the company
A business plan is a written document that describes in detail how a business should be developed
Business plan is used to attract investment before a company has established a proven track record
business plan is created for an established business that has decided to move in a new direction
A business plan is a written document describing a company's core business activities
Business plans should include an executive summary, products and services, marketing strategy and analysis
Business plan is document according to which company should be developed
A business plan is a fundamental document that any startup business needs to have in place prior to beginning
operations
Business plan should outline all the projected costs and possible pitfalls of each decision a company makes
Business plan includes executive summary, founder and business leadership, product or service, distribution and
marketing, co-workers and business coordination, legal form and chances and risks
Greece business plan is a formal document that outlines a company's goals and strategies, provides a roadmap for achieving
success and profitability, and helps entrepreneurs and investors evaluate the viability of a business idea.
In terms of the sections that a business plan typically consists of are market research, target customers, competition,
financial projections, funding requirements, marketing and sales strategy, and opportunities for growth and expansion.
The business plan is a tool for identifying potential risks and challenges, maintaining financial stability and profitability,
managing the business successfully, and ensuring accountability and transparency.
the business plan can help a company differentiate itself from competitors, establish a clear brand identity and value
proposition, anticipate and respond to changes in the market, develop a strong culture and values, and foster continuous
improvement and innovation.
Turkey Selecting, Planning, Announcement, marketing
A plan covering all sub-units of a business, including financial, budgetary, sales and marketing, personnel and
organizational charts, in line with the goals to be achieved.
"To create a working process/sections for an action, organization, job etc. to be done. project-work preparation -
material procurement process - working and finalizing 4 parts."
Work flow charts and supervision of their implementation

30
Air ticket-Hotel-Tour selling, Boutique tour arrangement
"In new product development: What is the product, who does it appeal to, who is the consumer, what is the cost, what
should the price be? Our annual business plan criteria: Occupancy, percentage distribution of costs in total expenses"
To follow up the main requirements of an organization, determining its goals, policy and putting it into writing
It refers to the creation and control of business development and management processes that should be done annually
and periodically.
38. Developing a business plan for the business
Only 47% has ever developed a business plan for their business.
Developin
g a
business
plan
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 10
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Yes
14
47
6
60 17 57 19 63 23 77
No
10
33
4
40 7 23 8 27 6 20
I do not
have
business
plan
developme
nt skills
5
17
0
0 5 17
0 0 1 3
There was
no need to
develop a
business
plan
1
3
0
0 1 3
3 10 0 0
Other
(please
specify)
0 0 0 0 0 0
0 0 0 0
39. Innovations for developing the business
63% mentioned that they need Innovations in marketing activities, 50% mentioned New
products.
Innovatio
ns Armenia Bulgaria Georgia Greece Turkey
Frequency
(Total 30
responden
ts)
(they could
choose
more than
one
option)
Perce
nt
Frequency
(Total 9
responden
ts)
(they could
choose
more than
one
option)
Perce
nt
Frequency
(Total 30
responden
ts)
(they could
choose
more than
one
option)
Perce
nt
Frequency
(Total 30
responden
ts)
(they could
choose
more than
one
option)
Perce
nt
Frequency
(Total 28
responden
ts)
Perce
nt
Innovation
s in
business
model
9
30
6
67 11 37 13 43 5 18

31
Innovatio
ns in
marketing
activities
19 63 9
100 17 57 14 47 18 64
Innovation
s in staff
manageme
nt
3
10
3
33 4 13 6 20 7 25
Innovation
s in
financial
manageme
nt
9
30
4
44 8 27 21 70 9 32
New
technologi
es
12
40
4
44 10 33 6 20 13 46
Innovation
s in
service
process
11
37
3
33 12 40 5 17 7 25
New
products
15
50
2
22 14 47 6 20 5 18
I do not
need any
kind of
innovation
s
0
0
0
0 0 0 0 0 0 0
I do not
know
2
7
0
0 3 10 0 0
Other
(please
specify)
0 0 0 0 0 0 0 0
40. The role of Information technologies in the business development
83% mentioned that information technologies may help to attract new partners and new
tourists.
Informatio
n
technologi
es in the
business
developme
nt
Frequency
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 10
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 30
responden
ts) (they
could
choose
more than
one
option)
Perce
nt
To make
the work
easier
21
70
9
90 22 74
29 97
16
53
To do
better
marketin
g
24
80
10
100 25 83
14 47
19
63
To
attract
new
partners
25
83
8
80 27 90
11 37
5
17
To
attract
new
tourists
25
83
8
80 25 83
12 40
9
30
I do not
know
0 0 0 0 0 0
0 0
2
7
Other 0 0 0 0 0 0 0 0 0 0

32
(please
specify)
41. Marketing steps for business promotion
93% mentioned that for business development they need promotion through social networks,
87% mentioned that they need advertising.
Marketin
g steps Armenia Bulgaria Georgia Greece Turkey
Frequency
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 29
responden
ts) (they
could
choose
more than
one
option)
Perce
nt
Advertisin
g
26
87
10
100 28 93 27 90 12 41
Promotion
through
social
networks
28
93
10
100 26 87
21 70
15
52
Advertisin
g with the
help of
celebrities
(influencer
marketing)
15
50
3
30 13 43
13 43
8
28
Price
discounts
5
17
4
40 5 17 0 0 1 3
Developm
ent of new
products
17
57
7
70 18 60
6 20
10
34
Other
(please
specify)
0 0 0 0 0 0
0 0
0
0
42. To the question ‘‘What are the positive impacts of tourism?’’ many people responded.
Armenia Organization of leisure, recognition of cultural heritage, homeland recognition,
Economic growth, job creation, service sector development year by year, intercultural communication, inflow of
investments, development of infrastructures, etc.
We present our culture, arts and crafts through tourism, and the money received contributes to the development
of the economy.
Tourism stimulates the country's economy, creates new jobs, is a stimulus for balanced development in
communities and reduction of emigration,
Sustainable development in communities,
Intercultural contacts, increase of tolerance in the society.
Popularization of different places, historical and cultural monuments, natural monuments, national customs,
different branches of tourism, development of infrastructure, activation of rural communities.
Bulgaria Tourism offers a lot of jobs
It boosts the economy
It offers interactions between people with differing cultural backgrounds, attitudes and behaviors, and
relationships to material goods
Tourism generates income for a variety of businesses and creates a wide range of employment opportunities.
Tourism encourages the protection and conservation of our built and natural environment.
Local traditions and customs are kept alive
Preservation of historical buildings and monuments

33
Georgia Tourism has the advantage of rebuilding and restoring historic sites and encouraging the revitalization of
cultures
To create more working places
attracting investment and stimulate an additional income
employment growth and the job creation in tourism
improving the standard of living of residents
Preserving the local culture and heritage
Strengthening communities
Provision of social services; commercialization of culture and art
Revitalization of customs and art forms and the preservation of heritage
Tourism can generate positive or negative impacts under economic, social, and environmental categories
Tourism stimulates the growth of wealth, reduction in poverty
Tourism improves standards of living, health, education and infrastructure and technology
Tourism includes robust exchange, increases in income, and GDP growth
Tourism can offer diverse employment opportunities, can be developed with local products
At the individual level, tourism opens the gate to the outside world
Tourism enriches knowledge among people, their customs and traditions
Tourism has an impact on economy, environment and society
The economic impact of tourism can make the population's life easier if we consider the touristic incomes
Social tourism increased family capital
Cultural tourism can therefore help to strengthen identities, improve intercultural understanding and preserve the
heritage and culture of an area
The economic effects of tourism include improved personal income and tax revenue
Tourism increases standards of living, and more employment opportunities
The positive impact of tourism can refer to increase jobs, a higher quality of life for locals, and an increases
wealth of an area where it is conducted
There are economic benefits for local businesses which allows for increased trade among the increased number
of visitors and then develops a variety of local businesses
Tourism can enhance the economy of the region, and creates revenue for the local governments
Greece job creation and economic growth, which can be achieved through the generation of revenue for local businesses
and governments, as well as the development of infrastructure and services
tourism can promote cultural exchange and understanding, encourage the preservation of natural and cultural
resources, and foster community pride and identity
tourism can provide educational opportunities, stimulate the growth of arts and culture, and promote cross-
cultural understanding and tolerance
tourism can create opportunities for volunteerism, skill development, and entrepreneurship, and help to improve
the image and reputation of a destination
tourism can contribute to peace and stability, and increase public awareness of conservation and sustainability.
Turkey The biggest positive effect is publicity!
To provide foreign exchange inflow to the country, to create employment with various sub-sectors, to introduce
the culture and history of the countries, to enable people to understand each other.
To create regional employment and economic input, to ensure that the natural beauties and values of the regions
are revealed and protected, to be a role model for women, to raise awareness of the people of the region, to

34
ensure that the young generation stays in regions like ours.
Significant contributions to the regional economy
Tourism, when done right, is the best tool for branding a region and its products.
The benefits to the country's national employment are enormous.
I think tourism has numerous positive effects. Foreign exchange inflow to the country, intercultural interaction,
social networking, and the fact that smallest shopkeepers and individuals can benefit from these effects.
43. To the question ‘‘What are the negative impacts of tourism?’’ many people
responded. The summary of the most frequent answers is the following:
Armenia Spread of the virus in Covid-19 conditions,
The spoil of the country's historical and cultural sites and the violation of environmental norms,
Environmental pollution,
Environmental damage, overuse of tourism resources (over tourism) without considering their consequences or
irrational use, implementation of tourism activities that are not in line with the specifics of the region
(settlements, culture, etc.).
Bulgaria Jobs are often seasonal (based on the time of year) and are poorly paid
Prices increase in local shops as tourists are often wealthier than the local population
Congestion and overcrowding
Congested human and vehicle traffic
It can be bad for the environment because of the increased traffic and use of airplanes, cars, buses, etc.
Damage to the natural environment, habitats destroyed to build hotels
Georgia Tourism puts enormous stress on local land use and can lead to soil erosion
Tourism negative social impacts include: social change; changing values; increased crime and gambling;
changes in moral behavior; changes in family structure and roles
The intrusion of outsiders in the area may disturb the local culture and create unrest
Some of the negative environmental impacts of tourism are: increase in water and energy consumption;
increase in pollution (air, water, noise, etc.); destruction of flora and fauna, deforestation; increase in solid
waste; disruption of wildlife behavior and feeding and breeding patterns
It can put enormous pressure on an area and lead soil erosion, increased pollution, discharges into the sea,
natural habitat loss
Tourism may require the government to improve the airport, roads and other infrastructure, which are costly
Tourism is leading to decrease in the population of the animals and degradation of their habitats
Tourism can lead to interference and destruction of the wildlife ecosystem
Tourists will interfere with the welfare of the wild animals through their interactions with the animals
Tourism can cause the same forms of pollution as any other industry: air emissions, noise, solid waste and
littering, releases of sewage, oil and chemicals
Tourism can increase mortality, vanity hunts, and poaching
Tourism is one of the sectors most affected by the Covid-19 pandemic and tourism activity caused spreading of
infection
One of the most significant negative economic impacts of tourism is the decline in traditional
employment which happens when workers move from industries such as farming, mining and fishing into
service jobs in the tourism industry
One of the negative impacts of tourism is over-dependency
Damage to natural or historical culture/monuments

35
Environmental damage, overuse of tourism resources
There are problems with the tourist-host relationship and the destruction of heritage
Tourism can increase pressure on endangered species and heightened vulnerability to forest fires
Coastal areas are often the first environments to experience the detrimental impacts of tourism
Tourism can cause increase in water and energy consumption
There are a range of impacts from hiking, trekking, and camping that directly affect the activity area
Local communities need to be able to fund the tourist demands, which leads to an increase of taxes
The overall price of living increases in tourist destinations in terms of rent and rates, as well as property values
going up
Differences in social and moral values among the local host community and the visiting tourist
Natural resource degradation, pollution, and loss of biodiversity are detrimental because they increase
vulnerability, undermine system health, and reduce resilience
Greece Environmental degradation, pollution, and depletion of natural resources are significant concerns associated
with tourism.
Overcrowding, congestion, and destruction of natural habitats and ecosystems can also occur due to tourism.
Over-commercialization and loss of authenticity, as well as social and cultural disruption and conflict, can lead
to the erosion of traditional values and practices.
Exploitation of local resources and labor, increased crime and security concerns, and transportation issues are
other negative impacts.
Tourism can also lead to the spread of diseases and pandemics, increased waste and litter, loss of historic and
cultural heritage, and degradation of archaeological sites and natural landscapes.
Turkey Bad advertisement. Failure to keep the promise given to the customer and loss due to exchange rate differences
Environmental damage, carbon footprint and waste of resources due to unplanned growth
Deterioration of natural beauties due to unconscious and excessive use
environmental or air pollution caused periodically depending on the density.
Noise and environmental pollution
Far from sustainability, fabricated tourism rapidly reduces the resources and values of the region, making the
region unattractive in the medium term. Paying attention to environmental factors is vital for sustainable
tourism, like the protection of natural areas and the pollution created, etc.
may have an effect on nature due to the crowd, noise
I do not think that tourism has a negative effect in general. Only the lack of qualified workforce in tourism and
the guest dissatisfaction that may occur in hotels will leave a negative impression on future
reservations/tourists, both locally and regionally, and the possible potential may shift to different locations. In
this regard, it will be beneficial for the country that all components of the tourism sector take dynamic and
necessary actions at all times.
44. Applying the principles of sustainable tourism in tourism business

36
67% mentioned that they pay attention to environmental issues, 53% contributes to the
development of local culture, 43% contributes to local employment growth.
Principles of
sustainable
tourism
Frequency
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 9
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 30
responden
ts)
(they
could
choose
more than
one
option)
Perce
nt
Frequency
(Total 30
responden
ts) (they
could
choose
more than
one
option)
Perce
nt
I do not
apply them
at all
0 0 0 0 0 0
0 0
3
10
I am not
aware of the
principles of
sustainable
tourism
4
13
0
0 4 13
3 10
3
10
I pay
attention to
environmen
tal issues
20
67
8
89 20 67
11 37
12
40
I contribute
to the
developmen
t of local
culture
16
53
7
78 16 53
7 23
7
23
I contribute
to local
employment
growth
13
43
6
67 13 43
9 30
12
40
I use
resources
rationally
10
33
8
89 10 33
0 0
8
27
Other
(please
specify)
0 0 0 0 0 0
0 0
0
0
Assessment of skills and competences
45. To the question ‘’What do you think are the most important skills to run a tourism
business, and why?’’ many people responded.
Armenia Management and marketing,
Ability to solve problems, ability to understand tourists' expectations, good communication skills,
Be able to motivate your team properly, conduct trainings with guides so that guides never give wrong
information to tourists,
Knowledge,
Targeted promotion,
Excellent knowledge of internal offers and promotion on the Internet,
Be flexible and informed, have a large circle of acquaintances,
Active, knowledgeable, language proficiency, punctuality,
Initiative, politeness, knowledge of languages,
High human qualities, polite approach is always and everywhere the most important,
Creating a business network, providing high quality services, communication culture,
To be knowledgeable, hospitable, to represent not only our guest house but also an entire country, so that they can
come to Armenia again,
The most important thing is to master tourism and business skills at the same time, because one without the other
will lead to the failure of the business, regardless of the strength or interest of the business idea,
Education, experience, marketing knowledge, proper time and financial management.
Bulgaria Excellent Communication Skills
Good time management skills
Hard work

37
Perfect planning
Ethic
Customer experience
Focus on details
Strategy & Innovation
Administration skills
Systematic planning
Internet skills
Organizational skills
Georgia To have a strong position with regard of ethical principles
good skills of planning, organization and time management
ability to maintain professionalism of personnel in the company
excellent customer service skills, cultural awareness, and flexibility
teamwork
paying attention to details, time management, communication, interpersonal skills
ability to motivate a team, to manage client relationships
hospitable to customers so that they can rely on them to satisfy their needs
skills of sales and customer service experience
good leadership skills
ability to create and maintain a professional network
to be strong multi-taskers
customer service skills, networking skills, communication skills, flexibility skills, organizational skills, and
language skills
to have ability to solve problems, to have communications with tourists' and to guess their expectations
solving problems or thinking creatively
verbal communication skills, which are the basis for how you relate to others and convey your feelings and ideas
critical thinking and problem solving, professionalism and strong work ethic, oral and written communications
skills
Communication and networking skills, leadership and management skills
good knowledge of internal offers and appropriately to make the necessary steps
verbal communication, written communication, empathy, creativity, problem-solving, leadership, negotiation
customer service skills, networking skills, communication skills
Greece running a tourism business requires a combination of skills spanning across different domains
Communication and marketing skills are mentioned by several respondents, indicating the importance of effective
communication with customers, stakeholders, and partners, as well as the ability to design and execute marketing
campaigns.
Management and leadership skills are of the most important ones
Turkey Since tourism is a service sector, communication - courtesy and patience
leadership, being prone to teamwork, empathizing, being passionate, giving importance to human relations, being
durable and flexible when necessary
The most important skill to manage and maintain is to have up-to-date information, to retain successful personnel,
and to ensure the continuity of sales and marketing activities and to create demand.
To impose the vision and mission of the business on its customers and to provide a high level of satisfaction. A
business with only a commercial profit motive will not be sustainable.
Loving what you do

38
Network and resource ownership. Reaching the sales points and keeping them at low cost
Empathy with the guest, honesty
seeing it first, managing employees with a positive approach, creating a sustainable system
I follow the trends in the global and I see it as the most basic skill to master the hospitality culture.
46. Need to develop competencies and skills in order to make the business more successful
All participants think there is a need to develop their (their staff) competencies and skills.
Need to
develop
competenc
ies and
skills
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Frequency
(Total 30
responden
ts)
Perce
nt
Yes (please
specify
what kind
of skills or
knowledge
do you
need
most?)
30 100 30 100 30 100 30 100 16 53
No 0 0 0 0 0 0 0 0 14 47
Other
(please
specify)
0 0 0 0 0 0 0 0 0
The respondents mentioned the following skills and knowledge that they need to develop:
Armenia SEO
professional knowledge to find "long-term" cooperation and partners,
English language
Innovation
business promotion
marketing – advertising
customer engagement
financial management
customer service
doing business
getting idea financing
creating a competitive business plan
expanding tourism knowledge
gaining some entrepreneurial skills
SMM knowledge
Bulgaria communication skills
marketing
financial management
customer service
customer relations
technological skills
advertising
teamwork
staff management
Georgia Business management skills;
teamwork and leadership skills;
communication and listening;
customer service skills;

39
financial skills;
analytical and problem-solving skills;
critical thinking skills;
strategic thinking and planning skills,
creating successful business plans,
Interpersonal competencies,
engagement/charisma,
delegation,
respect,
sales,
focus,
ability to learn,
business strategy, etc.
Greece Management skills
Business administration skills
Communication skills
Marketing skills
Problem solving skills
Intercultural skills
Financial management skills
Turkey International marketing, adapting technological developments without delay
Helping in problem solving, knowing the language and thinking quickly, having high sales skills
Financial literacy, strategic thinking
There is a need in technological tools, financial flexibility, staff training and new marketing concepts
It should be innovative and developable in order to compete in the sector according to marketing and current
market conditions.
in all areas of tourism
Every level needs knowledge. We need to professionalize our local staff.
thinking positively, improving foreign language skills
Regular participation in vocational training and seminars.

40
47. Evaluating the level of skills
Skills
N How would you rate the level of
your skills?
(Total 30 respondents)
Average rate
How would you rate
the level of your skills?
Average rate
How would you rate the
level of your skills?
Average rate
How would you rate the
level of your skills?
Average rate
How would you rate the level
of your skills?
Average rate
1. Skills for developing long- term strategies
for my tourism business
3.00 3.63 3.23
3.44
3.87
2. Skills for developing a business plan for my
tourism business
2.90 3.70 3.07
3.27
3.90
3. Financial management skills to operate the
tourism business (knowledge of sources of
finance, pricing, financial planning, profit
and loss, cash flow, etc.)
3.00 4.07 3.17
3.17
3.93
4. Marketing skills (knowledge of 7 P’s) 2.73 3.73 2.80 3.17 3.83
5. M
Market research skills (SWOT,
Benchmarking, competitor analysis, etc.)
3.00 3.47 3.47
3.30
3.93
6. Management skills to run the business
successfully
3.23 3.87 3.07
3.47
4.03
7. Skills for building partnerships 3.27 3.63 2.80 3.23 3.57
8. Networking and negotiation skills 3.07 4.00 3.07 3.43 3.97
9. Knowledge of laws and regulations of the
sphere
2.80 3.17 3.17
3.3
3.90
10. Computer skills (MS office) 3.37 4.00 3.47 3.60 3.87
11. Digital marketing skills 2.80 3.87 2.80 3.17 3.67

41
12. Using web tools for business promotion
(online booking, TripAdvisor, etc.)
2.77 3.90 3.53
3.17
3.73
13. Using social media (Facebook, Instagram,
twitter, etc.) for business purposes
(communication, marketing, networking,
etc.)
3.10 4.20 2.73
3.17
3.83
14. Ability to use online tools for business
promotion (placing adverts on internet,
using e-mails, blogs, forums, etc.)
3.00 3.70 2.90
3.17
3.79
15. Ability to use mobile applications related to
tourism
2.87 3.57 4.00
3.17
3.80
16. Knowledge of foreign languages 3.30 4.07 2.90 3.53 4.57
17. International marketing skills 2.37 3.07 2.60 3.47 4.23
18. E
Exploring and understanding customer
needs and motivations
3.10 3.43 3.43
3.43
4.40
19. Understanding USP (unique selling point)
and UBR (unique buying reason)
2.10 2.60 3.33
3.30
3.73
20. Skills of creating unique selling point 2.27 2.73 3.17 3.47 4.23
21. Tourism services providing skills 3.47 4.5 3.07 3.43 4.37
22. Communication skills (to be able to
communicate with a tourist, listen to
him/her, understand his/her problem,
explain or persuade him/her something,
etc.)
3.70 3.80 3.80
3.73
4.47
23. Problem solving skills 3.47 3.10 3.10 3.43 4.11
24. Administrative skills (making contracts,
monitoring, etc.)
3.03 3.87 2.90
3.17
4.38
25. R
Risk taking skills 3.17 3.53 3.03 3.43 4.00

42
26. Team-building skills 3.47 4.00 2.73 3.43 4.40
27. Time management skills 3.37 3.64 2.80 3.47 3.83
28. Decision-making skills 3.57 4.07 3.07 3.43 4.62
29. Knowledge of sustainable tourism
principles
3.07 4.27 2.77
3.17
3.87
30. Knowledge of tourism ethics 3.33 4.37 2.73 3.63 4.50
31. Awareness of local culture and values 3.67 4.37 3.17 3.43 4.43
32. Ability to get involved in local community
programs, events
3.43 3.43 2.50 3.07 4.37
33. Knowledge on how to support the local
economy and ability to do it
3.33 3.33 4.33
3.13
3.80
34. Ability to engage local communities in
business
3.33 2.87 3.00
3.23
3.77
35. Knowledge on how to build on local
strengths
3.17 3.47 2.97
3.23
3.90
36. Academic knowledge in tourism 3.07 3.40 2.83 3.27 3.80
37. Knowledge on tax policy of the sphere 2.90 4.33 3.17 3.30 3.83
38. Skills for creating innovative tourism policy 2.77 3.90 3.03 2.67 3.83
39. Cooperation skills (with all stakeholders) 3.17 3.80 3.80 3.43 3.90
40. Fundraising skills 2.50 3.53 2.60 3.23 3.13
41. Knowledge on tourism statistics and
statistical recording
2.60 3.07 3.07
3.03
3.67
42. Entrepreneurial skills 3.00 4.00 2.87 3.47 4.27
43. Knowledge on social entrepreneurship 2.97 3.33 2.60 3.10 3.80

43
44. Social entrepreneurship skills 2.83 3.33 2.90 3.10 3.77
45. Tourism product developing skills 3.03 3.60 2.50 3.43 3.83
Need to improve the skills
N
Skills
Would you like to improve
these skills?
Percent
Would you like to
improve these skills?
Percent
Would you like to improve these
skills?
Percent
skills?
Percent
skills?
Percent
yes no
I do
not
know
yes no
I do not
know
yes no
I do not
know
yes no
I do not
know
yes no
I do not
know
1. Skills for developing
long- term strategies for
my tourism business
93.3 6.7 0 60.0 40 0 92 8 0 100.0 0 0
93.3 6.7 0
2. Skills for developing a
business plan for my
tourism business
90.0 10.0 0 6.7 90.0 3.3 92 8 0 100.0 0 0
93.3 6.7 0

44
3. Financial management
skills to operate the
tourism business
(knowledge of sources of
finance, pricing, financial
planning, profit and loss,
cash flow, etc.)
90.0 10.0 0 90.0 10.0 0 88 12 0 100.0 0 0
90.0 6.7 3.3
4. Marketing skills
(knowledge of 7 P’s) 93.3 6.7 0 33.3 20.0 46.7 88 12 0 100.0 0 0
90.0 6.7 3.3
5. M
Market research skills
(SWOT, Benchmarking,
competitor analysis, etc.)
86.7 13.3 0 10.0 40.0 50.0 88 12 0 100.0 0 0
90.0 10.0 0.0
6. Management skills to run
the business successfully 90.0 10.0 0 76.7 23.3 0 96 4 0 100.0 0 0
90.0 10.0 0.0
7. Skills for building
partnerships 83.3 13.3 3.3 56.7 16.7 26.7 84 16 0 100.0 0 0
86.7 13.3 0.0
8. Networking and
negotiation skills 93.3 6.7 0 43.3 30.0 26.7 96 4 0 100.0 0 0
86.7 13.3 0.0
9. Knowledge of laws and
regulations of the sphere 80.0 16.7 3.3 33.3 50.0 16.7 88 12 100.0 0 0
90.0 10.0 0.0
10. Computer skills (MS
office) 83.3 13.3 3.3 36.7 16.7 46.7 92 8 3.3 100.0 0 0
83.3 13.3 3.3
11. Digital marketing skills
100.0 0 0 33.3 20.0 46.7 88 8 4 100.0 0 0
93.3 3.3 3.3
12. Using web tools for
business promotion
(online booking,
TripAdvisor, etc.)
96.7 3.3 0 60.0 0 40.0 88 12 0 100.0 0 0
90.0 6.7 3.3
13. Using social media
(Facebook, Instagram,
twitter, etc.) for business
purposes
(communication,
marketing, networking,
etc.)
96.7 3.3 0 26.7 46.7 26.7 88 12 0 100.0 0 0
80.0 16.7 3.3
14. Ability to use online
tools for business
promotion (placing
adverts on internet, using
e-mails, blogs, forums,
etc.)
93.3 6.7 0 30.0 30.0 40.0 92 8 0 100.0 0 0
90.0 10.0 0.0
15. Ability to use mobile
applications related to 90.0 6.7 3.3 63.3 33.3 3.3 88 8 4 100.0 0 0
86.7 10.0 3.3

45
tourism
16. Knowledge of foreign
languages 93.3 6.7 0 70.0 30.0 0 96 4 0 100.0 0 0
80.0 20.0 0.0
17. International marketing
skills 96.7 3.3 0 0 53.3 46.7 92 8 0 100.0 0 0
90.0 6.7 3.3
18. EExploring and
understanding customer
needs and motivations
90.0 6.7 3.3 30.0 36.7 33.3 92 8 0 100.0 0 0
90.0 6.7 3.3
19. Understanding USP
(unique selling point) and
UBR (unique buying
reason)
96.7 3.3 0 46.7 10.0 43.3 96 4 0 100.0 0 0
86.7 6.7 3.3
20. Skills of creating unique
selling point 96.7 3.3 0 43.3 13.3 43.3 88 8 4 100.0 0 0
86.7 6.7 3.3
21. Tourism services
providing skills 86.7 10.0 3.3 70.0 0 30.0 92 4 4 100.0 0 0
86.7 10.0 3.3
22. Communication skills (to
be able to communicate
with a tourist, listen to
him/her, understand
his/her problem, explain
or persuade him/her
something, etc.)
83.3 13.3 3.3 36.7 0 63.3 88 12 0 100.0 0 0
83.3 16.7 0.0
23. Problem solving skills
83.3 13.3 3.3 36.7 23.3 40.0 88 12 0 100.0 0 0
86.7 6.7 6.7
24. Administrative skills
(making contracts,
monitoring, etc.)
83.3 16.7 0 0 63.3 36.7 96 4 0 100.0 0 0
86.7 10.0 3.3
25. RRisk taking skills
86.7 13.3 0 0 66.7 33.3 84 12 4 100.0 0 0
80.0 10.0 6.7
26. Team-building skills
86.7 10.0 3.3 0 53.3 46.7 92 1 1 100.0 0 0
83.3 13.3 3.3
27. Time management skills
86.7 10.0 3.3 33.3 20.0 46.7 88 12 0 100.0 0 0
83.3 10.0 6.7
28. Decision-making skills
86.7 10.0 3.3 46.7 6.7 46.7 92 4 4 100.0 0 0
86.7 13.3 0.0
29. Knowledge of
sustainable tourism
principles
86.7 10.0 3.3 90.0 0 10 84 16 0 100.0 0 0
93.3 6.7 0.0
30. Knowledge of tourism
ethics 90.0 6.7 3.3 26.7 40.0 33.3 92 8 0 100.0 0 0
86.7 6.7 6.7

46
31. Awareness of local
culture and values 86.7 13.3 0 33.3 23.3 43.3 88 12 0 100.0 0 0
86.7 13.3 0.0
32. Ability to get involved in
local community
programs, events
83.3 13.3 3.3 26.7 26.7 46.7 80 16 4 100.0 0 0
86.7 10.0 3.3
33. Knowledge on how to
support the local
economy and ability to
do it
86.7 13.3 0 40.0 33.3 26.7 92 8 0 100.0 0 0
90.0 10.0 0.0
34. Ability to engage local
communities in business 86.7 10.0 3.3 26.7 16.7 36.7 88 12 3.3 100.0 0 0
93.3 6.7 0.0
35. Knowledge on how to
build on local strengths 86.7 13.3 0 23.3 40.0 36.7 88 12 0 100.0 0 0
90.0 6.7 3.3
36. Academic knowledge in
tourism 86.7 13.3 0 46.7 36.7 16.7 96 4 0 100.0 0 0
80.0 16.7 3.3
37. Knowledge on tax policy
of the sphere 83.3 13.3 3.3 40.0 0 60.0 92 8 0 100.0 0 0
86.7 10.0 3.3
38. Skills for creating
innovative tourism policy 90.0 10.0 0 66.7 0 33.3 96 4 0 100.0 0 0
93.3 3.3 3.3
39. Cooperation skills (with
all stakeholders) 86.7 13.3 0 40.0 0 60.0 88 12 0 100.0 0 0
86.7 10.0 0.0
40. Fundraising skills
93.3 3.3 3.3 56.7 0 43.3 92 4 4 100.0 0 0
83.3 13.3 0.0
41. Knowledge on tourism
statistics and statistical
recording
90.0 10.0 0 23.3 3.33 43.4 92 8 0 100.0 0 0
83.3 10.0 6.7
42. Entrepreneurial skills
86.7 13.3 0 66.7 3.3 30.0 92 8 0 100.0 0 0
90.0 10.0 0.0
43. Knowledge on social
entrepreneurship 86.7 13.3 0 56.7 43.4 0 92 8 0 100.0 0 0
90.0 6.7 3.3
44. Social entrepreneurship
skills 90.0 10.0 0 63.3 36.7 0 92 8 0 100.0 0 0
93.3 6.7 0.0
45. Tourism product
developing skills 93.3 6.7 0 40.0 0 60.0 92 8 0 100.0 0 0
90.0 6.7 3.3

48. To the question ‘’What additional skills or knowledge do you need to develop your business?’’
the following answers were gathered:
Armenia Cooperation with international tourism organizations to activate inbound tourism,
New knowledge and skills,
Skills in social entrepreneurship, finance, international, digital marketing,
Basic knowledge of photography,
Ethics of communicating with tourists, service, marketing and sales, restaurant management.
Bulgaria Negotiation & Persuasion skills
Project management Skills
Communication skills
Developing creative skills
Proactivity
Georgia Basic Finance Skills
Networking
Speaking Confidently
Accepting and Acting on Feedback
Recognizing Patterns
Maintaining a Growth Mindset
A proper vision on your tourism business
Know exactly what you want
Question yourself, your plans, your strategy, your business plans and your decisions
Passion and energy
A work ethic
Create an opportunity
Greece Networking skills
Sharing skills
Asking for support
Google ads / Facebook ads
Developing new products
Turkey Good tourism staff
The points indicated (before) above
Following innovations, planning and integrating into my business, making business plan
Being innovative and keeping up with the current technology
Perfect training in all areas
Finding communication channels about incoming, outgoing
Managerial skills, custom made budget and cash flow check-up rates, personnel management, cost
management
constant need for knowledge in education and finance issues
49. To the question ‘’What are your expectations from the upcoming training course?’’ the
following answers were gathered:
Armenia Digital marketing, especially SEO knowledge,
Get more information on how to manage your tourism business properly,
Learn a more professional approach,
Development of knowledge and skills,

Expand my business and develop,
Starting a business with more confident steps, maybe new connections and help,
Creating business connections,
To progress in business through new knowledge,
Increased knowledge, opportunity to become more skilled at work,
Marketing, a course on sustainable tourism,
Implement a business idea after improving the skills,
A more practical and literate approach to business, finance, legislation, as well as new connections in the
business world.
Bulgaria To develop new skills in the field of digital tourism
To learn how to write and implement digital marketing strategy
To learn more about sustainability in the field of tourism
Development of knowledge and skills
Expand my business and develop it
Creating business connections
To learn about trends in tourism and possible implementation
Increased knowledge
To understand how to have active social media presence and good reviews online
Georgia Leadership Skills Masterclass
Executive Leadership Coaching
Successful People Management and Team Leadership
Introduction to supervising a team
Management Training for New Managers
Problem Solving Training
Workforce Resource Planning Training
Strategic planning and thinking
Presentation Skills Training
Effective Communication Skills
Exceptional Customer Service Training
Introduction to Public Relations
Emotional Intelligence
Strategic Planning and Thinking
How to develop professional approaches
Development of business ideas after improving the skills
Greece acquiring new skills and networking opportunities.
gaining new skills that are necessary for success in the tourism industry, which could include skills related to
marketing, management, customer service, intercultural communication, financial planning, and sustainability
networking opportunities, which could help women build relationships with other professionals in the
industry, potentially leading to new job opportunities or business partnerships.
new skills and building professional relationships, which could help the respondents stay competitive in the
industry and advance their careers
Turkey Developing the skills indicated above
To expand the marketing network and to ensure the commercial growth of the business by partnering or
cooperating for tourism purposes.
To make further contribution to our business by completing our deficiencies.
Finding communication channels about incoming, outgoing.
Contributing to the institutionalization of the business and the improvement of the management and
profitability without reducing the service quality
What should we do to equip personnel at the highest level of personnel shortage in tourism? The state should
do training on this matter

DESK RESEARCH
ARMENIA
"Summer & SUN" cultural travel company
‘’When a hobby became a business’’
Co-founders: Sveta Dallaqyan and Sona Hayrapetyan
Svetan and Sona founded the "Summer & SUN" travel company, which is situated in Etchmiadzin -
the holy capital of Armenia. The name of the company was not chosen by chance. Two friends, Sveta
(Summer) and Sona (Sun), decided to set up a cultural travel company, wherever they were, there
would always be a warm summer and sunny atmosphere.
Sveta teaches economics and management at the Armenian State Pedagogical University, also works
as a researcher at Institute of Economics after M. Kotanyan of the National Academy of Sciences of
the Republic of Armenia. She decided to start a business and to invest her research and theoretical
knowledge in business activities for the benefit of the development and improvement of her
community.
Sona is a sociologist-historian, and teaches social science at school, also works at that school as an
event organizer. Sona's organizational skills, knowledge of history, insatiable desire to represent and
glorify the homeland led her to decide to establish a travel company in her beloved historical city.
"Summer & SUN" cultural travel company was founded by 2 co-founders as a LLC in August 2020,
when Armenia like the whole world, had been living with COVID-19 for 6 months.
‘’During that time we all were working remotely, which allowed us to think about how to develop the
community, at the same time using the experience and knowledge gained for our favorite hobby, as
traveling is the hobby for us’’ tell Sona and Sveta.
"Summer & SUN" is engaged not only in organizing entertainment for tourists, but also in discovering
and presenting cultural monuments, national customs and making the city of Etchmiadzin more
recognizable. Tours were organized for a month, everything was going very well when the 44-day

WE TOUR Final Research Report

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