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TOURIST SATIAFACTION INFLUENCE ON DESTINATIONВ’S INBOUND TOURISM DEVELOPMENT (CASE TOURISTIC FLOWS RUSSIA-ARMENIA)
Abstract
This work is devoted to the topical issue for Armenia: the development of tourism by identifying the factors influencing the satisfaction of Russian tourists visiting Armenia, as well as factors influencing their intention to revisit the destination and its recommendation to friends. According to statistics from the past nine years, tourism in Armenia gained new pace of development. Among all other countries and regions, the leader in the number of tourists visiting Armenia is Russia. Also, the two countries signed a program of cooperation in the field of tourism, where one of the most important point, is to increase tourist flows to Armenia from Russia. Thus, we can safely say about the special importance of the segment of Russian tourists to Armenia, as it is this flow provides the highest rate in the number of tourists among all countries and regions, and tends to rise. The purpose of research - the identification of the factors influencing the overall satisfaction of tourists, their intention to re-visit and recommend this destination to others. In this study, assessment of satisfaction of tourists is considered from the point of view of the multi-attribute approach, where satisfaction is made up of different components. The study based on survey of 97 tourists who evaluated the various components of the destination. Work identifies the factors influencing the overall satisfaction of tourists and their desire to return to Armenia. Also, based on an assessment of tourist satisfaction by different components included in the important satisfaction factors, practical recommendations were proposed for the state destination management organizations of Armenia, travel firms engaged in this direction, and other companies providing catering services and accommodation in destination.
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