Core Strategy: Jermuk as a Tourism Destination - CAPS

E. SWOT Analysis
Based on interviews with national and local stakeholders and the asset inventory conducted, a SWOT (Strengths, Weaknesses, Opportunities,
and Threats) Analysis was conducted of Jermuk. The SWOT examined each of the numerous elements of importance in the creation of a
destination spa and winter tourism destination, from the quality of the spas and winter sport facilities to governance of the area. It has been
divided into both direct and indirect tourism factors, and then sub-divided further into categories that make a logical segue into the action plan.
Direct Tourism Factors
Spa, Wellness, and
Health Facilities
Strengths Weaknesses Opportunities Threats
• Best spas have a
relatively attractive
interior and varying
room standards,
including high-end
• Hyatt planning to build
hotel/spa in Jermuk
• Recent investments
made to spa facilities
and suggestions of
further funding
available
• Spas in good location
within town
• Spas have good
reputation amongst
domestic population
• Growth of international
spa and wellness
tourism
• Spas have unattractive facades
• Few non-medical things to do
on-site (usually limited to billiards
table tennis or the bar)
• Quality of food generally poor,
with limited choice
• All spas offer basically the same
treatments, with little
differentiation
• Limited flexibility in packages
• Poor language and hospitality
staff skills
• No facilities for disabled people
• Lack of online information and
enquiries for first time visitors
(not operating/not suitable
websites)
• Limited telecommunication
facilities (internet, phone etc)
• Ineffective, tardy system of
booking, arrival and departure
organization.
• Lack of flexible pricing system
during the low season, which
• Development of more in-house activities; the
spas have a captive audience with plenty of
disposable income and a lot of time on their
hands; these could be very profitable
• Development of “specialty” or “house”
treatments for which a given spa becomes
known to provide some differentiation
• Introduction of Western-style food and/or
traditional Armenian cuisine
• Introduction of flexible packages that allow
tourists to choose from an array of options
• Improvement of exterior of sanatorium
buildings to make them look more modern
• Organization of trainings for the staff
(language skills, service etiquette)
• Due to the weaknesses listed
here, there is a chance that
Jermuk spas may find
themselves unable to compete
with other spas in the west for
the international audience they
seek
• Because of weak appearance of
roads, parks walk sides and
green areas, sanatorium
buildings do not look appealing
in the area of city.
• Insufficient investment in spa
facilities and services
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