Core Strategy: Jermuk as a Tourism Destination - CAPS

Restaurants • 4 restaurants able to
provide 1500 eating
places at once
Attractions • Mineral water springs
• Ski lift and ski runs of
varying levels of
difficulty
• Landscape, climate
• Art Gallery
• Pilkahas Caves
• Mamarza Settlement
Strengths Weaknesses Opportunities Threats
could significantly increase the
year-round occupancy rate
• Age and quality of medical
treatment equipment
• Lack of proven medical benefit
• Limited scope of services
• Limited seasonality – 20%
occupancy in off-peak season
• Poor management and
marketing abilities
• Lack of diversification of
accommodation and services
according to the needs and
preferences of different age
groups, markets and customer
segments
• Limited understanding of global
spa industry and market needs
• Many restaurants in need of
renovation (both interior and
exterior)
• Choice and quality of food
• Lack of attractions for tourists to
visit
• Little entertainment or recreation
(see leisure/recreation below)
• Natural and cultural attractions
not exploited to provide valuable
tourism experience
• To create rich western menu to satisfy
demands of tourists from western countries
• To represent local ( Armenian) or nearby
countries (Turkish, Eastern Asian and
Mediterranean) cuisine
• Development of vegetarian and other healthy
menus
• Addition of attractions could provide tourists
with more to do while simultaneously creating
employment outside of the spas themselves
• Organization of ski, paragliding, riding courses
for the younger tourists and lectures/courses
on healthy lifestyle (diet, fitness consultations,
stress management etc) for the older ones
• Improving the exploitation of existing
• Since service and quality
management is not regulated by
international standards, the risk
exists to leave international
tourists unsatisfied
• Lack of additional attractions in
Jermuk could limit average
length of stay and decrease the
rate of return visit (especially for
foreign visitors)
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