Management of the Digital Tourist Brand of the Republic of Armenia

It is essential to accomplish professional marketing performance for tourism development. In accordance with the desire to develop Armenian tourism, it is necessary to establish an intensive and coherent use of new technologies, including the most modern platforms. The purpose of the paper is to form recommendations for effective promotion of Armenian tourism brand in a digital environment among Russian-speaking tourists. Various management and marketing research methods were used to study different target groups, which helped to form a semantic core that will help to effectively promote the products and their websites and break ahead in competition. During the research Armenian top professionals of the tourism industry were questioned concerning Russian speaking tourists, their preferences and needs, how their company is promoting their product in the digital environment and which channels they think are more effective. The paper shows that a complex and systematic approach will elevate Armenia’s tourism competitiveness abroad and in the region.