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59ECONOMICS
UDC: 338.48-1
Akhundova Aytakin Gasan Doktor of philosophy (Ph.D) lecturer of the Department of World Economy Baku State University, Azerbaijan DOI: 10.24411/2520-6990-2020-11410 IMPACT OF ADVERTISING AND INFORMATION SUPPORT ON THE FORMATION OF THE
TOURISM SECTOR IN AZERBAIJAN
Abstract
The article studies the benefits of information support in the development of the tourism market. Today in the context of globalization it is impossible to imagine the world community without information management. Internet technologies are the basis for promoting e-tourism. Being one of the essential elements of infrastructure, information technology provokes a new level of development of the tourism sector. Recently, global reservation systems via the Internet have been very popular in the country, allowing not only travel agencies, but also tourism services consumers to obtain reliable and effective information about the cost and number of vacant seats at any time, as well as to monitor of tourist products at all stages of its implementation. The article discusses the impact of advertising on the promotion of tourism products, as well as identifies problems in the implementation of advertising and information support that hinder the development of inbound and domestic tourism in Azerbaijan.
Key words: tourism development, information technology, Internet, advertising, e-tourism.
Tourism is a part of the national economic complex of the country is associated with the nonproductive sector, the primary purpose of which is to satisfy the needs of the population in travel and in proper rest. From the view of economic development, when the need for travel for society has risen sharply, it is obvious that not only the number of consumers of tourist services and goods has begun to increase, but also manufacturers of such services have occurred.
For consumers of tourism services, tourism is a journey (trip, hike, etc.) made for recreational, business, educational and other purposes. For representatives of the tourism industry, this is a sphere of capital investment, as well as an area of activity that is aimed at forming and satisfying the needs of potential customers. (1, p. 142)
The economic export strategy of the Azerbaijan economy is based on considerable extraction and export of mineral resources. However, this is a difficult path for the development of the domestic economy, as these resources are depleted, non-renewable and significantly reduced. Currently, three-quarters of the country's revenues accounted for oil and gas. Experts state that with the current rate of the extraction (SOCAR announced that oil production in Azerbaijan in 2017 decreased by 5.6% compared to 2016, i.e., 38.7 million tons of oil were produced in 2017 versus 41 million tons last year), the energy reserves will be depleted in 18 years. Although according to the SOCAR report, in 2018 SOCAR's oil production amounted to 7 million 542.3 thousand tons, which is 1.5% higher than in 2017. (2)
In fact, from my point of view, the developed economy of tourism, based on renewable resources, if used wisely, can become the future of the national economy of the republic. An example of this can be indicated in many countries where the development of the tourism industry is a priority for the development of
their economy. This can be said for countries such as Norway, the UAE, Venezuela, Mexico, etc.
According to UNWTO, from the period of January to June 2019, the number of international tourist arrivals increased by 4% compared to the same period in 2018. Around the world, 671 million international tourist arrivals were recorded, which is almost 30 million more than in the same period of 2018. (2) At the same time, the Middle East (+ 8%) and the Asia-Pacific region (+ 6%) became the leader in tourist flows. In Europe, indicators rose by 4%, while in Africa and America there was a more moderate increase (+ 3% and + 2%, respectively).
UNWTO experts say: "The driving forces behind the development of international tourism have been a strong economy, affordable air travel, increased air travel and visa facilitation. However, weaker economic indicators - continued uncertainty about Brexit, trade and technological tensions and growing geopolitical problems have begun to affect business and consumer confidence which resulted in more cautious forecasts of the development of the tourism sector." (3)
Due to its unique natural, cultural and historical potential, as well as the interest of foreign tourists to a new destination, Azerbaijan has every reason to develop most types of tourism. The socio-economic transformations that have taken place over the past 15 years in the republic have turned Baku into one of the business centers of the region. If Georgia is traditionally known as a country with a developed historical and cultural tourism, in recent years Azerbaijan has been especially known as a MICE-service provider, where the greatest events of both Eurasian and world-scale are held.
The functioning of the modern tourism industry cannot be imagined without information technologies, which, being one of the essential elements of infrastructure, lead to a new level of development of the tourism
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sector. Recently, global reservation systems via the Internet have been very popular in the country, allowing not only travel agencies but also consumers to get reliable and effective information about the cost and number of vacant seats at any time, as well as to monitor the progress of tourist products at all stages of its implementation
According to the report of the World Economic Forum for 2017-2018, Azerbaijan ranks 34th among 137 countries in the percentage of Internet users. According to this indicator, our country is 1.7 times ahead of the global average, and 1.2 times ahead of the average for the CIS countries. (4)
Nonetheless, studies reveal that many travel agencies in Azerbaijan cannot fully use the Internet to promote the regional tourism resources of Azerbaijan. Thus, there is a need to improve the working methods for the use of Internet resources, in order to expand inbound and outbound tourism.
In March 2013, a decree of the President of the Republic of Azerbaijan was issued, according to which the use of an electronic tourist visa became possible in the country. This significantly facilitated the visa regime and affected the increase in the flow of tourists to the country. For only $ 20, citizens of any country can apply for an electronic visa without problems, but only through an accredited travel company. However, private individuals cannot get such a visa.
However, due to the fact that the duration of an electronic visa is delayed up to 15 days, many tourists often choose other countries. As Azerbaijan aims to increase the number of tourists entering, it would be beneficial to consider some issues and reforms regarding the use of electronic tourist visas.
During the speech at meeting of the Cabinet of Ministers on the results of socio-economic development in 2017 and upcoming challenges, President of Azerbaijan Ilham Aliyev noted: "Last year "ASAN Xidmat" expanded its functions and put forward the initiatives such as "ASAN Kommunal", "ASAN Qatar", "ASAN Visa". Also, it should be noted that the activities of "ASAN Visa" will further increase the number of tourists coming to our country. As a matter of fact, 2016 marked a turning point in this direction. Generally, the flow of tourists is linked to the economic situation in the world. If the situation is good, then more people travel to foreign countries as tourists. But today it can be said that all the regions of the world are experiencing an economic crisis. However, despite this, in 2016 the number of tourists visiting our country increased by 11%, and I am sure that this year this indicator will increase even more". (5)
Therefore, it can be noted that the state is interested in the development of the tourism industry since it is a promising sector of the economy, which also contributes to the development of international cooperation.
Advertising of tourism resources of Azerbaijan is one of the most important projects to promote the country in the global tourism market. The Ministry of Culture and Tourism of Azerbaijan is carrying out active targeted work in this direction. Thus, since 2005, the advertisement of our country appeared in broadcasts of
world television channels - CNN, Euronews, TV 5 Monde, Al Jazeera, BBC, Rotana, Fatafeat, Al Arabia, a number of Russian channels, in the newspapers Al Bayan, Al Khaleej, Khaleej Times, Gulf News, Gulf Today, as well as in magazines of airlines AZAL, Austrian Airlines, British Airways, etc.
Furthermore, in 2014, within the framework of cooperation with TV channels, it was decided to broadcast editorial programs on the economic, cultural and tourism potential of Azerbaijan. In order to develop inbound tourism, in the priority markets for the republic - in Russia and Germany, and since February 2016 in Turkey new tourism agencies have been established, the activities of which are carried out by private foreign companies the main goal which is to promote the tourism potential of a country. The use of e-marketing methods has also shown good results in promoting the tourism potential of the republic.
The New Zealand company Ragusa Media Group, together with the WTO and UNESCO, filmed the 26-series TV show "Silk Road", where the main tourist attractions of Azerbaijan, its tourist services, addresses of hotels, tour operators, the names of decorative and applied art will be listed in the international tourist product catalog, which will be distributed in 48 countries where the television show will be shown (6). Watching a TV show will also be broadcasted on the Internet.
Today, with the support of more than 55 countries of Asia, Africa and Europe, UNESCO is reviving the Silk Road in a modern digital space for international cooperation, development and intercultural dialogue. As a single center of a comprehensive knowledge base, the UNESCO online platform will become a unique source of information, scientific knowledge and news about the Great Silk Road. Thanks to the participation and active cultural interaction of the peoples living on the Silk Road, there is a steady development of creative industries, education and tourism (7).
Also, active work is underway to modernize the official tourism portal www.azerbaijan.travel. Today it operates not only in the Azerbaijani, Russian and English but also in German, Turkish, French and Chinese languages. In addition, detailed information about Azerbaijan, about where and how to relax can be obtained from the leading social networks (Facebook, Twitter, Youtube).
However, there are still many problems in the implementation of advertising infrastructure projects. Firstly, it is advisable to use non-commercial advertising of the country's tourism potential. For this, the publication of a fundamental information catalog about Azerbaijan, which would be published both in the country and abroad is needed. Also, there is a need to publish brochures on the tourism opportunities of leading regions in many foreign languages, as well as to distribute the advertising and information leaflets on the existing types of tourism in the republic.
Secondly, it would be advisable for a large number of advertising posters about the country's sights to be displayed both in Baku and in the regions. Thirdly, it is necessary to make a documentary, feature film about the famous tourist routes of Azerbaijan, and regularly show them on the leading television channels. Fourth,
there is a need to launch a comprehensive advertising campaign and content updates on the Internet. Fifthly, there is a need for maps (roads, localities, gastronomic, architectural monuments), which will greatly increase the flow of tourists to our country
In conclusion, the lack of advertising and information support hinders the development of inbound and domestic tourism in the republic. And only the availability of accurate and urgent information, drawing public attention to the problems and features of the development of the tourism industry, as well as the adoption of the effective administrative actions, can serve as the basis for the further formation of advertising and information support system for tourism development in Azerbaijan.
References:
1. A.Bgatov B12. Safety in tourism: a training manual / A.Bgatov. -. 2nd ed., Revised and add. - M.: FORUM: INFRA-M, 2017. -. p. 176
2. https://interfax.az/view/783200 - The cost of oil production from SOCAR fields in 2018 increased by 5.8%
3. https://ria.ru/20190910/1558514468.html -UNWTO: tourist flow in the world over the past six months increased by 4%.
4. https://mincom.gov.az/ - A meeting of the Cabinet of Ministers was held under the chairmanship of President Ilham Aliyev on the results of socio-economic development for the nine months of 2018 and the challenges ahead.
5. https://ru.president.az/ - speech by the President of the Republic of Azerbaijan at a meeting of the Cabinet of Ministers on the results of socio-economic development in 2017 and the challenges ahead.
6. S.Yeganly, E.Hajiyev - International tourism and tourism development in the Republic of Azerbaijan. Baku, 2003 - p.291
7. https://en.unesco.org/silkroad/ - UNESCO "Silk Road" online platform.
