Impact of tourism on rural communities in the Republic of Armenia: sociocultural aspects

On the example of the Republic of Armenia, the article aims to determine, as a first approximation, the range of sociocultural problems and social factors that influence the development of rural tourism. The main data were obtained as a result of a series of in-depth interviews with representatives of the tourism business and government officials involved in its regulation, on the one hand, and with residents of tourist villages, on the other. Previous research was also of great importance for the work. The methodology draws on Scott and Eric Cohen’s findings on the commodification of culture and Sharon Zukin’s observations on the impact of tourism on settlement development. In the article, the main factors influencing the tourism potential of a rural settlement are analyzed at a theoretical level, since it is against the background of these determinants that social and sociocultural factors arise and develop. Questionnaires were developed, on the basis of which in-depth interviews were subsequently conducted with five tourism workers and five residents of tourist villages. Representatives of travel companies and ministries related to tourism, and tour guides were selected as respondents among tourism workers. Among residents of tourist villages, candidates who directly interact with tourists were selected to participate in the study. The most significant ideas from the interviews are concisely presented and summarized. Tourism professionals emphasized the importance of locals interacting with the outside world to understand tourists’ interests and potential impacts on local culture. Residents of villages located in tourist areas, although accustomed to tourists, emphasized the multifaceted impact of tourism on their communities. The majority of the respondents in both groups note the beneficial impact of tourism on the economy and social sphere of rural settlements. In their opinion, tourism contributes to the perception of culture, but at the same time can lead to commercialization and loss of local authenticity. For residents of tourist villages, the organization of interaction between industry workers, the need to obtain the necessary information, and the development of both professional skills and the general outlook of employees are relevant. Their orientation towards the need for strategic planning in the tourism sector and the need for attentive attitude of municipalities to the problems associated with its development are revealed