Description
Perched on a cliff, the ninth-century Tatev Monastery is one of the most important monasteries in Armenia. A prominent Moscow-based businessman has decided to make it into an accessible and attractive tourist destination. Complicating matters is the region’s significant poverty and inaccessibility due to harsh weather conditions and a lack of proper infrastructure. In addition, shortcomings in hospitality management and training mean that tourist numbers remain low. One of the greatest challenges of the project is the management of eight stakeholders, including the Armenian Church, the local community, investors and UNESCO. How can the founder of the revival project devise a commercially successful strategy that will address all stakeholders’ interests without compromising his own principles and ethical values?
Learning Objective
This case is recommended for senior undergraduate and graduate students taking strategic management or marketing courses. The case seeks to: ·Acquaint students with the concept of sustainable heritage management and its application throughout the Near East and Middle East. ·Explain the roles and functions of various stakeholders in complex projects and the issues associated with balancing stakeholder demands. ·Familiarize students with the role of international organizations such as the United Nations Development Programme (UNDP) and the United Nations Educational, Scientific and Cultural Organization (UNESCO). ·Introduce the concepts of responsible leadership, social entrepreneurship and corporate social responsibility.Reinforce the concept of a marketing mix and marketing plan in relation to a destination (e.g., “experience” marketing).