Abstract
This article utilizes the PESTLE analytical tool to evaluate the primary issues hindering the development of Armenia's tourism sector and proposes solutions that can facilitate long-term and sustainable growth, enhancing Armenia's position in international markets. The research employs both quantitative and qualitative methods to assess Armenia's international tourism potential. To thoroughly understand the problem, statistical, graphic, comparative, and structural analysis methods were used. The study reveals several challenges in fully realizing Armenia's tourism potential through the PESTLE analytical tool. Politically, Armenia experiences frequent internal and external shocks. Economically, issues include the overall development level of the economy and insufficient infrastructure. Socially, despite Armenia's rich historical and cultural heritage and its importance for tourism, opportunities remain unexploited. Technologically, Armenia faces challenges in modernizing telecommunication networks and high-tech equipment to meet consumer demands. Additionally, legal imperfections and environmental issues resulting from increased tourist activity pose significant obstacles to the sustainable development of the tourism sector.
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