Tourism Management: Private & Public Perspectives

The course will introduce to the major concepts, issues, and theories of tourism and hospitality as an economic sector and topic of academic study and practical implementation. The course will cover a broad range of topics related to the travel experience, from business development to the linkages between tourism as an industry and the impacts it has on communities and places, travel motivations, scope, and structure of travel organizations.

Participants will also be introduced to key elements of the hospitality service industry and opportunities for employment within this industry. The course will also introduce concepts such as tourism marketing, country branding, sustainability, planning, and ethical responsibility. 

The course will explain the government’s role in tourism planning and the need to shift from control to consultation since many governments have adopted economic planning that moves the responsibility for investment from the public to the private sector.

The course is designed for emerging tour operators, independent tour guides, local government bodies (business development and tourism specialists), and private sector representatives with the goal to align their business activates with the tourism trends in the 21st century as well as with the government’s strategy.

This course provides opportunities to work individually and in groups on various topics covered during the course. The teaching is student-centered and combines formal content and experiential learning.

Learning Outcomes:

  • In-depth understanding of the tourism industry from the public and private perspectives
  • Skills to develop strategy and business plans based on tourism trends and alignment with the public policy

Duration: 30 hours

Schedule: Monday, Tuesday, Wednesday and Thursday, 18:30-21:30

Fee: 55,000 AMD

About the Instructor: Zarmine Zeitountsian has an extensive background in international finance, non-profit management, the private sector, public sector, and academia. She started her career in an emerging banking industry in Russia as the Deputy Head of the Foreign Exchange Department of the Moscow Bank of Technology. She continued her banking career in the United States as a Corporate Relationship Manager.

After receiving her MBA degree, she left her career in banking to pursue her entrepreneurship career founding one of the successful multi-gallery art fairs in the United States and curated, organized and managed over 50 art exhibitions.

Ms. Zeitountsian moved to Armenia in 2010 to contribute to her home country and has worked in the fields of tourism development, marketing, fundraising, project management, and development through holding various managerial positions.

As the Project Manager of Tatev Revival Project at the National Competitiveness Foundation of Armenia, Ms. Zeitountsian successfully led one of the large-scale tourism development projects in Armenia. Other positions she has held include Development Director of the RVVZ Foundation and Dilijan International School of Armenia (UWC Dilijan), and Communications Director at the American University of Armenia.

From 2016 to 2018 Zeitountsian was the inaugural Chair of the newly established State Tourism Committee of Armenia. She currently teaches Integrated Marketing Communications and Sales Management at the American University of Armenia and Tourism Marketing, Branding and Consumer Behavior at the Leadership Academy. 

Enrollment: To enroll in AUA Extension courses, please go through the following steps (see below for the Armenian version):

  • Visit
  • Create an account by clicking New User Registration.
  • If you are not a new user and already have an AUA account (having previously taken the AUA e-Math Test or applied to AUA), you should log into the account that you had created at that time.
  • If you just registered as a new user, you will get an email asking to activate your account.
  • Now, for registering to take a course, go to the Open Education tab, choose Extension, then Extension Applications, and apply for the course(s) you choose.
  • After you register online, your application will be reviewed and you will receive an email acknowledging your application.
  • Closer to the course start date, you will receive another email confirming your enrollment, requesting that you make payment before the course start date. The fee can be paid online via credit card or through the EasyPay terminal (located at the entrance to AUA). Alternatively, you may pay the fee via bank transfer to the American University of Armenia Fund, account 001-006402-001, HSBC Bank Armenia, indicating your full name (as in the registration) and the course you are paying for.
  • The completed application together with the record of payment completes your enrollment.

Instructions for online registration_Armenian

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