Development strategy for increasing brand awareness using the example of lake Sevan

Armenia offers a variety of types of recreation: cultural, gastronomic, ecological and, including, resort. Many locals prefer to spend their summer holidays on the shores of Lake Sevan. However, tourists from Russia, who make up the majority of inbound tourism to Armenia, are little aware of such resorts. This article aims to examine the branding strategy of Lake Sevan and confirm the hypothesis that Russian tourists are ready to go to Armenia for a summer holiday if there are coastal resorts designed for swimming.