THE ROLE OF DIGITAL MARKETING IN ENHANCING TOURISM-RELATED BUSINESSES IN UZBEKISTAN
DOI:
https://doi.org/10.5281/zenodo.20309917Keywords:
tourism, marketing, business, economic development, techniques, social media.Abstract
The paper examines the potential of digital marketing as an instrument for improving the economic
development of tourism-related businesses in Uzbekistan. With the rapid digitalisation of the economy, more
and more tourism companies are switching from conventional marketing approaches to innovative technologies
in order to remain competitive in the global environment. Various digital marketing instruments are studied
in this context, such as social media, SEO techniques, influencer marketing, and content personalisation.
A quantitative research methodology was used in the current study; thus, data were gathered through a
questionnaire administered to a random sample of tourists who had visited Uzbekistan. It has been found
that a significant share of tourists uses digital channels intensively to search for tourism-related services while
making decisions about their destination. In addition, social networks and influencers play a considerable role
in shaping tourists’ behaviour and preferences.
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