TURISTIK XIZMATLAR BOZORINING XUSUSIYATLARI VA BRENDLASH IMKONIYATLARI
DOI:
https://doi.org/10.5281/zenodo.17752696Keywords:
turizm brendlashi, madaniy haqiqatparastlik, raqamli ishtirok, yo‘nalma jozibadorligi, TOPSIS, SEM modeliAbstract
Mazkur maqolada yo‘nalmani brendlashning turizm bozorlari raqobatbardoshligiga ta’siri empirik jihatdan
tahlil qilinadi. Tadqiqot uch mintaqa bo‘yicha xalqaro va mahalliy sayyohlar haqidagi ma’lumotlarga tayangan holda,
TOPSIS va MIMIC–SEM metodologiyalari orqali yashirin brendlash konstruktsiyalarini baholaydi. Natijalar madaniy
haqiqatparastlik, raqamli ishtirok va xizmat sifati yo‘nalma jozibadorligini shakllantiruvchi asosiy omillar ekanini ko‘rsatadi.
Raqamli ekotizimlar, kirish imkoniyati va xizmat innovatsiyalari barqaror o‘sishni qo‘llab-quvvatlovchi strategik ustunliklar
sifatida namoyon bo‘ladi. Tadqiqot siyosatchilar uchun mintaqaviy farqlarni hisobga olgan holda yo‘nalma-brend
strategiyalarini takomillashtirish bo‘yicha amaliy xulosalar beradi
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