O‘ZBEKISTON ZIYORAT TURIZMI BRENDINI SHAKLLANTIRISHDA MUQADDAS QADAMJOLARNING MARKETING SALOHIYATI
DOI:
https://doi.org/10.5281/zenodo.19260907Ключевые слова:
ziyorat turizmi, muqaddas qadamjolar, turizm brendi, marketing salohiyati, destinatsiya imiji, ziyorat marshrutlari, raqamli targ‘ibot, O‘zbekiston turizmiАннотация
Ushbu maqolada O‘zbekiston ziyorat turizmi brendini shakllantirishda muqaddas qadamjolarning marketing
salohiyati tahlil qilinadi. Bugungi kunda ziyorat turizmi mamlakatning tarixiy-madaniy merosi, ma’naviy qiyofasi va xalqaro
turizm imijini shakllantiruvchi muhim yo‘nalishlardan biri sifatida e’tirof etilmoqda. Ilmiy tadqiqotlarda ziyorat turizmining
marketing, destinatsiya imiji va tashrifchi tajribasi bilan bog‘liq jihatlari yoritilgan bo‘lsa-da, O‘zbekiston sharoitida
muqaddas qadamjolarning aynan milliy turizm brendini yaratishdagi marketing imkoniyatlari yetarli darajada tizimli
o‘rganilmagan. Tadqiqotning maqsadi O‘zbekiston ziyorat turizmi brendini shakllantirishda muqaddas qadamjolarning
marketing salohiyatini aniqlash va baholashdan iborat. Tadqiqotda manbaviy tahlil, mazmuniy tahlil, qiyosiy tahlil hamda
tavsifiy-tahliliy yondashuvlardan foydalanildi. Tahlil uchun rasmiy turizm portallari, ziyorat maskanlari tavsiflari, marshrut
materiallari va targ‘ibot matnlari asos qilib olindi.
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