EXPLORATION OF TOURISM FLOW GENERATING IN SAMARKAND UNDER THE BACKGROUND OF DIGITAL ECONOMY
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https://doi.org/10.5281/zenodo.19983016##semicolon##
Digital economy; Tourism flow generation; Samarkand; Sustainable tourism##article.abstract##
This article investigates the evolution and transformation of tourist flows in Samarkand,
Uzbekistan, within the context of the dynamic digital economy. As a UNESCO World Heritage site and an
important stop on the ancient Silk Road, Samarkand has experienced a significant increase in tourist flow over
the past decade. We know next to nothing about how the dynamics of these tourism flows are being affected
by digital technologies. This study uses a mixed methods approach by integrating quantitative analysis on
the tourism data from 2015 to 2024 with qualitative information from its site participants, both operating and/
or managing the local tourism sector. The result is that digital platforms, promotions on social media, and
online booking services have transformed the traffic of travel; these systems create new routes of transmission
and change the pattern of tourism propagation according to the seasons of the year. The studies we have
carried out contribute to the literature discussing the construction of digital tourism systems and offer practical
recommendations for tourism decision makers and institutions of Samarkand. Such ideas can help them make
use of digital tools for sustainable tourism growth
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