O‘ZBEKISTON TURIZM SANOATINING XALQARO RAQOBATBARDOSHLIGINI OSHIRISHDA STRATEGIK MARKETING TEXNOLOGIYALARIDAN FOYDALANISH

O‘ZBEKISTON TURIZM SANOATINING XALQARO RAQOBATBARDOSHLIGINI OSHIRISHDA STRATEGIK MARKETING TEXNOLOGIYALARIDAN FOYDALANISH

##article.authors##

  • Shozoda Kobilova
  • Sarvar Isxakova

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https://doi.org/10.5281/zenodo.18618415

##semicolon##

strategik marketing, turizm raqobatbardoshligi, 7P marketing modeli, PESTLE tahlili, Porter rombi, raqamli transformatsiya, destinatsiya brendi, Samarqand, ziyorat turizmi

##article.abstract##

Maqolada O‘zbekiston turizm sanoatining jahon turistik bozoridagi raqobatbardoshligini oshirish
masalalari strategik marketing yondashuvlari asosida tadqiq etilgan. Tadqiqot jarayonida global turizm bozorida
shakllanayotgan zamonaviy marketing konsepsiyalari, xususan, tajribalar iqtisodiyoti, destinatsiya marketingi va raqamli
transformatsiyaning turizm sohasiga ta’siri ilmiy jihatdan tahlil qilindi. PESTLE tahlili, Porterning raqobatbardoshlik rombi
va 7P marketing-miks modellari asosida Samarqand viloyatining turistik salohiyati baholanib, mavjud tizimli muammolar
aniqlandi. Tadqiqot natijalari asosida turistik mahsulotni diversifikatsiya qilish, hududiy brendingni shakllantirish va raqamli
marketing samaradorligini oshirishga qaratilgan amaliy tavsiyalar ishlab chiqildi

##submission.authorBiographies##

Shozoda Kobilova

Zarmed universiteti dotsenti, i.f.n.

Sarvar Isxakova

Samarqand iqtisodiyot va servis instituti dotsenti, PhD

##submission.citations##

1. Kotler, P., Bowen, J. T., & Makens, J. (2021). Marketing for Hospitality and Tourism. 8th Edition. Pearson Education.

2. Buhalis, D. (2022). Information Technology for Strategic Tourism Management. Pearson Education

3. Ritchie, J. R. B., & Crouch, G. I. (2010). The Competitive Destination: A Sustainable Tourism Perspective. CABI

Publishing.

4. Porter, M. E. (1990). The Competitive Advantage of Nations. Free Press.

5. Pine, B. J., & Gilmore, J. H. (2019). The Experience Economy. Harvard Business Review Press.

6. UNWTO. (2024). International Tourism Highlights. World Tourism Organization.

7. Middleton, V. T. C., Fyall, A., Morgan, M., & Ranchhod, A. (2018). Marketing in Travel and Tourism. Routledge.

8. OECD. (2020). Tourism Trends and Policies. OECD Publishing.

9. O‘zbekiston Respublikasi Prezidentining 2023-yil 27-iyuldagi “Turizm yoʻnalishidagi islohotlarni yanada jadallashtirish

va sohada davlat boshqaruvi tizimini samarali tashkil qilish chora-tadbirlari toʻgʻrisida”gi PQ-238-son qarori // https://

lex.uz/ru/docs/-6549286

10. Xudoyberdiyev, S., & Karimov, B. (2022). O‘zbekistonda turizm xizmatlarini rivojlantirishda marketing strategiyalarining

o‘rni. Iqtisodiyot va innovatsion texnologiyalar jurnali, №4.

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##submissions.published##

2026-02-01

##submission.howToCite##

Kobilova , S., & Isxakova , S. (2026). O‘ZBEKISTON TURIZM SANOATINING XALQARO RAQOBATBARDOSHLIGINI OSHIRISHDA STRATEGIK MARKETING TEXNOLOGIYALARIDAN FOYDALANISH. YASHIL IQTISODIYOT VA TARAQQIYOT, 4(2). https://doi.org/10.5281/zenodo.18618415

##issue.issue##

##issue.vol## 4 ##issue.no## 2 (2026): «Yashil iqtisodiyot va taraqqiyot» jurnali

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Articles

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