ZIYORAT TURIZMI XIZMATLARI SAMARADORLIGINI OSHIRISHDA MARKETING STRATEGIYALARINING AHAMIYATI

Muslimaxon Soxibova

doi:10.54613/ku.v16i.1250

ZIYORAT TURIZMI XIZMATLARI SAMARADORLIGINI OSHIRISHDA MARKETING STRATEGIYALARINING AHAMIYATI

Authors

Muslimaxon Soxibova Turizmni rivojlantirish ilmiy-tadqiqot instituti tayanch doktoranti

DOI:

https://doi.org/10.54613/ku.v16i.1250

Keywords:

ziyorat turizmi, marketing strategiyalari, xizmatlar samaradorligi, innovatsion yondashuvlar, turistlar ehtiyojlari, raqobatbardoshlik, axborot xavfsizligi, jahon tajribasi.

Abstract

Globallashuv jarayonlari turizm sohasida tub o‘zgarishlarga sabab bo‘layotgan bir paytda, marketing strategiyalari ziyorat turizmi xizmatlarining samaradorligini oshirishda muhim o‘rin egallaydi. Ziyorat turizmining dolzarbligi, avvalo, uning insonlarning ruhiy-ma’naviy ehtiyojlariga moslashish qobiliyati hamda mamlakatlarning xalqaro turizm makonida ijobiy imijini shakllantirishdagi strategik ahamiyatida namoyon bo‘ladi. Ushbu maqolada ziyorat turizmi xizmatlarini targ‘ib qilishda zamonaviy marketing yondashuvlaridan foydalanish, maqsadli auditoriyani aniqlash va ularga individual xizmatlar ko‘rsatish imkoniyatlari tahlil qilindi. Marketing strategiyalari asosida turistlar ehtiyojlarini chuqur o‘rganish, raqobatchilarni tahlil qilish, innovatsion reklama vositalarini qo‘llash hamda qaror qabul qilish jarayonlarini optimallashtirish orqali xizmatlar samaradorligini oshirish mumkinligi ko‘rsatib o‘tildi. Shuningdek, maqolada marketing strategiyalarini joriy etishdagi xizmat sifati va axborot xavfsizligi masalalari muhokama qilindi.

Foydalanilgan adabiyotlar:

1. “O‘zbekiston — 2030” strategiyasi to‘g‘risida O‘zbekiston Respublikasi Prezidentining Farmoni, 11.09.2023-yildagi PF-158-son, https://lex.uz/ru/docs/-6600413

2. Xie, D., & He, Y. (2022). Marketing strategy of rural tourism based on big data and artificial intelligence. Mobile information systems, 2022(1), 9154351.

3. Dewi, N. P. R. C. (2020). Digital marketing strategy on travel tourism businesses in marketing 4.0 era. International Research Journal of Management, IT and Social Sciences, 7(3), 58-64.

4. Pholphirul, P., Rukumnuaykit, P., Charoenrat, T., Kwanyou, A., & Srijamdee, K. (2022). Service marketing strategies and performances of tourism and hospitality enterprises: implications from a small border province in Thailand. Asia Pacific Journal of Marketing and Logistics, 34(5), 887-905.

5. Mustayeva Sh. Analysis of the Demand for Religious Tours at the Regional Level in the Republic of Uzbekistan. (2023). Zien Journal of Social Sciences and Humanities, 19, 22-26.

6. Khashimov, S. J. (2024). Development of pilgrimage tourism in Uzbekistan: Strategies and prospects. European Journal of Humanities and Educational Advancements (EJHEA), 5(3), 4–8. https://www.scholarzest.com

7. Bozorbekov, A. S. (o‘g‘li). (2024). Pilgrimage tourism: Development, logistics, and industry in Uzbekistan. Science and Innovation, 3(32), 137–139.

8. Беляев, Виктор Иванович, and Марианна Викторовна Кротова. "Маркетинговые стратегии развития предприятий в сфере услуг: методы формирования и обоснования." Вестник Алтайского государственного аграрного университета 1 (123) (2015): 156-159.

9. Amin, M., and Peri Priansah. "Marketing communication strategy to improve tourism potential." Budapest International Research and Critics Institute-Journal (BIRCI-Journal) 2.4 (2019): 160-166.

10. Danylyshyn, Bohdan, et al. "Designing a marketing strategy for the development of industrial tourism in the region." Journal of Optimization in Industrial Engineering 14.Special Issue (2021): 1-8.

11. Alghamdi, A. & Reisinger, Y. (2021). Pilgrimage tourism in Saudi Arabia: Haj, Umrah and Vision 2030 marketing strategies. Journal of Destination Marketing & Management, 20, 100564.

12. Ozturk, A. B. & van Niekerk, M. (2014). Marketing of religious tourism destinations: The case of Turkey. Tourism Review, 69(3), 214–228.

13. Rahman, M. K. (2018). Motivations of international tourists visiting Islamic destinations: The case of Malaysia’s religious tourism. Journal of Islamic Marketing, 9(4), 841–86

14. Astanakulov O., & Soxibova M. (2024). ZIYORAT TURIZMINI RIVOJLANTIRISHDA INDONEZIYA TAJRIBASINI QO'LLASH: SALOHIYAT VA ISTIQBOLLAR. Scientific Journal of “International Finance & Accounting” Issue 1, February 2024.

15. Maltio, Maltio, and Yunia Wardi. "The influence marketing mix, islamic tourism and satisfaction to visitor loyalty: A literature review." 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018). Atlantis Press, 2019.

16. El-Gohary, Hatem, and Riyad Eid. "DMA model: Understanding digital marketing adoption and implementation by Islamic tourism organizations." Tourism Analysis 17.4 (2012): 523-532.

17. https://www.researchgate.net/publication/357349321_The_Potential_of_Halal_Tourism_Industry_in_Uzbekistan

18. https://president.uz/oz/lists/view/6764

19. https://wttc.org/research/economic-impact

20. https://www.unwto.org/tourism-data/global-and-regional-tourism-performance