Innovation science and technologiy Volume 2 Issue 5 (2026)
THE ROLE OF DIGITAL MARKETING IN ENHANCING TOURISM-RELATED BUSINESSES IN UZBEKISTAN
Odilov, Akmaljon
Abstract
The paper examines the potential of digital marketing as an instrument for improving the economicdevelopment of tourism-related businesses in Uzbekistan. With the rapid digitalisation of the economy, moreand more tourism companies are switching from conventional marketing approaches to innovative technologiesin order to remain competitive in the global environment. Various digital marketing instruments are studiedin this context, such as social media, SEO techniques, influencer marketing, and content personalisation.A quantitative research methodology was used in the current study; thus, data were gathered through aquestionnaire administered to a random sample of tourists who had visited Uzbekistan. It has been foundthat a significant share of tourists uses digital channels intensively to search for tourism-related services whilemaking decisions about their destination. In addition, social networks and influencers play a considerable rolein shaping tourists’ behaviour and preferences.
tourism, marketing, business, economic development, techniques, social media.
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