IMPROVING INNOVATIVE MECHANISMS OF MARKETING STRATEGY IN TOURISM ORGANIZATIONS
Received: 2026-05-30
Published: 2026-06-06
Abstract
This article examines the improvement of marketing strategies in tourism organizations through innovative mechanisms. In the digital economy, changes in tourists’ behaviour in searching for information, selecting services, and making purchasing decisions necessitate the integration of traditional marketing approaches with modern digital tools. The study employs methods of literature review, comparative analysis, generalization, and a systematic approach. Particular attention is paid to the impact of digital marketing platforms, data-driven decision-making, customer-oriented personalization, omnichannel communications, artificial intelligence-based chatbots, and CRM systems on marketing effectiveness. As a result of the study, practical recommendations have been developed to support the digitalization of marketing activities, improve customer relationship management, and enhance the competitiveness of tourism organizations in Uzbekistan in the international market.
Keywords
List of references
-
Oʻzbekiston Respublikasi Prezidentining 2025-yil 15-maydagi “2025-2026-yillarda sayyohlar oqimini keskin koʻpaytirish va turistik xizmatlar koʻlamini jadal kengaytirish orqali turizmning iqtisodiyotdagi oʻrni va ahamiyatini oshirish chora-tadbirlari toʻgʻrisida”gi PF-87-son Farmoni.
-
O'zbekiston Respublikasi Turizm va Madaniy Meros Vazirligi. (2025). O'zbekistonda turizm statistikasi 2025. Toshkent: TvMMV.
-
UNWTO. (2023). Tourism in the Digital Age: Trends and Technologies. World Tourism Organization. https://doi.org/10.18111/9789284425259
-
Kotler, P., & Armstrong, G. (2021). Principles of Marketing (18th ed.). Pearson Education.
-
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation and Practice (8th ed.). Pearson.
-
Абриев, З. С. (2022). Развитие социально-экономического потенциала туризма в Узбекистане в условиях пандемии COVID-19: перспективы на будущее через призму настоящего. Экономика, предпринимательство и право, 12(4), 1361–1376. DOI: 10.18334/epp.12.4.114360.
-
Pike, S. (2020). Destination Marketing: Essentials (3rd ed.). Routledge. https://doi.org/10.4324/9780429019296
-
Toshmatov, A., & Yusupov, B. (2023). O'zbekiston turizm sektori marketing faoliyatini takomillashtirish muammolari. Iqtisodiyot va innovatsion texnologiyalar jurnali, 11(2), 145–158.
-
McKinsey & Company. (2023). The value of personalization in tourism marketing. McKinsey Digital. https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-personalization
-
Buhalis, D., & Sinarta, Y. (2019). Real-time co-creation and nowness service: lessons from tourism and hospitality. Journal of Travel & Tourism Marketing, 36(5), 563–582. https://doi.org/10.1080/10548408.2019.1592059
About the Authors
License
This work is licensed under a Creative Commons Attribution 4.0 International License.