THE ROLE OF MARKETING IN THE DEVELOPMENT OF TOURISM IN THE BUKHARA REGION
Abstract
This article examines the pivotal role of marketing in enhancing tourism in the Bukhara region of Uzbekistan. By employing a mixed-method approach that includes case studies, statistical analysis, and visitor surveys, the study reveals how integrated marketing strategies have contributed to the growth of Bukhara as a tourist destination. The analysis highlights the successful implementation of both traditional and digital marketing techniques, such as cultural festivals, social media campaigns, and collaborations with travel influencers. Despite significant progress, challenges such as limited international connectivity and competition with other historical cities persist. The article identifies opportunities for advancing marketing efforts, including the adoption of augmented and virtual reality technologies, and enhanced international cooperation. The findings suggest that by embracing innovative marketing strategies and addressing existing challenges, Bukhara can further solidify its status as a cultural and historical hub, thereby boosting its tourism industry and contributing to regional economic development.
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References
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