THE EFFECTIVENESS OF USING DIGITAL MARKETING TECHNOLOGIES IN PROMOTING TOURISM SERVICES IN UZBEKISTAN

Abstract

Purpose. The purpose of this article is to analyze the effectiveness of using digital marketing technologies in promoting tourism services in the Republic of Uzbekistan and to scientifically substantiate ways of increasing this effectiveness. Methods. The study applies comparative analysis of statistical data, systematization of relevant scientific literature, and generalization of domestic and foreign practical experience. Results. The analysis shows that social media platforms, search engine optimization (SEO), content marketing, and artificial intelligence-based personalized advertising tools are considerably more effective than traditional promotional methods in bringing the country’s tourism potential to the attention of foreign and domestic travelers. Conclusion. The comprehensive and continuous implementation of digital marketing tools, the development of public-private partnership, and the training of qualified specialists are important factors in increasing the competitiveness of Uzbekistan’s tourism sector.