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No. 9 (2026)
Marketing

Scientific articles

NAMANGAN VILOYATIDA TURIZM MARKETINGINI RIVOJLANTIRISHNING ZAMONAVIY BOSHQARUV MEXANIZMLARI

DOI 10.67668/mj/2026iss9/2131 Pages 817-825

Published 2026-09-07

Authors
Ismoilova Nafisa Ikromjon qizi
Affiliation
Namangan State Technical University image/svg+xml
Marketing jurnali — 2026-yil sentabr, 9-son
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Abstract

The article analyzes the current state of tourism marketing development in Namangan Region and modern management mechanisms. The study evaluates tourism indicators for 2023–2025 using statistical and comparative methods. The results indicate growth in tourist flows and the volume of tourism services, while problems remain in territorial branding, digital marketing, and tourism product diversification. The study concludes by proposing management mechanisms aimed at improving the effectiveness of tourism marketing. The analysis draws on data from the Namangan Regional Statistics Department and the Tourism Committee on tourist numbers, foreign tourist flows, the volume of tourism services, accommodation facilities, hotel beds and sectoral employment. Between 2023 and 2025, the number of tourists increased by 39.5%, foreign tourists by 81.0% and the volume of tourism services by 67.7%. The proposed mechanisms include a regional tourism brand, a digital marketing ecosystem, tourism product diversification and a regional marketing council.

Keywords

Namangan Region, tourism marketing, territorial brand, digital marketing, tourism product, management mechanism, tourism potential, service sector

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