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No. 4 (2025)
Marketing

Articles

USING SOCIAL MEDIA MARKETING IN THE SUSTAINABLE DEVELOPMENT OF TOURISM IN THE REGION (EXAMPLE OF KHORAZM REGION)

Published 2025-04-30

Authors
Bekjanov Dilmurad Yuldashovich a , Samandarova Mohinur Qadamboy qizi b
Affiliations
a Head of the Department of Business and Management of Urganch State University named after Abu Rayhan Beruni, associate professor
b 2nd-level master's student of the Urganch State University named after Abu Rayhan Beruni, majoring in Tourism (by types of activities)
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Abstract

This article examines the relevance, opportunities, and existing challenges of using social media marketing (SMM) tools for the sustainable development of regional 477 tourism, with a focus on the Khorezm region. The study identifies key directions for promoting tourism effectively on digital platforms and analyzes content on social networks such as Facebook, Instagram, YouTube, and Telegram. Furthermore, Khorezmʼs SMM p erformance is compared with that of Tashkent, Bukhara, and Samarkand regions. The article concludes by offering solutions to current issues and outlines future -oriented recommendations.

Keywords

Khorezm tourism, social media marketing, digital marketing, sustainable development, SMM strategy, visual content, influencer marketing, regional tourism, tourism branding, comparative analysis

References

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