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Son 9 (2026)
Marketing

Ilmiy maqolalar

XALQARO MEHMONXONA TARMOQLARIDA BRENDING STRATEGIYALARI VA IQTISODIY SAMARADORLIK OʻRTASIDAGI BOGʻLIQLIK

DOI 10.67668/mj/2026iss9/1989 Betlar 402-409

Nashr qilingan 2026-09-07

Mualliflar
Ergashev Oybek Mamarasul oʻgʻli
Tashkilot
Toshkent Davlat Iqtisodiyot Universiteti image/svg+xml
Marketing jurnali — 2026-yil sentabr, 9-son
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Annotatsiya

Maqolada xalqaro mehmonxona tarmoqlarining brending strategiyalari portfel tarkibi, oʻsish va daromadlilik oʻrtasidagi bogʻliqlik asosida oʻrganildi. Oʻn sakkizta guruh maʼlumotlari asosida brendlar soni, portfel jamlanishi va yengil aktivli model ulushi taqqoslandi. Tahlilda Herfindal-Hirshman indeksi, samarali brendlar soni va regressiya modellaridan foydalanildi. Keng portfel xona fondining yuqoriroq oʻsishi bilan bogʻlandi, daromad koʻrsatkichlarini izohlashda esa portfel jamlanishining ahamiyati aniqlandi. Yengil aktivli model ulushi bilan EBITDA marjasi oʻrtasida ijobiy bogʻliqlik kuzatildi. Oʻzbekiston bozorida faoliyat yurituvchi guruhlarning xususiyatlari alohida koʻrib chiqildi. Mehmonxona egalari uchun hamkor tanlashda tarmoq hajmi bilan birga yetakchi brendlarning mavqeyini hisobga olishga qaratilgan tavsiyalar ishlab chiqildi. Natijalar kuzatilgan bogʻliqliklar doirasida ehtiyotkorlik bilan talqin qilindi.

Kalit so'zlar

mehmonxona tarmoqlari, brending strategiyasi, portfel arxitekturasi, portfel jamlanishi, samarali brendlar soni, yengil aktivli model, RevPAR, EBITDA

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