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№ 5 (2026)
Marketing

Ilmiy maqolalar

TURISTIK MANZIL IMIJINI SHAKLLANTIRISHDA MARKETING-MIKS (7P) MODELINING NAZARIY ASOSLARI

Опубликован 2026-05-28

Авторы
Narziqulov Elbek Farxod oʻgʻli
pdf (узбекский) Google Scholar Google Scholar

Аннотация

Mazkur maqolada turistik manzil imijini shakllantirishda marketing-miksning 7P
modeli nazariy jihatdan tahlil qilingan. Tadqiqot davomida turistik imijning kognitiv,
affektiv va umumiy komponentlari hamda ularning turistlar tashrif niyatiga ta’siri
o‘rganilgan. Marketing-miks elementlari - mahsulot, narx, joy, reklama, odamlar,
jarayon va fizik muhitning turistik manzil imijini shakllantirishdagi o‘rni asoslab
berilgan. Baloglu va McCleary modeli hamda xizmatlar marketingi konsepsiyasi
asosida konseptual model ishlab chiqilgan. Tadqiqot natijasida O‘zbekiston turizmi
uchun tarixiy meros, mehmondo‘stlik va raqamli marketing vositalari strategik imij
resurslari sifatida baholangan. Ijtimoiy tarmoqlar va influencer marketing turistlarning
kognitiv va affektiv imijini mustahkamlovchi samarali vosita ekani aniqlangan. 

Ключевые слова

turistik manzil imiji, marketing-miks, 7P modeli, turizm marketingi, kognitiv imij, affektiv imij, raqamli marketing, influencer marketing

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