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No. 8 (2026)
Marketing

Scientific articles

TURISTIK REKREATSIYALAR RAQOBATBARDOSHLIGINI INTEGRAL MODEL KOʻRSATKICHLARI ASOSIDA BOSHQARISHNING USLUBIY ASOSLARI

DOI 10.67668/mj/2026iss8/2091 Pages 435-441

Published 2026-08-30

Authors
Hasanov Samad Axatillaevich
Affiliation
Shahrisabz tuman hokimi Qashqadaryo viloyati
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Abstract

This article proposes an approach to assessing the competitiveness of tourism and recreation areas using indicators of the appeal of the destination product, service quality, infrastructure, management capacity, and sustainability. External and internal factors are classified, and a procedure for normalizing and weighting indicators to calculate a composite index is specified. The index is used in a proposed cycle of monitoring, benchmarking, and selecting management actions. The weights and decision thresholds require empirical calibration for each area. The study applies systems analysis, min-max normalization of indicators and weighted aggregation. A separate six-criterion expert assessment is proposed to rank management measures, and it is kept distinct from the weights of the composite index. The results can be used by regional tourism authorities and recreation area managers as a tool for monitoring and decision-making. The proposed approach allows index values to be compared across areas and periods and helps identify weak areas.

Keywords

tourism and recreation area, competitiveness, composite index, destination product, monitoring, management decisions

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