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No. 10 (2026)
Marketing

Scientific articles

OʻZBEKISTON TURIZMIDA TAJRIBA MARKETINGI VOSITALARIDAN FOYDALANISHNING NAZARIY ASOSLARI VA AMALIY YOʻNALISHLARI

DOI 10.67668/mj/2026iss10/2187 Pages 85-96

Published 2026-10-15

Authors
Narziqulov Elbek Farxod oʻgʻli
Affiliation
Alfraganus University image/svg+xml , Tashkent State University of Economics image/svg+xml
Marketing — 10-son, oktabr 2026
PDF (Uzbek) Google Scholar Google Scholar

Abstract

The article examines the theoretical foundations of experience marketing tools in tourism and the practical directions of their application in Uzbekistan. The main experience marketing models are systematised; based on the indicators of the tourism sector of Uzbekistan for 2016-2025, a disproportion between the growth of infrastructure capacity and the length of stay of tourists is identified. Drawing on the results of a survey of international tourists, the priority of experience elements in the formation of destination image is substantiated, and a classification of experience formats for Uzbekistan based on strategic experiential modules is proposed. The study used official statistics, the results of a survey of 149 international tourists and path analysis. It was found that affective image had a stronger effect on visit intention, and that this image was shaped mainly by the people and tourism product elements. The proposed experience formats rely on existing resources and are aimed at extending touristsʼ length of stay and increasing revisit intention. The experience-based tourism marketing practice of Georgia, Türkiye and Kazakhstan was also reviewed comparatively.

Keywords

experience marketing, experience economy, strategic experiential modules, destination image, length of stay, tourism product, hospitality, Uzbekistan

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