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No. 9 (2026)
Marketing

Scientific articles

SAMARQANDDA TADBIR VA KOʻNGILOCHAR XIZMATLAR RIVOJLANISH HOLATINI TAHLIL QILISH

DOI 10.67668/mj/2026iss9/2095 Pages 580-588

Published 2026-09-07

Authors
Yunusov Xurshid Azamatovich
Affiliation
Samarkand Institute of Economics and Service image/svg+xml
Marketing jurnali — 2026-yil sentabr, 9-son
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Abstract

This article analyzes the state of development of the event and entertainment services market in the Samarkand region for 2021-2025 based on statistical data. It examines the relationship between the number of entertainment events held, audience composition, revenue sources, and marketing effectiveness indicators. Using official statistics and open sources, the study finds that the sectorʼs physical indicators (number of events, number of visitors) are growing steadily but at a moderate pace, while revenue and marketing effectiveness indicators are growing considerably faster. This pattern is explained by the active adoption of digital marketing and social media within the sector. According to the results, in 2021-2025 the number of events grew by 17.6% and the number of visitors by 16.4%, whereas total revenue increased by 67.3% and marketing ROI rose from 145% to 210%. Advertising revenue was the fastest-growing income source, while foreign visitors and young people stand out as the most promising audience of the sector. The article concludes with concrete practical recommendations for the sectorʼs further development.

Keywords

event marketing, entertainment services, Samarkand region, marketing effectiveness, digital marketing, services market, tourism

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