Brand Formation as a Factor in the Development of Domestic and Inbound Tourism in Uzbekistan
Abstract
The article analyzes such a concept as a "brand" and the possibility of its use in shaping the image of a particular destination. Tourism develops the territory's infrastructure and
includes it in the global cultural space, regardless of the territorial location of the object. Uzbekistan has all the necessary prerequisites for domestic and inbound tourism and is developing in this direction today. The article discusses creating a national brand of Uzbekistan as a tourist destination without public funds and with the involvement of the competencies and creative potential of the best specialists. A tourist brand is a symbol of recognizable images and associations born from the word "Uzbekistan." This is a semantic and visual shell for the whole complex of actions that will form an idea of our country in the eyes of tourists. Professional participants developed more than 20 brand concepts within the framework of open workshops. In addition, the author analyzes the knowledge of foreign tourists about our country and the preferences of Uzbekistan tourists in their country. Effective Branding of tourist destinations is a prerequisite for their competitiveness and attractiveness for travelers. The article contains an analysis of the attractiveness of the territory of the Tambov region as an object of tourism based on existing regional brands. The author believes that the correct approach to using the territory brand forms an attractive image of Uzbekistan for potential customers, creates favorable conditions for life and business activity, and ensures the effective use of natural, material, technical, financial, labor, organizational, social and other
resources.
References
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