Digital Transformation in Tourism: A Quantitative Study of Online Booking and E-Tourism Platforms in Uzbekistan
Abstract
Digitalization continues to transform the global tourism sector to transform the area’s competitiveness and work productivity. In this paper, the effects of digital transformation, encompassing on-line booking services and e-tourism platforms in the context of Uzbekistan’s tourism performance, will be investigated. Measuring with 200 observations by applying a quantitative method, we assess the relevant factors such as the ease of use the platforms, the level of internet, government policies, general knowledge of the customers, and the overall marketing strategies. Outcomes reveal more of the complex relationships of these variables, with the p-value or marginal significance in regards to adoption rates, platform usefulness and governmental support. This is in line with existing barriers that need to be overcome by directing appropriate investments to digital infrastructure, development of related stakeholders’ capacities, as well as platform design, especially for the intended user groups. As explained above, by following global trends, Uzbekistan can use the potential of digitalization as the key driver of increasing the overall competitiveness, inclusiveness, and sustainability of the tourism sector in the country. By doing so, this research offers practical recommendations for policymakers and adds to the scarce body of knowledge on digital transformation in emerging markets.
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