Development of Domestic Tourism and PR Technologies in Uzbekistan
Abstract
The research investigates Uzbekistan's expansion of domestic tourism through an assessment of public relations technologies which drive sustainable tourism advancement. The successful application of PR methodologies at the regional level has not been fully implemented despite improvements in infrastructure and policy development and visitor numbers. This restricted development of domestic tourism confines its complete advantages especially in ecotourism and gastronomic tourism. A combined research method using national tourism statistics (2006–2019) analysis alongside 73 Uzbek citizen survey data assesses both public reactions and the effectiveness of PR activities. The study demonstrates a massive growth in domestic tourism since 2006 when less than 0.7 million visitors became more than 4 million through government-led PR campaigns and enhanced transport options. The research notes several crucial obstacles including the lack of digital marketing facilities in regional tourism businesses while showing PR needs development and the management style conflicts with regional cultural elements. The public expresses optimistic views about how promotional strategies affect their travel choices according to survey data while they indicate that promoting place branding requires customized promotion approaches for different target markets. Royalty-tourism development success in Uzbekistan depends on improved modern communication infrastructure along with strengthened regional PR capacities and active-community involvement. Uzbekistan will achieve complete exploitation of its cultural and natural resources through adaptive decentralized approaches to public relations thus improving both its national tourism presence and home country tourist participation.
References
[2] World Tourism Organization (UNWTO), International tourism highlights. Madrid: UNWTO Publications, 2022.
[3] United Nations Development Programme (UNDP), Sustainable tourism and local development in Central Asia. New York: UNDP, 2022.
[4] Tourism Marketing Intelligence (TMI), “Destination branding and PR case studies.” 2023. [Online]. Available: https://www.tmi.org
[5] The Economist Intelligence Unit, “Tourism Competitiveness Index: Uzbekistan Profile.” London, 2023.
[6] State Committee for Tourism Development of the Republic of Uzbekistan, “Annual tourism development reports.” UzTourismPress, Tashkent, 2019.
[7] National PR Center, “Tourism PR strategy overview.” State Committee for Tourism Development, Tashkent, 2022.
[8] Ministry of Culture and Tourism of the Republic of Uzbekistan, “National tourism development concept until 2030.” Tashkent, 2023.
[9] P. Kotler, J. T. Bowen, and J. C. Makens, Marketing for Hospitality and Tourism, 7th ed. Pearson Education, 2017.
[10] V. V. Korolko, Public Relations: Theory and Practice. Moscow: REFL, 2004.
[11] D. Gursoy, C. G. Chi, and L. Lu, “Developing a typology of local residents’ attitudes toward tourism: A systematic review,” Tour. Manag. Perspect., vol. 30, pp. 53–65, 2019.
[12] S. Black, Public Relations. London: Kogan Page, 2013.
[13] A. K. Bhatia, The Business of Tourism. New Delhi: Sterling Publishers, 2006.
[14] E. L. Bernays, Crystallizing Public Opinion. New York: Boni and Liveright, 1923.
[15] Author, “Public opinion survey on internal tourism and PR influence,” 2024.
In submitting the manuscript to the Central Asian Journal of Innovations on Tourism Management and Finance, the authors certify that:
- They are authorized by their co-authors to enter into these arrangements.
- The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal.
- That it is not under consideration for publication elsewhere,
- The publication has been approved by the author(s) and by responsible authorities – tacitly or explicitly – of the institutes where the work has been carried out.
- They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
- They agree to the following license and copyright agreement.
License and Copyright Agreement
Authors who publish with Central Asian Journal of Innovations on Tourism Management and Finance agree to the following terms:
- Authors retain copyright and grant the Central Asian Journal of Innovations on Tourism Management and Finance right of first publication with the work simultaneously licensed under Creative Commons Attribution License (CC BY 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the Central Asian Journal of Innovations on Tourism Management and Finance published version of the work (e.g., post it to an institutional repository or edit it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
