Digital Transformation and Strategic Management in Uzbekistan’s Tourism Industry
Abstract
The rapid evolution of digital technologies has significantly reshaped the global tourism landscape, prompting the need for adaptive management strategies. This study investigates the relationship between technological adoption and customer satisfaction in the tourism industry, with a specific focus on the Samarkand region of Uzbekistan. Grounded in the Service-Dominant Logic, Tourism Area Life Cycle (TALC), Expectation-Disconfirmation, and Diffusion of Innovation theories, the research identifies key trends in digital engagement and service evaluation across age groups. The study employs a mixed-method approach combining literature review, quantitative surveys of 100 respondents, and SPSS-based statistical analysis. Key indicators such as digital tool usage and service satisfaction were examined using descriptive statistics, correlation analysis, and reliability testing (Cronbach’s alpha = 0.802). Results indicate a strong positive relationship between digital engagement and service satisfaction, particularly among respondents aged 18–25, who also constituted the largest demographic group. Graphical representations and tables highlight the digital divide across generations, suggesting a need for inclusive technological strategies. The findings emphasize the managerial importance of balancing digital transformation with core service quality to enhance tourist experience. The discussion supports theoretical models and identifies a knowledge gap in institutional readiness and regional strategy alignment. The study concludes with recommendations for further research on AI-enabled tourism, regional digital infrastructure, and long-term behavioral shifts in post-pandemic travel. These insights contribute to developing sustainable and competitive tourism models in the era of digital globalization.
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