THE IMPACT OF DIGITALIZATION PROCESSES ON ASSESSING THE COMPETITIVENESS OF TOURISM ENTERPRISES IN UZBEKISTAN
Keywords:
Digitalization, competitiveness, tourism enterprises, Uzbekistan, e-tourism, digital transformation, SWOT analysis, CRM systems, online booking, tourism strategy.Abstract
This study investigates the impact of digitalization on the competitiveness of tourism enterprises in Uzbekistan. As the tourism industry becomes more technology-driven, digital tools such as online booking systems, CRM platforms, and digital marketing have become essential for improving efficiency and customer engagement. Through a mixed-methods approach involving surveys from 80 tourism businesses and in-depth interviews with sector experts, the study analyzes how digital transformation influences market performance.
Findings reveal a strong positive correlation between digital adoption and key competitiveness indicators, such as service quality, customer retention, and innovation. Despite this potential, many enterprises face significant barriers, including limited digital skills, financial constraints, and inadequate IT infrastructure. A SWOT analysis summarizes the internal strengths and weaknesses, as well as external opportunities and threats that shape the digital landscape in Uzbekistan’s tourism sector.
The research concludes by offering strategic recommendations to enhance digital capacity, promote investment in technology, and support sustainable competitiveness through innovation and public-private collaboration.
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