DIRECTIONS FOR IMPROVING THE COMPETITIVENESS OF BUKHARA HOTELS
Keywords:
hotel services, service quality, branding, marketing efforts, competitiveness, tourist destinationAbstract
The thesis examines strategies to enhance the competitiveness of hotels in Bukhara, a city known for its extensive historical and cultural legacy and a major player in Uzbekistan's tourism industry, more competitive. It draws attention to the main issues that local hotels confront, such as their slow adoption of cutting-edge digital technologies, poor service, and a lack of compliance with international hospitality standards. The thesis offers helpful suggestions for enhancing service quality, branding, and marketing initiatives to place Bukhara hotels competitively in the worldwide market by examining best practices in the global hospitality sector. The results help to build a strong framework for improving the hotel sector's cultural and economic influence in Bukhara, which will ultimately increase the area's allure as a top travel destination.
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