FACTORS FORMING THE TOURISM BRAND OF UZBEKISTAN
Keywords:
Tourism brand, branding, Uzbekistan, nation brand, tourism potential, cultural heritage, marketing strategy, place marketing.Abstract
This scientific article is devoted to the study of the key factors and mechanisms for forming a national brand in the tourism sector of the Republic of Uzbekistan. The relevance of the research is determined by the necessity to fully realize the country's tourism potential, enhance its competitiveness, and create a distinctive image for Uzbekistan in the global tourism market. The article examines the scientific and methodological aspects of developing an effective brand strategy for Uzbekistan, based on modern branding theories, including concepts of place branding. The primary focus of the research is on leveraging historical heritage, cultural, natural, gastronomic, and niche tourism resources, all of which contribute to the formation of a unified brand identity.
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