Integrating Smart Tourism into Tourism Service Development and Tourism Product Marketing: The Case of Uzbekistan
DOI:
https://doi.org/10.51699/cajitmf.v7i2.1161Keywords:
Smart tourism, tourism service development, tourism product marketing, digital innovation in tourism, service sector transformation, tourism policy, UzbekistanAbstract
The rapid digital transformation of the global tourism market has positioned smart tourism as a strategic policy instrument for enhancing service quality, improving operational performance, and strengthening destination competitiveness. Smart tourism applies cutting-edge digital and information technologies, data-informed process examining, as well as intelligent platforms to promote service innovation and customer-centric tourism. Although the voluminous literature on smart tourism and digital marketing has garnered much academic interest, few studies have investigated in a comprehensive manner, the development and marketing of tourism services and products, especially in the preliminary stages of tourist destination exploration. Filling in this gap, the paper explores how smart tourism as an integrated solution can be implemented to improve service development and promoting tourism product taking Uzbekistan as a case. The study is an in-depth, qualitative and analytical second data analysis from secondary sources such as international tourism reports, peer reviewed-science publication(s) and other official statistical publication(s). And the use of comparative analysis, qualitative content analysis is used to examine how smart tourism technologies affect service innovation, coordination mechanism and market responsiveness. The results suggest that smart tourism technologies are positively correlated with the quality of tourism services by enhancing accessibility, personalization and interactivity, and integration into service provision in addition to promoting the marketing of tourist products given support for targeted, interactive and adaptive efforts. The findings of this study indicate that service improvement and marketing performance are partner outcomes in a comprehensive smart tourism system. The originality of the study is that smart tourism is a service–marketing concept at least as much as it was a technological paradigm. Findings provide managers and policy makers related with UzRU smart tourism strategies in Uzbekistan on how service innovation and market orientation objectives interact for competitiveness and sustainable development of the destinations.
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