Role of Marketing Communications in Shaping and Promoting Tourist Destination Image
DOI:
https://doi.org/10.51699/cajitmf.v7i2.1218Keywords:
marketing communications, destination image, tourism development, digital marketing, Uzbekistan, Samarkand, integrated marketing communicationsAbstract
Global tourist destinations have been competing intensively for tourism and the increasing intensity of competition has made marketing communications as a significant strategic tool in building up and projecting destination image. Although tourism development has been widely researched, there is, however, a substantial gap in understanding how more contemporary communication channels, especially digital and interactive processes, assist in regional image development in developing market settings. This research uses a mixed-method approach, including statistical analysis of 2025 tourism data of Uzbekistan and regional case analysis of Samarkand with communication effectiveness and theoretical modeling. The results of the study show that communication measures from integrated marketing communications, especially digital channels, can improve destination awareness, tourist satisfaction, and the economic performance of a region. Findings show that regions branded in a coordinated manner like Samarkand welcomed relatively more tourists and experienced more significant revenue growth than less-branded areas. The research suggests that data-driven and digitally integrated communication strategies are the panacea for strengthening competitiveness and sustainability and should be prioritized and adopted by policymakers and tourism stakeholders.
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