The role of digital marketing and technology on international tourist arrivals to Uzbekistan
Keywords:
Digital Marketing, Tourism Competitiveness, Tourist Arrivals, Destination Visibility, Smart Technology AdoptionAbstract
The research aims at establishing the effects of digital marketing and technology on the flow of international tourists to Uzbekistan employing the multiple linear regression model. This analysis shows that Destination Visibility Score (DVS), Digital Marketing Expenditure (DME), Social Media Engagements (SME), and Competitiveness Index (CI) predicted the number of arrivals, meaning that online exposure, targeted advertising, and competitive positioning matter. As found from the present work, STAS has a positive but non-significant impact and thus requires more research. Therefore, based on the identified research findings it is crucial to enhance the role of digital tools and upgrade digital resources to support the further development of Uzbekistan as a global tourism destination, indicating useful advice for policy making.
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