XALQARO TURIZM BRENDI TUSHUNCHASI VA UNING AHAMIYATI
Keywords:
xalqaro turizm, brend, turizm brendlashuvi, marketing strategiyasi, milliy imij, raqobatbardoshlik.Abstract
Mazkur maqolada xalqaro turizm brendi tushunchasi, uning tarkibiy qismlari va zamonaviy marketingdagi oʻrni yoritilgan. Brendlashning turizm sohasida qanday strategik ahamiyat kasb etishi, davlat imijiga va iqtisodiy rivojlanishga koʻrsatadigan ijobiy taʼsiri tahlil qilingan. Shuningdek, dunyo amaliyotida qoʻllanilayotgan muvaffaqiyatli turizm brendlari tajribasi misolida, Oʻzbekiston uchun tegishli tavsiyalar ishlab chiqilgan.
References
1. Aaker, D.A. Managing Brand Equity: Capitalizing on the Value of a Brand Name. – New York: Free Press, 1991. – 299 p.
2. Anholt, S. Competitive Identity: The New Brand Management for Nations, Cities and Regions. – Basingstoke: Palgrave Macmillan, 2007. – 134 p.
3. Balakrishnan, M.S. Dubai – a star in the east: a case study in strategic destination branding // Place Branding and Public Diplomacy. – 2008. – Vol. 4, No. 1. – P. 135–146.
4. Buhalis, D., Law, R. Progress in information technology and tourism management: 20 years on and 10 years after the Internet – The state of eTourism research // Tourism Management. – 2008. – Vol. 29. – P. 609–623.
5. Gertner, D. A (tentative) meta-analysis of the “place marketing” and “place branding” literature // Journal of Brand Management. – 2011. – Vol. 19(2). – P. 112–131.
6. Govers, R., Go, F.M. Place Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced. – Basingstoke: Palgrave Macmillan, 2009. – 228 p.
7. Kaváf, B., Chi, C.G.Q. Destination Image and Tourist Behavior // Tourism and Hospitality Research. – 2012. – Vol. 12(4). – P. 341–357.
8. Kotler, P. Marketing Management. – 13th ed. – Upper Saddle River, NJ: Pearson Education, 2009. – 816 p.
9. Kotler, P., Gertner, D. Country as brand, product, and beyond: A place marketing and brand management perspective // Journal of Brand Management. – 2002. – Vol. 9, No. 4–5. – P. 249–261.
10. Mahmudov, A., Toʻychiyev, U. Oʻzbekistonning turizm imidjini shakllantirishda media vositalarining oʻrni // Ilm-fan va taraqqiyot. – 2022. – №4. – B. 82–85.
11. Mikadze, T. Tourism Branding in Georgia: Destination Management and Development Challenges. – Tbilisi: Georgian Tourism Association, 2018. – 90 p.
12. Morgan, N., Pritchard, A. Destination Branding: Creating the Unique Destination Proposition. – Oxford: Butterworth-Heinemann, 2002. – 256 p.
13. Olins, W. On Brand. – London: Thames & Hudson, 2004. – 192 p.
14. Pike, S. Destination Marketing: An Integrated Marketing Communication Approach. – Oxford: Butterworth-Heinemann, 2008. – 352 p.
15. Ritchie, J.R.B., Crouch, G.I. The Competitive Destination: A Sustainable Tourism Perspective. – Wallingford: CABI Publishing, 2003. – 272 p.
16. Sharopov, A., Qurbonov, S. Hududiy turizmni brendlash masalalari // Ilmiy-amaliy izlanishlar. – Samarqand: SamDU nashriyoti, 2020. – B. 90–94.
17. Жўраев А. Туризм соҳасида маркетинг стратегияларининг замонавий йўналишлари. – Тошкент: Iqtisodiyot, 2021. – 136 б.
18. Каримов И.А. Юксак маънавият – енгилмас куч. – Тошкент: Маънавият, 2008. – 180 б.
19. Худойберганов М. Туризм соҳасини ривожлантиришда ҳудудий брендинг стратегиялари. – Самарқанд: СамДУ нашриёти, 2020. – 112 б.
