REGIONAL MARKETING IN TOURISM DEVELOPMENT ROLE AND IMPORTANCE

Abstract

Tourism in the Republic of Uzbekistan is one of the priorities of the economy, the development of which creates new jobs, the growth of entrepreneurial and investment activity, the development of service and hospitality infrastructure, environmental cleanliness, living standards and contributes to the expansion of international cooperation. A number of structural units of the republic have developed tourism development programs related to solving the most important problems of socio-economic development in the regions. Samarkand region is one of these regions. The favourable geopolitical position of the region, the diversity and unique natural-recreational and cultural-historical potential of Samarkand provide the opportunity to form a world-class tourist and recreational complex with the most developed infrastructure of service and hospitality. Tourism development is one of the priorities of the socio-economic strategy of the region.At the same time, the analysis of the results of tourism activities in 2011-2019 does not allow us to consider tourism as an important factor in regional development, the share of tourism in GDP remains low. In many ways, this is a consequence of the imperfection of regional marketing in the tourism industry. Modern marketing technologies are not sufficiently used in the activities of state bodies for tourism regulation in Samarkand region, statistical studies do not fully reflect the sectoral and regional characteristics of tourism, the database formed as a result of these studies does not allow to develop reliable forecasts and tourism development programs. which reduces the efficiency of tourism development and the competitiveness of regional tourism products.