EMPIRICAL ANALYSIS OF THE DIGITAL TRANSFORMATION OF CONSUMER BEHAVIOR IN THE TOURISM MARKET OF KASHKADARYA REGION
DOI:
https://doi.org/10.60078/3060-4842-2026-vol3-iss3-pp155-160Abstract
This scientific article presents an empirical analysis of the digital transformation of consumer behavior in the tourism market of Kashkadarya region. The study examines the level of tourists’ use of digital platforms, social networks, mobile applications, and online booking systems. It also identifies the impact of digital technologies on the processes of selecting, evaluating, and purchasing tourism services. The results of the empirical analysis indicate changing consumer needs in the regional tourism market and the growing importance of digital marketing tools. The findings of the study can serve as a basis for improving tourism services and developing effective digital strategies in the Kashkadarya region
Keywords:
digital transformation tourism market consumer behavior Kashkadarya region digital marketing online booking tourism services mobile applications social networks empirical analysisReferences
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