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PROMOTING NATIONAL TOURISM PROGRAMS VIA DIGITAL MARKETING 
OUTLETS IN UZBEKISTAN 
Shukurov Sanjar Inoyatulloyevich 
Senior lecturer 
Department of Corporate Economics and Business Analytics 
Joint International Educational Program between 
Tashkent State University of Economics and Ural State University of Economics 
Today big data is the main building block for improving the quality of tourism and travel. This 
big data brings together information from different sources to create potential knowledge, make better 
predictions, and tailor out touristic services. This thesis analyzes big data as an industry to develop an 
effective analytical center for the development of tourism programs in the Republic of Uzbekistan. 
The tourism industry in the country needs a sustainable marketing platform for combining 
social and economic services to promote short-term and long-term tourism programs in the regions of 
Uzbekistan and in the Republic of Karakalpakstan. In such circumstances, this industry reveals not 
only everyday problems, but cultural and ethical problems with which local and foreign tourists come 
across. One of the main reasons is the lack of local information and marketing data. Foreign travel 
platforms such as “booking.com” are ahead of them in collecting the necessary data to promote travel 
programs and services and have successfully established feedback system through digital marketing. 
These companies, due to the resale of consumer data in the secondary market of big data, are 
making a huge step in the digital economy and in the digitalization of tourism through social networks 
and platforms with marketing data while making huge profits in Uzbek market. In this regard, this 
thesis discusses ways to address the development and processing of data to create competition in the 
tourism industry in the Republic of Uzbekistan. 
The social changes of modern society and the rapid development of information technologies 
create a colossal platform for the development of tourist infrastructures for the connection of digital 
“smart” technologies such as QR codes. At the same time, processing of big data gives a huge effect 
for building strategic plans for the development of the tourism potential of the Republic of Uzbekistan 
in the period 2020-2023. The concept of “smart and safe” tourism is gradually being introduced into 
the Uzbek system for managing tourist flows throughout the republic and in the Republic of 
Karakalpakstan. 
In this regard, the demand for human capital and fully connected infrastructures that will work 
autonomously, collecting data to build feedback system and feedback data from visitors to the country, 
is very important to analyze for the effective implementation of structural and institutional changes in 
conjunction with the Uzbek Tourism agency. In addition to this national company, the country needs 
a small business that will cause industry deficiencies in tourism. These small entrepreneurs will 
provide quality services in the field of tourism and the digitalization of the national economy. At the 
same time, it is necessary to digitalize the tourism industry through social networks and platforms and 
through the national media channels of Uzbekistan. 
Nowadays, foreign experience shows that big data helps to improve national security, improve 
marketing efficiency, reduce credit risk, improve medical research and promote urban planning as 

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well. Using easily observable characteristics and events, big data brings together information from 
different sources in new ways to create knowledge, better forecast or tailor services. And also, in 
advanced economies, governments serve their citizens better, hospitals are safer, firms provide new 
credit packages to those previously excluded from the market, law enforcement officers catch more 
criminals, and countries are safer. Strategic designs to improve the tourism industry with big data in 
Uzbekistan need to take into account the essence of big data, as some skeptics still refer to it as 
“morally neutral” or “have benefits that outweigh any costs”. “Big data, like all technologies, is 
ethically “neutral” because it is implicit in reports on the strategic and operational challenges of big 
data, but largely ignores the ethical and social implications that are very important in promoting 
tourism. Automatic data selection and analysis of similar data excludes ethical analysis both in 
practice and in academia. However, the creation, aggregation and sale of data can change relationships 
and business models and require a rethinking of information management strategies, including ethics 
and privacy issues not only for individuals as individual travelers, but also for the legal entities that 
serve them. 
To address such issues, the BDI system – the big data industry helps to identify systemic risks 
in modern big data practice. This approach puts big data into a larger system of firms, organizations, 
processes, and norms for analysis. The potential volume, variety, and speed of data, and the new 
analytics needed to generate actionable insights, are making big data a difference, not a power. To 
create and use these large datasets for maximum impact, many firms collect data to create a new 
“digital market” and sell access to these new datasets. Such an approach and such a system does not 
yet exist for the national company of Uzbek Tourism as well as at hand for small businesses in the 
tourism industry in Uzbekistan, which complicate the process of improving services and market 
segmentation with such a major advantage than its competitors. It is important to note that if there is 
a market for a product, then there is a corresponding industry that meets these requirements. And as 
the big data market continues to grow and measure, the corresponding big data industry, which 
includes firms that produce, analyze and use big data, is starting to merge with industry standard 
practices. This means that national companies must work with such companies to master such big data 
generation to develop value-added travel services in tourism industry.
On the other hand, the tourism industry in the country needs a sustainable platform for 
combining social and economic services to promote short-term and long-term tourism programs in 
the regions of Uzbekistan and in the Republic of Karakalpakstan. In such circumstances, this industry 
reveals not only everyday problems, but cultural and ethical problems faced by local and foreign 
tourists which relatively affect the flow of tourists into the country.
As a result, the resale of consumer data in the secondary market of big data, these outsider 
companies are making a huge step in the digital economy and in the digitalization of tourism through 
social networks and platforms comparing to the Uzbek national tourism agency and tourist firms. In 
this regard, this thesis considered ways of solving the development and processing of data via 
marketing outlets to create competition in the tourism industry in the Republic of Uzbekistan.