“sanoat va xizmat ko'rsatish sohalarining raqamli transforma t siyasi: tendensiyalar, boshqaruv, strategiyalar” Xalqaro ilmiy-amaliy anjuman

Keywords:
tourism, tourism brand, brand policy, national brand. 
With the development of the tourism market, a significant factor in the formation of 
consumer preferences is the presence (or absence) of a tourist service of a name (trademark) 
known in the consumer environment. A trademark involves the implementation of a certain 
philosophy of introducing a given name using activities in the field of a complex marketing 
communications that send information to the target group of consumers that is adequate to 
consumer expectations, preferences and social attitudes [1]. 
A brand is a technology for creating and promoting a certain visual image, name, 
manufacturer's data about its service. The brand is aimed at: 
formation of consumer identification of services with a trademark, among other offers in 
the tourism market; 
the possibility of creating segments of the consumer market loyal to the brand that are not 
capable of rationally perceiving and evaluating competing offers; 
the ability to expand the range of services offered, included in a common brand (having a 
similar trademark), while endowing them with competitive advantages characteristic of the entire 
brand; 
a promising opportunity to move away from price competition and move to a higher level - 
competition between brands; 
strengthening the corporate image and market positions; 
a real reduction in the cost of marketing and promotion of new services, if they are 
included in already known to a wide range of consumers brand [2]. 
The spread of the use of brands in tourism at the end of the twentieth century is explained 
by: 
depersonalization of tourism services. Tour operators, when promoting tours, do not have 
the opportunity to demonstrate the value of the trips they offer. Until now, the only ways to 
visualize the tourism product have remained and remain either the possibilities of resort areas 
(types of resorts, hotels, nature), or the happy faces of rested people; 
growth of competition in the tourism market, accompanied by a transition from price 
competition to rivalry in the field of quality of tourism services provided. In today's tourism 
market, a tour operator with a competitive brand (or brands) is clearly more powerful than one 
with a truly stronger destination position or market opportunity; 
the need for constant modification of tours (as a result of growing competition in the 
tourism market). Developing a new tour or modifying an existing one always requires huge 
expenses for their promotion. However, the use of brand building technologies can significantly 
reduce these costs by including novelty tours in the product line of a well-known brand, which 
inspires confidence in the novelty tour and draws the attention of consumers to it; 
strengthening the role of agent networks. The agencies themselves are much more 
interested in selling tours that are part of well-known and popular brands among consumers. No 
Kazakh travel agency will refuse to sell tours that «will bear» the trademark of a well-known 
Kazakh or foreign tour operator; 
finally, the use of brands in tourism today is the foundation of its well-being tomorrow. 
Trademarks are much more durable than the tour operator itself, they are less exposed to 
negative exogenous factors and remain in the public consciousness for a long time. 

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