This paper argues that domestic tourism can present new opportunities and boost the recovery process in whole tourism field of Uzbekistan

Sustainable development in the perspectives of local tourism
From the viewpoint of today's market, green products and services are the trends of now. In other words, sustainable and eco-friendly production and service process is the main priority in front of any business from large corporations to small and medium enterprises. The demand for this need also affects the tourism industry as well as hospitality. Big companies can meet growing these needs while small ones may have fewer chances comparing with them. In the case of the domestic tourism industry in Uzbekistan, small and medium businesses are the main driver that depends on the flow tourists and stability of this sphere. Furthermore, the Covid-19 pandemic has affected the number of visitors via the quarantine period to detect and treat the virus over the world. Due to this situation, developing domestic tourism plays a crucial role because international tourism is recovering slowly. One of the ways, to establish domestic tourism branding via local businesses. According to the research study which conducted by Melania Woodland and T.G. Acott [ CITATION Mel \l 1033 ], local tourism brand can be improved as much as by implementing sustainable tourism development and taking into consideration local small and medium businesses in sustainability. Conducting the domestic tourism brand involves planning comprehensive brand and marketing strategies to introduce the public to the sustainable development of the tourism business as a unique competitive advantage. As above mentioned, small and medium businesses represent major tourism industry and these companies are not homogenous[ CITATION Mel \l 1033 ], because of this each one has different purposes and motivations in the tourism business. Although, Dewhurst and Thomas [ CITATION Dew03 \l 1033 ] conducted research proposes that a lot of small business misses the significance of eco-friendly approach in practice. They also conducted the main factors that may have an impact on tourism business that directs to sustainable development: individual values, economic internal and external impacts, environmental and ecological awareness and et cetera. Especially, sustainable development demands a needed infrastructure to start sustainable practices [ CITATION Mel \l 1033 ]. Local branding can create a network of grass-roots level which raises the sales of local tourism services and products with the sustainable value at the domestic level [ CITATION Mel \l 1033 ]. The research conducted in the United Kingdom by Forsyth gave information about many companies in the tourism industry understood the profitability of sustainable practices of tourism [ CITATION For95 \l 1033 ]. Also, in the UK, one of the widespread techniques in marketing is to make a relation between local brand and destination[ CITATION Mel \l 1033 ]. Based on the results of Melania Woodland and T.G. Acott [ CITATION Mel \l 1033 ] research, almost 70 percent of participants in the survey indicated that problems with the environment and ecology of local destinations have a direct impact on their businesses. And this shows the relationship between tourism business and destinations with natural beauty that can cause attention from the side of the business owners because these natural destinations are a generator of the flow of tourists. Moreover, it is a reason why small and medium tourism businesses start to the conservation of natural environment. In addition, except for several issues around the natural environment, there is competition inside the tourism industry and low capital and et cetera [ CITATION Mel \l 1033 ], also proved by the research work of Stevens [ CITATION Ste02 \l 1033 ] natural environmental-related problems are not all issues yet. The qualitative data collected by the research of Melania Woodland and T.G. Acott [ CITATION Mel \l 1033 ] suggested that only 38 percent of their respondents were familiar with the concept of sustainable tourism, and determined still a connection of monetary expenditures with the term of sustainability. Also, the theory of Berry and Ladkin [ CITATION Ber97 \l 1033 ] supported the idea that some businesses have not enough knowledge to understand the concept of sustainable tourism and turn it into a practical sphere. Due to this association with sustainability, some scientists recommended that to connect sustainable tourism development with profitability to achieve both sustainability and financial benefit[ CITATION Ver03 \l 1033 \m Whe99 \m For95]. Also the several small and medium businesses accepted sustainable tourism as the added value from the viewpoint of tourism products and services [ CITATION Mel \l 1033 ]. In early times, the customers mainly gave attention to the cost [ CITATION Poo97 \l 1033 \m Wor00], while today's customers choose added-value products and services which gives high quality [ CITATION Bur95 \l 1033 \m Fon01] and support natural environment rather than polluting. Another side of sustainable tourism development is that this approach gives a positive promotion to the customers [ CITATION Mel \l 1033 ]. This kind of approach includes some activities such as acquiring supply from local suppliers, preserving the natural environment, advertising local products and services, hiring local people, allowing tourists of a destination to give help to protecting the natural environment, and et cetera. More than half of participants of Melania Woodland and T.G. Acott’s survey [ CITATION Mel \l 1033 ] responded that there are obstacles to sustainable tourism development, however, these are not exact to determine them. The main of them is a shortage of time and disapproval from the government side. Despite these issues, local tourism businesses with local suppliers can reach sustainable tourism development by protecting the natural environment and its benefits to the local society as well as financial profit via this [ CITATION Bla98 \l 1033 \m Cou01 \m Eag02 \m Eng01 \m Eur01 \m Int94]. Local tourism destination branding aims to connect the place with the brand and associate both together via sustainable development and to achieve a high chance of success for the tourism business. Implementing sustainable tourism practices is not enough, it should be planned well. In this approach, the focus should be directed on the two key moments, these: high level of participating of stakeholders during the process and using strategic method regarding planning local tourism destinations [CITATION Sim01 \l 1033 ]. And many destinations are bringing up the development of tourism via strategic planning [ CITATION Rit00 \l 1033 ], and the participation of stakeholders in the strategic planning towards tourism development plays an important role too [ CITATION Sim01 \l 1033 ]. It is known that the sustainable tourism approach is established and developed due to ecological problems over the world. Sustainability was accepted by WCED or World Commission on Environment and Development which is named Brundtland Commission now in 1987 [ CITATION Wor \l 1033 ]. Lisa Ruhanen [ CITATION Ruh04 \l 1033 ] conducted the research and analyzed 125 local tourism destinations in Australia, and only 30 of them had plans, among them 22 plans had long time goals and orientation. As the results showed these local tourism destinations’ plans were not organized well. Even these plans had long-term goals and orientation but some vital goals were missed such as advantages of tourism development to a local population of the tourism destination, natural environment development, economical side, and et cetera. To avoid these kinds of issues, it needs to take a big picture of situation into the consideration, otherwise, it may become a huge mistake afterward [ CITATION Ruh04 \l 1033 ]. Tourism planning should include long-term outlooks because these decisions will impact even after a new plan will conduct with new decisions [ CITATION Rit99 \l 1033 ]. The tourism development plan should also include basic data with ready statistics such as average spending time, number of visitors, duration of stay, and economic elements too and et cetera [ CITATION Ruh04 \l 1033 ]. This information is needed to make decisions and strategies to manage a local tourism destination without a basic data plan and strategies for tourism development will be under question. From viewpoint of the tourists, their characters also changed, it can be divided into two categories: old tourist and new tourist types [ CITATION Poo93 \l 1033 ]. New tourists prefer to see the destination with its original beauty and enjoy this process not to ravage, taste local food and beverages in a local environment not to eat something in usual restaurants, having fun, take participate in sports activities, adventurous journeys, and a mixture not homogeneous [ CITATION Poo93 \l 1033 ].