Туризм, таълим ва и қ тисодиёт тармо қ лар

IMPLEMENTATION OF TOURISM MARKETING IN TOURISM 
INDUSTRY TO RAISE NEW TOURIST PRODUCTS 
Sharipova A.R., 
Bukhara State University 
Tourism is one of the largest and most dynamic sectors of the economy. High 
pace of development, large amount of foreign exchange earnings are actively 
influencing the various sectors of the economy, which is promoting the formation of 
their own tourist industry. Tourism industry contributes over 10% to global GDP and 
accounts for 1 in 10 jobs on the planet [World Economic Forum, 2017]. 
Thus, today it is impossible not to notice the huge impact that the tourism 
industry has on the world economy. Now it is important not only to produce high-
quality goods and services, but organize their sales. Therefore, great importance is 
given to marketing. 
What is the objective of the tourist company? One of the main tasks of the 
company is to increase its profits. Obtaining and increasing the profits mean, first of 
all the presence and increasing the number of regular customers. Customers can be 
attracted and retained, if they are interested in receiving services from this company. 
Marketing helps to retain customers.
Different sectors of the economy focus on one of the areas of marketing. So, in 
the hotel industry there is a sign of equality between marketing and sales. In the 
restaurant business, many people confuse marketing with advertising and promotion. 
In fact, 
advertising and marketing are just elements of the process of promotion of 
goods, which in turn is an integral part of marketing. Other marketing elements include 
product, price, distribution, research. 
The role of marketing is increasing rapidly in the tourism industry since the 
dynamic changes in tourism demand and supply. Consumers’ needs and wants are 
changing constantly and this requires relevant marketing tactics to be applied in order 
to develop tourist products that will satisfy consumers’ needs and wants. 
The paper discusses the importance and role of marketing in developing new 
tourist products that will meet consumers’ expectations. In the literature review section 
there will be different definitions of marketing provided by different scholars and also 
models designed for marketing in tourism. Then, in discussion section different 
arguments related to the role of marketing in tourism will be provided followed by 
conclusion. 
It would be proper if we define the term “market” before defining “marketing”. 
Usually we discuss retail markets, wholesale markets, domestic markets, national 
markets, and planning to supply a product to a market. We can define tourism market 
as customers that need trips and have enough money to do that. 
Sometimes, this market is limited to a special zone. For example, a restaurant 
that works in a region may cover near tourism occasionally. In another situation, a 
market may include a country (a national chain hotel) or many countries (an 
international airline) [Keegan, 1999]. 
Definitions of the term “marketing” share more or less the same points even if 
they seem different: marketing concentrates on customer needs. 
“Marketing is a 

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complete business system that is designed for planning, pricing, promotion, and 
distribution of high quality products to meet needs of goal market to achieve 
organizational goals” 
[Stanton et al., 1994]. 
One of the definitions of marketing in tourism industry is as follows. 
“Marketing 
is philosophy of management to meet needs of tourists, and provides highest profit for 
an organization by researches, anticipation, and selection of suitable goods and