xalqaro ilmiy-amaliy anjumani materiallari to‘plami
274
5.
Ichki turizmni
rag'batlantirish
- O‘zbekiston fuqarolari orasida turli dasturlar va aksiyalar orqali
sayohat qilishni targ‘ib qilish.
- mahalliy aholining mamlakatning turizm imkoniyatlari haqida
xabardorligini oshirish.
- dam olish va sayohat qilish uchun qulay muhit yaratish uchun ichki
turizm infratuzilmasi va xizmatlarini rivojlantirish.
6.
Barqaror va
inklyuziv
turizm muhitini
yaratish
- tabiiy resurslar va madaniy merosni asrash uchun barqaror turizm
tamoyillarini joriy etish.
- turizm industriyasini rivojlantirish va infratuzilmani yangilash uchun
xorijiy sarmoyalarni jalb qilish.
- turizm sohasida tajriba va ilg‘or tajriba almashish maqsadida xalqaro
tashkilotlar va hamkorlar bilan hamkorlik qilish.
Bundan tashqari, ijtimoiy tarmoqlar sayyohlar va mahalliy aholi o'rtasidagi o'zaro
munosabatlarning yangi shakllarini yaratadi. Sayohatchilar mahalliy aholi bilan muloqot qilishlari,
ularning madaniyati, an'analari va urf-odatlari bilan tanishishlari mumkin, bu esa mahalliy
atmosferaga chuqurroq kirib borishga va madaniy tajribani kengaytirishga yordam beradi.
Xulosa qilib aytadigan bo'lsak, ijtimoiy tarmoqlar zamonaviy turizmning ajralmas qismiga
aylanib, sayohatchilar tajribasini boyitib, turizm industriyasining rivojlanishini rag'batlantirib,
dunyoning turli burchaklaridan kelgan odamlar o'rtasida tajriba va bilim almashishga xizmat
qilmoqda. Zamonaviy sayohatchilarning ehtiyojlarini hisobga olgan holda yaxshiroq sayohat
tajribasini yaratish uchun ijtimoiy media imkoniyatlaridan foydalanish muhimdir.
Foydalanilgan adabiyotlar ro’yxati
1.
Navruz-zoda B. N., Khurramov O. K. Features and opportunities of digital tourism and its
development in Uzbekistan //European research: innovation in science, education and technology. –
2020. – С. 22-24.
2.
Khurramov O. K., Fayzieva S. A., Saidova F. K. Features of electronic online market in
tourism //Вестник науки и образования. – 2019. – №. 24-3. – С. 18-20.
3.
Tairova M., Xurramov O., Odinaeva N. An important role of internet marketing in digital
tourism //Центр научных публикаций (buxdu. uz). – 2021. – Т. 5. – №. 5.
4.
Khurramov O. K. The convenience of electronic marketing in tourism industry //Теория и
практика современной науки. – 2019. – №. 5 (47). – С. 35-38.
5.
Хуррамов О. К. Особенности цифрового маркетинга в сфере туризм
//Инновационное развитие: потенциал науки и современного образования. – 2020. – С. 118-
128.
6.
Kayumovich K. O., Ablaqulovich I. G., Matlubovich T. O. Role of using global network
in sphere of service and tourism //Trends in Economics and Management for 21th Century: inter.
conf. – 2012.
7.
Tadjieva S. et al. Trajectory of economic development of Bukhara region during
digitalization //E3S Web of Conferences. – EDP Sciences, 2023. – Т. 403. – С. 08027.
8.
Kayumovich K. O., Kamalovna S. F. Social media-marketing-a forceful tool for tourism
industry //European science. – 2019. – №. 7 (49). – С. 41-43.
MARKET SEGMENTATION AND INNOVATION IN STUDENT TOURISM: A PATH
TO COMPETITIVE ADVANTAGE
Akhrorova Nilufar Uktamovna
PhD student, “Silk Road” International University of Tourism and Cultural Heritage
Abstract: Student tourism is a rapidly growing market segment, presenting significant
opportunities for tourism businesses. To cater to this demanding market, businesses need to adopt
innovative strategies and effectively segment the market to target specific traveler types. This article
explores the importance of market segmentation and innovation in youth tourism and provides
practical tips for businesses to gain a competitive advantage.
Korxonalar raqobatbardoshligini oshirishning ustuvor yo‘nalishlari
275
Keywords: Student tourism, market segmentation, innovation, competitive advantage, travel
preferences.
Market segmentation involves dividing the student tourism market into smaller, more
manageable groups based on shared characteristics and travel preferences. This allows businesses to
tailor their products and marketing efforts to the specific needs of each segment. Key segmentation
variables for youth tourism include age, travel interests, budget, and psychographic factors.
Innovation is crucial for tourism businesses to stay ahead of the competition and meet the
evolving needs of youth travelers. Examples of innovation in student tourism include technology-
driven experiences, sustainable tourism, experiential tourism, and personalized travel.
To gain a competitive advantage, businesses should combine market segmentation with
innovation. By understanding the specific needs of each market segment, businesses can develop
innovative products and services that meet their unique preferences. This leads to increased customer
satisfaction, loyalty, and ultimately, increased revenue and profitability.
This article provides valuable insights for tourism businesses seeking to gain a competitive
advantage in the youth tourism market. By embracing market segmentation and innovation,
businesses can create products and services that meet the evolving needs of young travelers, driving
growth and success in this dynamic and lucrative market segment.
Student tourism is a rapidly growing market segment, with young travelers seeking unique and
authentic experiences. To cater to this demanding market, tourism businesses need to adopt
innovative strategies and effectively segment the market to target specific traveler types.
By effectively segmenting the student tourism market and implementing innovative strategies,
companies can differentiate themselves from competitors and establish a strong competitive
advantage. Companies that understand the diverse needs and preferences of student travelers and
offer unique, high-quality experiences are more likely to build brand loyalty and attract repeat
customers. Additionally, by continuously innovating and adapting to changing market trends,
companies can stay ahead of the competition and maintain a strong position in the student tourism
industry. [1]
Market Segmentation in Student Tourism.Market segmentation is a fundamental concept in
marketing that involves dividing a market into distinct groups of consumers with similar needs,
preferences, and characteristics. In the context of student tourism, market segmentation plays a
crucial role in identifying specific target segments within the student population and tailoring travel
offerings to meet their unique requirements.
According to Ali (2018), market segmentation allows companies to better understand their
target customers and develop marketing strategies that resonate with their specific needs and
preferences [2]. In the student tourism sector, segmentation can be based on factors such as age,
interests, budget, travel behavior, and cultural background. For example, a company may target
adventure-seeking students with specialized outdoor excursions, while another may focus on cultural
immersion experiences for students interested in history and art.
Research by Morrison (2018) highlights the importance of market segmentation in student
tourism for creating personalized travel experiences that appeal to different segments of the student
population [3]. By understanding the diverse preferences and motivations of student travelers,
companies can develop targeted marketing campaigns and customized tour packages that cater to
specific segments, ultimately enhancing customer satisfaction and loyalty.
Market segmentation involves dividing the student tourism market into smaller, more
manageable groups based on shared characteristics and travel preferences. This allows businesses to
tailor their products and marketing efforts to the specific needs of each segment. Some key
segmentation variables for youth tourism include:
• Age and life stage
• Travel interests and motivations
• Budget and travel style
• Geographic location
• Psychographic factors (e.g., personality, values)
With the help of market segmentation the following benefits can be achieved by tourist
establishments.
xalqaro ilmiy-amaliy anjumani materiallari to‘plami
276
• Improved targeting: Segmentation enables businesses to focus their marketing efforts on the
most promising segments, increasing their chances of reaching the right customers.[4]
• Customized products and services: By understanding the specific needs of each segment,
businesses can develop products and services that are tailored to their preferences. [5]
• Enhanced customer satisfaction: When customers feel that a product or service is designed
specifically for them, they are more likely to be satisfied and become repeat customers. [6]
• Increased revenue: Effective market segmentation can lead to increased sales and revenue
by attracting and retaining more customers. [7]
Innovation in Student Tourism. Innovation is a key driver of competitive advantage in the
travel industry, including the student tourism sector. Companies that embrace innovation and
constantly seek new ways to enhance the student travel experience are more likely to attract and
retain customers. This can involve developing new tour packages, incorporating technology into
travel services, or partnering with local communities to offer authentic and unique experiences.
Innovation can also extend to sustainability practices, as students increasingly value environmentally
conscious travel options. As highlighted by Moll (2015), companies that embrace innovation and
continuously seek new ways to improve their products and services are more likely to succeed in
today's dynamic marketplace [8]. In the context of student tourism, innovation can take many forms,
including the development of unique tour packages, integration of technology into travel services,
and sustainability initiatives.
A study by Buhalis (2020) emphasizes the importance of innovation in student tourism for
enhancing the overall travel experience and meeting the evolving expectations of young travelers [9].
By introducing innovative features such as mobile apps for trip planning, virtual reality experiences,
or eco-friendly accommodations, companies can differentiate themselves from competitors and
attract tech-savvy students seeking unique and immersive travel experiences.
Innovation is crucial for tourism businesses to stay ahead of the competition and meet the
evolving needs of youth travelers. Some examples of innovation in youth tourism include:
• Technology-driven experiences: Using technology to enhance the travel experience, such as
virtual reality tours, mobile apps for trip planning, and social media engagement [10].
• Sustainable tourism: Offering eco-friendly and socially responsible travel options that align
with the values of young travelers [11].
• Experiential tourism: Creating immersive and interactive experiences that allow young
travelers to connect with the local culture and environment [12].
• Personalized travel: Providing customized travel itineraries and recommendations based on
individual preferences and interests [13].
Picture 1. Combining market segmentation and innovation. Source: formed by the author
MARKET
SEGMENTATION
INNOVATION
SUSTAINABLE
COMPETITIVE
ADVANTAGE IN
STUDENT TOURISM
- Age and life stage
- Travel interests and
motivations
- Budget and travel
style
- Geographic
location
- Psychographic
factors
- Technology-driven
experiences
- Sustainable
tourism:
- Experiential
tourism
- Personalized travel
- Budget-conscious
travelers
- Adventure-seekers
- Culturally curious
travelers
- Eco-conscious travelers
Korxonalar raqobatbardoshligini oshirishning ustuvor yo‘nalishlari
277
Combining Market Segmentation and Innovation. The combination of effective market
segmentation and innovation can lead to a sustainable competitive advantage for companies
operating in the student tourism sector. By segmenting the market based on student preferences and
needs, companies can tailor their offerings to specific segments, creating personalized travel
experiences that resonate with target customers [14]. Additionally, by continuously innovating and
introducing new features and services, companies can differentiate themselves from competitors and
stay ahead in a rapidly changing industry [15].
To gain a competitive advantage in student tourism, businesses should combine market
segmentation with innovation which is described in Picture 1. By understanding the specific needs of
each market segment, businesses can develop innovative products and services that meet their unique
preferences. For example:
• Budget-conscious travelers: Offer affordable accommodation options, such as hostels and
guesthouses, and provide discounts and special packages.
• Adventure-seekers: Create adrenaline-pumping activities, such as zip-lining, rock climbing,
and white-water rafting.
• Culturally curious travelers: Offer guided tours and immersive experiences that showcase
local history, traditions, and cuisine.
• Eco-conscious travelers: Promote sustainable tourism practices and offer eco-friendly
accommodation and transportation options.
Market segmentation and innovation are essential strategies for tourism businesses to gain a
competitive advantage in the student tourism market. By understanding the specific needs of
different market segments and embracing innovation, businesses can create products and services
that meet the evolving preferences of young travelers. This will lead to increased customer
satisfaction, loyalty, and ultimately, increased revenue and profitability.
References
1. Akhrorova, N. (2023). The role of international business in the development of youth
tourism and travel. центр научных публикаций (buxdu. uz), 34(34).
2. Ali, S. (2016). The Effect of Market Segmentation Strategy and Positioning on Customer
and Its Impact on Customer Satisfaction on Sundanesse Restaurant in Bandung City. Journal of
Marketing and Consumer Research, 21, 1-13
3. Pan, S. L., Chou, J., Morrison, A. M., Huang, W. S., & Lin, M. C. (2018). Will the future be
greener? The environmental behavioral intentions of university tourism students. Sustainability,
10(3), 634.
4. Akhrorova, N. U. (2022). Swot Analysis in Youth Tourism Development Strategies for
Uzbekistan. American Journal of Economics and Business Management, 5(12), 26-33.
5. Kim, K. (2008). Analysis of structural equation model for the student pleasure travel
market: motivation, involvement, satisfaction, and destination loyalty. Journal of Travel & Tourism
Marketing, 24(4), 297-313Lee, U. & Pearce, P.L. (2002).
6. Morgan, M. & Xu, F. (2009). Student Travel Experiences: Memories and Dreams. Journal
of Hospitality Marketing & Management, 18(2), 216-236.
7. Uktаmоvnа, А. N. (2023). Thе fоrеign соuntriеs’еxреriеnсе оn tоurism аnd уоuth роliсу.
Journal of new century innovations, 31(1), 125-131.
8. Moll, J. (2015). Special issue on innovation and product development. Management
Accounting Research, 28, 2-11.
9. Buhalis, D., López, E. P., & Martinez-Gonzalez, J. A. (2020). Influence of young
consumers’ external and internal variables on their e-loyalty to tourism sites. Journal of Destination
Marketing & Management, 15, 100409.
10.Axrorova, N. (2023). The role of geo information and communication technologies in the
development of youth tourism. центр научных публикаций (buxdu. uz), 33(33).
11. Sayfullayeva, M. (2023). Digitalisation And Sustainable Tourism: Enhanced Benefits.
Центр Научных Публикаций (Buxdu. Uz), 35(35).
12. Sayfullayeva, M. (2023). Establishment Of Agritourism Clusters In Uzbekistan Based On
The Principles Of Sustainable Tourism. Центр Научных Публикаций (Buxdu. Uz), 35(35).
13. Uktamovna, A. N. (2023). The differences and characteristics of young travellers.
International journal of advanced research in education, technology and management, 2(5).
xalqaro ilmiy-amaliy anjumani materiallari to‘plami
278
14. Akhrorova, N. U., & Axmadova, Z. A. (2023). The role of youth travel organizations in
improving the national economy. in Современные вопросы естествознания и экономики (pp. 61-
64).
15. Axrorova, N. (2021). The Conceptual Clarifications Of Youth Travel And Tourism In The
Case Of Uzbekistan. Центр научных публикаций (buxdu. uz), 8(8).
ЗАРУБЕЖНЫЕ ОПЫТ ФОРМИРОВАНИЯ И РАЗВИТИЯ ТУРИСТИЧЕСКОЙ
ИНФРАСТРУКТУРЫ В РЕСПУБЛИКИ ТАДЖИКИСТАН
Азизов Шохазиз Самиевич
Таджикский государственный педагогический университет имени С.Айни, кандидат
экономический наук, доцент, профессор кафедры экономики управления
Зарубежные страны, которые пользуются большим успехом у туристов, обладают
важным преимуществом – отличного развитая инфраструктура туризма и гостеприимства. Это
фактор становится решающим в достижении успеха в сфере туризма: человек выбирает более
комфортные и выгодные условия для отдыха, и в этом плане отечественная инфраструктура
несколько проигрывает имеющимся конкурентам на туристическом рынке. Реализация
долгосрочной политики, стратегий и планов развития инфраструктуры тризма является
неотъемлемым условием достижения устойчивого и инклюзивного роста туризма.
Правительства большинства стран внедряют новые стратегии для переориентации подхода к
развитию инфраструктуре отрасли. Интерактивность процесса разработки таких стратегий
предоставляет национальным отраслевым органам управления возможность получить более
точные и обширные сведения о влиянии туризма на национальную экономику, выявить
факторы, влияющие на его развитие, и скорректировать будущие планы.
Стратегии туризма обычно рассчитаны на 5–10 лет. Общие для большинства стран
направления развития включают такие направление инфраструктуры как цифровизация,
маркетинг, повышение качества элементов инфраструктуры, навыков и устойчивости,
цифровизация является ключевым фактором, который изменил политику и планы в отрасли.
.[1]
Областью постоянной работы во многих институциональных инфраструктур
(юрисдикциях) является определение наиболее подходящих Европейская система
показателей туризма (ETIS) для устойчивого управления дестинациями была разработана как
инструмент управления, поддерживающий турнаправления, которые хотят использовать
устойчивый подход к управлению дестинациями, и систему мониторинга чтобы облегчить
сбор данных и подробной информации и дать возможность адресатам контролировать
производительность..
Очевидно,
что
в
основе
успешного
туристического
сектора
находится
высококачественный и разнообразный туристический продукт, отражающий ландшафт
страны, ее наследие и другие ресурсы и формируемый под влиянием запросов потребителей.
В основе успешной разработки туристического продукта лежит ряд принципов:
– комплексный подход, включающий в себя инвестиции в поддержку транспортной
инфраструктуры и туристических услуг, а также в конкретный продукт назначения;
– долгосрочные программы приоритеты и цели, которые могут со временем меняться,
более эффективны, чем краткосрочные инициативы, основанные на проектах;
– сильные субнациональные партнерства для координации и реализации стратегий и
программ. .[2]
Следует, отметит, что государственный сектор традиционно играл ведущую роль в
развитие инфраструктуре рынка туристических услуг, особенно маркетинге и продвижении
дестинаций, поскольку его фрагментированный характер и небольшой размер многих
туристических предприятий затрудняют развитие отдельных предприятий и привлечение
посетителей с удаленных туристических рынков. Получение иностранной валюты и
положительное влияние на платежный баланс означает, что продвижение на зарубежные
рынки остается одной из приоритетных задач для большинства национальных туристических
администраций. Многие страны теперь уделяют больше внимания маркетингу на своих
