Volume 03 Issue 02-2023
20
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
03
I
SSUE
02
Pages:
20-25
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
ABSTRACT
In the economy based on the market attitude, the promotion of the tourism industry through the effective use of
limited resources, the increase of the flow of foreign capital, and the increase of production efficiency are of significant
socio-economic importance. The main goal of economic activity is to achieve the final result of tourism product
production with low costs and spending resources. Ensuring stable economic growth in the country in the conditions
of market relations is inextricably linked with issues of improving service efficiency. The creation of objective
conditions for sustainable development of the country's economy requires investment in the economy, renewal of
basic funds, and implementation of modern and targeted projects.
KEYWORDS
Tourist services, recreation-ecotourism, international trade of tourist services, diversification of structural
composition.
INTRODUCTION
Research Article
MARKETING STRATEGY OF DIVERSIFICATION OF THE STRUCTURE OF
INTERNATIONAL TRADE OF TOURIST SERVICES
Submission Date:
February 17, 2023,
Accepted Date:
February 22, 2023,
Published Date:
February 27, 2023
Crossref doi:
https://doi.org/10.37547/ijmef/Volume03Issue02-03
Shokhista Akhunova
Phd, Docent, Fergana Polytechnic Institute, Fergana, Republic Of Uzbekistan
Sarvinozkhon Solijonova
Master's Student, Fergana Polytechnic Institute, Fergana, Republic Of Uzbekistan
Journal
Website:
https://theusajournals.
com/index.php/ijmef
Copyright:
Original
content from this work
may be used under the
terms of the creative
commons
attributes
4.0 licence.
Volume 03 Issue 02-2023
21
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
03
I
SSUE
02
Pages:
20-25
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
Due to the fact that the main part of the rich and
diverse recreation-ecotourism facilities and resources
of Uzbekistan are located in Protected Natural Areas
(METH), ensuring the ecological safety of ecotourism
activities and implementing its environmental control
is an integral component of the strategy and practice
of organizing and managing this activity.
The tourism industry is one of the fastest-growing
sectors of the world economy. One in ten new jobs are
created in the same sector, and tourism services
account for one-third of total services exports .
It should be noted here that export-import operations
in the field of tourist services are observed differently
from the general principles of international trade of
goods, that is, export in the international trade of
services means the provision of services by local
business entities of the service sector to foreign
citizens or tourist groups, and the economic benefit
obtained from this process. . Similarly, in the
international trade of services, import means the
provision of services by foreign citizens or commercial
organizations to the local population within and
outside the territory of their country, and the socio-
economic benefits arising in this process.
LITERATURE REVIEW
The achievements of tourism enterprises and
socioeconomic indicators of the tourism sector have
been studied in scientific research and special
literature, and in general, good attention has been paid
to this issue. Scholars have approached issues of the
impact of tourism on the country's economic
development in different periods. Scientists from
foreign countries such as V. L. Smith, Donald Landberg,
M. Kchishnallor, Mike Stavenga, R. M. Blomstor, R.
Olge, Nikole, P. E. Morfii, and S. K. Plog devoted
scientific and practical work to this issue and
contributed to the development of tourism with their
scientific conclusions.
In the Commonwealth of Nations, A.Y. Alexandrova,
A.G. Grabar, A. Ivashenko, A. Kondratev, A. Kireev, B.
Emelyanov, V.A. Chestnikova, V. Saprunova, V. Oseev,
V.I. Azar, V. Kistanov, V.F. Molchanov, D. K. Ismaev, N.S.
Bargukov, R.A. Brymer. , N. Igorova, J. Koz, S. Kolnik,
E.P. Puzakova, I.M. Novozhilova, I. Zorin, I. T.
Balabanov and many other economists have scientific
and practical research on these issues.
The role of tourism in the economy of Uzbekistan,
certain aspects of its organizational and economic
problems A.A. Razzakov, A.F. Saidov, A. Taksanov, B.M.
Khusanboev, G.G. Nazarova, T.T. Tashmuratov, N.T.
Tukhliev, N. Norchaev A.N, Abdusalomova, N.T.
Faizibaeva and several other economists and
practitioners of our republic have studied it.
THE MAIN PART
The author's scientific-theoretical approach to the
mentioned category of international trade of services
leads to the careful development of the terminological
apparatus related to the same issues. International
trade in tourism services remains an understudied
scientific field. Based on this, we conduct a scientific
observation regarding the stages of forming modern
marketing strategies for diversifying the structural
composition of the international trade of tourist
services in Uzbekistan. The objective necessity of
researching the issues of diversification of the
structural composition of international trade in tourist
services can be seen in the following:
1.
The market mechanism for regulating the
international trade of tourist services has not yet
been fully formed;
Volume 03 Issue 02-2023
22
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
03
I
SSUE
02
Pages:
20-25
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
2.
Methodological support for the implementation of
export-import operations in the field of tourist
services has not been formed, and the scientific-
methodological foundations have not been
thoroughly studied;
3.
The main directions of diversification of the
structural composition of the international trade of
tourist services have not been determined;
4.
The criteria for the effectiveness of the marketing
strategy of the export of tourist services have not
been determined.
Now it is appropriate to consider ways to diversify the
export and import of tourist services. Diversification of
the import of tourist services, in turn:
•
expands options for potential tourists who want to
travel abroad;
•
deepens the exchange of international cultures;
•
increases the level of activity of local citizens in
establishing foreign economic relations.
•
These aspects of the problem require increased
focus on problem-solving. For this, first of all, it is
necessary to deepen the structural changes in the
field of international trade of tourist services. The
schematic overview of the implementation of
structural changes in the international trade of
tourist services can be expressed as follows:
•
Diversification of the export of tourist services:
•
tour operator companies engaged in the activities
of receiving foreign tourists ensure the purchase
attractiveness of the offer portfolio;
•
leads to the development of new tourist routes
based on the use of various tourist resources;
•
creates a basis for the quality of the process of
providing services to foreign tourists;
•
allows to achieve the efficiency of local tourism
infrastructure facilities.
Volume 03 Issue 02-2023
23
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
03
I
SSUE
02
Pages:
20-25
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
Figure 1. Motives leading to the implementation of structural changes in the international trade of tourist services
In short, the marketing strategy of diversifying the
structural composition of the international trade of
tourist services should include the following:
1.
Clarify the general mission of development and
marketing concept at the scale of business
entities;
2.
Analytical research on the tourist services
market based on marketing instruments;
3.
Choosing a market segment that is expected to
bring high economic efficiency;
4.
Forming a range of tourist services;
5.
Determining the main criteria for evaluating
the quality of tourist services;
6.
Calculating the cost and purchase price of
tourist services;
7.
Determining the competitive advantages of
the offered tourist services;
8.
Active promotion of tourist services in target
markets;
9.
Establishing
an
effective
system
of
competition management;
10.
Developed an economic mechanism for
promoting international trade in tourist
services.
In turn, the marketing strategy of diversifying the
structural composition of international trade in tourist
services:
-
expanding the provision of competitive
services to foreign markets;
-
improvement of the structural base of business
entities providing diversified tourist services
for export;
-
implementation of measures to support
innovative
marketing
activities
in
the
international trade of tourist services;
-
coordinating the effective use of additional
development opportunities in the tourism
sector, taking into account the resource
potential of the regions;
-
ensuring the balance of supply and demand in
the international trade of tourist services;
-
enables the formation of a mechanism of
sustainable
economic
growth
in
the
international trade of tourist services.
CONCLUSION AND SUGGESTION
The following principles can be distinguished based on
the investment policy:
•
strengthening the coordination of the central
investment policy and regional investment
programs to ensure the optimal level of
decentralization of the investment process and
increase the role of regional and internal factors of
savings for financing investment projects;
•
support of enterprises at the expense of
centralized investments by the state based on the
transition from non-refundable budget financing
to paid and refundable lending;
•
creation of a motivational mechanism that attracts
large resources to form a financial investment base
based on returns;
•
financing of investment projects and placement of
centralized investments, which are intended for
production following the initial examination of
each investment program and the central target
programs, only based on competition;
•
determination of state priorities of investment
policy;
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Volume 03 Issue 02-2023
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Publisher:
Oscar Publishing Services
Servi
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