THE IMPORTANCE OF MARKETING STRATEGIES FOR THE DEVELOPMENT OF ECO HOTEL BOOKINGS IN UZBEKISTAN

Abstract

Research background: Nowadays, using marketing strategies and initiatives are becoming must-have tools for the development of hospitality businesses in Uzbekistan. Although there are a few strategies and initiatives, Hotels lack further marketing compaigns in order to push hotel performance forward in terms of economic profit and tourist attention to the area hotel situated. Marketing plays a key role for the development of the hotel performance if implemented step by step, with a proper plan.

Purpose of this article: The article analyses selected hotel businesses in Uzbekistan using the data of their websites. With the help of marketing strategies, this article finds out wether it is necessary or not to modify current traditional marketing tools in the environment of chosen organisations. The aim of this article to analyze and make suggestions the most frequently applied marketing tools in the environment of chosen organisations.

Methods: Both descriptive and comperative methods are used to analyze current marketing condition of selected businesses, comparing them to give suggestions where necessary. In this article, we work with the hypothesis that the application of the marketing concept will be different among hotel organisations and we assume that marketing strategies will require a certain degree of modification.

Findings and value added: Based on performed analysis, It is evaluated that the findings of this issue and suggest other options for the implementation of marketing tools in the environment of hotel organizations.