Doctoral project

An examination of the role of marketing in the service quality and strategies for customer retention in the development of tourism sector in Uzbekistan

The title of the dissertation is “An examination of the role of marketing in the service quality and strategies for customer retention in the development of tourism sector in Uzbekistan”

Why tourism of Uzbekistan?

The popularity of tourism in Uzbekistan is steadily growing due to many factors. Uzbekistan possesses a significant historical and cultural legacy, featuring renowned sites like the ancient cities of Samarkand, Bukhara, and Khiva, all of which are included in the UNESCO World Heritage list. These cities showcase magnificent Islamic architecture, awe-inspiring mosques, madrasahs, and mausoleums, providing a glimpse into the colorful history of the region.

The nation is renowned for its gracious hospitality, delectable gastronomy, and vibrant customs, all of which enhance an unparalleled and engaging journey. The government has been aggressively encouraging tourism through the facilitation of visa regulations and the allocation of funds towards infrastructure development, hence enhancing accessibility for international tourists to experience the abundant historical and cultural offerings of this place.

Additionally, the Silk Road, which passed through Uzbekistan, holds considerable historical and cultural significance, appealing to individuals intrigued by ancient trading routes and the interchange of ideas and commodities between the Eastern and Western regions

The combination of these features renders Uzbekistan an enticing and progressively sought-after tourism destination.

Data collection and research can adopt a mixed-methods approach that combines qualitative and quantitative research methods. By employing a mixed-methods research methodology, this study can provide valuable insights into the importance of marketing culture in the tourism industry and effective strategies for customer retention. A two‐pronged research methodology will be adopted which will allow the researcher to collect information on participant firms’ marketing cultures and data concerning tour members’ perceptions of the quality of outbound tours. This will permit an investigation of the relationship between marketing culture and service quality.