TURISTIK KORXONALAR BREND KAPITALINI OSHIRISHDA RAQAMLI MARKETING STRATEGIYALARINING ROLI

Zufarov Akmal  Gulamiddinovich

doi:10.5281/zenodo.22834413

Mualliflar

Zufarov Akmal Gulamiddinovich Toshkent davlat iqtisodiyot universiteti mustaqil tadqiqotchisi Muallif

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https://doi.org/10.5281/zenodo.22834413

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brend kapitali, turistik korxona, raqamli marketing, onlayn platforma, iste’molchi ishonchi, to‘g‘ridan-to‘g‘ri bron, nom bo‘yicha qidiruv, narx ustamasi

Abstrak

Ushbu maqolada turistik korxonalarda brend kapitalini shakllantirish va monetizatsiya qilishda raqamli marketing kanallarining roli konseptual jihatdan tahlil qilinadi. Tadqiqotda iste’molchi yo‘li qidiruvgacha bo‘lgan zona, platforma ichidagi zona va to‘g‘ridan-to‘g‘ri kanalga ajratilib, har bir bosqichda brend signalining kuchi hamda platforma signallari bilan o‘zaro ta’siri baholanadi. Natijalar brend kapitalining shakllanishi korxona nomining iste’molchi xotirasida mavjudligi va keyingi bevosita murojaat bilan bog‘liqligini, platforma ichida esa brend ta’siri narx, reyting, sharhlar va saralash mexanizmlari bilan birgalikda namoyon bo‘lishini ko‘rsatadi. Brend kapitalini amaliy kuzatish uchun nom bo‘yicha qidiruv ulushi, to‘g‘ridan-to‘g‘ri bron ulushi va nazorat qilingan narx ustamasi taklif etiladi. Ushbu ko‘rsatkichlarni birgalikda qo‘llash platformaga operatsion bog‘liqlik bilan korxonaning mustaqil brend aktivini farqlash imkonini beradi

Yuklashlar

Yuklab olish maʼlumotlari hali mavjud emas.

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