TURIZMDA RAQAMLI MARKETINGDAN FOYDALANISHNING MOHIYATI, VOSITALARI VA OʻZIGA XOS XUSUSIYATLARI
Keywords:
raqamli marketing, turizm, tajriba tovari, sayyoh safari, elektron og‘zaki tavsiya, onlayn sayyohlik agentliklari, virtual reallik, mijozlar bilan munosabatlarni boshqarish.Abstract
Maqolada turizmda raqamli marketingdan foydalanishning nazariy mohiyati, vositalari va tarmoqqa xos xususiyatlari o‘rganildi. Turistik xizmatning nomoddiyligi, tajriba tovari sifatidagi tabiati, yuqori axborot sig‘imi va qiymatning sayyoh bilan birgalikda yaratilishi raqamli marketingning nazariy asoslari sifatida asoslandi. Sayyoh safari orzu qilish, rejalashtirish, bron qilish, tajriba qilish va taassurot almashish bosqichlaridan iborat yopiq sikl sifatida modellashtirildi. Qidiruv optimallashtiruvi, kontent va ijtimoiy media marketingi, elektron pochta, mobil ilovalar, onlayn sayyohlik agentliklari, foydalanuvchi sharhlari, virtual reallik hamda analitika va CRM tizimlari funksional belgiga ko‘ra tasniflandi. Mahsulotning ko‘p ishtirokchili tabiati, xizmatning saqlab bo‘lmasligi va foydalanuvchi kontentining ustuvorligi kabi xususiyatlar aniqlandi. O‘zbekiston turistik korxonalari va hududlari uchun raqamli marketingni safar bosqichlari bo‘yicha tashkil etishga doir takliflar ishlab chiqildi.
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