ROLE AND IMPORTANCE OF MARKETING STRATEGY FOR THE DEVELOPMENT OF TOURISM

ABSTRACT

The following article describes the marketing strategies of hotel economy and brief descriptions of tactics which can be used for effective organizing the activity of hotels in the Republic of Uzbekistan.

Keywords: tourism industry, hotel industry, marketing strategy.

As a result of wide-ranging reforms implemented in Uzbekistan during the years of independence, the necessary conditions have been created for the decent living of our people and the realization of the creative potential of our citizens.

At present, drastic changes are taking place in all sectors of our economy, and integration of the world economy on the basis of open policy is growing rapidly. In particular, attention is paid to the world community. The President of the Republic of Uzbekistan has set a task to develop tourism as the main sector of the economy and make it one of the locomotive sectors of the country. In this regard, the main directions of state policy in the sphere of tourism, in particular, the development of tourism and tourism industry is now considered as the main direction [1].

It should be noted that the Decree of the President of the country as of February 7, 2017, PF-4947 "On the Strategy of Action for the Further Development of the Republic of Uzbekistan" also emphasizes the development of tourism.

In 2018 alone, the President of the Republic of Uzbekistan has issued 4 decrees, 6 resolutions and one decree.

Also, 15 resolutions of the Cabinet of Ministers of the Republic of Uzbekistan, 2 decrees of the Republic of Uzbekistan and 1 joint decision of state bodies and 4 state programs were adopted. From 2016 to 2019, a total of 14 Presidential decrees and 9 Presidential decrees were adopted.

Address by the President of the Republic of Uzbekistan Shavkat Mirziyoev to the Oliy Majlis: However, there is great potential for the development of tourism in the unique nature of our country, national nature reserves, and mountainous areas. In particular, the development of medical tourism, pilgrim tourism and ecotourism give impetus not only to the economy, but also to the social sphere. The Cabinet of Ministers should within a month develop and implement the National Tourism Development Concept for 2019-2025. On this basis, the number of foreign tourists visiting our country in 2025 should reach 7 million, and the annual revenue from tourism exports should reach $ 2 billion.” he said.

In order to increase the inflow of foreign tourists in the country and further development of domestic tourism, improvement of the tourist services and expansion of the range of measures, measures are taken to bring the infrastructure conditions of high tourism potential to the modern requirements [4].

In turn, the types and forms of hotels and other accommodation facilities that are an integral part of the tourism industry are expanding. It is worth noting that in 2018 the total number of hotels in our country will reach 904, which is 1.8 times more than in 2016. It is projected to reach 1,200 in 2019.

It is worth noting that the attention and preferences paid to the tourism sector have led to a significant increase in the number of tourism businesses (Table 1).

Table 1.

Tourist Services in the Republic of Uzbekistan [3]

Increasing the number of services and improving their quality will give tourists more efficient hotel service. This will increase the profitability of the tourism sector. In this regard, it is possible to develop new products, which currently do not have sufficient quality services that meet international standards.

Currently, the creation of a new economic mechanism provides for the creation of favorable conditions for the following tasks:

- Creation of joint ventures for the production of furniture and equipment that meet modern international standards for hotels and reducing imports;

- the creation and support of small enterprises for the development of national crafts, the manufacture of goods for daily tourist needs in the form of ancient Turkish equipment; - creation of entertainment industry, recreation centers, natural tourist resorts, sports clubs, casinos, golf courses and similar centers;

- Expansion of advertising activity and improvement of quality of advertising products, creation of appropriate printing base, creation of audio, video, publishing products; - Creation of private and joint ventures for the production of souvenirs, sporting equipment, tourism equipment with special mark;

- attraction of foreign investments through the implementation of foreign trade activities of enterprises and organizations in the tourism sector, introduction of privileges, guarantees and appropriate tax regime for direct investment in the tourism economy;

- repairing the existing material and technical base to bring it into line with international standards;

- small hotels with a capacity of 100-150 seats, which simplifies the use of local resources and project financing.

It is important for every business to have funds for unforeseen expenses. Tourism marketing is important for each country or region (Table 2). With the help of marketing, potential tourists will be informed about what the area can offer, and then they will want to visit the area.

Table 2.

Distribution of Tourist Companies in Uzbekistan by Regions [2]

Market planning should be understood as an element of the overall process and its relationship to the development of tourism products. Marketing activities cover several areas. These include setting marketing goals, developing marketing strategies, developing and implementing an advertising and information program, as well as establishing a tourist information service. Market planning can be done separately or in combination with international and domestic tourists. In the comprehensive and comprehensive planning process, the marketing objectives take into account the market objectives in terms of the type and amount of tourists involved.

Market goals are usually set for a period of five years and are expressed in terms of the number of visits, including the type of tourist, the average duration of the visit, the country of origin or international territory and other features.

The Presidential Decree dated January 5, 2019 will introduce a visa-free regime in 45 additional states from February 1, 2019, and by March 15 it is expected to increase the number of countries applying for e-visas to 76 countries. This indicates a sharp increase in the number of tourists entering our country.

Analyzing the situation of foreign tourists arriving in our country, the number of foreign tourists has also increased. As can be seen from the figure 1, the largest share of the 326,000 foreign tourists arriving in 2018 was Turkey, with 4,129 Turkish citizens visiting the country as tourists.

Second place was occupied by citizens of the People's Republic of China with the number of 27,269.

Diagram 1. Information on the number of tourists coming to Uzbekistan from foreign countries [3]

The increase in the number of tourists arriving to our country, in turn, leads to an increase in the export of tourism services.

In addition to focusing on enhancing the efficiency of investment in tourism, special attention is paid to the large-scale benefits that have not been experienced abroad in order to enhance the investment attractiveness and investment attractiveness of tourism businesses.

In particular, by a Decree of the President of the Republic of Uzbekistan dated January 5, 2019, investors who have built a three-star hotel with a capacity of not less than 50 places will be able to contribute 40 million sums and 100 stars for each room. $ 65 million to investors who have built a hotel for each hotel room soums. In addition, the first 50-star three-star hotels will be paid $ 200 a year for each room and $ 400 a year for each four-star hotel. For example, a hotel with 100 rooms will be paid $ 40,000 a year. The resolution also stipulates that by January 1, 2022 Uzbekistan will create 50,000 additional hotels.

In addition, the first 50-star three-star hotels will be paid $ 200 a year for each room and $ 400 a year for each four-star hotel. For example, a hotel with 100 rooms will be paid $ 40,000 a year. The resolution also stipulates that by January 1, 2022 Uzbekistan will create 50,000 additional hotels.

One of the important aspects of the tourism industry is that some tourism markets may be targeted at certain combinations of destinations. Tourists travel to several countries with a tourist destination. Other tourism markets may only be targeted at one particular destination.

In developed tourism centers, marketing goals may be related to changes in market types. Such objectives require the adaptation of relevant changes in tourist products related to attractions, facilities and services [5].

The marketing strategy sets out the principles for achieving market objectives. Such a strategy should include the following elements: marketing focused on tourists with common interests, specific types of tourism markets, and using the main types of advertising and information methods.

For example, it may be intended for tour operators, consumers, or both. Time planning or advertising - information activities are prioritized over a particular type of market or country, and time planning depends on the timeframe for the launch of tourist facilities.

Marketing strategies should also be linked to long-term or short-term goals. As a result, the foundation for short-term goals on the one hand and short-term goals on the other will be established. Marketing strategies should be revised frequently. If appropriate, appropriate adjustments should be made according to market trends and any changes in the evolution of tourism products.

Uzbekistan has taken every possible opportunity to develop tourism and attract investment in the sector, and has chosen a policy that is open to the world community in all directions. The work being done in this area contributes to the stability of our economy, the attractiveness of the investment climate and, thus, the welfare of the people.

References:

1. The Law of the Republic of Uzbekistan on Tourism. August 20, 1999 No. 830-I.
2. Mirziyoev, Sh.M. Address of the President of the Republic of Uzbekistan to the Oliy Majlis. People’s Word. December 29, 2018, No. 271–272 (7229–7230).
3. A popular guide to the study and promotion of the Address of the President of the Republic of Uzbekistan Shavkat Mirziyoev to the Oliy Majlis. Tashkent "Spirituality" 2019.
4. The road to Mirziyoev. 10 Major Reforms of the Leader of Uzbekistan. The strategy of Uzbekistan. Journal of Social Analysis. No. 2, 2018. pp. 6-9, pp. 8-9.
5. Komilova F.K. Tourism marketing. Tutorial. Tashkent, Uzinkomsentr. -2003.