Articles
| Open Access | The Importance Of Events On Destination Brand Image Enhancement –The Case Of Bukhara
Bektosh Negmurod Ugli Norov , Lecturer, Tourism And Hotel Business Department Bukhara State University, Bukhara, Uzbekistan Egamberdi Bobokul Ugli Karimov , Master Student, Tourism And Hotel Business Department Bukhara State University, Bukhara, UzbekistanAbstract
Festivals and cultural events have become an important part of the of destination branding strategies. More and more places are increasingly using events and cultural festivals to enhance their image positively and boost tourist flow. Cultural events and festivals have always had a special place in society. Although event tourism has not emerged recently, interest in cultural events in tourism literature has grown tremendously over the last few decades as they have become a key element in attracting tourist destinations. Destinations have also begun to see strategic destination branding as one of the ways to attract a large number of tourists. Therefore, the research in this area can be considered very relevant for the industry. This article examines the importance of various public events in the branding process of destinations and analyzes the impact of “Silk and spices” festival on image and brand of Bukhara tourism destination. The purpose of this study is to explore how visitors evaluate the impact of cultural events and festivals on enhancing the tourist image. The Silk and Spices Festival is undoubtedly one of the most popular Uzbek cultural festivals held annually internationally. Methodological questionnaires were developed to conduct the research. Questionnaires in the form of paper surveys were taken from international and local tourists who visited the Silk and Spices Festival to learn about the impact of this festival on the image of Bukhara. The findings show that there is a positive link between this cultural event and the city’s image.
Keywords
Destination branding, cultural events, festivals
References
Resolution of the President of the Republic of Uzbekistan No. PQ-2980 of May 19, 2017 "On measures to accelerate the development of tourism potential of the city of Bukhara and Bukhara region in 2017-2019"
Agarwal, S., and Brunt, P. (2006). Social exclusion and English seaside resorts. Tourism Management, 27(4), 654-670.
Akhrorova, N. (2018). YOUTH TOURISM AND SOCIAL MEDIA. Студенческий вестник, (10-5), 49-52.
Blain, C., Levy, S.E., Ritchie, J.R.B. (2005). Destination Branding: Insights and Practices from Destination Management Organizations. Journal of Travel Research, 43, 328-338.
Boniface, P., and Fowler, P.J. (1996). Heritage and tourism. London, United Kingdom: Routledge.
Etiosa, O. (2012). The impact of event tourism on host communities. Central Ostrobothnia Universitiy of Applied Sciences, Pietarsaari. Retrieved from https://www.theseus.fi/bitstream/handle/10024/43714/omoregie_etiosa.pdf?sequence=1
Getz, D. (2005). Event Management and Event Tourism (2d ed.). New York: Cognizant.
Getz, D. (2008). Event Tourism: Definition, Evolution, and Research. Tourism Management, 29(3), 403-428.
Getz, D. (2010). The nature and scope of festival studies. International Journal of Event Management Research, 5(1), 1-47.
Ibragimov, N. S. (2019). METHODS OF DETERMINATION OF TOURISM BRAND COMPETITIVENESS AND WAYS OF ITS SUSTAINABLE DEVELOPMENT. Economics and Innovative Technologies, 2019(2), 2.
Jago, L., Chalip, L., Brown, G., Mules, T., and Shameem, A. (2003). Building events into destination branding: insights from experts. Event Management, 8(1), 3-14.
Kotler, P., Asplund, C., Rein, I., and Heider, D. (1999). Marketing places Europe: How to attract investments, industries, residents and visitors to European cities, communities, regions and nations in Europe. London, United Kingdom: Prentice Hall.
Kotler, P., Haider, D.H., and Rein, I. (1993). Marketing Places: Attracting Investment, Industry and Tourism to Cities, States and Nations. New York: Free Press.
Munsters, W. (1996). Cultural tourism in Belgium. In G. Richards (ed.) Cultural tourism in Europe, 80-90. Wallingford, United Kingdom: CABI.
Olimovich, D. I., Khabibovna, K. M., & Alimovich, F. E. (2020). Innovative ways of reducing tourism seasonality of tourist areas. Достижения науки и образования, (1 (55)).
Park, S.Y., and Petrick, J.F. (2006). Destinations’ Perspectives of Branding. Annals of Tourism Research, 33(1), 262-265.
Waitt, G. (2001). The Olympic spirit and civic boosterism: The Sydney 2000 Olympics. Tourism Geographies, 3(3), 249-278.
Ибрагимов Н. С. & Норов Б. Н. (2020). БУХОРО ДEСТИНАТСИЯСИ БРEНДИНИ ТАКОМИЛЛАШТИРИШ ВА ЖОЗИБАДОРЛИГИНИ ОШИРИШ ЙЎЛЛАРИ. Iqtisodiyot va innovatsion texnologiyalar.(pp.284-293)
Alimovich, F. E., Habibulloevna, K. S., & Bahodirovna, D. N. (2020). Central features of halal tourism and halal food. Academy, (3 (54)).
Davronov, I. O., & Ismatillayeva, S. S. (2019). Тhe role of innovative technologies for improving economy of hotels.
Aripova, M. S. (2021). IMPORTANCE OF BRANDING IN HOTEL BUSINESS. Scientific progress, 1(6), 1092-1097.
Davronov, I. O. (2019). Innovative ways of improving excursion service around the touristic destinations. Мировая наука, (4), 508-510.
Kayumovich, K. O., Annamuradovna, F. S., Alimovich, F. E., Alisherovna, D. N., & Olimovich, D. I. (2020). Opportunity of digital marketing in tourism sphere. International Journal of Psychosocial Rehabilitation, 24(8).
Nurov, Z. S., & Nurova, G. N. (2021, March). Conceptual framework for factors affecting the feasibility of the isi. In E-Conference Globe (pp. 276-280).
Olimovich, D. I. (2015). Tourism potential of Uzbekistan. Lucrările Seminarului Geografic" Dimitrie Cantemir", 40, 125-130.
Kayumovich, K. O., Alimovich, F. E., Khudoynazarovich, S. A., Shavkatovna, S. S., & Supiyevna, B. M. (2020). Opportunities of mobile marketing in tourism. Journal of Critical Reviews, 7(12), 94-98.
Nurov, Z. S., Khamroyeva, F. K., & Kadirova, D. R. (2021, March). Development of domestic tourism as a priority of the economy. In E-Conference Globe (pp. 271-275).
Olimovich, D. I. (2020). Role of investment in tourism development. Academy, (5 (56)).
Sharifovich, Y. K. (2021). Ways to Improve Information and Consulting Services in the Field of Tourism. International Journal of Business, Technology and Organizational Behavior (IJBTOB), 1(2), 98-104.
Olimovich, D. I. (2020). The impact of innovative technologies for improving economy of hotels. Asian Journal of Multidimensional Research (AJMR), 9(5), 194-201.
Фарманов, Э. А., Кадыров, Д. Х., & Ходжаева, Ф. Н. (2020). Роль культурного наследия Узбекистана в развитии туризма. Вестник науки и образования, (2-3 (80)).
Olimovich, D. I., &Khudoynazarovich, S. A. (2020). The cost-effectiveness of improving the quality of hotel services. Academy, (4 (55)).
Кадирова, Ш. Х., Фарманов, Э. А., & Пулатов, М. М. (2020). Важность внедрения новых транспортных маршрутов в развитии туризма. Вопросы науки и образования, (10), 94.
Olimovich, D. I., Bakhtiyorovich, T. M., & Salimovna, N. G. (2020). Improving of personnel training in hotel bussines. Academy, (2 (53)).
Samatovich, R. S., Olimovich, D. I., &Jafarbekovna, K. N. (2020). Functional improvement of hotel staff as a key to develop the quality of services in bukhara hotels. Proceeding of The ICECRS, 6.
OLIMOVICH, D. I., BAXTIYOROVICH, T. M., & CHORIEVICH, B. A. Description of Technological Processes in Restaurant Services. JournalNX, 6(05), 248-252.
Samatovich, R. S. (2021). Importance of Marketing in Tourism and Hotel Industry. International Journal of Business, Technology and Organizational Behavior (IJBTOB), 1(2), 79-84.
Olimovich, D. I., Khabibovna, K. M., & Samadovich, R. S. (2020). Improving tourist season in Bukhara region. Вестник науки и образования, (1-2 (79)).
Salimova, S. F. (2021). JOYLASHTIRISH VOSITALARIDA MARKETING FAOLIYATINING AHAMIYATI. Scientific progress, 1(6).
Olimovich, D. I., Kudratovna, F. S., & Sayfitdinovich, I. B. (2020). The importance of marketing analysis for predicting the prospects of restaurants in Bukhara hotels. Economics, (1 (44)).
Раджабов, О. О. (2021). ЭФФЕКТИВНЫЕ СПОСОБЫ ИСПОЛЬЗОВАНИЯ ИНСТРУМЕНТОВ PR-PUBLIC RELATION (СВЯЗЕЙ С ОБЩЕСТВЕННОСТЬЮ) В ТУРИЗМЕ. In НАУКА, ОБЩЕСТВО, ИННОВАЦИИ: АКТУАЛЬНЫЕ ВОПРОСЫ И СОВРЕМЕННЫЕ АСПЕКТЫ (pp. 106-117).
Olimovich, D. I., Samatovich, R. S., Farmanovna, E. A., Khabibulayevna, K. S., & Saymurodovich, N. Z. (2020). The economic impact of innovations in tourism and hospitality. Journal of Critical Reviews, 7(9), 258-262.
Фарманов, Э. А., Кадыров, Д. Х., & Ходжаева, Ф. Н. (2020). Организация экотуризма по исламским канонам. Достижения науки и образования, (4 (58)).
Bakhtiyarovich, T. M., Fakhriddinovna, D. Y., & Temirkuliyevich, U. J. (2020). The role of national tourism resources in the development of domestic tourism. Economics, (4 (47)).
Olimovich, D. I., Temirkulovich, U. J., & Bakhodirovna, M. M. (2020). Mechanisms of improving staff training. Academy, (2 (53)).
Article Statistics
Copyright License
Copyright (c) 2021 The American Journal of Management and Economics Innovations
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain the copyright of their manuscripts, and all Open Access articles are disseminated under the terms of the Creative Commons Attribution License 4.0 (CC-BY), which licenses unrestricted use, distribution, and reproduction in any medium, provided that the original work is appropriately cited. The use of general descriptive names, trade names, trademarks, and so forth in this publication, even if not specifically identified, does not imply that these names are not protected by the relevant laws and regulations.