Impact of Business Process Automation on Operational and Customer Service Efficiency in Uzbek Destination Management Organizations: A Digital Systems Perspective

The purpose of this research is to explore the effect of implementing a customized Business Process Automation (BPA) platform on the operational efficiency and customer service quality of Destination Management Organizations (DMOs) in Uzbekistan. With the modernization of global tourism as a result of modern technologies, DMOs in Uzbekistan will fall behind if they do not invest in digital automation, thereby improving on their internal workflows. In this context, this study proposes and evaluates a BPA platform aimed at improving operational and customer service efficiency in medium-sized Uzbekistani travel agencies. An online questionnaire was developed to identify specific pain points in the industry. This paper seeks to demonstrate the tangible impact of automation in the reduction of operational bottlenecks and the enhancement of client experience in the context of an emerging market through comparisons of prior performance metrics, thus qualitative feedback. Lastly, the results of this study will lead to the appropriation of the most optimum practices provided by this study for system refinement to match a medium-sized travel agency's corporate culture and serve as a model for broader adoption among Uzbek DMOs.

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