THE ROLE OF ONLINE PLATFORMS IN INCREASING COMPETITIVENESS OF THE HOTEL BUSINESS AND ITS DEVELOPMENT PROSPECTS
Mohigul AxmatovaAssociate Professor (PhD), Department of Tourism and Hotel Management, Bukhara State University, UzbekistanGulasal SayidovaMaster's Student, Bukhara State University, Uzbekistan
Zenodo (CERN European Organization for Nuclear Research)repository2026
ABI
Аннотация
This article analyzes the role of online platforms such as Booking.com, Airbnb, Expedia, Agoda, and TripAdvisor in increasing the competitiveness of the hotel business. It examines their impact on marketing, sales, customer relations, and brand image, as well as future development prospects in the context of digital transformation.
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