THE ROLE OF DIGITAL MARKETING STRATEGIES IN ENHANCING BRAND EQUITY OF TOURISM ENTERPRISES

The rapid digitalization of the tourism industry has significantly transformed the way tourism enterprises communicate with customers and build competitive advantages. In the context of increasing market competition, brand equity has become one of the most valuable intangible assets determining the long-term success of tourism enterprises. This study investigates the role of digital marketing strategies in enhancing brand equity within tourism enterprises in Uzbekistan. The research examines the theoretical foundations of brand equity and digital marketing and analyzes their interaction in shaping customer perceptions, loyalty, and competitive positioning. Special attention is given to the impact of social media marketing, electronic word-of-mouth (eWOM), online content, and digital customer engagement on brand awareness and brand loyalty. The study employs a comprehensive methodological framework including Partial Least Squares Structural Equation Modeling (PLS-SEM), Data Envelopment Analysis (DEA), TF-IDF semantic analysis, sentiment analysis, and Fuzzy AHP techniques. The findings reveal that digital marketing significantly influences brand equity through customer trust, online reputation, and consumer engagement. The proposed integrated digital marketing model demonstrates that effective utilization of digital platforms contributes to increased customer loyalty, stronger brand image, and improved economic performance of tourism enterprises. The research concludes that digital transformation and data-driven marketing strategies are essential instruments for strengthening tourism brands and improving the competitiveness of tourism enterprises in emerging tourism destinations. Practical recommendations are developed for tourism organizations to optimize digital marketing investments and enhance brand value creation in the digital environment.

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