IMPROVING THE INSTITUTIONAL AND PRACTICAL EFFECTIVENESS OF TOURISM MARKETING RESEARCH IN UZBEKISTAN

This paper examines the organizational conditions required to make tourism marketing research useful for management in Uzbekistan. It draws on the dissertation's proposed destination management organization (DMO)-type coordination mechanism and six connected recommendations, from a unified demand-monitoring system to performance benchmarking. The analysis explains why fragmented data, unclear responsibilities and weak links between research and decisions can limit the practical value of even sophisticated analytical methods. It presents an implementation sequence with responsibilities and outcome indicators, while distinguishing the dissertation's proposed framework from a verified nationwide implementation. The central argument is that research quality must be judged by how well information informs decisions and measurable visitor outcomes.

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