IMPROVING MODERN METHODS OF IMPLEMENTING DIGITALIZATION TO ENHANCE SERVICE QUALITY IN UZBEKISTAN’S TOURISM SECTOR

Feruza Sharobiddinova,Nargiza Mansurova

Authors

Feruza Sharobiddinova,Nargiza Mansurova Author, Scientific Supervisor

Keywords:

Digitalisation, tourism service quality, smart tourism, artificial intelligence, tourist satisfaction, Uzbekistan, digital transformation.

Abstract

The rapid development of digital technologies has significantly transformed the global tourism industry, creating new opportunities to improve service quality and tourist satisfaction. In response to growing international competition and changing tourist expectations, Uzbekistan has identified digital transformation as a strategic priority within the framework of the “Digital Uzbekistan–2030” programme. However, despite substantial progress in areas such as electronic visa systems, online booking services, and digital tourism platforms, challenges related to infrastructure, usability, digital skills, and service integration continue to affect the overall tourist experience.

The purpose of this study is to investigate modern methods of implementing digitalisation to enhance service quality in Uzbekistan’s tourism sector. The research examines the current level of digital adoption, identifies major barriers to implementation, and evaluates the potential contribution of digital technologies to tourist satisfaction and service improvement. A mixed-methods research approach was adopted. Quantitative data were collected through an online questionnaire distributed to domestic and international tourists in Uzbekistan. A total of 216 valid responses were analysed using descriptive statistics, frequency analysis, and reliability testing. The survey instrument demonstrated satisfactory internal consistency with a Cronbach’s Alpha coefficient of 0.817. In addition, qualitative responses were examined to provide deeper insights into tourists’ experiences and expectations regarding digital tourism services.

The findings reveal that tourists generally perceive digital technologies as important tools for improving service quality, convenience, and accessibility. Online booking systems, digital information platforms, and AI-based customer support services were identified as having significant potential to enhance tourist experiences. However, poor internet connectivity, complicated digital interfaces, and limited technological integration remain key obstacles to effective implementation. Based on these findings, the study proposes practical recommendations aimed at strengthening digital infrastructure, improving user-friendly tourism applications, promoting AI-supported services, enhancing digital literacy among tourism stakeholders, and ensuring a balance between technological innovation and traditional Uzbek hospitality. The research contributes to the growing body of knowledge on smart tourism and provides practical guidance for policymakers and tourism businesses seeking to improve service quality through digital transformation in Uzbekistan.

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