INNOVATIVE AND COMMUNICATIVE OPPORTUNITIES OF DIGITAL TECHNOLOGIES IN THE TOURISM SECTOR OF UZBEKISTAN IN THE CONDITIONS OF GLOBALISATION

Abstract

This article analyzes the role and importance of
digital technologies in the development and innovative and
communicative opportunities of digital technologies in the field of
Tourism of Uzbekistan in the context of globalization. The
communicative and socio-cultural opportunities of modern information
and communication technologies, including social networks, online
booking platforms and digital marketing in the field of tourism, are
highlighted. In particular, electronic visa platforms, virtual tours,
artificial intelligence-based services are highlighted. The importance of
QR code, mobile applications and Big Data Technologies in promoting
national cultural heritage and establishing effective communication with
international tourists is also justified. As a result of the analysis, it is
concluded that in order to further strengthen the tourism brand of
Uzbekistan, it is necessary to improve digital strategies.