INCREASING TOURIST ATTRACTION TO UZBEKISTAN IN DIGITAL ECONOMY PERIOD BY ENHANCING SERVICE QUALIT

Abstract

Based on the datas, three fourth of world GDB belongs to the service industry, which means service sector is the highest among other industries. Therefore, it is very important to increase competitiveness, effectiveness and flexibility of any organization in a service field such as hospitality companies. On the other hand, due to pandemic conditions around the world tourist flow has significantly been decreased in the world as well as in Uzbekistan in 2020. Thus, by enhancing service quality is an essential element to achieve success and attract more customers to visit the country. Since Uzbekistan became an independent state in 1991, there has been much effort to develop and access the tourism industry by the government. Therefore, there has been a rapid increase in the tourists’ flow to the country where you can encounter mixture beauty of ancient East and modern West architecture. The cities such as Samarkand, Bukhara and Khiva were always becoming the main destination of tourists who wish to meet ancient building and monuments with more than 500 years –old- history. As the number of tourists and visitors rising, the demand for improving the quality of service and customer satisfaction is increasing day by day. Service quality of guide service is also essential for tourist flow