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Destination image in Uzbekistan – heritage of the Silk Road and nature experience as the core of an evolving Post Soviet identity

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  • Kamoliddin Fayzullaev
  • Susanna Heldt Cassel
  • Daniel Brandt

Abstract

The purpose of this research is to analyze the destination image of Uzbekistan presented by the DMO and the destinations images emerging from user generated content in social media posts. In this study, promotional images and user-generated images on the platform Instagram were examined by using content-semiotic analysis. The main findings show that the destination image of Uzbekistan is dominated by heritage and reference to ancient cultural traditions of the region. However, the image represented through user generated content on Instagram is more diverse and to a larger extent depict the destination through natural heritage and experiences in the natural landscape. Furthermore, Uzbekistan is concurrently trying to create a post-Soviet identity through a focus on its history prior to the Soviet past, with focus on heritage of the Great Silk Road which highlight that destination image construction is related to geo-political processes in society which includes contestations of national identity.

Suggested Citation

  • Kamoliddin Fayzullaev & Susanna Heldt Cassel & Daniel Brandt, 2021. "Destination image in Uzbekistan – heritage of the Silk Road and nature experience as the core of an evolving Post Soviet identity," The Service Industries Journal, Taylor & Francis Journals, vol. 41(7-8), pages 446-461, June.
    • Handle: RePEc:taf:servic:v:41:y:2021:i:7-8:p:446-461
    DOI: 10.1080/02642069.2018.1519551
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    Cited by:

    1. Nigora Baymuminova & Guljakhon Shermukhammedova & Jeong-Gil Choi, 2023. "Estimating the Economic Value of Ichan Kala Using the Contingent Valuation Method (CVM)," Sustainability, MDPI, vol. 15(3), pages 1-18, February.
    2. Aigul Sergeyeva & Akzhunus Abdullina & Mamatkodir Nazarov & Izimbet Turdimambetov & Muxammadismoil Maxmudov & Sergey Yanchuk, 2022. "Development of Cross-Border Tourism in Accordance with the Principles of Sustainable Development on the Kazakhstan-Uzbekistan Border," Sustainability, MDPI, vol. 14(19), pages 1-17, October.
    3. Husanjon Juraturgunov & Murodjon Raimkulov & Young-joo Ahn & Eunice Minjoo Kang, 2023. "World Heritage Site Tourism and Destination Loyalty along the Silk Road: A Study of U.S. Travelers in Uzbekistan," Sustainability, MDPI, vol. 15(13), pages 1-21, June.

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