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Raqamli Muhitda Rekreatsion Xizmatlar Marketingini Rivojlantirish Yo‘Nalishlari

Author

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  • Zumrad Usmanova

Abstract

So‘nggi yillarda aholining hayot sifati, sog‘lom turmush tarzi va madaniy dam olishga bo‘lgan ehtiyojisezilarli darajada oshdi. Urbanizatsiya jarayonlarining kuchayishi, ish faoliyatida stress omillarining ortishi hamda ichkiturizmni rag‘batlantirish siyosatining faollashuvi rekreatsion xizmatlar bozorini strategik ahamiyatga ega sohalardanbiriga aylantirdi. Shu nuqtai nazardan, rekreatsion xizmatlar marketingini ilmiy asosda takomillashtirish masalasi dolzarbahamiyat kasb etadi. Chunki raqobat muhitida rekreatsion obyektlar va dam olish maskanlarining barqaror rivojlanishisamarali marketing strategiyalariga bevosita bog‘liq.O‘zbekistonda so‘nggi besh yil davomida turizm va rekreatsiya sohasini huquqiy jihatdan tartibga solish va qo‘llabquvvatlashgaqaratilgan qator me’yoriy-huquqiy hujjatlar qabul qilindi. Jumladan, “Turizm to‘g‘risida”gi Qonunningyangi tahriri turizm va rekreatsion faoliyat subyektlarining huquq va majburiyatlarini aniq belgilab berdi. Shuningdek,O‘zbekiston Respublikasi Turizm qo‘mitasi faoliyatini takomillashtirishga qaratilgan qarorlar sohada institutsionalislohotlarni chuqurlashtirdi.Bundan tashqari, 2022–2026-yillarga mo‘ljallangan Yangi O‘zbekiston taraqqiyot strategiyasi doirasida turizm va rekreatsiyainfratuzilmasini rivojlantirish, ichki va ekologik turizmni kengaytirish, sog‘lomlashtirish maskanlarini modernizatsiya qilishvazifalari belgilandi. Mazkur huquqiy va strategik asoslar rekreatsion xizmatlar bozorini tartibga solish, investitsiya muhitiniyaxshilash va xizmatlar sifatini oshirishga xizmat qilmoqda.Shunday qilib, rekreatsion xizmatlar marketingini takomillashtirish nafaqat iqtisodiy samaradorlikni ta’minlaydi, balkidavlatning turizm va aholi farovonligini oshirishga qaratilgan siyosatini amalga oshirishda muhim vosita sifatida namoyonbo‘ladi.

Suggested Citation

  • Zumrad Usmanova, 2026. "Raqamli Muhitda Rekreatsion Xizmatlar Marketingini Rivojlantirish Yo‘Nalishlari," GREEN ECONOMY AND DEVELOPMENT, "Ma'rifat-Print-Media" LLC, Tashkent State University of Economics, vol. 4(5), May.
    • Handle: RePEc:teu:ged000:v:4:y:2026:i:5:id:10682
    DOI: 10.5281/zenodo.20446565
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