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All Journal Studi Akuntansi dan Bisnis Indonesia Review of Multidisciplinary Academic and Practice Studies
Fayzullayeva Gulchexra
Independent Researcher Samarkand, Uzbekistan
Economics, Econometrics & Finance Other

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Digital Media vs Traditional Promotion: The Changing Dynamics of Silk Road Tourism Marketing in Uzbekistan Fayzullayeva Gulchexra
Studi Akuntansi dan Bisnis Indonesia Vol 2 No 1 (2026): January
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM), Sekolah Tinggi Ilmu Ekonomi Krakatau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61401/sabi.v2i1.490

Abstract

Purpose: This study aims to examine how digital marketing platforms influence tourist behavior and travel decisions in Uzbekistan, particularly in relation to Silk Road tourism, compared to traditional promotional channels. Methodology: A quantitative approach was employed using survey data collected from 44 respondents via a structured online questionnaire. Data were analyzed using SPSS, with linear regression used to assess relationships between heritage-related factors and tourism behaviors, and descriptive analysis to evaluate the influence of promotional channels. Results: The percentage mentioned in your findings is 45.5%, which represents the proportion of travel decisions influenced by social media platforms such as Instagram, YouTube, and TikTok. Conclusions: The study concludes that digital marketing is essential for enhancing Uzbekistan’s tourism competitiveness. Social media-driven strategies and interactive platforms are more effective than traditional promotion, and combining these with heritage preservation and accessibility can maximize tourist engagement. Limitations: The study is limited by its small sample size (44 respondents) and focus on specific Silk Road tourism destinations, which may limit generalizability to other regions or larger populations. Contribution: This research provides insights for policymakers and tourism stakeholders on optimizing digital marketing strategies to enhance destination image, attract global visitors, and increase engagement with Silk Road tourism in Uzbekistan.
Digital Media vs Traditional Promotion: The Changing Dynamics of Silk Road Tourism Marketing in Uzbekistan Fayzullayeva Gulchexra
Review of Multidisciplinary Academic and Practice Studies Vol 3 No 2 (2026): August
Publisher : LPPM STIE KRAKATAU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61401/rmaps.v3i2.512

Abstract

Purpose: This study examines the factors influencing tourism promotion effectiveness in Uzbekistan, focusing on the impact of digital and traditional media channels on tourists’ travel behavior and decision-making toward Silk Road destinations. Research Methodology: A quantitative approach was employed, using primary data collected through structured online questionnaires from 44 respondents. Data were analyzed using SPSS, including linear regression for relationships between heritage-related factors and tourism behavior, and descriptive analysis of promotional influences. Results: Digital media, particularly social media platforms such as Instagram, YouTube, and TikTok, were found to be significantly more effective than traditional channels in influencing travel decisions. Social media accounted for the strongest influence on tourist behavior (45.5%), whereas traditional channels like television and travel agencies showed minimal impact. Besides promotional media, accessibility and heritage site preservation were also statistically significant factors affecting travel decisions (p = 0.025; p = 0.004). Conclusions: The findings indicate a clear shift from centralized or traditional tourism marketing toward digitally-driven platforms, where interactive, user-generated content enhances destination image and engagement. While infrastructure and heritage protection remain important, optimizing digital marketing strategies is crucial for improving global competitiveness and tourist engagement with Uzbekistan’s Silk Road destinations. Limitations: The study’s sample size was relatively small, with only 44 respondents, potentially limiting generalizability. Additionally, the research focused solely on Uzbekistan, which may not fully reflect tourism promotion dynamics in other Silk Road countries. Contribution: This study provides new quantitative insights into the effectiveness of digital versus traditional promotional channels for heritage tourism in Uzbekistan, offering practical guidance for policymakers and tourism stakeholders to enhance destination marketing strategies.
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