XORIJIY SAYYOHLAR TASHRIF QARORIGA IJTIMOIY MEDIANING TA’SIRI: TAHLIL VA NATIJALAR
Keywords:
Ijtimoiy media, sayyohlik qarorlari, turizm marketingi, sayohatdan qoniqishAbstract
Ushbu tadqiqotda xorijiy sayyohlarning muayyan manzilga tashrif buyurish qaroriga ijtimoiy medianning ta’siri o‘rganildi. Ijtimoiy tarmoqlar turizm marketingida yangi kuch sifatida shakllanib, sayyohlarning axborot izlash va tanlov jarayonlarini tubdan o‘zgartirmoqda. Maqolada so‘nggi yillarda olib borilgan ilmiy tadqiqotlar va so‘rovnomalar asosida ijtimoiy medianing o‘rni tahlil qilinib, global miqyosda sayyohlarning qanchalik ijtimoiy tarmoqlardagi kontentga tayanishi statistik ma’lumotlar orqali yoritilgan. Tadqiqot uchun xorijiy sayyohlardan olingan ma’lumotlar Spearman korrelyatsiyasi, ANOVA va logistik regressiya kabi statistik usullar yordamida tahlil qilindi. Natijalar yosh guruhlari va platforma tanlovi sayohat qarorlariga sezilarli ta’sir ko‘rsatishini, shuningdek, ijobiy onlayn baholar va sharhlar sayyohlik manzillari jozibasini oshirishini ko‘rsatdi. Yosh sayyohlar Instagram va TikTok kabi vizual platformalardan ko‘proq ilhom olsalar, yoshi kattaroq avlod Facebook va an’anaviy manbalarga tayanishi aniqlandi. Ijtimoiy media reytinglari va boshqa foydalanuvchilarning tavsiyalari turistlarning kutgan natijalari shakllanishiga ta’sir etib, ular sayohatdan qoniqish darajasini ham belgilashi mumkin. Xulosa o‘rnida, turizm sohasida ijtimoiy mediadan samarali foydalanish bo‘yicha takliflar berilib, xorijiy tajribalarni O‘zbekistonda qo‘llash yo‘llari ko‘rsatildi.
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