The Role of Digital, Financial, and Institutional Innovation in Modernising Tourism Services in Samarkand

This study examines the influence of innovative strategies on the quality and efficiency of service provided by tourism enterprises in Samarkand, Uzbekistan. Digital technology adoption, smart infrastructure, human capital, access to financial innovation, and institutional support are all assessed in this study using multivariate regression analysis on firm-level data from 2022 to 2024, hence influencing a composite Service Performance Index. Every variable shows positive and statistically significant relationships, illustrating that in transition economies, innovation is vital in enhancing tourism service results. The findings offer important new ideas for strategic investment in tourist innovation systems and policy change.