Tourism in the Context of the Service Marketing Triangle in Uzbekistan

This study explores the applicability of the Service Marketing Triangle (SMT) framework to Uzbekistan’s tourism sector. Drawing on qualitative interviews with government representatives, local entrepreneurs, and international tourists, the research identifies three primary themes that are consistently referenced by all stakeholder groups: job creation and development, infrastructure, and safety. The study adopts a deductive research approach grounded in positivist philosophy, utilizing thematic analysis via NVivo 12 software. Findings confirm that SMT is a relevant and effective conceptual tool for evaluating and aligning tourism-related marketing efforts in emerging economies. The research contributes both theoretically and practically by demonstrating how stakeholder alignment across the three vertices of the SMT—government (service provider), tourists (customers), and local entrepreneurs (employees)—can drive holistic tourism development. Recommendations are offered for improving internal, external, and interactive marketing strategies in the tourism domain of Uzbekistan.