The Influence of National Culture and Sociocultural Factors on Foreign Tourist Behavior in Uzbekistan: Challenges and Implications

This paper studies the effect of national culture and socio-cultural factors on behavior of overseas tourists in Uzbekistan. Surveying 520 tourists and conducting 25 in-depth interviews, the study finds that hospitality, cultural authenticity, national cuisine and interaction with people are the most significant factors for tourist satisfaction. Meanwhile, some hurdles also come to light such as the environmental question, transport difficulties, digital access obstacles and a mismatch between expected levels of service quality and its realized level. The research shows that cultural and historical legacy (68% of tourists are ready to come back to Uzbekistan) is still the most competitive factor for Uzbekistan. The article suggests specific practical initiatives for the development of tourism infrastructure, including the culturally adapted service provision, digitalization and a system “Tourist Taxi Uzbekistan”. The findings offer a scientific foundation for improving the competitiveness and sustainable development of tourism industry in Uzbekistan.