Publication Details
Abstract
In today's economic environment, fully realizing regional tourism potential is closely linked to the quality of transport services and the effectiveness of their marketing policy. This article presents a scientific analysis of enhancing regional tourism potential through the improvement of transport services marketing, using the example of Khorezm region. The purpose of the study is to assess the current state of marketing activities within the region's transport-tourism complex and to develop evidence-based recommendations for its further development. The research employed comparative analysis, statistical analysis, SWOT analysis, observation, and expert survey methods, alongside a review of domestic and foreign scholarly literature. The findings reveal that the level of marketing integration between transport organizations and tourism operators in Khorezm region remains insufficient, the use of digital promotional tools is limited, and a unified transport-tourism brand is absent. Based on these findings, recommendations are proposed for adapting transport services to tourism needs, introducing digital marketing platforms, and expanding public-private partnership mechanisms. The conclusions of the article have practical significance for improving regional transport-tourism policy.