The potential attractiveness of Uzbekistan. Designing strategies to promote the Central Asian Republic by analysing official tourism image and conducting at-destination surveys

  1. Lois González, Rubén Camilo
  2. Del Rio Araujo, María Luisa 1
  3. Kim, Aleksandra 1
  1. 1 Universidade de Santiago de Compostela

    Universidade de Santiago de Compostela

    Santiago de Compostela, España


Journal of Tourism Analysis = Revista de Análisis Turístico

ISSN: 1885-2564

Ano de publicación: 2016

Número: 22

Páxinas: 1-11

Tipo: Artigo

Outras publicacións en: Journal of Tourism Analysis = Revista de Análisis Turístico


Republic of Uzbekistan is a budding tourist destination offering huge potential. The country lies on the famous Silk Road and boasts a wealth of heritage sites, making it a hugely attractive prospect for the global market. Somewhat surprisingly, there appears to be a huge shortage of existing scientific reading on tourism and virtually no studies based on intensive field work carried out on site in Uzbekistan. To resolve this problem to some extent, this article intends to review official promotional material for the country and then analyze the results of a survey with tourists within the country. The conclusions of our study reveal a gap between what the Government is relying on to promote the country’s image and the experiencie of the travellers.Keywords: tourist destination, Silk Road, cultural tourism, ex-Soviet Republics, perceived experience.

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