BUILDING A POSITIVE IMAGE OF UZBEKISTAN AS A TOURIST STATE

Аннотация

The article considers the issue of the image of the state in the context of the development of the tourism industry in Uzbekistan. It is proved that the image of the state in the international arena is one of the main factors in the formation of the country's international relations. The need to strengthen the information potential of the state, purposeful interaction with the mass media for the correct formation and presentation of information about the country was noted. It is proved that a prerequisite for a positive perception of the country and the successful development of internal public relations is the formation of a single value base acceptable to the vast majority of the population, various strata and social groups of the national consciousness and the formation of the national idea of the country. Keywords: tourism, tourism industry, image of the state, image policy, mass media. Introduction and problem statement. Today, Uzbekistan pays great attention to creating favorable conditions for the development of tourism. One of the most effective ways of development is to create a positive tourist image of the territory. For the development of tourism, only economic grounds and the availability of tourist and recreational resources are not enough. It is necessary and important to have a well-formed tourist image that will work for the country, that is, one that is formed taking into account the level of development of the economy, the degree of development of infrastructure, transport, services, the specifics, exoticism and uniqueness of natural and historical and cultural sites (cognitive and educational value of objects, the presence of objects and monuments of world importance; fashion and accessibility of historical and cultural Выпуск журнала №-27 Часть–4_Июнь –2025 328 MODERN EDUCATION AND DEVELOPMENT sites in relation to places of demand; the reliability and capacity of cultural complexes, the size and shape of objects, as well as the possibility of their inspection), the ecological condition of the territory, as well as its overall investment attractiveness. Thus, tourism can influence the formation of a positive image of a particular country or region, just as the already established image of a territory affects the tourism industry as a whole. Ignoring the image is guaranteed to have a number of consequences, mostly of a negative nature. Image occupies an important place among such concepts as "rating", "reputation", "fame", "prestige", "authority". The purpose of this work is to analyze the formation and components of Uzbekistan's image in the international arena. The results of the study. Tourism is an image–creating and highly profitable sector of the economy and a factor in increasing Uzbekistan's international prestige. Now there is an urgent question about the need to form the image of the country as a tourist state not only internationally, but also domestically. The media plays a crucial role in managing the processes of creating and promoting a country's image, because in the modern world it is only under their influence that a certain attitude towards the country and its citizens develops. Uzbekistan has an image of a tourist state, but it is unclear, at the stage of formation. Experts admit that today there is very little information in the media about the problems of the industry and practically no information about positive changes in this area of business. The tourism industry of our country is only developing at this stage. There are successes, but the daily struggle for the quality of infrastructure and the improvement of the legislative framework continues. Among the problems of tourism, there are such as the imperfection of the legislative framework regarding resorts and tourism; underdeveloped infrastructure, as well as the lack of a government policy to promote tourism services at the domestic and international levels. Uzbekistan has a real chance to take its rightful place in the global tourism business, but there is still a lot to do. First, to form an opinion in society about the importance of this industry for the country's economy. Secondly, to create conditions for the development of tourism at the state level. The number of visits and the number Выпуск журнала №-27 Часть–4_Июнь –2025 329 MODERN EDUCATION AND DEVELOPMENT of visits are directly dependent on the attractiveness of tourist products and characterize consumer preferences in purchasing a tourist product. The country's image in the modern world is becoming an important economic resource and one of the key factors of its competitiveness. The desire of states to take a leading position in the global market and create a favorable public opinion makes it a priority to create a positive image of the country in the world with the help of media tools. The issue of image objectively occupies one of the leading places in the system of priorities for the development of the state. Ways to create a high-quality image