USING ARTIFICIAL INTELLIGENCE TO DEVELOP TOURISM POTENTIAL IN THE MOUNTAINOUS REGIONS OF QASHQADARYA

Аннотация

Горные районы Кашкадарьинской области (в особенности Шахрисабз, Китаб, Дехканабад, Камаши, Яккабаг) обладают богатым культурным и природным туристическим потенциалом, однако развитие туризма здесь остаётся ограниченным. В данном исследовании анализируются туристические возможности и тенденции за последние пять лет в этих районах, рассматриваются недавние решения и программы правительства, направленные на развитие горного туризма (например, Национальная стратегия по туризму на 2019–2025 годы, указы 2023 года), а также изучаются современные применения искусственного интеллекта (ИИ) и аналитики данных в сфере туризма(вУзбекистанеи зарубежом). Значимые примеры (такиекак ИИ-маркетинг, чат- боты, персонализация) демонстрируют, как ИИ может повысить операционную эффективность, точечное продвижение и улучшить впечатления туристов. Обсуждается, как такие технологии могут усилить развитие горного туризма Кашкадарьи (например, за счёт персонализированных сервисов, планирования на основе данных, цифровых гидов), и представлены стратегические рекомендации (включая развитие инфраструктуры, ИИ- платформы для маркетинга и устойчивое управление), направленные на эффективное использованиеэтихвозможностей. Ключевые слова : Развитие туризма; Горные регионы; Кашкадарья; Узбекистан; Искусственныйинтеллект; Туристическая политика. Thetourism sector is one of thefastest-growing industries globally, significantly contributing to national economies [1]. Uzbekistan has high tourism potential, with historical monuments and rich cultural heritage playing a key role. Qashqadarya region is also considered a region with page1308 INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE ISSN:2692-5206,ImpactFactor:12,23 AmericanAcademicpublishers,volume05,issue06,2025 Journal: https://www.academicpublishers.org/journals/index.php/ijai abundant tourism resources: its mountainousand foothill zonesare particularly noteworthy. The city of Shahrisabz, the birthplace of Amir Temur, is a center of historical monuments and is included in UNESCO’s World Cultural Heritage List. Additionally, districts such as Yakkabogʻ, Qamashi, and Kitob stand out for their unique natural landscapes and historical sites. However, compared to the country’s leading tourist regions like Samarkand and Bukhara, Qashqadarya’s tourism revenue and infrastructure remain at a lower level [2][3]. In particular, the Maydanak high-altitude astronomical complex located in Qamashi district is one of the world’s unique sites,serving toincrease theflow oftouristsona largescale [4]. In recent years, the local government has been developing specific measures to promotetourism in mountainous areas. Discussions in 2024–2025 meetings also addressed issues such as improving transport and infrastructure and increasing the flow of domestic and foreign tourists. In this regard, this article analyzes the existing tourism resources in Qashqadarya’s mountainous regions and statistical trends over the past five years. Government decisions and programs related to tourism (e.g., the 2019–2025 tourism strategy, presidential decrees, and resolutions) are studied, and directions specific to mountainous regions are identified. Additionally, global and local examples of the application of artificial intelligence (AI) and big dataanalytics in tourism are reviewed, and theadvantages and solutions resulting from theiruse in Qashqadarya’s mountains are analyzed. Based on the research findings, clear recommendations and strategicproposals fortourism development inthe region are provided. Methodology . This study is primarily based on the analysis of existing data. Official information from the Qashqadarya Region Statistics Department (e.g., tourism-related reports, statistical bulletins) was used. Specific statistical indicators include data on the number of tourists, the volume of tourism services, and the number of accommodation facilities from 2017 to 2023 [4]. Information on government decrees and resolutions was collected from the Republic of Uzbekistan’s legislative information portal (lex.uz) and official news agencies (e.g., UzA). The 2019–2025 tourism development strategy (PF-5611, 2019) and 2023 decrees (PQ- 135, PQ-238, PQ-376) [2][5][6] were analyzed. International scientific articles and practical examples related to artificial intelligence and tourism were also reviewed. Specifically, the Samarkand case study published in the Academic Journal of Digital Economics and Stability (2024), research by Destinations International (2025), and a scientific article on India’s Uttarakhand region were analyzed. Qualitative and quantitative data collected in this manner were used as a basis to identify the prospects and challenges for tourism development in Qashqadarya’s mountainous regions. TourismPotential and Statistical Analysis Qashqadarya region’s mountainous areas are rich in historical heritage and natural landscapes. In particular, Shahrisabz is known for its Timurid-era monuments, with the Hazrati Sultan