DEVELOPMENT OF SERVICE IN ECOLOGICAL AND RELIGIOUS TOURISM OBJECTS AS EXAMPLE, CHOR-CHINAR ECOLOGICAL-RELIGIOUS COMPLEX, URGUT DISTRICT IN SAMARKAND REGION

Аннотация

This article examines the impact of service quality on tourist satisfaction and loyalty at the Chor-chinor religious and ecological site. The study emphasizes the importance of enhancing services such as transport, dining, and auxiliary facilities to meet tourists’ expectations. It suggests that the current marketing efforts to attract tourists are insufficient, and basic services need improvement. The findings indicate that improving service quality can lead to increased satisfaction and loyalty among visitors, ultimately benefiting the local economy and community. Keywords: satisfaction, ecological tourism, religious tourism, Chor-chinor shrine, service. The Central Asian region, particularly Uzbekistan, is known for its rich history and diverse natural beauty, making it an ideal destination for tourists. The government has been promoting the rapid development of tourism, especially focusing on religious shrines located in ecologically significant areas. Ecotourism and religious tourism play key roles in attracting visitors, with a focus on preserving the environment and exploring cultural and historical sites. One such location that combines both ecotourism and religious tourism is the Chor Chinor Sufi madrasa in Uzbekistan, which attracts pilgrims and visitors seeking spiritual and cultural experiences. By developing a predictive model of customer satisfaction with the services offered at these sites, it is possible to enhance the overall visitor experience and contribute to the local economy. Through analyzing and improving the quality of services provided at religious and ecological tourism destinations, this research aims to unlock the full potential of these sites and promote sustainable tourism practices in the region. Tourism is a dynamic economic sector that shapes contemporary civilization development. Structural and conjunctural factors influence tourist growth, presenting tourism as a means of fostering mutual understanding and cultural exchange. The multifaceted nature of tourism is driven by human desires for entertainment, information, education, and personal growth within a post-industrial society. Various studies highlight the importance of sustainable practices in enhancing tourism and preserving natural resources. Ecotourism, with a focus on conservation and community engagement, seeks to strike a balance between tourism and environmental protection. Religious tourism, on the other hand, offers unique spiritual experiences aimed at cultural and personal enrichment. The Chor-Chinor shrine, located in Urgut, Uzbekistan, is a sacred and historical site that holds significant cultural and spiritual importance. The name “Chor-Chinor” translates from Persian as “four plane trees,” which are a defining feature of the shrine’s landscape. The sanctuary is situated approximately 3 kilometers from Urgut’s town and is surrounded by a stunning natural setting that adds to its tranquility and mystique. 25 YOSH OLIMLAR ILMIY-AMALIY KONFERENSIYASI in-academy.uz/index.php/yo The grove at the Chor-Chinor shrine is adorned with over fifty ancient plane trees, some of which are estimated to be over a thousand years old. These old plane trees serve as a symbol of the region’s rich cultural heritage and spiritual significance. The massive, hollow centers of these trees are believed to have been used as classrooms, adding to the historical aura of the shrine. Within the Chor-Chinor shrine complex, visitors can find tall adobe buildings, winding streets, and vibrant ethnic groups reminiscent of Bukhara’s former neighborhoods. The layout of the streets and homes, arranged on an incline and spread out along both banks of the Urgutsaya mountain river, provides a unique and picturesque ambiance to the sanctuary. The tranquil environment and natural beauty of the grove make it a peaceful retreat for both pilgrims and tourists seeking a quiet and spiritual experience. An index attached to each tree in the grove indicates its estimated age, with some trees dating back over eleven centuries. The trees and the surrounding landscape create a sacred atmosphere that draws visitors seeking spiritual solace and cultural enrichment. The presence of mosques, graves, and a holy spring further adds to the shrine’s spiritual significance, making it a site of pilgrimage and religious importance for many individuals. The Chor-Chinor shrine stands as a testament to Uzbekistan’s rich history and cultural heritage. Its ancient plane trees, historic buildings, and tranquil surroundings make it a unique and spiritually significant destination for pilgrims and visitors alike. The shrine’s peaceful ambiance and natural beauty continue to attract those seeking a meaningful and serene experience in the heart of Uzbekistan’s cultural landscape. The analysis of the questionnaire data collected from tourists visiting the Chor-chinar shrine offers valuable insights into the perceptions and experiences of visitors. The historical significance o