The Effect Of Organic And Mineral Fertilizers On The Growth And Development Of Cotton

Аннотация

Festivals and cultural events have become an important part of the of destination branding strategies. More and more places are increasingly using events and cultural festivals to enhance their image positively and boost tourist flow. Cultural events and festivals have always had a special place in society. Although event tourism has not emerged recently, interest in cultural events in tourism literature has grown tremendously over the last few decades as they have become a key element in attracting tourist destinations. Destinations have also begun to see strategic destination branding as one of the ways to attract a large number of tourists. Therefore, the research in this area can be considered very relevant for the industry. This article examines the importance of various public events in the branding process of destinations and analyzes the impact of “Silk and spices” festival on image and brand of Bukhara tourism destination. The purpose of this study is to explore how visitors evaluate the impact of cultural events and festivals on enhancing the tourist image. The Silk and Spices Festival is undoubtedly one of the most popular Uzbek cultural festivals held annually internationally. Methodological questionnaires were developed to conduct the research. Questionnaires in the form of paper surveys were taken from international and local tourists who visited the Silk and Spices Festival to learn about the impact of this festival on the image of Bukhara. The findings show that there is a positive link between this cultural event and the city’s image. KEYWORDS Destination branding, cultural events, festivals, destination image, event tourism. The US A Journals Volume 03 Issue 05-2021 106 The American Journal of Management and Economics Innovations IMPACT FACTOR (ISSN – 2693-0811) 2021: 5. 562 Published: May 31, 2021 | Pages: 106-117 Doi: https://doi.org/10.37547/tajmei/Volume03Issue05-17 INTRODUCTION strategy. Events are organized to promote tourism by adding value to the destination. Resolution of the President of the Republic of Uzbekistan dated 19.05.2017 № DP-2980 "On Festivals can bring development to the measures to accelerate the development of economy, improve the life of a society, and tourism potential of Bukhara city and Bukhara especially create a positive image and brand of region in 2017-2019" was signed. destination. Thanks to the contribution of the festivals, the destination becomes more The resolution stipulates the following tasks to attractive and increases the ability to attract be fulfilled by holding festivals such as "Silk and tourists. [6] As a result, there will be a return Spices", "Melon Festival", "City Day", "Oriental visit of guests to the destination. The success Cuisine", "Bukhara Craftsmen": in attracting visitors through events has 1) Conducting a comprehensive advertising increased consumers ’interest in destination. campaign and promoting the Bukhara Events can have a multifaceted impact on brand; marketing, for example, the use of large-scale 2) Organization of information types for events is particularly advantageous in representatives of foreign tourism attracting customers to the local population. organizations and mass media and Events are a source of great success for the promotion of existing tourist potential on destination, expanding marketing activities popular and popular foreign TV channels; and maximizing the benefits of the destination. 3) Posting articles on the history of the Therefore, defining the role of the event in region, monuments and relics on special destination marketing will help tourism websites and popular social networks. [1] managers to identify strategies aimed at developing tourism through cultural events, to According to the resolution, the promotion of increase the competitive advantage of the the tourism brand of Bukhara region through destination. It is understandable that there is a the holding of festivals will play an important need to periodically assess brand impact, role in ensuring the sustainable growth of the recognizing that events can make a significant tourism industry in the region. In recent contribution to brand development. [10] decades, cultural events and international Changes in brand perception can occur over festivals have become an integral part of time, not immediately. Therefore, it is destination branding strategies. Regions are recommended that brand surveys be increasingly using cultural events and festivals conducted approximately every 2-3 years [18]. to enhance their prestige and promote tourism. Many destinations around the world METHODS AND RESULTS are creating portfolios of events as a strategic The face-to-face survey was conducted to initiative to attract visitors and develop their organize the opinion of the participants of the brand. Silk and Spices Festival, which took place on Today, cultural festivals and events are seen as May 28-29-30, 2021, about the festival and the part of the tourism produ