Bachelors thesis

4.1 Profile of the respondents
Individual face-to-face interviews were conducted with international tourists in Samarkand (n=9). The interviewees consisted of 5 males and 5 females with an average age of 48 years. The majority of them worked, while others had already retired. Most of respondents were married or had previously been married, and nearly all of them had children, with some having grandkids. To adhere to confidentiality requirements, the interviews' true names were modified and pseudonyms were employed, as the respondents preferred to remain anonymous (see Table 1).

Name	Age	Sex	Country	Position occupied	Marital status	Number of children
Hannah	27	Female	Germany	Carrier Representative at freight brokerage	Married	2
Khakim	26	Male	Russia	Barmen	Single	0
George	35	Male	Serbia	IT specialist	Married	4
Jessica	44	Female	England	Model at fashion magazines	Divorced	2
Beres	38	Male	USA	Architect	Married	3
Fuzayl	32	Male	UAE	Sales manager at the Dubai Mall	Married	2
Aygul	29	Female	Kazakhstan	English Teacher	Married	3
Nursulton	33	Male	Kazakhstan	Engineer	Married	3
Shukru	53	Male	Turkey	CEO of turkish restaurant “Kervan Sarat”	Married	4

Table 1 Socio-demographic profile of the respondents
Source: Own elaboration

4.2 Themes that have been identified in the process of studying of data collection
In the process of studying the collected data, five main themes were identified, which are presented as following: (1) Guests’ reviews as decisive factor to choose hotel, (2) Aspects that should be improved in hotel industry in Samarkand, (3) Hospitality and discipline of hotels’ staff as main features of excellent guest service.
The topics described above will be researched further by analyzing the respondents' opinions, perceptions, reflections, feelings, and feedback. These themes can help us understand the necessity for improving service mechanisms in a hotel enterprise in Samarkand and will allow the study questions to be answered.
THEME 1. Guests’ reviews as decisive factor to choose hotel.
People want to know what they're getting and whether it's worth the money, whether they're purchasing a new toothbrush or making travel arrangements. If your hotel has received numerous favorable evaluations, you can persuade the doubters to make a reservation there. Here are three subjects to engage your potential guest.

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  Reputation of a hotel
  

Your website can include lovely graphics, excellent pictures, and much more stunning descriptions of the hotel and its environs. However, beauty is subjective, and with the advent of Photoshop, reality might occasionally look a little bit different. As a result, many consumers frequently have some doubts regarding a product's or service's reliability. Bookers can use reviews to confirm (or refute) that credibility and then use that information to decide whether or not to make a reservation.

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