Developing and diversifying the competence of a strategic marketing system in tourism

DEVELOPING AND DIVERSIFYING THE COMPETENCE OF A STRATEGIC MARKETING SYSTEM IN TOURISM

Asilbek Kenjayev Atxam o‘g‘li

The member of ,,M.Najimov“ scientific school
2^nd year student of the faculty of Economics
of Urgench state University
[e-mail]


Abstract: This article talks about the development of the strategic marketing system and the tasks adopted in the "Development Strategy" of the President of the Republic of Uzbekistan Sh. Mirziyoyev for 2022-2026, as well as the matrices adopted by the "General Electric" company in the development of the strategic marketing system.


Keywords: Strategic Marketing in Tourism, Development Strategy, Marketer, Tourism Gate, General Electric, Network Attractiveness, Competitive Situation, Mc Kensly, Company consulting firm.


The "Strategic Marketing in Tourism" system is a theoretical and practical study of the formation of the market in the process of providing services of a tourist enterprise in the field of tourism, changes in demand and supply for tourism products, factors affecting tourism income, and the importance of strategic marketing research. requires learning knowledge. The "Strategic Marketing in Tourism" system consists in teaching tourism marketers about the economic processes related to the provision of services to tourists and the sale of tourism products, as well as issues such as price policy and marketing research in the tourism market. What is marketing and how does it contribute to these problems? First of all, marketing allows identifying and satisfying human and social needs. One of the shortest definitions of marketing is as follows: "Marketing is satisfying people's needs while benefiting the company." As time changes, the marketing field, like other fields, will have to be diversified based on the demand of the time.
As an example of this, the Decree of the President of the Republic of Uzbekistan Shavkat Mirziyoyev dated January 28, 2022 No. PF-60 on the Development Strategy in New Uzbekistan for 2022-2026 came into force.¹ As part of the 35th goal, the task of increasing the number of domestic tourists from 12 million and increasing the number of foreign tourists visiting the republic to 9 million within the framework of the "Travel around Uzbekistan" program was set.
Broad introduction of barrier-free tourism infrastructure in the main tourist cities of the country. By 2026, the number of people employed in tourism should be doubled to 520,000.
Adoption of the state program on the development of the infrastructure of tourism and cultural heritage objects and the effective use of more than 8 thousand cultural heritage objects.
Construction of additional tourist zones and recreation centers in Zomin, Forish, Bakhmal districts and "Aydar-Arnasoy" lake system, implementation of projects worth 300 million US dollars, creation of 25,000 jobs.
To increase the volume of tourism services at least 10 times in the next five years by turning Samarkand into a "Tourism Gate". Ensuring employment of 40,000 people in the field of tourism. In 2022, the establishment of the Samarkand tourism center, including the historical complex "Eternal City", and the necessary infrastructure.
Implementation of a special program for the development of ecotourism in the Republic of Karakalpakstan and the island. In this case, wide use of the possibilities of the new airport of Moynak.
To adopt a special program to make tourism the main driving force in creating new jobs in Khorezm region.
Implementation of a special program for rapid development of tourism in Bukhara region.
Effective use of pilgrimage and ecotourism potential in Navoi region.
Further improvement of tourism infrastructure in Tashkent city.
According to the decree adopted above, the tasks for the rapid development of the tourism sector are defined, the purpose of which is to determine the place for the development of the tourism sector, to use tourism opportunities and to develop strategies.
At the heart of the diversification strategies is the formation of the tourism industry based on modern standards and the orientation of local tourist resources. Effective use of tourist zones in the region approved in the "Strategy of Development", modernization, improvement of the "marketing system" to attract tourists requires the use of innovative technologies and animation programs.
In determining strategic marketing, we consider the