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Ushbu ilmiy ishda marketing konsepsiyasining nazariy asoslari, uning shakllanish bosqichlari hamda turizm sohasida qo‘llanilishining amaliy xususiyatlari o‘rganiladi. Marketing konsepsiyasi bugungi kunda nafaqat mahsulot yoki xizmatni sotishga yo‘naltirilgan strategik yondashuv, balki mijoz ehtiyojlariga chuqur e’tibor qaratishga asoslangan boshqaruv falsafasi sifatida qaralmoqda. Tadqiqotda turizmning o‘ziga xos xususiyatlari – mavsumiylik, bevosita mijoz bilan aloqa, xizmat sifatining muhimligi – kontekstida marketing vositalarining o‘rni tahlil qilinadi.

  • O'qishlar soni 38
  • Nashr sanasi 29-08-2025
  • Asosiy tilO'zbek
  • Sahifalar25-33
Ўзбек

Ushbu ilmiy ishda marketing konsepsiyasining nazariy asoslari, uning shakllanish bosqichlari hamda turizm sohasida qo‘llanilishining amaliy xususiyatlari o‘rganiladi. Marketing konsepsiyasi bugungi kunda nafaqat mahsulot yoki xizmatni sotishga yo‘naltirilgan strategik yondashuv, balki mijoz ehtiyojlariga chuqur e’tibor qaratishga asoslangan boshqaruv falsafasi sifatida qaralmoqda. Tadqiqotda turizmning o‘ziga xos xususiyatlari – mavsumiylik, bevosita mijoz bilan aloqa, xizmat sifatining muhimligi – kontekstida marketing vositalarining o‘rni tahlil qilinadi.

Русский

В данной научной работе рассматриваются теоретические основы концепции маркетинга, этапы её становления и практические особенности её применения в сфере туризма. В настоящее время концепция маркетинга рассматривается не только как стратегический подход, направленный на продажу товара или услуги, но и как философия управления, основанная на глубокой ориентации на потребности клиента. В исследовании анализируется роль маркетинговых инструментов в контексте специфических особенностей туризма – сезонности, непосредственного контакта с потребителем и важности качества обслуживания.

English

This research paper examines the theoretical foundations of the marketing concept, the stages of its development and the practical features of its application in the tourism sector. Currently, the marketing concept is considered not only as a strategic approach aimed at selling a product or service, but also as a management philosophy based on a deep focus on customer needs. The study analyzes the role of marketing tools in the context of specific features of tourism - seasonality, direct contact with the consumer and the importance of service quality.

№ Muallifning F.I.Sh. Lavozimi Tashkilot nomi
1 Djumayeva M.. - Toshkent Kimyo xalqaro universiteti
№ Havola nomi
1 Baraniuk, D. (2021). Marketing approach to understanding, forming and developing tourist destinations. Proceedings of Scientific Works of Cherkasy State Technological University
2 Belova, T., Krainiuchenko, O., Leleka, O. (2024). Modern marketing concepts as a basis for the development of marketing management of the enterprise. Black Sea Economic Studies.
3 Fekete, A. (2020). Theoretical Concepts. Introductory Elements in Marketing and Marketing Information Systems. BRAND. Broad Research in Accounting, Negotiation, and Distribution.
4 Holloway, J. C. (2004). Marketing for Tourism (5th ed.). Harlow: Pearson Education Limited.
5 Kalaignanam, K., et al. (2021). Marketing Agility: The Concept, Antecedents, and a Research Agenda. Journal of Marketing, 85, 35 – 58
6 Kotler, P. (2006). Marketing Management (Millennium Edition). Upper Saddle River, NJ: Pearson Education.
7 Kotler, P., Bowen, J. T., & Makens, J. C. (1998). Marketing for Hospitality and Tourism (2nd ed.). Upper Saddle River, NJ: Prentice Hall.
8 UNWTO (2023). Tourism Marketing Trends: Transforming Tourism for People, Planet and Prosperity (17th UNWTO/PATA Forum on Tourism Trends and Outlook). Madrid: World Tourism Organization. Retrieved from https://www.unwto.org
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