DEVELOPMENT PROCESS OF GASTRONOMIC TOURISM SECTOR WITH DIGITAL TECHNOLOGIES IN FERGHANA VALLEY

This study investigates the development process of the gastronomic tourism sector in the Ferghana Valley, Uzbekistan, with a specific focus on the integration of digital technologies. Using a mixed-methods approach, the research applies Porter's Five Forces model and SWOT analysis to evaluate the competitive environment and strategic positioning of gastronomic tourism enterprises. The study identifies key digital tools—such as mobile applications, social media marketing, virtual culinary experiences, and online booking platforms—that enhance tourist engagement, improve service delivery, and strengthen market competitiveness. Findings indicate that digital transformation significantly contributes to product differentiation, customer personalization, and sustainable growth in the gastronomic tourism sector. The research provides practical recommendations for tourism stakeholders, including strategies for leveraging digital innovations to promote local cuisine, optimize operational efficiency, and foster regional economic development.