ANALYSIS OF EXPERIMENTAL RESULTS OF THE INNOVATIVE MODEL AND ITS EFFECTIVENESS IN ENHANCING TOURIST ATTRACTIVENESS

The article analyzes the experimental results of the innovative model “Cultural Heritage – Living Tourism” implemented in the cities of Bukhara, Samarkand, and Khiva, as well as its effectiveness in increasing tourist attractiveness. In the experimental group (EG, 8 sites), the overall score increased from 2.52 to 3.91 (+34.6%), while in the control group (CG) the increase was only +2.5%. Cohen’s d across all indicators ranged from 1.12 to 1.48 (large effect size). Tourist satisfaction increased by 42.4%, tourist numbers by 28.4%, and artisans’ income by 34.2%. The return on investment was 1:4.2, with a payback period of 2.4 years.