IMPROVING MODERN METHODS OF IMPLEMENTING DIGITALIZATION TO ENHANCE SERVICE QUALITY IN UZBEKISTAN'S TOURISM SECTOR

The rapid development of digital technologies has fundamentally transformed the global tourism industry, creating new opportunities to improve service quality, operational efficiency, and tourist satisfaction. In recent years, Uzbekistan has actively pursued digital transformation within the framework of the Digital Uzbekistan–2030 Strategy, recognizing tourism as one of the priority sectors for economic diversification and sustainable development. The implementation of electronic visa systems, online booking platforms, digital payment services, and mobile tourism applications has significantly contributed to increasing the accessibility and attractiveness of tourism services. However, challenges related to infrastructure, digital literacy, technological integration, and service quality continue to limit the full realization of digital tourism potential. This study investigates modern methods of implementing digitalization to enhance service quality in Uzbekistan’s tourism sector. A mixed-methods research approach was employed, combining quantitative and qualitative data collection techniques. Primary data were obtained through an online survey involving 216 respondents who had experience using tourism services in Uzbekistan. Descriptive statistics, frequency analysis, and reliability testing were applied to analyze the collected data. The questionnaire demonstrated a high level of reliability with a Cronbach’s Alpha coefficient of 0.817. Qualitative responses were additionally examined to identify key challenges and opportunities related to digital tourism services. The findings indicate that digital technologies positively influence service quality by improving convenience, accessibility, efficiency, and information availability. Online booking systems, mobile applications, digital information platforms, and artificial intelligence-based services were identified as the most valuable digital tools for tourists. However, issues such as unstable internet connectivity, limited technological integration, complex user interfaces, and insufficient digital competencies among tourism stakeholders remain significant barriers. The study proposes practical recommendations aimed at strengthening digital infrastructure, promoting artificial intelligence applications, enhancing digital literacy, improving cybersecurity measures, and integrating innovative technologies with traditional Uzbek hospitality practices. The research contributes to the growing body of knowledge on smart tourism development and provides practical insights for policymakers, tourism organizations, and researchers seeking to improve service quality through digital transformation in Uzbekistan.