MEDIA AND DIGITAL COMMUNICATION AS AMPLIFIERS OF UZBEKISTAN'S CULTURAL TOURISM IMAGE

Digital communication changes the scale, speed and persistence with which tourism experiences influence international audiences. This thesis examines media and digital communication as amplifiers of the image created through Uzbekistan’s cultural events, heritage and visitor experience. The analysis is grounded in the dissertation’s CENH-CII framework, where media and digital communication strengthen the conversion of destination image into a broader country international image. Rather than treating digital promotion as a substitute for cultural substance, the paper positions it as a layer that extends, interprets and circulates authentic experiences. The study discusses digital storytelling, user-generated content, source-market differentiation, content architecture, sentiment and engagement indicators, and the role of the Third Renaissance as a narrative that requires translation into concrete stories for foreign audiences. The thesis concludes with a staged digital strategy oriented toward coherence, credibility and measurable image effects rather than visibility alone.