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.本文针对在布哈拉、撒马尔罕与希瓦三座城市中落地的创新型模型「文化遗产——活态旅游」（Cultural Heritage – Living Tourism）的实验结果，及其对旅游吸引力的提升有效性展开分析。实验组（EG，共8处点位）的综合得分从2.52提升至3.91，增幅达34.6%；而对照组（CG）的增幅仅为2.5%。所有指标下的科恩d值（Cohen’s d）区间为1.12至1.48，属于大效应量范畴。游客满意度提升42.4%，游客接待量增长28.4%，手艺人收入增加34.2%。该项目的投资回报率为1:4.2，投资回收期为2.4年。