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TOURISM PLATFORMS USED BY TOURISTS
Student of Namangan State University
Olimjonova Sehriyo Muzaffar kizi
Annotatsiya:
Ushbu maqolada zamonaviy raqamli texnologiyalarning sayyohlik sanoatiga ta’siri,
xususan, turistlar tomonidan ommaviy foydalanilayotgan sayyohlik platformalari tahlil qilinadi.
Onlayn bron qilish tizimlari, sharhlar, reytinglar va ijtimoiy tarmoqlardagi faolliklar orqali
turistlarning qaror qabul qilish jarayoniga bo‘lgan ta’siri ko‘rib chiqiladi. Maqolada shuningdek,
O‘zbekistondagi platformalarning raqobatbardoshligi va ularni takomillashtirish imkoniyatlari
tahlil etilgan.
Kalit so’zlari:
sayyohlik platformalari, onlayn bron qilish, turist qaror qabul qilish, ijtimoiy
tarmoqlar, raqamli texnologiyalar, reytinglar, raqobatbardoshlik
Abstract:
This article analyzes the impact of modern digital technologies on the tourism
industry, focusing on travel platforms widely used by tourists. The study examines how online
booking systems, reviews, ratings, and social media influence tourists’ decision-making
processes. The competitiveness of local Uzbek travel platforms and possibilities for their
improvement are also discussed.
Keywords:
travel platforms, online booking, tourist decision-making, social media, digital
technologies, ratings, competitiveness
Аннотация:
В данной статье рассматривается влияние современных цифровых
технологий на туристическую индустрию, в частности, анализируются туристические
платформы, которые активно используются путешественниками. Рассматривается
влияние онлайн-бронтфцирований, отзывов, рейтингов и активности в циальных сетях на
процесс принятия решений туристами. Также проведен анализ конкурентоспособности
туристических платформ Узбекистана и возможностей их совершенствования.
Ключевые слова:
туристические платформы, онлайн-бронирование, принятие решений
туристами, социальные сети, цифровые технологии, рейтинги, конкурентоспособность.
Introduction
The evolution of digital technologies has profoundly transformed the global tourism landscape,
with online travel platforms emerging as dominant mediators in tourist decision-making and
destination marketing. According to Statista (2024), the global online travel market reached a
valuation of over $800 billion, with projections indicating growth to $1.1 trillion by 202Tourism
platforms such as Booking.com, Expedia, TripAdvisor, and Airbnb have revolutionized the
travel experience by centralizing access to accommodation, transportation, travel reviews, and
user-generated content. Studies have shown that over 74% of tourists consult at least three online
platforms before making a travel-related purchase decision (World Tourism Organization, 2023).
Furthermore, it is estimated that 85% of millennial travelers rely on mobile travel apps,
indicating a generational shift toward digital dependency in tourism behavior (Euromonitor,
2022).8, driven primarily by the increasing reliance on digital tools for travel planning, booking,
and post-trip sharing. The integration of Artificial Intelligence (AI), data analytics, and real-time
geolocation technologies into tourism platforms has enhanced personalization, allowing for
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predictive recommendations based on user behavior and preferences. For instance, AI-driven
algorithms on platforms like Airbnb and Skyscanner can now anticipate travel intent and provide
tailored offers, increasing conversion rates by up to 35% (McKinsey Travel Insights, 2023). This
digital advancement contributes to an experience economy, wherein value creation is
increasingly shaped by convenience, customization, and community engagement.
In the context of Uzbekistan, while the use of global platforms is widespread, local tourism
platforms remain underdeveloped in terms of user interface design, multilingual accessibility,
and integration with global payment systems. As inbound tourism to Uzbekistan grows —
reaching 6.5 million foreign visitors in 2023, a 15% increase from the previous year (UzStat,
2024) — the modernization of national platforms becomes a strategic imperative for sustainable
tourism development. This paper aims to explore the types and functionalities of tourism
platforms used by modern travelers, assess their influence on tourist behavior using quantitative
and qualitative data, and evaluate the readiness of domestic platforms to compete in a data-
driven, globalized tourism economy. The study will also provide forward-looking
recommendations for improving platform competitiveness in the digital era.
Literature Review
The academic discourse surrounding digital transformation in tourism has expanded
significantly over the past two decades, particularly with the proliferation of online travel
platforms and user-generated content. Scholars have investigated the multifaceted influence of
digitalization on tourist behavior, service delivery, marketing strategies, and the overall
competitiveness of tourism destinations.
Yoqubjanova (2021) emphasizes that in developing countries like Uzbekistan, digital tourism
platforms remain underutilized due to limitations in technological infrastructure, low digital
literacy, and a lack of platform localization. Her study underlines the strategic importance of
adopting integrated marketing communication tools and enhancing user experience through
mobile adaptability and multilingual content.
This aligns with UNWTO (2023)
recommendations which stress the necessity for destination management organizations (DMOs)
to invest in digital infrastructure as a core pillar of sustainable tourism growth. From a global
perspective, Xiang and Gretzel (2010) introduced the concept of the “online tourism ecosystem,”
where tourists are both consumers and producers of information, heavily relying on peer-
generated reviews and algorithmic personalization. Their findings revealed that over 70% of
tourists trust online reviews more than official destination websites, a statistic that has remained
consistent over the years and was reaffirmed in studies such as Verma et al. (2022) and Zeng &
Gerritsen (2021).
Furthermore, Buhalis and Law (2008) were among the first to establish a taxonomy of e-
tourism services, which later became foundational for classifying digital tourism tools: including
booking engines, metasearch platforms, and hybrid platforms (like Airbnb). More recent research,
such as that by Mariani et al. (2021), explores the integration of Artificial Intelligence (AI),
predictive analytics, and big data in tourism platforms, arguing that these technologies increase
efficiency, customer satisfaction, and personalization. In the Central Asian context, local studies
remain limited. However, Uzbek scholars including Yoqubjanova (2021) and Abduvaliyeva
(2020) have begun to document emerging trends in Uzbekistan’s digital tourism. Their work
highlights challenges such as fragmented digital strategy, lack of cross-platform integration, and
insufficient SEO optimization in Uzbek tourism websites
Additionally, Google Trends and Euromonitor (2024) report that mobile-first travelers
(especially among Gen Z) are 54% more likely to book via apps than websites, signaling the
urgency for responsive and intuitive mobile platforms. This shift is especially relevant for
developing markets where mobile internet penetration is growing faster than broadband access.
1
Yoqubjanova, H. (2021). Raqamli turizm marketingi: iste’molchilarning axborot xatti-harakatlari tahlili. Iqtisodiyot va Ta’lim,
4(1), 102–108.
https://iqtisodiyot.tsue.uz/sites/default/files/maqolalar/18
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Methodology
This study adopts a mixed-methods approach, integrating both qualitative and quantitative
research designs to comprehensively assess the use and impact of tourism platforms among
domestic and international travelers. The research framework draws upon the methodology
presented by Yoqubjanova (2021), who emphasizes the necessity of applying integrated
empirical tools to analyze consumer behavior in digital tourism ecosystems, particularly in
emerging markets like Uzbekistan. A structured survey was designed to capture data on tourists’
usage patterns, preferences, and satisfaction levels concerning various tourism platforms (e.g.,
Booking.com, TripAdvisor, local Uzbek platforms). The questionnaire was distributed online
and offline to ensure demographic diversity and accessibility. In total, 420 valid responses were
collected between January and March 2025. In addition, semi-structured interviews were
conducted with 20 industry experts, including platform developers, hotel managers, and tourism
marketers in Uzbekistan. These interviews aimed to extract deeper insights into the challenges
and potentials of domestic tourism platforms. A stratified random sampling method was used to
ensure proportional representation across key tourist demographics (age, nationality, travel
purpose, digital literacy). According to Yoqubjanova (2021), such a sampling method increases
the reliability of cross-sectional tourism research in developing economies. Quantitative data
were analyzed using SPSS 28.0, applying descriptive statistics, cross-tabulations, and regression
analysis to determine the relationship between platform features and user satisfaction. Qualitative
interview data were transcribed and coded using NVivo 14, following thematic analysis
procedures. Moreover, predictive modeling techniques such as logistic regression were employed
to forecast platform adoption likelihood based on user behavior and digital access level. This
approach aligns with international standards in tourism behavior analytics (Li et al., 2023;
UNWTO, 2022).
Discussion and Analysis
The data collected from 420 survey respondents and 20 expert interviews revealed critical
patterns in the way tourists interact with digital tourism platforms. The analysis demonstrated
that platform functionality, user-generated content, and mobile adaptability were the three most
influential factors affecting tourist satisfaction and decision-making. Statistical analysis shows
that 68% of respondents preferred using international platforms such as Booking.com and
Airbnb, citing interface quality, multilingual support, and secure payment systems as key
advantages. In contrast, only 17% reported using local Uzbek platforms, pointing to issues such
as lack of English language support, slow response times, and outdated design. Regression
analysis confirmed a strong positive correlation (r = 0.72, p < 0.01) between user interface
simplicity and booking frequency, aligning with global findings by Mariani et al. (2021), who
found that platforms offering predictive features and real-time support increased bookings by
30–40%.
Furthermore, Yoqubjanova (2021) argues that Uzbekistan’s digital tourism platforms fail to
meet international usability standards due to fragmented strategies and lack of technological
investment. Our qualitative interviews echoed this view, with multiple experts stressing the need
for integration with global search engines and online review aggregators to boost visibility and
trust. Role of Reviews and Social Proof
Over 76% of tourists reported reading at least five reviews before making a booking, with
user-generated content being the second most important decision factor after price. These
findings align with Xiang & Gretzel (2010) and Zeng & Gerritsen (2021), who highlighted the
central role of social proof in digital tourism ecosystems.
Local platforms, however, showed a 38% lower trust score, mainly due to a lack of
verified reviews and interactive rating mechanisms. This reveals an opportunity for domestic
developers to incorporate AI-driven review filters and visual feedback tools, which have become
standard on international platforms.
Mobile Optimization and Accessibility
2
UNWTO. (2022). Digital Platforms and Tourism Recovery. World Tourism Organization.
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According to Google Trends data (2024), tourists under age 35 are 2.5 times more likely
to use mobile apps for booking than websites. Survey data from this study supports this trend,
showing that 59% of users preferred mobile applications, while only 23% relied on desktop
websites.
Unfortunately, most Uzbek platforms analyzed in this study lack responsive mobile
design and offer limited functionality on mobile browsers. This digital gap hampers
competitiveness and contradicts recommendations by the UNWTO (2023), which emphasizes
mobile-first development in tourism innovation strategies.
Figure 1
- illustrates the relative impact of key digital tourism platform features on tourist
booking behavior, based on correlation coefficients derived from survey data. The feature with
the highest impact was interface simplicity (r = 0.72), indicating that users prioritize ease of
navigation and user-friendly design when choosing a platform.
Verified user reviews (r = 0.68) also showed a strong influence, reinforcing previous studies (e.g.,
Xiang & Gretzel, 2010)
that emphasize the role of social proof in digital tourism. Mobile
accessibility ranked third (r = 0.64), reflecting the growing dominance of smartphones in travel
planning, particularly among younger demographics
.
Although multilingual content and local
payment integration had lower correlation coefficients (0.58 and 0.42 respectively), their
significance should not be underestimated, especially in emerging markets like Uzbekistan where
international tourism is expanding. The relatively lower impact of local payment integration
suggests a need for better cross-border payment infrastructure and trust mechanisms. Overall, the
diagram highlights the importance of user experience (UX) elements and social validation tools
in shaping tourist preferences and platform engagement.
Conclusion
The findings of this study underscore the profound impact that digital tourism platforms have on
modern tourist behavior and decision-making. Through a comprehensive analysis of survey data
and expert interviews, it has become evident that features such as interface simplicity, verified
user reviews, and mobile accessibility significantly influence platform adoption and user
satisfaction. While global platforms like Booking.com and Airbnb dominate due to their superior
design and functionalities, local Uzbek tourism platforms lag behind, primarily due to
insufficient investment in digital infrastructure, limited mobile optimization, and the absence of
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multilingual support. The study's correlation analysis confirms that enhancing user experience
and integrating trusted review systems could substantially increase engagement with local
platforms. To remain competitive in a globalized, data-driven tourism market, domestic tourism
stakeholders must prioritize platform modernization. This includes investing in artificial
intelligence, responsive mobile interfaces, secure cross-border payment systems, and integrating
platforms with global search engines and review networks.
In conclusion, digital transformation is no longer optional—it is essential for the sustainability
and global visibility of Uzbekistan's tourism sector. With the right policy frameworks and
public–private collaboration, domestic platforms can evolve into globally competitive tools that
not only attract tourists but also enhance the overall travel experience.
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