EMOTIONAL MARKETING IN THE TOURISM INDUSTRY
Keywords:
Kalit so‘zlar: emotsional marketing, turizm sanoati, destinatsiya brendingi, iste’molchi xulq-atvori, tajribaviy marketing, turizm marketingi, emotsional brending, raqamli turizm.Abstract
Annotatsiya
Turizm sanoati tobora mahsulotga yo‘naltirilgan targ‘ibotdan iste’molchilar
uchun esda qolarli va mazmunli tajribalarni yaratishga qaratilgan emotsional marketing
strategiyalariga o‘tmoqda. Emotsional marketing destinatsiyalar brendingi, mijozlarni
jalb qilish va turistlar sodiqligini shakllantirishda muhim raqobat vositasiga aylandi.
Ushbu maqolada turizm sanoatida emotsional marketingning o‘rni o‘rganiladi,
zamonaviy tendensiyalar va raqamli yondashuvlar tahlil qilinadi hamda uning turistlar
xulq-atvoriga ta’sir qilish samaradorligi baholanadi. Shuningdek, tadqiqot destinatsiya
imiji va iste’molchilar qarorlarini shakllantirishda emotsional brending, storiytelling
(hikoya orqali marketing), tajribaviy turizm, neyroturizm va ijtimoiy tarmoqlarning
ta’sirini yoritadi. Tadqiqot so‘nggi ilmiy adabiyotlar, UN Tourism hisobotlari va
zamonaviy marketing tadqiqotlariga asoslangan.
References
Reference list
1. Ahmad, R., Najar, A. and Jaziri, D. (2020) ‘Destination branding in tourism:
insights from social identification, attachment and experience theories’, Anatolia,
31(5), pp. 1–15. Available at:
https://www.researchgate.net/publication/340593352_Destination_branding_in_to
urism_insights_from_social_identification_attachment_and_experience_theories
2. Avazovna, S. S. (2025). SOCIAL PSYCHOLOGY IN TOURISM: COGNITIVE
APPROACHES, ATTITUDES, AND BEHAVIORAL INTENTIONS. KELAJAK
SARI YANGI O’ZBEKISTON: ILM-FAN, TEXNOLOGIYA VA TA’LIM, 2(1), 247-
252.
3. Cohen, S.A., Prayag, G. and Moital, M. (2014) ‘Consumer behaviour in tourism:
Concepts, influences and opportunities’, Current Issues in Tourism, 17(10), pp.
872–909. https://doi.org/10.1080/13683500.2013.850064
4. Femenia-Serra, F. and Neuhofer, B. (2018) ‘Smart tourism experiences:
Conceptualisation, key dimensions and research agenda’, Investigaciones
Regionales – Journal of Regional Research, 42, pp. 129–150.
5. Gretzel, U. (2017) ‘The role of social media in creating and addressing
overtourism’, Information Technology & Tourism, 17(1), pp. 1–5.
https://doi.org/10.1007/s40558-017-0093-8
6. Hosany, S., Ekinci, Y. and Uysal, M. (2006) ‘Destination image and destination
personality: An application of branding theories to tourism places’, Journal of
Business Research, 59(5), pp. 638–642.
udson, S. & Thal, K. (2013) ‘The impact of social media on the consumer decision process: Implications for tourism marketing’, Journal of Travel & Tourism
Marketing, 30(1–2), pp. 156–160.
8. Hunter, V., Northey, G., Gardiner, S., Weaven, S. and Mulcahy, R. (2026) ‘What
Tourism Forgot to Feel: A Foundational Realignment of Emotion Theory and
Measurement in Tourism Marketing’, Journal of Travel Research. Available at:
https://journals.sagepub.com/doi/10.1177/00472875261424433
9. Kim, J. & Fesenmaier, D.R. (2017) ‘Sharing tourism experiences: The posttrip
experience’, Journal of Travel Research, 56(1), pp. 28–40.
10. Kim, J.-H., Ritchie, J.R.B. and McCormick, B. (2012) ‘Development of a scale to
measure memorable tourism experiences’, Journal of Travel Research, 51(1), pp.
12–25.
11. Kock, F., Josiassen, A. and Assaf, A.G. (2019) ‘Advancing destination image: The
destination content model’, Annals of Tourism Research, 74, pp. 28–44.
https://doi.org/10.1016/j.annals.2018.10.003
12. Koens, K., Postma, A. and Papp, B. (2018) ‘Is overtourism overused?
Understanding the impact of tourism in a city context’, Sustainability, 10(12), p.
4384. https://doi.org/10.3390/su10124384
13. Li, J., Bonn, M.A. and Ye, B.H. (2018) ‘Hotel employee’s artificial intelligence and
robotics awareness and its impact on turnover intention: The moderating roles of
perceived organizational support and competitive psychological climate’, Tourism
Management, 73, pp. 172–181. https://doi.org/10.1016/j.tourman.2019.02.006
14. Marine-Roig, E. and Clavé, S.A. (2015) ‘Tourism analytics with massive user-
generated content: A case study of Barcelona’, Journal of Destination Marketing &
Management, 4(3), pp. 162–172. https://doi.org/10.1016/j.jdmm.2015.06.004
15. Montalico, G.F. (2025) ‘Experiential marketing strategy and tourism demand in the
contribution of the positioning of the floating islands Los Uros, Puno’, arXiv.
Available at: https://arxiv.org/abs/2506.18937
16. Pine, B.J. and Gilmore, J.H. (1999) The Experience Economy: Work is Theatre and
Every Business a Stage. Boston: Harvard Business School Press.
17. Pritchard, A. and Morgan, N. (1998) ‘Mood marketing — The new destination
branding strategy: A case study of “Wales” The Brand’, Journal of Vacation
Marketing, 4(3), pp. 215–229. Available at:
https://journals.sagepub.com/doi/10.1177/135676679800400302
18. Pritchard, A. and Morgan, N. (2005) Destination Branding: Creating the Unique
Destination Proposition. 2nd edn. Oxford: Butterworth-Heinemann.
19. Sánchez, D., Campo, S. and Alvarez, M.D. (2017) ‘Semantic comparison of the
emotional values communicated by destinations and tourists on social media’,
Journal of Destination Marketing & Management, 6(3), pp. 170–183. Available at:
https://www.sciencedirect.com/science/article/abs/pii/S2212571X16300117 20. Schmitt, B. (1999) Experiential Marketing: How to Get Customers to Sense, Feel,
Think, Act and Relate to Your Company and Brands. New York: Free Press.
21. Sigala, M. (2018) ‘Social media and customer engagement in the context of
collaborative consumption in tourism’, International Journal of Hospitality
Management, 75, pp. 130–140.
22. Sigala, M. (2018) ‘Social media and customer engagement in the context of
collaborative consumption in tourism’, International Journal of Hospitality
Management, 75, pp. 130–140. https://doi.org/10.1016/j.ijhm.2018.03.013
23. UN Tourism (2025) World Tourism Barometer 2025. Available at:
24. UNWTO (2021) Ethics, Culture and Social Responsibility in Tourism. Madrid:
United Nations World Tourism Organization.
25. Vogue Business (2025) ‘Why Regenerative Farming Is the Latest Wellness Travel
Trend’. Available at: https://www.vogue.com/article/agritourism-regenerative-
farm-stays
26. Yan, H. (2025) ‘Optimizing the Consumer Experience in the Tourism Industry: An
Analysis of the “Paying for Emotional Value” Phenomenon’, Humanities and
Social Science Research, 8(4), pp. 72–81. Available at:
https://www.researchgate.net/publication/393951388_Optimizing_the_Consumer_
Experience_in_the_Tourism_Industry_An_Analysis_of_the_Paying_for_Emotion
al_Value_Phenomenon
