Digitalization of the tourism industry: the role of social networks in the formation of an international tourism brand

सार

The validity of the topic of the monograph and its relevance. The rapid digitalization of the tourism industry accelerated by technologies like AI, big data and smart tourism systems, has transformed how destinations are marketed and experienced. Social networks have become a powerful force in shaping destination image: user-generated content on social media platforms conveys authentic insights, builds brand awareness and influences travel decisions through emotional and cognitive engagement. Researchers have shown that social media activity correlates with tourist inflows and affects trust, brand loyalty and recommendation intentions. Despite increasing adoption by destination marketing organizations, a strategic, unified examination of digitalization, social network use and international brand formation remains underexplored, especially for emerging tourism markets like Uzbekistan. By investigating how social networks contribute to the formation of an international tourism brand, this study fills a critical academic gap and offers actionable insights for policymakers and industry practitioners aiming to elevate Uzbekistan’s global appeal.