Social media and destination image formation: a case study of Bukhara, Uzbekistan

Khalimova, Nigina

Иқтисодиёт ва туризм · 2025-yil

Annotatsiya

This study explores the role of social media in shaping destination image formation, with afocus on Bukhara, Uzbekistan as a case study. Drawing on destination image formation theory andButler’s Tourism Area Life Cycle model, the paper examines how Instagram and YouTubefunction as key platforms influencing traveler perceptions, decision-making, and destinationbranding. The findings highlight Bukhara’s strategic use of platform-specific content, hashtagoptimization, influencer collaborations, and community engagement, which contributed to a 67%increase in international tourist arrivals between 2022 and 2024. While social media providesemerging destinations with powerful, cost-effective tools for global visibility, the research alsounderscores challenges including over tourism, cultural commodification, misinformation, andsustainability concerns. The case study demonstrates that strategic quality of implementation ismore decisive than baseline recognition in determining outcomes. The paper concludes that socialmedia-driven marketing must be integrated into comprehensive destination management strategiesthat balance growth, cultural authenticity, and long-term sustainability.

Maqola ma’lumotlari
MualliflarKhalimova, Nigina
JurnalИқтисодиёт ва туризм
NashriyotБухоро давлат университети
ISSN2004-2024
Nashr sanasi2025-10-28
Jild5
Son25
TilIngliz
Ilmiy sohaIqtisodiyot
Indeksga qo‘shilgan2026-08-26

Maqolaning asl sahifasi

Kalit so‘zlar

Social media, destination image formation, Bukhara, Uzbekistan, Instagram

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APAKhalimova, Nigina (2025). SOCIAL MEDIA AND DESTINATION IMAGE FORMATION: A CASE STUDY OF BUKHARA, UZBEKISTAN. Иқтисодиёт ва туризм, 5(25). https://interjournal.uz/index.php/journals/article/view/381
GOST (OAK)Khalimova, Nigina SOCIAL MEDIA AND DESTINATION IMAGE FORMATION: A CASE STUDY OF BUKHARA, UZBEKISTAN // Иқтисодиёт ва туризм. – 2025. – T. 5, № 25.
MLAKhalimova, Nigina. “SOCIAL MEDIA AND DESTINATION IMAGE FORMATION: A CASE STUDY OF BUKHARA, UZBEKISTAN.” Иқтисодиёт ва туризм, 5(25), 2025. https://interjournal.uz/index.php/journals/article/view/381
ChicagoKhalimova, Nigina. “SOCIAL MEDIA AND DESTINATION IMAGE FORMATION: A CASE STUDY OF BUKHARA, UZBEKISTAN.” Иқтисодиёт ва туризм, 5(25) (2025). https://interjournal.uz/index.php/journals/article/view/381
HarvardKhalimova, Nigina (2025) ‘SOCIAL MEDIA AND DESTINATION IMAGE FORMATION: A CASE STUDY OF BUKHARA, UZBEKISTAN’, Иқтисодиёт ва туризм, 5(25). https://interjournal.uz/index.php/journals/article/view/381
BibTeX
@article{khalimovanigina2025,
  title = {SOCIAL MEDIA AND DESTINATION IMAGE FORMATION: A CASE STUDY OF BUKHARA, UZBEKISTAN},
  author = {Khalimova, Nigina},
  journal = {Иқтисодиёт ва туризм},
  year = {2025},
  volume = {5},
  number = {25},
  url = {https://interjournal.uz/index.php/journals/article/view/381}
}

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