THE ROLE OF MARKETING STRATEGIES AND ORGANIZATIONAL-ECONOMIC FACTORS IN ENSURING COMPETITIVENESS IN THE TOURISM INDUSTRY

Abstract

The competitiveness of the tourism industry is increasingly determined by the ability of enterprises to implement effective marketing strategies supported by strong organizational and economic mechanisms. This study examines the relationship between marketing approaches and organizational-economic factors that influence the competitive positioning of tourism enterprises in Uzbekistan. Using a combination of quantitative analysis and case studies, the research highlights how branding, market segmentation, service innovation, and strategic management contribute to the development of competitive advantage. The results demonstrate that tourism enterprises that integrate marketing innovation with efficient organizational structures achieve higher profitability, market share, and customer loyalty. Recommendations are provided for improving the marketing management system to support sustainable tourism competitiveness.