MARKETING STRATEGIES FOR THE DEVELOPMENT OF GREEN TOURISM AND INNOVATIVE SERVICES IN BUKHARA REGION
Keywords:
green tourism, green marketing, sustainable destination, destination branding, innovative tourism services, marketing strategy, greenwashing, marketing effectiveness index, Bukhara region.Abstract
The article examines the marketing dimension of the development of green tourism and innovative tourism services in Bukhara region. The author advances the proposition that in regional destinations the binding constraint on green tourism growth is not the ecological resource base but the absence of a marketing mechanism capable of converting that base into a differentiated, verifiable and commercially sustainable product. On this basis, a segment-specific typology of green tourism products for the districts of the region is proposed; a four-block marketing strategy framework covering green product policy, value-based pricing, hybrid distribution and evidence-based communication is developed; a strategy-selection matrix built on the combination of green resource potential and market readiness is introduced; and a composite Green Tourism Marketing Effectiveness Index (GTMEI) comprising four indicator blocks is constructed. The findings show that the marketing task in the region is not to create demand for green tourism but to make the existing green supply visible, verifiable and priceable.
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