TURIZM KORXONALARIDA RAQOBATBARDOSHLIKNI BOSHQARISHNING USTUVOR YO‘NALISHLARI

Odina Teshabayeva

Mualliflar

Odina Teshabayeva Muallif

{$ Etel}:

turizm, korxona, raqobatbardoshlik, boshqaruv, xizmat sifati, raqamlashtirish, marketing, innovatsiya, barqarorlik, mijozlar.

Abstrak

Ushbu maqolada turizm korxonalarida raqobatbardoshlikni boshqarishning nazariy va amaliy jihatlari, raqobat ustunligini shakllantiruvchi omillar hamda boshqaruv samaradorligini oshirish yo‘llari tahlil qilinadi. Turizm bozorida xizmatning nomoddiyligi, mavsumiy talab, mijoz tajribasining hal qiluvchi ahamiyati va raqamli platformalarning kengayishi korxonalardan an’anaviy narx raqobatidan tashqari, sifat, ishonch, innovatsiya va barqarorlikka asoslangan yondashuvni talab etadi. Tadqiqotning maqsadi turizm korxonalarida raqobatbardoshlikni boshqarishning integratsiyalashgan modelini asoslash hamda uni baholash uchun amaliy ko‘rsatkichlar tizimini taklif qilishdan iborat. Tadqiqotda tizimli va qiyosiy tahlil, ilmiy adabiyotlarni kontent-tahlil qilish, mantiqiy umumlashtirish hamda ko‘rsatkichlarni guruhlash usullaridan foydalanildi. Xalqaro tashkilotlar hisobotlari va so‘nggi yillardagi ilmiy izlanishlar xizmat sifati, raqamli tayyorgarlik, xodimlar kompetensiyasi, marketing, moliyaviy natijalar va ekologik-ijtimoiy mas’uliyatni o‘zaro bog‘liq omillar sifatida ko‘rib chiqish zarurligini ko‘rsatadi. Natijada raqobatbardoshlikni boshqarish besh yo‘nalishdan iborat model orqali yoritildi: strategik pozitsiyalash, xizmat sifatini boshqarish, raqamli transformatsiya, inson kapitalini rivojlantirish hamda barqarorlik va hamkorlik. Shuningdek, korxona darajasida qo‘llash mumkin bo‘lgan indikatorlar majmuasi va bosqichma-bosqich joriy etish algoritmi ishlab chiqildi. Maqolaning amaliy ahamiyati shundaki, taklif etilgan yondashuv mehmonxona, turoperator, turagent va boshqa turizm xizmatlari ko‘rsatuvchi tashkilotlarga kuchli va zaif tomonlarini aniqlash, mijozlar sodiqligini oshirish hamda resurslardan samarali foydalanish imkonini beradi. Tadqiqotning cheklovi shundaki, model alohida korxonalar bo‘yicha birlamchi so‘rov ma’lumotlari bilan sinovdan o‘tkazilmadi; keyingi tadqiqotlarda uni hududlar va korxonalar kesimida empirik tekshirish tavsiya etiladi.

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