The role of elements influencing the formation of the image of the city in the branding process: on the example of the city of Turkestan

Abstract

In the article, the authors examined the role of elements influencing the formation of the city's image in the branding process.

            The purpose of the research is to identify elements that affect the image of the city in the branding process, and to provide interested parties in the tourism industry with proposals that can contribute to the development of the city. The analysis is aimed at the influence of urban branding on the perception of Turkestan by foreign tourists and the decision to visit it. In addition, he studies the tourist values associated with Turkestan and the perception of its inhabitants.

            This study used statistical and empirical methods, which used the SPSS 22 program to analyze survey responses. Correlation, regression and variance methods were used to obtain the results.

            Descriptive statistics show that historical sites play an important role in strengthening the perception of the value of the Turkestan brand. The study also highlights the shortcomings of the city's tourist infrastructure and provides recommendations for improvement.

            Provides valuable information about the factors affecting the image of the Turkestan brand, and gives recommendations to the heads of cities to increase the attractiveness of the city. The results highlight the importance of improving visitor experiences, using technology for effective branding, displaying religious and cultural heritage, and investing in tourism infrastructure.