TURISTIK KORXONALARDA BREND KAPITALI TUSHUNCHASI VA UNING TARKIBIY ELEMENTLARI
DOI:
https://doi.org/10.5281/zenodo.17439239Keywords:
brend kapitalligi, turizm sohasi, iste’molchi idroki, regressiya tahlili, sadoqat, brend xabardorligi.Abstract
Maqolada turizm sohasida brend kapitalligini aniqlash va baholashning ilmiy-uslubiy yondashuvlari tahlil
qilingan. Tadqiqotning asosiy maqsadi — brend kapitalligiga oid mavjud nazariy modellarning turli yondashuvlarini
umumlashtirib, ularni empirik modellashtirish orqali amaliy ahamiyatga ega natijalarga erishishdir. Kvadratik regressiya
asosidagi “U-shaklli” model yordamida iste’molchilar idroki, brend xabardorligi va sadoqat darajasi o‘rtasidagi o‘zaro
bog‘liqlik aniqlangan. Natijalar shuni ko‘rsatdiki, reklama va xizmat sifatiga yetarli investitsiya kiritgan korxonalar yuqori
brend qiymatiga ega bo‘ladi. Tadqiqot brend kapitalligini aniqlashda ma’lumotga asoslangan yondashuvlar samaradorligini
isbotlaydi va turizm sohasida strategik boshqaruv qarorlarini takomillashtirishga xizmat qiladi
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