PRIORITY DIRECTIONS FOR THE DEVELOPMENT OF ETHNOTOURISM IN THE BUKHARA REGION: PROBLEMS AND SOLUTIONS
Abstract
Ethnotourism, as a growing segment of cultural tourism, offers significant opportunities for both heritage preservation and socio-economic development. The Bukhara region of Uzbekistan possesses unique intangible cultural assets—traditional crafts, folklore, music, cuisine, and community rituals—which can position it as a competitive ethnotourism destination. This article examines the current state of ethnotourism in the region, identifies key problems hindering its sustainable growth, and proposes scientifically grounded solutions based on global best practices, community-based tourism principles, and destination competitiveness models. Findings highlight the importance of balancing authenticity and commercialization, improving infrastructure, strengthening digital marketing, and enhancing local community participation. Recommendations include developing cultural clusters, implementing authenticity protocols, introducing skill-based training, and establishing monitoring systems to ensure long-term competitiveness.
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