TURISTIK KORXONALARDA BREND KAPITALINI BAHOLASH
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https://doi.org/10.5281/zenodo.17553841##article.subject##:
brend kapitali, turizm, raqamli ishtirok, AHP, his tuyg‘u tahlili, idrok etilgan qiymat, sadoqat.##article.abstract##
Maqolada turizm korxonalari brend kapitalini baholashda yangi yondashuv — his-tuyg‘u–AHP integratsiyasi
modeli ishlab chiqilgan. Tadqiqotda raqamli platformalarda iste’molchi idroki, xabardorlik, sadoqat va idrok etilgan
qiymat o‘zaro bog‘liqligi tahlil qilindi. Ma’lumotlar 238 ta turizm korxonasidan to‘plangan bo‘lib, AHP yordamida mezonlar
ierarxik tarzda vaznlashtirildi. Natijalar brend xabardorligi, idrok etilgan qiymat va sadoqat o‘rtasidagi korrelyatsiyaning
62 % farqni tushuntirishini ko‘rsatdi. Tadqiqot brend kapitalini baholashda raqamli his-tuyg‘ular va kognitiv baholashni
integratsiyalash zarurligini asoslaydi
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Загрузки
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