AN EMPIRICAL ANALYSIS OF THE FACTORS SHAPING CONSUMER BEHAVIOUR THROUGH DIGITAL PLATFORMS IN UZBEKISTAN

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The rapid development of the digital economy has fundamentally transformed consumer
behaviour in the tourism industry by increasing the role of digital platforms in travel planning, information
search, service comparison, booking, and post-purchase interaction. This study presents an empirical analysis
of the factors shaping consumer behaviour through digital platforms in Uzbekistan. The research examines the
influence of platform quality, service transparency, pricing policies, electronic payment security, online reviews,
and demographic characteristics on consumers’ tourism-related purchasing decisions. The study is based on
survey data, statistical information, and secondary sources to evaluate consumers’ attitudes towards digital
tourism services and their behavioural patterns before and after purchasing tourism products. The findings
indicate that digital platforms have become an important source of tourism information, while online reviews,
platform credibility, and active interaction between tourism companies and consumers significantly influence
purchase intentions. The results further reveal that socioeconomic characteristics such as age, gender,
education, income, marital status, and place of residence affect consumer behaviour at different stages of the
purchasing process. The study concludes that improving digital platform functionality, strengthening consumer
trust, and enhancing interactive communication can contribute to the greater adoption of digital tourism services
and support the sustainable digital transformation of Uzbekistan’s tourism sector.