ЦЕННОСТНОЕ ПРЕДЛОЖЕНИЕ САМАРКАНДА ДЛЯ РАЗЛИЧНЫХ СЕГМЕНТОВ ТУРИСТИЧЕСКОГО РЫНКА

This article examines the theoretical and practical aspects of developing a value proposition for Samarkand tailored to various segments of the tourism market. It analyzes key components of the destination's appeal, including its cultural and historical heritage, architectural landmarks, national cuisine, events, tourism infrastructure, and service quality. Particular attention is paid to market segmentation based on travel objectives, consumer preferences, motivations, and the expected value of the tourism experience. The study explores opportunities for creating specialized offerings for cultural, gastronomic, event, business, pilgrimage, and family tourism. It substantiates the need to shift from a generalized promotion of tourism resources to a differentiated marketing approach targeting specific audiences. The research findings can be applied to enhance tourism products, marketing communications, and the positioning of Samarkand. The proposed approach aims to increase tourist satisfaction, strengthen the destination's competitive advantages, and bolster Samarkand's position in both domestic and international tourism markets.