DEVELOPMENT OF SERVICE IN ECOLOGICAL AND RELIGIOUS TOURISM OBJECTS AS EXAMPLE, CHOR-CHINAR ECOLOGICAL-RELIGIOUS COMPLEX, URGUT DISTRICT IN SAMARKAND REGION

This article examines the impact of service quality on tourist satisfaction and loyalty at the Chor-chinor religious and ecological site. The study emphasizes the importance of enhancing services such as transport, dining, and auxiliary facilities to meet tourists’ expectations. It suggests that the current marketing efforts to attract tourists are insufficient, and basic services need improvement. The findings indicate that improving service quality can lead to increased satisfaction and loyalty among visitors, ultimately benefiting the local economy and community.