COMPREHENSIVE ASSESSMENT OF FACTORS AFFECTING THE EFFECTIVENESS OF TOUR ISM SERVICES

This article examines the key factors affecting the effectiveness of tourism services under conditions of increasing global competition and digital transformation. The study analyzes the role of economic, technological, organizational, social, and environmental factors in improving tourism service performance and destination competitiveness. Particular attention is paid to the impact of digitalization, smart tourism technologies, infrastructure development, service quality management, and sustainability practices on tourism efficiency. The research also investigates recent positive transformations in the global tourism industry and tourism reforms implemented in Uzbekistan. Comparative statistical analysis and scientific literature review methods were applied to evaluate the relationship between tourism service effectiveness and tourism competitiveness. The findings indicate that the integration of innovative technologies, customer-oriented management systems, sustainable tourism models, and advanced digital infrastructure significantly enhances tourism productivity and tourist satisfaction. The study proposes practical recommendations aimed at improving tourism service effectiveness, strengthening tourism competitiveness, and ensuring sustainable tourism development in Uzbekistan.