Smart Tourism and Sustainability: Unlocking the Potential of Samarkand's Heritage

Abstract

This study explores the innovative directions for tourism development in the Samarkand region through a mixed-methods approach, combining qualitative insights from semi-structured interviews with quantitative validation using a multiple linear regression model. Data were collected from 25 stakeholders, including policymakers, tourism operators, local business owners, and visitors. The findings highlight that digital adoption, stakeholder collaboration, funding availability, policy effectiveness, and visitor satisfaction are significant determinants of tourism innovation. Digital tools such as augmented reality and smart technologies emerged as key contributors to enhancing tourist experiences, while effective policies and funding mechanisms facilitated their implementation. Stakeholder collaboration and eco-tourism initiatives were identified as critical pathways for fostering sustainable tourism growth. The econometric model, which explained 82% of the variance in the innovation index, validated these relationships and provided actionable insights for stakeholders. This study concludes that leveraging Samarkand’s rich cultural heritage, integrating cutting-edge technologies, and fostering collaboration among stakeholders can position the region as a leader in innovative tourism. The findings contribute to the broader understanding of tourism innovation and offer a roadmap for other regions seeking sustainable and inclusive growth.