The role of the travel blogs in perception of Uzbekistan as a travel destination

¹ Varna university of management, 13 Oborishte str., Bulgaria
² Varna university of management, 13 Oborishte str., Bulgaria

^* Corresponding author: silvena_dencheva@abv.bg

Abstract

The paper is aimed to identify factors affecting on travelers when interacting with travel blogs as well as to evaluate the effect of travel blogs in forming the travelers’ perceptions about Uzbekistan. .For the purpose of the study, a mixed-method approach has been used. The results of the study indicate that majority of respondents use travel blogs and consider them as useful sources of information about Uzbekistan What is more, the study demonstrates that travel blogs affect in a positive way to the travelers’ perceptions of Uzbekistan, as the majority of respondents show that they have changed their perception after following travel blogs about the country. The study also finds that the most important factors in the decision making process are the reliability of travel blogs, such as transparency, consistency, credible sources, and personal experiences provided by bloggers. The majority of respondents in the survey have found travel blogs through social media platforms. It shows that social media is crucial and useful to find travel blogs about Uzbekistan. Based on the results from the survey recommendations have been given to all stakesholders such as travel bloggers, destination marketers, and tourism organizations how to improve travel blogs’ effectiveness in promoting Uzbekistan as a travel destination.