Assessment of agro-recreational tourism attractiveness of the region and prospects for development of agrotourism entrepreneurship

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Rеsults аnd disсussiоn
Experts only offer methods for evaluating individual components or processes related to them: methods for evaluating natural or other touristic processes have been developed by the authors [1].Summarizing the methods proposed by expert scientists, the tourist attractiveness of the area can be assessed using the following indicators: a. general appearance of the region; b. natural and climatic conditions for rest and recovery; c. social stability and security; d. access to transport; e. economic attractiveness; f. spiritual involvement of religious pilgrimage centers; g. attractiveness of historical monuments; h.cultural and educational appeal.However, the proposed method includes factors affecting the general touristic attractiveness of the area, but does not fully represent its general indicators.With the help of these indicators, it is possible to make an assessment, to calculate the level of tourist attractiveness that is not reflected by the factors.To date, the assessment of the level of tourism development in certain regions is carried out in accordance with the methodology and recommendations of the World Tourism Organization.In accordance with these recommendations, a list of key indicators was compiled, which allow to assess the dynamics of the development of the tourism industry, the most important of which are: a. arrival of tourists; b. the duration of the tourist's stay in the country; c. tourist expenses related to travel; d. revenues from tourism [2].According to the methodology developed by the experts of the World Tourism Organization, it is possible to conduct a quantitative analysis and rank certain regions according to the level of tourism development.Such assessment does not allow to determine the importance of the factors shaping the level of touristic attractiveness of the area, as well as which of them are positive and which are destabilizing factors.Estimating the level of tourism development in a given region with the help of single statistical data is of limited value, as general trends are important for managing this process.In order to take into account all trends in the process of increasing the level of tourism attractiveness of the region, including potential opportunities, a comprehensive assessment reflecting the impact of many single indicators is necessary.As unit data, statistics are of limited value because they do not account for qualitative variation.In addition, many factors do not have clear quantitative indicators and can only be assessed by experts.
In order to plan and develop tourism development programs, it is appropriate to determine potential tourist attractions, that is, what the level of tourism development can be in a certain region and what socio-economic benefits can be achieved as a result, as well as whether it exists or not.If it is appropriate to develop this type of tourism in the region, then it is necessary to develop measures to influence what factors and what measures to achieve the optimal level of tourist attractiveness of the region.Potential tourist attractions include two components (Figure 1).Technical tourist attractiveness is the ability of the area to attract tourists to the extent that a certain region with existing tourist resources can handle, taking into account the permitted recreational load.Recreational and tourist attractions should be understood as the feasibility of receiving tourists in the region, because by encouraging measures to protect the natural environment and increase its quality, the tourist enterprise can have socio-economic benefits [3].
It can be seen that tourism resources, including natural and anthropogenic resources, form the basis of the activity of the tourism industry.This area attracts tourists due to the presence of objects of the conservation fund of the regions of Namangan region, mineral springs, historical and cultural monuments, favorable climatic conditions, rich flora and fauna.It is possible to get a high socio-economic effect from its development only after measures are taken to beautify the area, develop the material and technical base of agrarian tourism, etc.However, it should be noted that despite the fact that there are not enough conditions for recreation in this area, eco-tourism is developing in the area with an attractive landscape and water bodies.This is explained by the fact that the main thing in the development of agrarian tourism is a high spiritual communication with nature (Table 1).  1 lists the elements included in certain components that make up the system of ensuring the process of formation of the environment and the tourist attraction of the area.Each of the components presented in the table reflects the factors influencing the process of

Ecological tourist attractions
Potential tourist attractions forming a high level of touristic attractiveness of the area, the conditions for meeting the needs of potential tourists.The process of increasing the level of touristic attractiveness of the area can be regulated with the help of a correctly selected system of indicators.
In our opinion, in order to take into account the multifaceted nature of tourist activity in a certain area, it is necessary to choose a system of indicators that represents all aspects of the process of increasing the tourist attractiveness of the area, which provides not only a quantitative assessment of its components, but also a qualitative analysis and forecast.In order to form a methodology for assessing the level of tourist attractiveness of the region, it is necessary to solve a number of tasks, including: a) choosing a research object; b) selection of components that must be included in the research subject; c) an integrated indicator or a system of separate indicators that can be used to assess the level of tourist attractiveness of an agrarian tourism area.The integrated assessment of the level of tourist attractiveness of districts is based on a comparison not with the real (past) situation, but with an indicatively established ideal, that is, it is similar to an assessment of the past path, not the traveled path.In this regard, the impact of the factors can be estimated by the degree of reduction of the level of touristic attractiveness compared to the ideal.That is, the ratio of the maximum (or minimum) indicator to the actual indicator is distinguished by factors, and not the actual assessment of the level of tourist attractiveness of the area.The integrated indicator allows to determine the level of tourist attractiveness of the regions of the region for the development of agro-recreational activities.Building an integrated assessment includes four stages: a) forming a system of indicators; b) choosing a method of standardization of indicators; c) assessment of quality indicators with the help of experts; d) determining the procedure for summarizing indicators.At the first stage (formation of a system of indicators) it is important to define a set of indicators that comprehensively reflect the process of increasing the level of touristic attractiveness of regions.Statistical indicators can be evaluated in quantitative measures, but many factors of forming the level of tourist attractiveness of agrarian tourism areas cannot be measured quantitatively.Based on theoretical analysis and taking into account the uncertainty of some indicators of the process of increasing the level of tourist attractiveness of Namangan region, the following indicators were selected to evaluate this level (RTPj): a) area occupied by nature protection zones (X1); b) number of tourist facilities (X2); c) saturation with unique natural objects (X3); d) environmental quality (X4).When choosing such indicators, it should be based on the compatibility of the purpose of tourism with natural, cultural and social values, the interaction of nature and culture, and the minimization of the negative impact on the surrounding natural environment.The presence of nature protection zones in the districts of Namangan region helps to increase the level of attraction of tourists, preserve biological diversity and increase the natural resource potential of the regions.In particular, the protected natural areas of the Namangan region can be the most important link in the development of agrarian tourism, because they have a number of conditions and relevant legal documents for this.With proper development of infrastructure and services, these regions can become the main attractive centers of not only domestic but also international agrarian tourism.Instead, agritourism can potentially generate economic benefits and advantages in the development of natural areas and contribute to the conservation of natural and historical-cultural resources of recreational landscapes.Rich potential for the development of agrotourism is located in Pop, Chust, Kosonsoy, Yangikurgan and Chortoq districts of Namangan region.After all, the moderateness of Tuiqlim, the presence of natural springs, mountainous areas, and the value of mineral water are recognized at the state level and have the appropriate international status.
Under the concept of "objects of agrotourism" we propose to understand the objects of presentation of natural resources, historical and cultural monuments (museums, archeological monuments) located in the territory of the district, which determine the content of the tourist program in rural tourism.Protected areas of different categories and types as the main tourist objects that stand out in Namangan region; the most famous biological species (representatives of flora and fauna); unique objects of inanimate nature (geological, geomorphological, hydrological and other landscape elements); integral natural anthropogenic landscapes, as well as cultural, ethnographic, archeological, historical and monumental objects located outside their borders.
As mentioned above, the area occupied by nature protection zones (X1), the number of tourist objects (X2), saturation with unique natural objects (X3), environment Quantitative indicators that make up the tourist attractiveness of districts such as quality (X4) were selected.These factors are determined by the method of expert evaluation with the help of experts, summarizing the quality values.If we pay attention to the data in the table, if the total land area of Namangan region is 744000 hectares, the area covered by environmental protection zones in the region is 37890 hectares, which in turn means that Namangan region is rich in agro and ecotourism resources and has high tourist attractiveness.However, we propose to convert each statistical indicator into a standardized indicator in order to bring the number to one integrated indicator due to the existence of differences between the quantitative indicators that we propose to evaluate each factor of the integrated indicator of the level of touristic attractiveness of the districts.
This will be a relative dimensionless value and equalize the difference in units of measurement.Different methods of standardization are used in practice.All of them are based on a comparison with a certain quantity as the element of comparison required for comparison.In the conducted research, the average value of each indicator was taken as an element of comparison.Thus, standardized indicators are defined as the ratio of the actual indicator value to the average value.
In the third stage, it is proposed to use the expert method for determining the integral indicator of the level of tourist attractiveness of the districts (evaluation of quality indicators).Based on the purpose of the research, which is to determine the weight of the factors that form the level of touristic attractiveness of districts, it is necessary to learn about the direct assessment of their levels, not to think about the levels of indicators during the examination.First, it is necessary to determine the range of evaluations in which the expert evaluated the factor with a certain score.The levels are taken as criteria as follows:  the first (lowest) with the lowest score -1;  the last (highest) -with the largest sum of points -5.The procedure of expertise consists in the evaluation of the offered quality factors by experts from the point of view of the consumer of rural tourism services.Expertise of quality indicators can be carried out in cooperation with the specialists of the resort and tourism department of regional and district state authorities.According to the results of the expert survey, information on the evaluation of the quality indicators that form the tourist attraction (ratings from 1 to 5 points) is presented in Table 3.For the consistency of the results of the integrated assessment, it is possible to convert quality indicators into standardized indicators, such as standardized quantitative indicators, that is, from their average value, the percentage of quality indicators can be determined.The basis of the conceptual model of the development of agrotourism entrepreneurship is the social level of the population and ensuring its employment.
The development of agrotourism serves to increase the income and wages of the population, improve the demographic situation and health of the rural population, develop the rural infrastructure, expand the education and recreation of the population, stimulate the production of agricultural products and expand the offer of agrotourism services, and raise the cultural level.
Standardized indicators of the level of tourist attractiveness of districts of Namangan region are presented in Table 4.To determine the generalized integrated indicator, the levels of the factors are determined in the reverse order: the highest level -the indicator that has the least impact on tourist attraction is given 10 points; the lowest -1 point -has the greatest impact.To determine the weight factor, we find the value (1 -Wi).The weighting coefficient is determined by dividing the total value of the level assessment of the indicator by the sum of the value of the total level assessment of all indicators: Wi = Rí/∑Ri (1) where: Ri is the total value of the level assessment of the indicator; ∑Ri is the sum of the rank values of all indicators.The final results of the expert survey and the weighting coefficients of the indicators on their impact on the level of tourist attractiveness of the district are presented in Table 5.
where: RTP j is the level of tourist attraction; Standardized indicators of the level of tourist attractiveness of  � -districts;  � -is the average value of standardized indicators; n-the number of analyzed indicators of tourist attractiveness of districts; W i -weight of indicators; I RTPij -partial indexes of indicators.The integrated indicator of the level of tourist attractiveness of districts is defined as the ratio of the sum of all partial indices of indicators for all districts of Namangan region to the total sum of these indices.The results of the calculation of the integrated indicators of the level of tourist attractiveness of the regions of Namangan region are presented in Table 6.

Conclusion
This assessment shows the current level of tourist attractiveness of each administrative district of Namangan region according to nature protection areas and tourist facilities in them, as well as depending on the quality of the environment and the wealth of unique natural facilities.The obtained results show that most districts of Namangan region have a satisfactory level of tourist attraction.It should be noted that none of the districts achieved a very high level of tourist attractiveness in all indicators.However, according to the total value of the partial indices of the indicators and the integral indicators of the level of tourist attractiveness, the districts of Kosonsoy, Pop, Chortoq, Chust and Yangikorgon reached a very high level at the same time.
The above assessment allows to determine which factors have the greatest influence on the level of tourist attractiveness of districts.According to the importance of the influence of factors on the level of touristic attractiveness of the area, a system of measures for the development of agrarian tourism, including the determination of the optimal level of touristic attractiveness for the further promotion of agricultural products, can be formed on Internet marketing tools [4].
The use of the proposed methodology helps to determine the correctness of specific factors affecting the level of touristic attractiveness of rural areas of the regions of the Republic of Uzbekistan.The methodology makes it possible to take into account many factors, including qualitative factors that form the tourist attractiveness of agro-recreational business activities, and it is easy to use and interpret them.Based on the obtained results, it can be proposed as a territorial-production model for the development of entrepreneurship in the field of agrotourism in the regions of the Republic of Uzbekistan.

Fig. 1 .
Fig. 1.Components of potential tourist attractions of the area.

Table 1 .
Components and elements of the process of formation of tourist attractiveness of the agrorecreational area.

Table 2 .
Quantitative indicators shaping the touristic attractiveness of districts of Namangan region.

Table 3 .
According to the results of an expert survey, data on the evaluation of quality indicators that form tourist attractiveness in the case of districts of Namangan region (from 1 to 5 points).

Table 4 .
Standardized indicators of the level of tourist attractiveness for the development of agrarian tourism on the example of districts of Namangan region.

Table 5 .
Information on the evaluation of elements of the integrated indicator of the level of tourist attractiveness of districts (on a ten-point scale).If the indicators of the set have different weight of impact on the obtained estimate, then the integral indicator is determined by arithmetic weight:

Table 6 .
Partial indexes and integral indicators of the level of tourist attractiveness of districts.