METHODOLOGICAL BASES OF FORMATION OF TOURISM IMAGE OF THE KHIVA DESTINATION

Annotatsiya

This research aims to form a destination image of Khiva, a tourism destination of Uzbekistan, Khorezm region, using a comprehensive approach that includes cognitive, affective, and behavioral dimensions. To bridge the gap in existing research by comparing the perspectives of tourists and local residents, a mixed-methodology approach incorporating qualitative analysis techniques was used to provide a holistic understanding of image formation through empirical research.