QASHQADARYO VILOYATI TURIZM BOZORIDA ISTE’MOLCHI XULQ-ATVORINING RAQAMLI TRANSFORMATSIYASINI EMPIRIK TAHLIL QILISH, EMPIRICAL ANALYSIS OF THE DIGITAL TRANSFORMATION OF CONSUMER BEHAVIOR IN THE TOURISM MARKET OF KASHKADARYA REGION, EМПИРИЧЕСКИЙ АНАЛИЗ ЦИФРОВОЙ ТРАНСФОРМАЦИИ ПОТРЕБИТЕЛЬСКОГО ПОВЕДЕНИЯ НА ТУРИСТИЧЕСКОМ РЫНКЕ КАШКАДАРЬИНСКОЙ ОБЛАСТИ

<jats:p>This scientific article presents an empirical analysis of the digital transformation of consumer behavior in the tourism market of Kashkadarya region. The study examines the level of tourists’ use of digital platforms, social networks, mobile applications, and online booking systems. It also identifies the impact of digital technologies on the processes of selecting, evaluating, and purchasing tourism services. The results of the empirical analysis indicate changing consumer needs in the regional tourism market and the growing importance of digital marketing tools. The findings of the study can serve as a basis for improving tourism services and developing effective digital strategies in the Kashkadarya region</jats:p>