FORMATION OF A SYSTEM OF DIGITAL INDICATORS FOR ASSESSING THE EFFICIENCY OF THE TOURISM SERVICES MARKET

Abstract

This article substantiates the need to develop a system of digital indicators for assessing the efficiency of the tourism services market in the context of digital transformation. The study argues that traditional indicators, such as the number of tourists, tourism revenues, employment and investment volume, are no longer sufficient to reflect the actual performance of tourism services. The proposed approach integrates indicators of digital infrastructure, online sales and booking, digital marketing, customer satisfaction and digital governance into a comprehensive assessment framework. The article also emphasizes the relevance of this framework for Uzbekistan, where tourism flows and digital connectivity are expanding rapidly, while the National Unified Tourism Platform is becoming an institutional basis for data-driven tourism management.