EVALUATING THE ROLE OF TECHNOLOGY IN ENHANCING GUEST EXPERIENCES (IN SAMARKAND, UZBEKISTAN)
Keywords:
Technology, guest experience, smart tourism, hospitality, digitalization, Samarkand, UzbekistanAbstract
This article seeks to evaluate how moderntechnologies contribute to enhancing guest experience in tourism and hospitality industry in Samarkand, Uzbekistan. This paper will also focus on the guest journey in hospitality, from planning and preparation to arrival and post-travel. Technology is today being used in each stage of the journey, from applying for and receiving a visa, booking hotels and renting transport, to sharing experiences on the way home. The Government of Uzbekistan has implemented several innovative digital services such as the e-visa, online guest registration, online booking of train tickets, cashless payments via phone, while samarkand have also adopted a new approach to visitor experience in the form of the 3D mapping projection show at the Registan square, Modern Museum of Imam al-Bukhari, modern Silk Road Samarkand complex. With the help of academic literature and studies, this article describes the use of technology at each stage of the guest journey. The findings suggest that technology may facilitate travel as it is faster, easier and more memorable, and is most effective when complemented by the Uzbek people's warm hospitality.
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