Destination image in Uzbekistan – heritage of the Silk Road and nature experience as the core of an evolving Post Soviet identity

Abstract

The purpose of this research is to analyze the destination image of Uzbekistan presented by the DMO and the destinations images emerging from user generated content in social media posts. In this study, promotional images and user-generated images on the platform Instagram were examined by using content-semiotic analysis. The main findings show that the destination image of Uzbekistan is dominated by heritage and reference to ancient cultural traditions of the region. However, the image represented through user generated content on Instagram is more diverse and to a larger extent depict the destination through natural heritage and experiences in the natural landscape. Furthermore, Uzbekistan is concurrently trying to create a post-Soviet identity through a focus on its history prior to the Soviet past, with focus on heritage of the Great Silk Road which highlight that destination image construction is related to geo-political processes in society which includes contestations of national identity.

Editorial

“…These post-Soviet states include many nations in Central and Eastern Europe as well as in Central Asia, along the Silk Road. The Silk Road comprised an ancient network of trade routes that, for centuries, were central to cultural interaction and economic cooperation through regions of the Asian continent connecting the East and West from China to the Mediterranean Sea (Fayzullaev et al , 2018). Examples of nations on the Silk Road include Uzbekistan, Tajikistan, Kyrgyzstan, Turkmenistan, Kazakhstan, Afghanistan, Kurdistan, Azerbaijan, Armenia and Georgia.…”

Exploring how mindfulness may enhance perceived value of travel experience

“…To further understand these relationships and knowing that past research tends to regard the stimuli of the experience at a destination as resulting from destination image (e.g., Beerli & Martín, 2004;Agapito, Oom do Valle, & Mendes, 2013;Fayzullaev, Cassel, & Brandt, 2018), experiencing the travel itself on behalf of the tourist is incorporated as an explanatory mechanism, linking mindfulness to PVTE through destination images. Therefore, the main aim of the study is to better understand how tourists' perceived value of travel experience is shaped.…”

Rural place branding processes: actor engagement in service ecosystems

“…Similarly, in the community-based approaches, regardless of the degree of formalization, it was pointed out that there were both actors directly involved in the specific branding initiatives and other businesses, associations and local people contributing to the branding of the place more indirectly. The informally or indirectly contributing actors also continuously co-create the brand’s meaning (Fayzullaev et al , 2021; Kavaratzis and Hatch, 2013). This co-creation also allows for more organic communication (Hankinson, 2004), which does not occur with the official brand when the audience does not see the connection between the place and the brand.…”

“…Studies of the processes applied to develop place brands have mainly been done in cities, destinations and nations (Kavaratzis and Hatch, 2013; Muñiz, 2016). This research highlights that the leadership of place branding is usually seen as the responsibility of local governments or destination marketing organizations (DMOs) (Fayzullaev et al , 2021; Hanna and Rowley, 2015) and tourism offices and involves marketing and branding professionals (Braun et al , 2014). Unlike cities, rural places are characterized by lower population density and larger distances to the nearest administrative centre (Søgaard, 2011).…”