MARKET ANALYSIS METHODS IN TOURISM MARKETING STRATEGY DEVELOPMENT
DOI:
https://doi.org/10.55640/Keywords:
Porter’s Five Forces, Industry rivalry, tourism marketing strategy, marketing strategy, marketing plan, infrastructure, sustainable tourism, marketing mix.Abstract
This study examines the application of Porter’s Five Forces model as a strategic tool for analyzing market structure and competitive dynamics in tourism marketing. Using a qualitative research approach, the study evaluates five key competitive forces—industry rivalry, threat of new entrants, bargaining power of suppliers, bargaining power of buyers, and the threat of substitute products or services—and assesses their impact on tourism enterprises’ strategic decision-making.
The findings demonstrate that Porter’s Five Forces model provides a systematic framework for identifying competitive pressures and opportunities within the tourism market. Practical examples from the tourism sector illustrate how enterprises can respond to intense competition, increasing buyer power, supplier influence, and the growing presence of substitutes through differentiation strategies, innovation, personalized services, and strategic partnerships. The study further applies the model to a tourism enterprise in the Fergana Region of Uzbekistan, highlighting region-specific competitive challenges and strategic responses.
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