EDIGITAL SILK ROAD AND SUSTAINABLE TOURISM: ANALYZING THE ADAPTATION OF CHINESE DIGITAL PLATFORMS IN UZBEKISTAN
Ключевые слова:
Digital Silk Road, Sustainable Tourism, Digital Platforms, Policy Transfer, Belt and Road Initiative, UzbekistanАннотация
This paper discusses the opportunities and obstacles of using Chinese digital tourism platforms to create sustainable tourism in Uzbekistan, within the framework of the Belt and Road Initiative (BRI) and the Digital Silk Road. As China and Uzbekistan advance their relationship to form an all-weather comprehensive strategic partnership, the exportation of China's mature digital tourism models presents both opportunities and challenges. The paper examines the institutional, technological and cultural frictions in this process. Based on policy transfer theory and institutional isomorphism, the study performs a comparative analysis of policy texts and case studies of Chinese mobile applications such as Ctrip, Fliggy and Alipay. The results indicate that main sources of friction are regulatory discrepancies in digital payments, infrastructural gaps, and the necessity for localized operational strategies. The paper concludes by suggesting optimization directions for sustainable Sino-Uzbek digital tourism collaboration, emphasizing standards harmonization, infrastructure investment, and effective data governance.
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