Enhancing the International Image of Uzbekistan Through Cultural Heritage and Event Tourism: the Heritage-event Integration (hei) Model
Year: 2026
Type: conference-paper
Abstract: In the contemporary global tourism environment, the international image of a country has become a strategic intangible asset influencing tourism competitiveness, foreign investment attractiveness, and national reputation. Cultural heritage and event tourism are increasingly recognized as effective instruments for strengthening destination branding and improving international visibility. Despite extensive research on nation branding, destination image, and cultural tourism, limited attention has been paid to the integrated impact of cultural heritage and cultural events on the international image of emerging tourism destinations. This study investigates the role of cultural heritage and event tourism in shaping the international image of Uzbekistan and proposes the Heritage-Event Integration (HEI) Model as a conceptual framework for understanding their synergistic effects. The research is grounded in Nation Branding Theory, Destination Image Theory, Cultural Diplomacy Theory, and Memorable Tourism Experience Theory. Particular attention is devoted to the cultural-development narrative of the Third Renaissance, which serves as a strategic framework for promoting Uzbekistan's historical and cultural identity at the international level.
Author: Khashimova, Kamilla
Institution: Tashkent State University of Economics
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7166344611
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