IMPROVING MULTILINGUAL COMMUNICATION IN TOURISM SERVICES OF UZBEKISTAN UNDER WTO ACCESSION CONDITIONS
DOI:
https://doi.org/10.5281/zenodo.20610552Keywords:
WTO, GATS, tourism services, multilingual communication, digital platforms, tourism revenue, Uzbekistan, language barriers, AI translation, panel data.Abstract
This thesis examines pathways for improving multilingual communication in tourism services of Uzbekistan within the context of its ongoing WTO accession process. Using OLS regression on 108 panel observations covering six major tourist regions across 2019-2024, the study identifies multilingual web platforms (β = 0.512, p < 0.001), mobile application coverage (β = 0.438, p < 0.001), guide language proficiency (β = 0.389, p < 0.01), and digital marketing (β = 0.347, p < 0.01) as statistically significant positive determinants of tourism revenue. The model explains 87.1% of the variance (R² = 0.871, F = 38.24, p < 0.001). Evidence suggests that closing multilingual service gaps could increase tourism revenue by 31-45%. Five policy directions aligned with WTO GATS provisions and UNWTO standards are proposedReferences
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