Abstract
Festivals and cultural events have become an important part of the of destination branding strategies. More and more places are increasingly using events and cultural festivals to enhance their image positively and boost tourist flow. Cultural events and festivals have always had a special place in society. Although event tourism has not emerged recently, interest in cultural events in tourism literature has grown tremendously over the last few decades as they have become a key element in attracting tourist destinations. Destinations have also begun to see strategic destination branding as one of the ways to attract a large number of tourists. Therefore, the research in this area can be considered very relevant for the industry. This article examines the importance of various public events in the branding process of destinations and analyzes the impact of “Silk and spices” festival on image and brand of Bukhara tourism destination. The purpose of this study is to explore how visitors evaluate the impact of cultural events and festivals on enhancing the tourist image. The Silk and Spices Festival is undoubtedly one of the most popular Uzbek cultural festivals held annually internationally. Methodological questionnaires were developed to conduct the research. Questionnaires in the form of paper surveys were taken from international and local tourists who visited the Silk and Spices Festival to learn about the impact of this festival on the image of Bukhara. The findings show that there is a positive link between this cultural event and the city’s image.
Highlights
Take-off from the “Two Cultures” SplitThe traditional, rather sharp separation between and by disciplines is not anymore to be upheld, if not just for operative, methodological or methodical reasons
[Volume-I Issue-VI][Pages = I-XXXVII] [2019] Website: www.usajournalshub.com ISSN (e): 2642-7478 cannot be stopped anymore or scarcely be legally checked. This is certainly true since the last one and a half decades with respect to the world-wide information systems like the Internet, World Wide Web, and other means of data retrieval and access leading to hardly solvable questions of moral responsibility for the data stored or manipulated which cannot be allocated or assigned to a respective one and only bearer of the responsibility anymore
It seems that human responsibility for consequences and developments in comprehensively interconnected and complex information systems can neither ethically nor legally be borne by an individual person any longer nor by a rather vague and almost unlimited set of agents whether individual or group-sized
Summary
The traditional, rather sharp separation between and by disciplines is not anymore to be upheld, if not just for operative, methodological or methodical reasons. This certainly leads to respective challenges on the side of scientific methodologists on the one hand, and of social scientists, social philosophers, and moral philosophers on the other. We all know the problems resulting from the handling of documentation systems, the retrievability of data, the almost unlimited possibility of combining data with respect to data protection problems, respective legislations etc. Some even fear that we are on the brink of or already living in a “computerocracy” – being the fate and development of mass societies which
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