Sustainable tourism development: Insights from accommodation facilities in Bukhara along the silk road

In recent years, the tourism industry has encountered substantial challenges due to the pandemic, economic and political circumstances. Nevertheless, sustainable development frameworks can enhance the sector’s resilience and generate social, economic, and environmental advantages for the destination’s populace. Achieving this necessitates developing the destination under a coherent, content-rich brand, implementing precise marketing strategies, and promoting stakeholder collaboration. This research surveyed approximately 200 accommodation facilities in Bukhara, Uzbekistan, a prominent Central Asian tourism destination and a significant component of the Silk Road legacy. The study aimed to investigate their perceptions of the Silk Road brand, involvement in sustainable development initiatives, collaboration with the public sector, and the status of their service offerings. Based on the results, the paper concludes and offers specific recommendations.