THE ROLE OF UNIVERSITY BRANDING IN THE DEVELOPMENT OF EDUCATIONAL TOURISM

Authors

  • Jakhongirov Kamoliddin Asomiddin ugli Teacher of the Department of Islamic Economy and Finance, Pilgrimage Tourism, International Islamic Academy of Uzbekistan

DOI:

https://doi.org/10.17605/

Keywords:

Educational tourism, university branding, higher education, international students, academic mobility, export of educational services, international ranking, university image, regional brand, digital communication.

Abstract

This article provides a scientific and theoretical analysis of the role of university branding in the development of educational tourism. The study considers university branding as a comprehensive strategic factor associated with the international reputation of higher education institutions, quality of education, research potential, student experience, digital communication, and regional tourism potential. Based on international experience and positive changes taking place in Uzbekistan’s higher education system, the article highlights the importance of university branding in attracting international students, expanding academic mobility, developing the export of educational services, and strengthening the country’s scientific and cultural image. The article also identifies existing challenges, opportunities, and practical recommendations for the development of educational tourism.

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Published

2026-06-06

Issue

Vol. 7 No. 6 (2026): Agir

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

How to Cite

THE ROLE OF UNIVERSITY BRANDING IN THE DEVELOPMENT OF EDUCATIONAL TOURISM. (2026). Academicia Globe: Inderscience Research , 7(6), 1-12. https://doi.org/10.17605/