Science and Education in Karakalpakstan issn 2181-9203 Science Magazine chief editor

Science and Education in Karakalpakstan. 2023 №2/1 ISSN 2181-9203 
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The service sector is a large and dynamically developing sector of the economy of the 
leading developed countries of the world. Trends and regularities in the development of the service 
economy in an unstable market environment imply its orientation towards meeting consumer 
demand through the development of services in the market. 
Expanding the range and availability of services is an important part of the socio-economic 
development of society, which contributes to its harmonization and the formation of a high quality 
of life for the population. The modernization of the domestic economy not only contributed to the 
development of traditional types of service activities, but also stimulated the rapid development of 
new types of services provided on a commercial basis: financial and credit, auditing, consulting, 
design, tourism, hotel and other services. 
The growth of population incomes, the transformation of lifestyle, the increase in the 
cultural and educational level, the increase in business activity have created a demand for new types 
of services, updated the importance of consumer requirements for quality of service, and therefore 
the demand for a complex of tourist and hotel services is increasing. 
The tourism industry occupies an important place in the modern world economy. In recent 
decades, it has been one of the most rapidly developing and fairly profitable types of economic 
activity. It should be emphasized that an increase in the total number of tourists in centives 
stimulates the development of hotel infrastructure. The potential dynamism of the development of 
Uzbek tourism is objectively due to the expansion of types of accommodation facilities for the hotel 
sector of the service market. Accommodation services are a backbone element of the tourism 
industry, especially regional. 
Considering that the quality of service received by the consumer is always important, it is 
advisable for hotels to use quantitative parameters (indicators) that can evaluate the service process 
and influence it. The necessary data for the calculation can be obtained by measuring and 
monitoring the satisfaction with the quality of the product, consumer services. They are based on 
the analysis of information about the opinions and behavior of customers and are determined by 
standards that establish requirements for the quality of a product (service) and form the basis for 
certification of hotel enterprises. 
It is worth noting that the efficiency of the functioning of the regional hotel market depends 
on the availability of infrastructure facilities of the hotel industry, as well as the producers of these 
services, which form a complex of hotel services, taking into account the demand of potential 
consumers. The separation of service marketing into a separate discipline is largely due to the rapid 
development of the service sector. The growth of the service sector in the economy hasn’t been 
noticed so far. The statistics of many countries noted progress in this area of the economy, but the 
issue of the predominant role of the service sector was not the subject of consideration by scientists, 
economists, marketers. The growth of the population's income, the transformation of lifestyle, the 
increase in the cultural and educational level, the increase in business activity have created a 
demand for new types of services, updated the importance of consumer requirements for quality of 
service, and therefore the demand for a complex of tourist and hotel services is increasing. 
However, despite the rapid growth and development of the service sector, companies 
actively used only such marketing tools as advertising and PR and practically did not deal with the 
changing business environment. This was due to the fact that at an early stage of the study of 
marketing, as a theoretical discipline, the main attention was paid to the sale of agricultural 
products, and later - industrial goods. 
In this regard, it was assumed that only physical goods could be marketed. The rapidly 
developing service sector has gradually also adopted traditional marketing concepts that have 
proved to be insufficiently effective for the service sector. The emergence of service marketing is 
due to the fact that in these markets there are different conditions than in commodity markets. 

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