Аннотация
Ethnographic tourism holds strategic importance as an instrument for preserving cultural heritage, strengthening national identity, and diversifying regional economies. The Turkistan Region, characterized by its rich historical and cultural resources, represents a promising destination for the development of ethnographic tourism. The purpose of this study is to identify effective approaches for promoting regional ethnographic tourism through the application of social media and modern marketing technologies. The research was conducted using a quantitative methodology. Data were processed through descriptive statistics, correlation analysis, and segmentation analysis. The findings indicate that the target audience demonstrates a strong preference for visual and interactive content, while historical sites and traditional crafts constitute the core elements of the ethnographic tourism product. A strong positive correlation was identified between the level of interest and the likelihood of participation. Furthermore, social media platforms were found to exert a significant influence on the formation of the regional tourism brand image. Among digital channels, Instagram and TikTok proved to be the most effective marketing platforms. In conclusion, the implementation of a comprehensive digital strategy based on social media and a coherent brand-platform approach enables the effective promotion of ethnographic tourism, enhances audience engagement, and increases the value of the regional tourism brand.