Evaluating transport service quality metrics in tourism: a technological innovation-driven approach

Introduction

Contemporary tourism constitutes a significant global industry, fostering economic growth, cultural interaction, innovation, and sustainability. The World Travel & Tourism Council states that tourism constitutes over 9.2% of global GDP and sustains over 330 million employment globally, underscoring its pivotal role in socioeconomic advancement (WTTC, 2024). In this complex ecosystem, transport services constitute the foundation of the tourist supply chain, linking destinations, enabling mobility, and influencing travelers' overall experiences. Efficient, dependable, and secure transportation is essential for guaranteeing accessibility, competitiveness, and the long-term viability of tourism destinations. The sustained advancement of the tourism sector is intrinsically connected to the caliber of transportation infrastructure and services. Transport services are crucial in influencing tourists' experiences and improving the competitiveness of tourism locations. Traditional methods for assessing transport service quality frequently neglect to sufficiently include modern issues, especially the influence and effects of technological advancements (Gronroos, 2007). The research by Buhalis and Law (2008) thoroughly examines the impact of information and communication technology (ICT) in the tourism industry. They highlight the potential of digitizing tourism services to elevate consumer experiences, optimize resource allocation, and boost service quality. Technologies including IoT, AI, Big Data, blockchain, and autonomous cars are deemed essential in this context (Chung and Koo, 2015; Litman, 2019). Multiple instances illustrate how the incorporation of advancements in transportation has profoundly influenced the tourism sector. These improvements have rendered the tourism sector more appealing and engaging, thereby stimulating heightened demand for services. Contemporary study highlights a direct association between innovations and consumer preferences, emphasizing their congruence with consumers' individual demands, motivations, and aspirations. Innovations are increasingly regarded as intentional endeavors to fulfill these criteria, as substantiated by scientific evidence. This study has formulated a conceptual model for the implementation of innovations in transport firms, taking into account the important aspects and influencing variables vital for improving transport services for tourists. An empirical investigation was undertaken on transport firms in the Bukhara region that offer services to tourists. This investigation provides significant insights into the mechanisms of innovation adoption, emphasizing its importance for enhancing service quality and overall tourist satisfaction.

Methodology

The evolution of global transportation technology is radically altering the contemporary tourism sector, amplifying its economic and social influence. Innovative methodologies in the transportation sector are enhancing safety, environmental sustainability, and convenience while simultaneously generating new business opportunities. This article analyzes the principal trajectories of transportation technologies and their effects on the tourism sector. The security of transportation systems is progressively guaranteed using contemporary technology, including automated control systems driven by artificial intelligence. These technologies augment passenger safety and reduce human errors (Iyer, 2021). The use of innovations in the transportation sector has significantly transformed the tourism industry, enhancing its appeal and engagement for persons, hence increasing demand for services. Current study emphasizes that innovations are intricately linked to customer preferences, representing intentional endeavors to address their particular wants, motivations, and goals. The motivational factors driving tourists' inventive activity are apparent in their quest for new products or services that provide enhanced benefits and more effectively satisfy their wants. This connection highlights the increasing significance of innovation in influencing consumer pleasure.

This study created a conceptual model that synthesizes the essential components and determinants affecting the adoption of transportation innovations. This model functions as a strategic framework for improving transport services for visitors, promoting a comprehensive understanding of the interplay between technical innovations and the changing requirements of the tourism sector. Utilizing mobile applications and digital platforms for transport services enables travelers to conserve time and streamline service usage. For instance, online ticket acquisition and digital service administration are enhancing service quality. In response to evolving tourism development trends, transport service providers are prioritizing not just fundamental services but also enhancing service quality through the introduction of innovative offerings. The experience of transportation providers is crucial, since a favorable experience enhances passenger satisfaction and correlates with increased desire for future trips. Passengers favor transport businesses that have established a favorable reputation and possess extensive operational experience (Figure 1).

A conceptual model for introducing innovations in the provision of transport services to tourists

Contemporary automated vehicles enhance travel convenience, safety, and cost-efficiency. These technologies serve as the foundation for the development of new tourism destinations and the enhancement of existing services. Utilizing mobile applications and digital platforms for managing transport services enables travelers to conserve time and streamline service utilization. For instance, online ticket acquisition and digital service administration are enhancing service quality. In response to evolving tourism development trends, transport service providers are concentrating on enhancing service quality by offering new solutions in addition to fundamental services. The experience of transport businesses is crucial, since a favorable experience enhances passenger satisfaction and correlates with increased desire for repeat visits. Passengers favor transport businesses that have established a favorable reputation and possess extensive operational experience. The transformation processes in tourism are ongoing and align with socio-economic, demographic, psychological, and technological trends, evidenced by a decrease in fuel consumption for tourism destinations and transport firms, as well as the use of alternate modes of transport (OECD, 2025). Bicycles are increasingly being used in lieu of cars, electric vehicles are replacing traditional automobiles, and public transportation is becoming favored over private vehicles. The analysis of the total yearly earnings of transport firms in the Bukhara region from 2018 to 2024 further substantiates this observation (Figure 2).

Data indicates that LLC “Alikhan Trans Service” had the greatest income among transport companies in the region, generating 3,284,928,000 UZS in 2018, which escalated to 12,100,000,000 UZS by 2024. Conversely, LLC “Ipak Yo’li Theatre of Silk” recorded the lowest revenue, amounting to 778,755,000 UZS in 2018, which declined to 72,500,000 UZS by 2024. The revenue of this transportation company has steadily decreased over the years. It is evident that certain transport companies have only lately commenced operations, whereas others have suspended their activity temporarily. Throughout the examined years, LLC “Alikhan Trans Service” and LLC “Hakimov Inter Avto” successfully sustained consistent revenues. The proportion of revenues generated by the two corporations relative to the total revenues of transport companies in the region serves as evidence of this. The subsequent formula was employed to ascertain this.

TKdu = TKd TKud

In this context: TKdu–the indicator representing the share of the total revenue of all transport companies attributed to a single transport company.

TKd–the revenue of a single transport company.

TKud–the total revenue of all transport companies operating in the region.

Based on this formula, by applying the practical data for calculation, the revenue share of a single transport company in the total revenue of all transport companies was determined. Accordingly, using the data from the above table, the number of tourists served in the region was calculated.

As can be seen from the data in Table 1, the transport enterprise LLC “Alikhan trans servis” served 989.7 thousand tourists in 2018, and by 2024, it served 2100 thousand tourists. The transport enterprise LLC “Hakimov inter avto” served 97.9 thousand tourists in 2018, and by 2024, it served 500 thousand tourists. We propose to assess the indicators of provision of innovative technologies at five levels by studying the expenses spent on innovative activities of both transport enterprises analyzed in the research process (Figure 3).

TABLE 1. Number of tourists served by transport enterprises LLC “Alikhan Trans Servis” and LLC “Hakimov Inter Avto” based on their revenue coefficient in 2018–2024 (thousands) ¹ .

The level of use of innovative technologies by transport enterprises

The proposed assessment level was determined by the ratio of transport enterprises' expenditures on innovative activities to total expenditures ² . The following formula was used for this:

TKitfd = TKifsx TKux

In this case:

• TKitfd refers to the indicator of the share of expenses allocated to innovation within the total expenses of the transport company.
• TKifsx refers to the expenses of transport companies on innovative activities.
• TKux refers to the total expenses of transport companies.

We will calculate the level of usage of innovative technologies by the selected transport companies, MCHJ “Alixan trans servis” and MCHJ “Hakimov inter avto,” over the years for the analysis of providing transport services to tourists.

Our research indicated that the use rate of new technologies (Table 2) by the transport firms of LLC “Alikhan Trans Servis” was 0.18 in 2018, increasing to 0.24 by 2019. This pertains to the initial level of implementation of innovative technology by the suggested transport firms. The utilization of novel technologies was 0.34 in 2020, 0.37 in 2021, and 0.42 in 2022, indicating a progression to the third level. Projections indicate that in 2023 this figure will attain 0.47, and by 2024 it is anticipated to rise to 0.52, signifying that the organization will progress to the fourth tier of creative technology application. Specifically, the implementation of innovative technologies at the transport firm LLC “Hakimov inter avto” recorded a coefficient of 0.11 in 2018, which increased to a coefficient of 0.28 by 2022. Projected values suggest an escalation to 0.31 in 2023 and 0.34 in 2024, so advancing the company towards the third tier. The transport companies chosen for the study are among the highest revenue-generating firms in the region, thereby indicating their advancement in creative development. Nevertheless, these levels remain inadequate in relation to the huge tourism potential of the Bukhara region. Therefore, transport companies must prioritize the extensive adoption of innovative technology to maximize their potential in facilitating sustainable tourism development.

TABLE 2. The level of use of innovative technologies by transport enterprises LLC “Alixan trans servis” and LLC “Hakimov inter avto” ³ .

Conclusion

This study has shown that the evolution of transport firms in the Bukhara region is intricately connected to their capacity to incorporate innovative technology to facilitate tourism development. The examination of data from 2018 to 2024 indicates a consistent rise in both revenues and the extent of innovative technology implementation among prominent transportation firms. The findings suggest that LLC “Alixan Trans Service” is expected to attain the fourth level of innovative technology utilization by 2024, signifying a considerable advancement in systematic innovation and modernization of its services. LLC “Hakimov Inter Avto” is nearing the 3rd level, exhibiting positive trends while still trailing the area leader. Notwithstanding this advancement, the general degree of innovation within transport firms in the Bukhara region is inadequate relative to the region’s extensive tourism potential. To guarantee sustained growth, companies must prioritize The data in this table indicates that the transport firm LLC “Alikhan trans servis” serviced 989.7 thousand tourists in 2018, increasing to 2100 thousand passengers by 2024. The transport company LLC “Hakimov Inter Avto” accommodated 97.9 thousand tourists in 2018, and by 2024, it served 500 thousand tourists. We intend to evaluate the indicators of innovative technology provision at five levels by examining the expenditures on inventive activities of the transport firms investigated in this study. This research’s findings establish a solid foundation for formulating practical recommendations to improve the competitiveness of transport businesses within the tourism sector. Enhancing innovation-driven tactics will be essential for elevating service quality and optimizing the economic and social advantages of tourism in the Bukhara region.

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Footnotes

Edited by: Diego Rossit, Universidad Nacional del Sur Departamento de Ingenieria, Argentina

Reviewed by: Musawer Hakimi, Osmania University, India

Fejes Judit, University of Pannonia, Hungary

Footnotes

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