Evaluating Career Perceptions in the Tourism Industry: Evidence from Uzbekistan

The study aims to analyze the perception of Uzbek residents when pursuing a career in the tourism industry. A sample of 80 students from “Silk Road” International University of Tourism and Cultural Heritage completed a questionnaire rating the significance of several factors influencing their choice of career. The survey was analyzed in the SPSS model with the ordinal logistic regression method. As results reveal more than 46% of members are interested in the tourism sphere, especially in travel and tour operation majors. Also, the opportunity to travel and explore new countries is the key reason for choosing the tourism industry, as they believe in the positive effect of digital transformation and the implementation of sustainability. However, 44% are worried about the stability and security of their tourism career and they considered a specific career role within the tourism industry. These insights assist the government to enhance the quality of education in universities, mitigate some challenges, attract more qualified employees, and widen the opportunities that specifically involve travel opportunities.