INTERPRETIVE MANAGEMENT AS THE MISSING LINK BETWEEN GASTRONOMIC EXPERIENCE AND CULTURAL AWARENESS OF TOURISTS: EVIDENCE FROM SAMARKAND AND BUKHARA

Abstract

This paper examines the gap between the consumption of local cuisine and the acquisition of cultural knowledge by tourists in the historic cities of Uzbekistan. Drawing on a quantitative survey (n=100), the study establishes that gastronomic experience does not statistically predict cultural awareness (R² = 0.003; F = 0.301; p = 0.584). The author argues for the introduction of an interpretive management system for gastronomy as a mechanism for converting consumer experience into cultural education for tourists.