Foresight of Tourism in Kazakhstan: Experience Economy

Nurzhan Kenzhebekov,Emil Velinov,Yelena Petrenko,Yerlan Zhailauov,Igor Denisov

doi:10.3390/info12030138

Abstract

The paper sheds a light on the interconnections between touristic sector development and regional development in Kazakhstan. The paper covers analysis of the current competitiveness of the touristic destinations in Kazakhstan. Based on qualitative and quantitative research, the study shows that there is a huge need for a transformation in marketing communications tools in order to increase the competitiveness and image of Kazakhstani tourism. The study provides potential scenarios and solutions to increase touristic attractiveness, which would lead to enticing more investors and increase tourism capacity and potential. Also, the paper provides insights in ecotourism and the regional economy by outlining the older and newer managerial and governmental approaches in supporting the entire tourism sector in Kazakhstan.

Highlights

IntroductionThe relevance of the topic of tourism development as an industry of the national economy of Kazakhstan is conditioned by the country’s political management understanding the need to move from a commodity to a diversified economy
The key trends that will have the greatest impact on the development of the domestic tourism sector in the 10–15 years, among others, are the growing popularity of eco-ethno and agrotourism in Kazakhstan; and an increase in the number of the most personalized offers of the tour product
Our research has shown that the orientation exclusively to government programs does not give the planned result in such an emotional sphere of consumption as tourism and, does not lead to a steady increase in interest in tourism in the country

Summary

Introduction

The relevance of the topic of tourism development as an industry of the national economy of Kazakhstan is conditioned by the country’s political management understanding the need to move from a commodity to a diversified economy. The importance of the development of the hospitality industry as one of the priority areas of tourism development in the Republic of Kazakhstan is noted in research [1]. In business practice conceptual approaches in the area of sustainable tourism are based on the usage of integrated marketing approaches [4]. Scientists and practitioners define tourism as a stochastic driver for socio-economic and socio-cultural development of a country [5]

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Conclusion