Modern challenges of creating tourism brand in Kazakhstan
Journal Title: Annals of Marketing Management & Economics - Year 2018, Vol 0, Issue 0
Abstract
The article is dedicated to studying contemporary situation and problems of torusim brand development in Kazakhstan. The results of the conducted survey have shown that consumers are interested in such tourist-and-recreational resources as natural reserves and national parks and monuments, the Yassavi mausoleum, the branded direction – Borovoye and the mountains, as well as the symbol of the country could become the Golden man or the snow leopard. The research is based on authors own empirical research on the issues regarding tourists awareness and preferencess, as well as experts’ survey. The empirical research was provided based on literature review, primary data (in form of tourists surveys), secondary data collection, analysis and synthesis. To survey tourists a structured questionnaire was designed; 96 people were surveyed, including 55 women and 41 men as a random sampling. The experts’ survey was conducted in free form, and eight experts were surveyed. As was evidenced by the study results, international tourists are particularly interested in authentic cuisine as well as activities. Moreover, the research revealed that a gap between the way Kazakhstan officially defines its identity and the actual brand image the country has for now as a tourist destination.
Authors and Affiliations
Kamshat Mussina
Keywords
Related Articles
- EP ID EP530303
- DOI 10.22630/AMME.2018.4.2.19
- Views 134
- Downloads 0
Synergy and diversity of the resources of an enterprise. Knowledge manager – model approach
One of the fundamental problems relating to the management of the company is the manager and its employees’ as the human resource of the organisation. Managers with their staff and particularly positive relationship betw...
Bitcoin as and example of cryptocurrency - current state and perspectives
The idea of anonymous digital money existing outside of traditional banking system lasts at least 40 years. It appeared as soon as technological solutions, which such a system requires, became available. The article anal...
Demographic changes in rural and semi-urban ares in Poland (2003-2016)
The demographic potential, especially in the peripheral and remote areas, has been deteriorating. Negative natural increase, low or negative migration balances, unfavourable values of the feminisation index and growing r...
Monitoring the fresh fruits and vegetables supply chain in Turkey
Turkey’s bio-diversity, geographical structure and climatic conditions, makes it possible to produce a wide variety of fruits and vegetables. Although, the high production capacity, half of the vegetables and fruits are...
Determinants of tourism development in the Płock region
In the region of Płock, which includes the city and the surrounding county, the right conditions for tourism to develop are in place. This is important for the city, as an ever more vibrant economic center, as well as fo...