The Development of a Tourist Brand in Kazakhstan

Madina Smykova


The purpose of this article is to discuss the development of a tourist brand in Kazakhstan, taking into account the theoretical materials and relying on applied research. There is a necessity to form a tourist brand in Kazakhstan, which is currently connected with low level of recognition.

On the basis of empirical research, an approximate model of the tourist brand in Kazakhstan was developed. The analysis revealed an ambiguous attitude from the sides of foreign tourists and residents. Priority indicators for the development of a tourist brand in Kazakhstan were identified; in particular the most important tourist destinations, the symbol and slogan of the country's iconic events and preferred cuisine, attractive historical monuments, and natural resources. The analysis showed that the tourist brand in Kazakhstan, with its identification and attributes, should be aimed at associating with the nature and cultural traditions of Kazakhstan. The research also identified priority types of tourism at each stage of the life cycle of the tourist product of Kazakhstan.


brand; tourism; value; attributes; image


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