caerCentral Asian Economic ReviewCentral Asian Economic Review2789-43982789-4401Университет Нархоз10.52821/2789-4401-2022-1-29-37caer-486Research ArticleБИЗНЕС И УПРАВЛЕНИЕ: ПРОБЛЕМЫ И РЕШЕНИЯBUSINESS AND GOVERNANCE: ISSUES AND SOLUTIONSАНАЛИЗ ЗНАЧИМОСТИ ЭЛЕКТРОННОГО САРАФАННОГО РАДИО В ОПРЕДЕЛЕНИИ ВЗАИМОДЕЙСТВИЯ МЕЖДУ ПРЕДСТАВЛЕНИЕМ О ГОСУДАРСТВЕ И ЦЕЛЬЮ ВИЗИТА В РЕСПУБЛИКУ КАЗАХСТАНEXAMINING THE ROLE OF ELECTRONIC WORD OF MOUTH IN THE RELATIONSHIP BETWEEN COUNTRY IMAGE AND INTENTION TO VISIT REPUBLIC OF KAZAKHSTANАбдрахмановаС. Е.AbdrakhmanovaS. E.

Алматы

Abdrakhmanova Saniya Erzhanovna – PhD Student

Almaty

saniya.abdarkhmanova@narxoz.kzНурпеисоваМ. М.NurpeisovaM. M.

Алматы

Nurpeisova Makpal Muratbekovna – candidate of economic sciences, professor

Almaty

makpal.nurpeisova@narxoz.kzУниверситет НархозКазахстанNarxoz UniversityKazakhstan202206062022012937Copyright © Абдрахманова С.Е., Нурпеисова М.М., 20222022Абдрахманова С.Е., Нурпеисова М.М.Abdrakhmanova S.E., Nurpeisova M.M.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://caer.narxoz.kz/jour/article/view/486

Целью данного исследования – является изучение воздействия электронного сарафанного радио в качестве связующего звена между представлением о самом государстве и с целью визита Республики Казахстан.

Методология. Данное исследование является качественным исследованием. Участники исследования – 48 иностранных граждан, которые ни разу не посещали Республику Казахстан. Опросы исследования были сформированы на основе представления о Республике Казахстан, характерных особенностей респондентов, их намерения посетить страну, что им известно о данной стране и предпочтут ли они Республику Казахстан в качестве предстоящего направления для проведения своего отпуска. Опросы проводились на английском языке. Для кодирования полученных данных была применена программы Atlas.ti.

Оригинальность / ценность исследования. Представление о Республике Казахстан глазами иностранных граждан позволит определить особенности и характеристики аспектов развития туризма в стране и выявить взаимопонимание о наличии недостатков в развитии данной отрасли.

Результаты исследования наглядно свидетельствуют о том, что Республика Казахстан недостаточно хорошо представлена на мировом рынке, соответствующие уполномоченные органы должны обратить на это внимание и принять меры по продвижению имиджа страны на мировом рынке.

The purpose of the research is to analyze the impact of electronic word of mouth as a moderator between country image and intention to visit Republic of Kazakhstan.

Methodology. This research is qualitative study. 48 foreign citizens who have never been to the Republic of Kazakhstan participated in the survey. The questions were conducted in English. The data was coded using Atlas.ti software.

Originality / value of the research. Understanding the country image of The Republic of Kazakhstan through the eyes of foreign citizens will help to determine the features and characteristics of the parties for the development of tourism in the country and reveal an understanding of exist gaps in the development of this industry.

Findings of this research actively demonstrates that Republic of Kazakhstan is not well covered in the world market and the relevant authorized bodies should pay attention and take measures to promote the country's image in the world market. The authors confirm moderator effect of electronic word of Mouth on country image and intention to visit the Republic of Kazakhstan.

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The authors declare that there are no conflicts of interest present.