Promotion strategy for regional tourist resources in Kazakhstan (on the example of Zhambyl region)

The purpose of the research is to study of domestic tourist resources, their analysis of the current state and material and technical base for the development of strategies and program documents for the development of tourism and hospitality at the meso-level on the example of the Zhambyl region.

Methodology. While writing this article, the authors used scientifically based methods and tools for processing statistical information. Also, the authors in their work relied on the material obtained by them in the course of full-scale field expeditionary studies as part of a team working on the town-planning project "Comprehensive scheme of territorial development of the Zhambyl region". In the analytical part, the authors studied the publications of domestic scientists and researchers, covering the development of various types of tourism in the Zhambyl region. In the process of the research, the methods of literary and publishing analysis, thematic SWOT analysis, research of sociological and statistical data, analysis of types of aggregate supply and demand, study of the risk factor of unclaimed types of tourism products adapted to the domestic tourism industry were used.

Originality / value of research. For the first time, a comprehensive study of the tourist and recreational potential of the Zhambyl region for the development of priority and promising types of tourism has been carried out, directions and mechanisms for the implementation of this direction of tourism are shown.

Findings. The promising priority types of tourism in the studied area are highlighted, the features of tourism are identified and its distinctive socio-economic activities are emphasized. The authors present the main directions of tourism development in the context of the relationship between the functional actions they perform (as a result of development) and the numerous factors that determined this development.

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