EXAMINING THE ROLE OF ELECTRONIC WORD OF MOUTH IN THE RELATIONSHIP BETWEEN COUNTRY IMAGE AND INTENTION TO VISIT REPUBLIC OF KAZAKHSTAN

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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