The Development of a Tourist Brand in Kazakhstan
Journal of Eastern European and Central Asian Research
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Title |
The Development of a Tourist Brand in Kazakhstan
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Creator |
Smykova, Madina
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Subject |
marketing; tourism management; branding; Kazakhstan
brand; tourism; value; attributes; image HF5410-5417.5 |
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Description |
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.
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Publisher |
Institute of Eastern Europe and Central Asia
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Date |
2015-10-24
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Type |
info:eu-repo/semantics/article
Peer-reviewed Articles info:eu-repo/semantics/publishedVersion |
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Format |
application/pdf
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Identifier |
http://ieeca.org/journal/index.php/JEECAR/article/view/74
10.15549/jeecar.v2i2.74 |
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Source |
Journal of Eastern European and Central Asian Research (JEECAR); Vol 2, No 2 (2015): Journal of Eastern European and Central Asian Research; 12
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Language |
eng
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Relation |
http://ieeca.org/journal/index.php/JEECAR/article/view/74/pdf
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Rights |
The JEECAR journal allows the author(s) to hold the copyright and publishing rights of their own manuscript without restrictions.This journal applies the Creative Common Attribution Share Alike Licence to works we publish, and allows reuse and remixing of its content, in accordance with a CC-BY license.Authors are free to: Share — copy and redistribute the material in any medium or format and Adapt — remix, transform, and build upon the material for any purpose, even commercially. Under the following terms: Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. No additional restrictions — Author may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.The JEECAR Journal is committed to the editorial principles of all aspects of publication ethics and publication malpractice as assigned by the Committee on Public Ethics.
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