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2018 | 4 | nr 2 | 75--87
Tytuł artykułu

Modern challenges of creating tourism brand of Kazakhstan

Autorzy
Treść / Zawartość
Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
The article is dedicated to studying contemporary situation and problems of torusim brand development in Kazakhstan. The results of the conducted survey have shown that consumers are interested in such tourist-and-recreational resources as natural reserves and national parks and monuments, the Yassavi mausoleum, the branded direction - Borovoye and the mountains, as well as the symbol of the country could become the Golden man or the snow leopard. The research is based on authors own empirical research on the issues regarding tourists awareness and preferencess, as well as experts' survey. The empirical research was provided based on literature review, primary data (in form of tourists surveys), secondary data collection, analysis and synthesis. To survey tourists a structured questionnaire was designed; 96 people were surveyed, including 55 women and 41 men as a random sampling. The experts' survey was conducted in free form, and eight experts were surveyed. As was evidenced by the study results, international tourists are particularly interested in authentic cuisine as well as activities. Moreover, the research revealed that a gap between the way Kazakhstan officially defines its identity and the actual brand image the country has for now as a tourist destination. Key words: tourism, brand, Kazakhstan, challeng(original abstract)
Słowa kluczowe
PL
EN
Rocznik
Tom
4
Numer
Strony
75--87
Opis fizyczny
Twórcy
  • L.N.Gumilyov Eurasian National University, Kazakhstan
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171562633

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