Tourism, leisure and hospitality

Modern approaches to managing the quality of tourist services

Gulmira Abisheva — 2025-09-30

This article examines modern approaches to quality management in the tourism sector with an emphasis on the current state and development prospects in Kazakhstan. Based on international standards such as ISO 9001, ISO 18513, TQM and the SERVQUAL model, the study examines how global quality standards can be adapted to national conditions. The study combines a comparative analysis of the international and national regulatory framework, an analysis of the differences between tourists' expectations and the real perception of services, as well as an assessment of infrastructural differences in key tourist regions of Kazakhstan. In addition, the study relies on the Butler Tourist Area Lifecycle Model (TALC), which highlights the importance of continuous infrastructure development to maintain the attractiveness of a tourist destination over time. The study also uses the principles of spatial inequality theory, especially in the context of service distribution and economic geography, to explain the uneven development observed in the regions of Kazakhstan. Combining these theoretical approaches, the analysis aims to provide a holistic understanding of how infrastructural and digital differences affect the dynamics of regional tourism and its development prospects. The study offers a number of practical recommendations aimed at institutionalizing quality through regulatory reform, professional development, digitalization, and infrastructure improvements. These measures are necessary to increase tourist satisfaction, strengthen international competitiveness, and support the long-term sustainable development of Kazakhstan's tourism industry.

The future of tourism: robotics innovations in the hospitality industry

Zhamila Zhusupova — 2025-09-30

This article explores the prospects of introducing robotics and digital innovations into the hospitality industry. Based on a review of scientific literature and systematic studies, it examines current directions in the development of innovative hospitality, highlighting the strengths and weaknesses of using service robots as well as opportunities for their integration into the service sector. The study evaluates the impact of robotics on improving service quality and operational efficiency in hotels and restaurants. Particular attention is given to the role of flexible and adaptive digital systems as a key element of hospitality infrastructure in the context of the strategic frameworks of “Industry 4.0” and “Industry 5.0”. The results demonstrate that robotics enhances the competitiveness of enterprises, contributes to the formation of new service standards, and transforms customer experience. Based on the analysis, practical recommendations are proposed for scaling up digital technologies and developing research programs aimed at adapting innovative infrastructure in Kazakhstan.

Formation of a tourist brand of Kazakhstan based on the potential of attractive objects of the country

Erkezhan Taishinova — 2025-09-30

The purpose of this study is to define the concept of a “tourism destination brand” and to analyze the mechanism of its formation, demonstrating that effective regional branding creates competitive advantages and contributes to attracting international tourists. The research methods include an analysis of best practices in tourism branding in developed countries, a study of the successful promotion of well-known global brands, and an examination of marketing organization in advanced recreational regions. The study employed observation, comparison, measurement, and abstraction methods. A systematic approach and coordination among tourism market stakeholders are recommended when selecting strategies for promoting the regional tourism brand. Enhancing the destination’s attractiveness is a key component of brand formation. The mechanism for building a tourism brand is a sequential process that includes attracting investment, developing new tourism products, increasing inbound tourist flows, fostering related industries, boosting local budget revenues, creating new jobs, and improving residents’ welfare.

On the use of literary sources by receiptive tour operators and excursions in the compilation of tours and excursions

Oleg Lyuterovich — 2025-09-30

This article examines the potential of fiction, memoirs, and popular science literature as valuable resources for enhancing tourist itineraries in the Zhetysu and Almaty regions. It highlights that while route development typically relies on scientific, historical, and ethnographic sources, literary works – rich in depictions of local life, customs, culture, and historical events – are often neglected. The objective of the study is to justify the integration of literary sources into the practices of inbound tour operators and tour guides in order to create unique and content-rich tourism products. The authors base their analysis on literary and reference materials, memoirs, expert interviews with tourism professionals, and their own long-standing experience in organizing tours and excursions. As a result, a wide range of literary texts with high potential for application in tourism and guiding practices has been identified. The article offers practical recommendations for incorporating literary descriptions, quotations, and imagery into excursion narratives and tour programs. The conclusions emphasize the importance of fostering a research-oriented mindset among tourism professionals and promoting a systematic approach to utilizing literary heritage in domestic and inbound tourism development.

World experience in the development of the national tourism brand and its adaptation in Kazakhstan

Banu Zharkenova — 2025-09-30

Currently, world practice shows that the national tourism brand plays a crucial role in increasing the competitiveness of the country. In this regard, the discussion of issues related to the country's advancement in the global economic environment is becoming increasingly relevant. Effective development of a national tourism brand is an important mechanism that contributes to improving the country's global competitiveness, increasing the income of the tourism industry, replenishing the state budget and improving the quality of life of the population. As part of the research, based on the "hexagon" model by S. Anholt, the attributes of the tourism brand of Kazakhstan were identified and a modern brand model reflecting the uniqueness of the country was developed, as well as a SWOT analysis of the main problems affecting the promotion of the national tourism brand of Kazakhstan in the global space. Modern innovative opportunities in the field of digital technologies such as platforms and social networks acting as marketing tools were explored. The article analyzes the experience of forming and promoting national tourism brands in countries such as Singapore, Turkey, Spain and the United Arab Emirates (using Dubai as an example), and also examines the degree of their applicability in Kazakhstan. The results of the study made it possible to identify specific areas aimed at increasing Kazakhstan's competitiveness in the tourism market and to develop a system of strategically sound recommendations for effective brand promotion at the global level, recommendations aimed at shaping the tourist image of Kazakhstan, increasing its attractiveness in the international market and ensuring sustainable tourism development.

The impact of digital technologies on community-based tourism: challenges and prospects in the global tourism market

Gulbaram Kulakhmetova — 2025-09-30

The tourism industry is undergoing profound changes in the context of digital transformation. This article examines the impact of modern digital technologies on the global tourism market, the emerging challenges, and potential development prospects. Digital solutions such as online platforms, Big Data, artificial intelligence, virtual and augmented reality (AR/VR), and mobile applications are radically transforming the ways in which tourism services are organized, sold, and consumed. The research analyzes reports from international organizations, best practices from leading countries, and academic publications. The methodology includes content analysis, comparative analysis, and case study methods. The findings indicate that digitalization in the tourism sector contributes to improved customer-oriented services, optimization of operational processes, and enhanced quality of data-driven and marketing-based decision-making. The study also considers the key challenges of digital transformation, including insufficient legal regulation, digital inequality, cybersecurity issues, and a shortage of qualified personnel. The research concludes that sustainable development of the tourism market is possible through the implementation of effective digital strategies, the formation of an innovative ecosystem, and the strengthening of collaboration between the state, business, and academia. The results have both practical and theoretical value for tourism industry stakeholders, digital solution developers, and researchers.