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

Abstract

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.