“sanoat va xizmat ko'rsatish sohalarining raqamli transforma t siyasi: tendensiyalar, boshqaruv, strategiyalar” Xalqaro ilmiy-amaliy anjuman

“SANOAT VA XIZMAT KO‘RSATISH SOHALARINING RAQAMLI TRANSFORMATSIYASI: 
TENDENSIYALAR, BOSHQARUV, STRATEGIYALAR”
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Obviously, investments in a tourist brand in cases where elementary problems with 
providing comfortable living conditions for the population, as well as favorable business 
conditions for entrepreneurs, are unlikely to be profitable. However, for many Kazakhstani 
territories, regions and cities, the moment when it is necessary to implement integrated 
marketing and branding programs has already arrived. 
Currently, the following trends in the field of branding in tourism are highlighted. First of 
all, marketing and branding are becoming the most important components of the socio-
economic, political and international policy of state and territorial authorities, especially for 
countries that are actively operating in the global tourism market. This fact is reflected not only 
in the fact that urban marketing agencies or tourism offices are being created everywhere, but 
also in the fact that new positions are being created - brand managers of countries (for example, 
in the USA). In addition, there has been a significant increase in territory branding budgets, 
especially for countries that have direct competitors in the territory market. The growth of the 
mutual influence of the images (brands) of the territories and the goods produced on them, which 
creates a systemic synergistic effect in the form of an increase in economic stability and long-
term market competitiveness of both, as well as an increase in the influence of the design of the 
territory brand on its attractiveness, are important trends in the development of the phenomenon 
of territorial branding. 
At the same time, branding in tourism requires the active introduction of its visual 
component, which is determined by the existence of an emotionally attractive symbol (logo) that 
reflects its style, atmosphere and mood. 
Kazakhstan, having significant potential for the development of the most important industry, 
started its creation relatively recently, having lost both time and large resources available in the 
country. As is known, there are many unique nature reserves and national parks, over 9 000 
archaeological and historical monuments, hundreds of health-improving institutions on the 
territory of the state. Specialists pay special attention to the northern part of the Great Silk Road. 
Many years ago, the cities of Otrar, Sairam, Syganak, Sauran, Turkestan provided the functions 
of trade centers. Historians note such historical monuments as the mausoleum of Khoja Ahmed 
Yasawi dating back to the end of the 15th - the beginning of the 16th century, the construction of 
Aisha-Bibi and Babaji-Khatun (X-XII centuries), the mausoleums of Karakhan and Daudbek and 
other sacred places that open up new regions for tourists [3].
Other regions of Kazakhstan also have the largest cultural monuments. So, in the Akmola 
region there are the famous resort «Burabay», such well-known natural complexes as «Zerenda», 
«Sandyktau», «Ermentau», Korgalzhinsky reserve.
Today, there are 11 national parks on the territory of Kazakhstan. 
In table 1, national parks are arranged in chronological order of their organization. 
There are 74 travel companies operating on the territory of the Borovoye resort, which 
annually participate in international Kazakhstan tourist exhibitions in the cities of Almaty and 
Astana. Every year, more than a million people, during the summer months - over 500 thousand, 
including 70% - Kazakhstanis, 10-15% - Russian citizens, 5-6% - foreigners from far abroad 
come to these places to rest. 13–15 foreign delegations arrive annually. The Kazakh leadership 
of the industry periodically organizes information tours [4].
Table 1