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FORMATION OF A POSITIVE TOURIST IMAGE OF KAZAKHSTAN
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Исмагулов Темирлан
| 3 FORMATION OF A POSITIVE TOURIST IMAGE OF KAZAKHSTAN
3.1 Strategies for image-making in the international tourism market In modern conditions of the tourist market, the global consumer wants to have a quality and interesting vacation. In order to achieve this goal, rules and regulations are being created for tourist regions in the world market. The image of the supplying countries is used to provide tourists with information about the country in a way that makes them interested. Creating a positive image of the country is based on the experience of other more developed countries in the tourism industry. As an example, it is noted [43]: 1. European Union: France, Italy, Spain. It is these three countries that are in great demand from tourists and have a large demand for the provided tourist services. 2. United States of America. Tourism in the United States of America is a major sector of the economy, which every year more and more contributes to the development of the country. 3. Developing countries: Turkey, Egypt and Thailand . It is these countries that are in great demand from married couples, as they mainly offer All Inclusive tours, which is very convenient for couples who travel with children, as they book a tour where you do not need to look for everything separately and everything already included in the tour. The main distinguishing factors of these countries are: 1. Geographical and climatic position. 2. Cultural and architectural heritage. 3. High level of service (rules for the provision of room service, registration of tourists in hotels, technology for providing excursion services). 4. Approximate work of enterprises for tourists and tourism activities in the country. 5. The mentality and goodwill of the local population of these countries. 6. State support for tourism activities of countries. Tourist demand is influenced by price and non-price factors of the country [44]: 1. Image or prestige of the country. 2. The cost of the trip. 3. Transport equipment. 4. Material and technical equipment. The research results show that the tourist image can be divided into the following categories, based on the tourist demand: Geographic Orientation. An important part of this orientation is the proximity to water resources (ocean, sea, etc.). Cultural and historical affiliation of the region. Religious orientation of the region. Entertainment orientation . Therapeutic and recreational direction. The main feature in building a country's image is that countries combine different categories of image to increase tourist demand and develop international business. As an example, countries such as Italy, Spain and France have the opportunity to combine several categories of tourism image, that is, the cultural and historical affiliation of countries, as well as medical and recreational destinations. In these countries there are a large number of medical regions. Italy includes such healing regions as: Montecatini Terme, Abano Terme, Fiuggi , Ischia ; Spain includes Alicante , Marina d'Or , Cantabria ; France includes Evian - les - Bains, Aix - les -Bains. These countries do not need to spend big money on promoting their image in the international market, as these countries have a positive image in the international tourism market, because these countries are known to all countries of the world, thanks to textbooks in schools, lectures in universities and international news. These countries pay more attention to maintaining the image and improving it in the international market: building a good material and technical base, providing quality service, improving the country's infrastructure and supporting the existing tourism business. It is important that these countries cherish their history and do not allow changing or demolishing the architectural appearance [45]. A positive opinion as a result of the process of forming an image is an assessment of a given object as having good qualities, certain advantages, as useful, significant, corresponding to a certain system of values or an audience, or even all of humanity. For example, “to form a professional image” means to create a positive opinion among the audience about this person as a qualified specialist in this field, as well as with the state. Almost all of Europe has a similar model for the development of the image of countries, especially Eastern Europe and countries such as the Czech Republic, Hungary and Poland. These are the most beautiful countries, which also enjoy the interest of their architectural structures and try to preserve the heritage of their states. It is important to take into account the fact that trips to Eastern European countries have a low cost, which is a plus for tourists. It is clear that Eastern Europe will focus on low price tourism, so this will be an advantage of increasing demand for Eastern European countries. The territorial category of the image distinguishes such countries: Thailand, Egypt, Maldives, Turkey, Vietnam and so on. The competition in the territorial category is strong, so it is very important for these countries that another category be combined to maintain the image of the country. For example, Egypt relies on sights (the Pyramid of Cheops), in Tunisia it tells about the myths of the Roman emperor Anthony Pius, who are fairly trusted and interested. The religious category is based on excursion trips and the use of medical and recreational resources in religious territories. This makes a special contribution to the formation of the image of these countries on the basis of halal holidays and the study of the heritage of these regions. It is important to take into account the fact that tourists of certain categories come to countries with developed religious tourism with certain prohibitions that must be taken into account and treated with understanding. In countries with developed religious tourism, other categories of image are also combined, mainly cultural and recreational ones aimed at the healing process of tourists. The strategy and the main categories of the image are aimed at building and creating a positive image of countries in the international market with professional staff and the service provided. Countries that seek to improve their image usually know the attractiveness of the region and what it is important to focus on when building a plan aimed at developing the image and improving it in the international tourism market. To achieve positive results, countries use the media, distribute catalogs on international platforms, provide information about the country on Internet platforms, and have foreign investment, which is accompanied by business relations that support the image of the country. When creating an image in the international market, image-making strategies stand out [ 46]. The main strategies include the following processes: 1. Strategy for strengthening international competition. 2. Innovation strategy. 3. State strategy. An important role in creating the image of the country is played by the culture and the national factor of the country, which further understands the formation and formation of the state plan for the development of the country's image and the formation of a positive image of the country in the international market. Strengthening international competition. The main factor that affects the economy, socio-political and cultural position of the country is fierce competition. For the successful implementation of a positive image of the country, it is important to form a clear image policy that will combine the interests of the country's society and international trends. Creating a positive image of the country is based on the policy of the state. The policy of the state should be built in such a way that politics is a communicative link between the state and society. Then the formation of a positive image will be effective in the international market. Formation of new ideas in the formation of the image in the international market. One of these elements is the mixing of negative information with positive information about the image of the country, which has an impact on the image and changes the opinion of the society. It is negative information that helps to make changes in the strategic development of the image and allows you to come up with new ideas in the formation of the image. Secondly, when creating an image, problems of cultural and ideological differences may arise, which entail a misunderstanding on the part of the one who forms the image and the one who perceives it, since all people have different tastes and opinions, the perception of the image may be different. . Thirdly, visualization technologies are being introduced more and more in the international market. The main aspect when using visualization is understanding the volume that will be used, because if you use a large amount of visualization, which in the future will not correspond to reality, it can harm the positive image of the state. The emergence of new development trends. Every year we observe the development of new trends that help build a positive image of the state and introduce the country's economy into further more efficient development. The work on the creation of an image strategy becomes a constituent tool in the political and economic positions of the country, uniting the human factor, which focuses on work, entrepreneurship and information. The business image of the country and its population indicate the competitiveness, attractiveness and migration movement. The main aspects in the process of creating the country's image are the goals and mission of the state. The goal should have a broad position that would cover most of the economic and political processes. The mission of the country, it pays more attention to the emotional perception of the country in the international market, so it is important to combine and take into account in the process of image of the country and the goals and mission of the state in order to achieve a better and more effective result of the country [47]. In modern conditions, the image of the country has the following advantages [48]: 1. Transition from traditional marketing to more modern one using new technologies. 2. Increasing the effective possession of modern information. 3. Improving the communication process in building professional international relations. 4. Effective positioning of the country in the international market; 5. Building a quality plan for the further development of the country, taking into account economic and political development. The process of image of the country is always ambiguous and not always the planned goals are achieved. With this in mind, the positive image of the country should be flexible, in the process of image it is important that some aspects can change their activities, taking into account the external impact on the image of the country. One of the difficulties in the process of imaging reveals that the image has double elements, that is, the image is not only the state itself, but also the society living in the country. Therefore, building a positive image of the country depends on the society (a group of people) that has a certain clear idea of the country and can express their point of view about it. In other words, the country's image is oriented towards a foreign audience, which will perceive it in the same way as it is perceived by the population of a particular country. After all, it is the society of the state in which the process of creating a positive image is involved and can influence the creation of an effective image of the state [49]. One of the most important tasks of public relations at the present time is to create a positive, trusting opinion about the activities of the country with the possibility of a constructive dialogue at all levels - from the mass consumer to the highest authorities. Formation of a positive image and high reputation - a guarantee of mutually beneficial and stable relations - requires a complex and lengthy process of creating a corporate identity, determining the socially significant role of the state, its individuality and identity. The purpose of this activity is to bring the country's strategy in line with the interests of society, its key segments, as well as timely resolve conflicts and form relationships with strategic social groups. It is these factors that often become decisive, providing the country's public rating and its financial success. The central place in the process of creating an image are the symbols of the state, which can be emphasized. It is the symbols that characterize the cultural and social status of the population of this country, allow you to see the flavor of the state. Sometimes it is difficult to take into account the symbols of the state, but they should be present in the process of creating the image of the country, since the symbols of the country give sovereignty, strength, and independence to the country. In the absence of symbols of the country, the process of creating a positive image of the country will seem incomplete and will not be fully perceived in the international market [50]. An important aspect in creating a positive image of the country is motivation. Motivation allows you to highlight the main advantages, goals and objectives of the country's image, and the society of the state acquires a cultural self-esteem as citizens of this country. Motivation makes it possible to form the position of an "ideal state" among the population of the country and achieve all the goals of improving the country's foreign policy. In the absence of a general motivation, the image will be aimed at the perception of the foreign population, which will be limited and will not give large and effective results in the image of the country. It is important to take into account the fact that in the process of image of the country, it is necessary to focus not only on the sovereignty of the state, but also on its civilization, which makes the country more attractive and interesting [51]. The most popular destinations for outbound tourism are countries such as Turkey, the United Arab Emirates and Egypt. Relying on these destinations, the country's tourist activity earns most of its income. These countries are popular among tourists as they work on the All Inclusive system. This is very convenient for tourists who like to relax without bothering and completely trusting the travel company. European countries are in less demand, as more costs and time are needed for clearance in these areas. Most often, young couples or students visit European countries, I would like to mention the Czech Republic, people of any age group come here, as this is not only a country for recreation and hiking, but also for wellness treatments. Since the second half of the 20th century, the service sector (information, hotel business, tourism, etc.), sports, and show business have been actively developing in the world. The transformation of information into a commodity contributed to the development of the public sphere. Under these conditions, a virtual rather than a real product is becoming increasingly important, the role of the image is increasing. A successfully created image for goods, services, people, territories allows you to effectively use marketing tools and thereby expand sales markets, increase profits, develop various types of economic activity, and implement the country's marketing in full. Sport refers to those types of life in which marketing is actively used. To date, largely due to marketing, sport has become one of the most dynamically developing areas. The need to form an international image of any state is undeniable. Positive direction of formation international image today performs several significant functions. Firstly, the high international image of the state plays a great information and educational role for the citizens of the country, primarily for the younger generations. A high or low international image of a state helps to form completely different perceptions of one's own country, the attitude of other states and one's own citizens towards the state. A positive international image (this concept is subjective and depends on the historical features of a particular period) of a state helps to consolidate political successes on the world stage, builds the necessary associative array for almost any action of the state. It is obvious that any state is interested in both domestic and foreign policy positive image. However, in modern conditions, the government, as a rule, prefers the internal political image, that is, it focuses primarily on its own citizens, which is natural within the boundaries of the existence of sovereign states. A positive image of the state in the eyes of its citizens can become a powerful factor in the consolidation of the nation, strengthening the identity of the people, providing support for domestic and foreign policies, and one of the conditions for social security. Relations with the media, including foreign ones, will be effective for building an image and, in the long run, a sustainable reputation only if you build relationships with them on a trusting basis: trust the objectivity of journalists and respect their desire to publish information that is really valuable and relevant to the audience his editions, avoid standards. For foreign journalists, the opinion about the disseminators of information (for example, official media) and the degree of openness of sources for obtaining information "first hand" are especially important. At the same time, as the process of globalization unfolds, external factors play an increasingly important role in the life of any country, and countries whose foreign policy image has a negative “coloration” one way or another have to make efforts to change the situation. It can be predicted that in the 21st century the role of the country's foreign policy image will gradually increase, and the political elites of all states will pay at least as much attention to it as to the domestic political image . Successful construction of an image abroad has a positive effect on the development of international relations with other states, representatives of business and the economy, investment, consideration of a particular state as a reliable supplier of quality goods, an attractive tourist center. A favorable image of the state in the international arena is a prerequisite for the successful protection of the interests of the country and its citizens, effective negotiation, and the conclusion of profitable business agreements. The experience of developed countries shows that the government should finance the work on the formation, transformation of the image in the amount of approximately 10-20 percent of the total budget. For example, the UK spends $1.3 billion every year to promote its own image abroad. Saudi Arabia allocates about 6 billion dollars for these purposes. Thus, today the policy of almost any state is unthinkable without purposeful, constant and systematic work to improve its political image, the formation of a positive attitude towards the state among its citizens and social groups of other states. 3.2 Communication technologies for promoting a positive image of Kazakhstan in the international tourism market Communication technologies are a set of methods and actions in the process of communicative activity that are aimed at achieving goals. The process of globalization in Kazakhstan is aimed at the transition to the qualitative development of the country's economy, using new innovative technologies. Modern developing industries in Kazakhstan are aimed at an accelerated growth rate of creating a positive image of the country. The very sphere of information and communication technologies has received a separate focus in Kazakhstan, which includes such communication technologies as: the Internet, television broadcasting, postal services and radio signal distribution. Communication technologies: 1) Television. 2) Internet. 3) Communication (mobile, local, long distance). 4) Mail. In 2012, Kazakhstan introduced an e-government portal, thereby improving its position in the international market, taking second place among developing countries. Electronic services are very convenient for the development of the country's e-government, since it is the electronic portal that provides a single password for entering the portal, where you can get personal information, as well as study government innovations and get more detailed information about issues related to government changes [ 52]. On the international market, there are certain criteria by which communication equipment is calculated. Main criteria [53]: 1) existing conditions that may allow the development of effective communication and technological equipment; 2) a certain level of use of communication technologies and the possibility of further introduction of new trends in the market of communication technologies; 3) the degree of influence of the country's technologies on other areas of the economy and the benefits of their use. At present, communication technologies are the foundation of any state that builds a high-quality image development policy in the international market, since communication technologies are the main element for the prosperity and successful promotion of the country and its recognition in the international market. The main problem that is still affecting various sectors of the economy is the consequences of the pandemic. But, despite this, in Kazakhstan, the field of communication technologies has received great development in the areas of medicine, tourism, finance, and so on. Nevertheless, not all regions of Kazakhstan have been developed in the field of communication technologies, many rural areas do not have access to the Internet, have poor telecommunication development, so the main task today remains the promotion of telecommunication technologies in rural areas. Recently, the President of Kazakhstan, Kassym-Jomart Tokayev, in a message to his people, announced that Kazakhstan should be the central digital hub [54]. To achieve this goal, the President of Kazakhstan, Kassym-Jomart Tokayev, proposed to direct a professional approach to the training of IT specialists. Kazakhstan has a territorial advantage, as it is located between Europe and Asia, the sphere of communication technologies has recently improved, therefore, becoming a central digital hub of Kazakhstan is a good and effective idea for building a competitive policy and creating a positive image of the country in the international market. It is important that, in achieving this goal, attention be paid to the construction of telecommunication stations, which will also operate in hard-to-reach areas where communication or Internet access did not work before. Following international trends in the market, Kazakhstan has the opportunity to develop cloud technologies. Cloud technologies are a certain Internet platform that will be available to any user of a personal computer to achieve their goals, objectives or certain actions. Since April 2021, cloud technology has been operating in Kazakhstan - Yandex . Cloud , which is aimed at providing services to customers, which will help save time and make workflow more convenient and simple. This cloud technology is very convenient for large companies that have a large amount of information, but do not have a systematic process for using it. This server will help save all the information and place it in a way that would be convenient for the company's employees. Thus, it will greatly contribute to the work of the company's team, reduce the time for processing information and pay more attention to the development of the enterprise, as employees will pay their attention to the professional provision of services in the workplace [55]. Communication technologies have become an integral part for the development of any sphere of the country's activity. Every year, new technologies appear on the market that help facilitate and improve the productive activities of enterprises in any state. Using newer technologies, the state increases the interest of tourists and thus increases the interest in exploring the country in the international market, not only from tourists, but also from foreign partners for investment in the state, infrastructure, and the creation of strong international cooperation. Thus, to maintain a positive image, it is important that new technologies are used. Considering the dynamics of changes in the volume of production of the communication technologies industry, we can conclude that communication technologies and their use have increased and reached good volumes, all this was facilitated by the 2019-2020 pandemic, as most jobs have switched to online platforms, many large companies began to work remotely and use Internet browsers that could help to hold online meetings, meetings ( Skype , Zoom ). The pandemic gave impetus to an increase in demand for the use of Internet resources; during the pandemic, all work switched to 100% use of online programs, browsers, which helped to easily and conveniently support business. telecommunication broadcasting gained popularity again . In Kazakhstan, the Zharyk (Light) satellite system makes it possible to broadcast TV programs from the northern and southern capitals to all regions of the country. Thanks to this satellite system, about 90% of the population of Kazakhstan is covered. This gives the country's image a more effective position in the international market, since the state pays attention to communication technologies, which are currently of great importance among developed countries, and in order to build a positive image of the country, it is important to pay attention to new trends [56]. Figure 8 - Dynamics of changes in the volume of production of the communications technology industry in Kazakhstan Note: compiled by the author based on the source [57] As a consequence, the telecommunications market in Kazakhstan is receiving poor demand results from the population. There are reasons for this: 1. Most people have switched to tariff plans that include unlimited internet, calls and texts for one total amount. 2. Gradually, society is moving to calls within the Internet, so there is no need to use regular calls within the network. Figure 9 - Revenue from communication services in Kazakhstan for the period January-December 2021 Note: compiled by the author based on the source [58] The greatest demand for communication services is extended to the Internet and mobile communications. In general, the profit from communication services in Kazakhstan for the period of 2021 is 450 billion tenge, which is a good result to date. Since the pandemic has made its changes to communication technologies, but according to the results for the period of the pandemic, this number has increased by almost 20% based on data for the period of 2020 380 billion tenge, the main goal for the period of 2022 is to develop more new communication technologies while using and focusing on old technologies that were used earlier, including mobile communications. The number of Internet users has increased to 16 million people, where the pandemic played a big role, which influenced the fact that the Internet became a subject of entertainment during the period of self-isolation of citizens. It was the Internet that made it possible to keep in touch with each other, to learn the latest news, to monitor the situation in the world. The age category among Internet users varies in the categories of 18-24 and 25-35 years. Figure 10 - Ranking of social networks in Kazakhstan for 2021 Note: compiled by the author based on the source [59] In general, in 2021, social networks have very steadily created a position in the communication market of Kazakhstan. Many Internet users have stopped looking for information on websites, and are trying to get it from various social networks and instant messengers, sharing relevant information with each other. Kazakhstanis treat the information posted on the Internet with confidence. According to statistics, 70% of Kazakhstanis trust, based on the situation, 17% of Kazakhstanis trust completely, 13% do not trust at all. This includes information from various social networks, instant messengers ( Whatsapp , Telegram ). During the pandemic, researchers note an increase in the information literacy of Kazakhstanis [60]. Kazakhstanis are spending more and more time on the Internet , and television is becoming less and less interesting. Recently, the demand for telecommunications services has almost halved, but advertising still has a high level of demand. The media community and its distribution on the territory of Kazakhstan has a problem in that the old methods of distribution of telecommunication links are still used . About 50% of viewers watch TV daily, about 30% monthly. Table 3 - TV viewing habits [61]
3 factors reducing the demand for TV viewing: 1. The emergence of a social network that provides the ability to watch any TV project, movie, series, news without advertising and at any time of the day. 2. Kazakhstanis pay less attention to national projects and increase demand for foreign channels and their promotion. 3. Establishment of television networks that provide access to foreign television. The share of production in the communication sector of Kazakhstan in the total GDP for 2021 amounted to 4%. This is due to telecommunication and Internet services, since the volume of the communication technology sector amounted to 75 trillion tenge [62]. It is highlighted that the image of the country in the modern world is the basis for the implementation of the goals of the country and its development. It is important to understand that the perception of the country creates in the world market and within the country depends on its attractiveness and well-being in general. There are many factors influencing the creation of a positive image of the country, especially communicative factors play an important role. They can be varied. The following communication technologies are distinguished for creating a positive image of the country: the first factor depends on the sorting of transmitted information; the second factor depends on how it is presented to society. In order to form a positive image of the country, linguistic and oral (verbal) methods of presenting information are used. The provision of this information takes place using communication technologies that affect the perception of society. To create a positive image of the country, language information is mainly used (based on the use of words). Language is a powerful tool for solving problems and presenting information in a way that will be interesting to listeners and leave a certain impression. Language information creates a positive image of the country, which provides an effective development of the country in the international market, creates strong ties with other states, allows you to receive large investments in the economic and political advancement of the country. Kazakhstan is a country that every year pays more and more attention to communication technologies in international tourism [63]. Recently, the tourism sector has received great attention from foreign citizens and the population living in Kazakhstan. In order to achieve great development of this sphere in the international market, Kazakhstan uses various communication technologies to promote the tourism sector and create a positive image of the country in the international tourism market. To enhance the image of the country, various technologies are used to promote the tourism sector. To promote Kazakhstan in the market, it is important to rely on the attractiveness and advantages of the country among others in the international market. In order to develop the image of Kazakhstan when using communication technologies, it is necessary to pay attention to media information technologies. They help to obtain reliable and up-to-date information in the international and domestic market - this will help to describe changes in the tourism market more effectively and extensively. Also, the media helps to receive information from different sources, so you can collect more detailed information about a particular state. To promote Kazakhstan in the market, it is important to rely on modern technologies and the media. First of all, the Internet and social networks have become the basis for the development of any business on the territory of Kazakhstan and not only, as statistics show, the population of Kazakhstan spends more time using social networks and studying information within the network. For this reason, using the Internet, you can achieve a positive image of the country. The Internet creates strong communication links between countries. For Kazakhstan, you can create a separate mobile application for tourists, which will describe in detail about the territory of Kazakhstan, regions of the country, sights, routes and other additional information that will be necessary for tourists, foreign partners, students and other people coming to the country [Appendix A] . The mobile application would be available to any mobile phone user with access to social networks. This application would include such sections as: information about the country (population, area, natural and geographical features), distribution of the country by region, sights of the regions, routes and transport that would be more comfortable when traveling around the country [Appendix A, Appendix B]. The impact on the creation of the country's image through the formation of social applications will present Kazakhstan, a country that studies and implements new technologies for the development of the country. This will make it possible to distinguish Kazakhstan in the international market in such a way that other international countries will be interested in the ideas and implementations of this country to improve its position in the international market. Also, another advantage is that this idea will be attractive for foreign investment, because the demand for the country's tourism activities will increase and international companies will be interested in maintaining this area in the country and regulating investment investments in promising projects in Kazakhstan. Secondly, television also allows building a positive image of the country. Advertisements are broadcast domestically to the local population, but the advertisements may be sponsored by foreign companies that can create creative and interesting advertisements. Advertising is an opportunity to quickly and creatively promote any business, country or enterprise in the segment where it is in demand and necessary. Creation of creative advertising about the sights of the country, providing information about Kazakhstan as a whole will arouse interest from the local population, will increase the demand for domestic travel, and foreign investment will be able to promote this advertisement already on larger platforms [64]. From the point of view of international analysts, it is communication technologies that are a massive impetus for the development of the country. The graph shows that the Internet and television are the first in the list for disseminating information and studying it among the society. Therefore, it is important to pay attention to these communication technologies, which will create great opportunities for Kazakhstan, provide creative and interesting trends to promote the country's tourism activities, maintain a stable position of the tourism sector in the international market and create demand for tourism activities among foreign tourists. Figure 11 - Sources of information on the territory of Kazakhstan for 2021 Note: compiled by the author based on the source [65] The Internet and television is an information and communication network that allows you to receive a variety of information, transmit and store it. It is these two communication links that can become a breakthrough in the development of the country's advertising activities [66]. Tourist companies use tourist search engines that have access to the Internet. Therefore, the tourism industry is directly related to the use of the Internet. Internet and television is a good provider in the advertising activities of any enterprise and country as a whole. Thanks to these two communication technologies, it is possible to create a large-scale type of advertising activity that will be a supporter for the development of the country's image policy, so it is important for Kazakhstan to develop and pay attention to these technologies, because they are large-scale providers in the international market. 3.3 Positioning of Kazakhstan in the international tourism market The image of Kazakhstan should stand up for the country's territorial advantages and create competitiveness in such a way that Kazakhstan can overcome any changes in the international market. It is important to understand here that competitiveness depends not only on the tourism product that the country provides, but also on the image of the country in the international market as a whole. International experience shows that an effective influence on the creation of a positive image of the country is exerted by the economic and political situation within the country and its construction. First of all, it helps to create a national brand. Digital technologies have become an integral part in the promotion of goods or services on the international market. Various enterprises in the economy use digital technologies to increase demand and sales of goods and services, create and promote their brand, brand, make every effort to make the brand popular among customers. Digital technologies in the field of tourism are the main element in the promotion and promotion of goods, since a tourist product or service is located thousands of kilometers from the consumer [67]. With the development of the tourism sector in Kazakhstan, a tourist goes through 5 main stages, booking a certain tour (domestic or outbound tourism) [68]: 1. Inspiration. 2. Planning. 3. Booking. 4. Rest-Travel. 5. Analysis of rest. Digital marketing thus covers all 5 stages of the journey. Consequently, digital marketing should be built in such a way that all 5 stages are covered and bring a quality result. The use of digital technologies is a very effective way to promote the national brand of Kazakhstan. People of different age categories are currently using digital technologies. Digital technologies have access to the Internet, based on this, potential customers will see the advertisement of the country and the demand for the product will increase. When creating a national brand of Kazakhstan, the following methodological principles are taken into account [69]: 1. The tourist image of the state is formed and relies not only on natural, climatic, territorial resources, but it also plays an important role in creating an image within certain social groups that maintain the image at a certain level. 2. The tourist image is built in such a way that it is understandable, widespread and competitive in the international market, then the citizens of Kazakhstan will perceive the tourist image as a priority. 3. Kazakhstan creates a certain basic image of the country, which would make an association about the country for other citizens of foreign countries. 4. Actions to create a positive image should be dynamic, active and productive. Then a certain statistical dynamics will be formed, which will be attractive and effective in the formation of a positive tourist image of Kazakhstan. 5. Kazakhstan gives importance to the state symbols of the country, which give uniqueness and individualization to the state. The national flag of Kazakhstan has a rectangular shape of blue color, including the image of the sun with rays on top of which an eagle soars. The state emblem of the country forms a round shape with the image of a shanyrak on a blue background, uyks in the form of sun rays depart from it, mythical winged horses are located next to the shanyrak , a five-pointed star is located at the top, and the inscription “ Kazakhstan ” is below. The national anthem of Kazakhstan is " Menin Kazakhstanym "personifies the beauty and unity of the country. These symbols of Kazakhstan are significant objects in the formation and development of a positive image of the country as a whole and are the main objects for representing the country in the international market. Kazakhstan is trying to create patriotism and love for the environment in the younger generation, because the country and its development depend on the internal state, the attitude of the country's population to the image and prosperity of the state. Based on the position of creating the image of the country, it can be noted that the importance of building and systematizing the image policy creates an effective competitiveness of the country in the international market. The promotion of Kazakhstan in the international tourism market is due to certain actions, which include [70]: 1. Participation in major international tourism exhibitions, conducting presentations of a tourism product for further international investment, cooperation and attracting more demand for tourism activities in Kazakhstan. 2. Creation and implementation of support for tourism exhibitions on the territory of Kazakhstan, which allow creating one of the largest tourism exhibitions in the domestic market in order to strengthen Kazakhstan's position in the international tourism market. 3. The use of marketing tools to promote the tourist product through promotional activities in order to develop and attract demand for outbound and inbound tourism in Kazakhstan. 4. Conducting major events in the field of tourism. For example, providing info-tours to popular tourist countries in order to improve the qualifications of tourism specialists; holding major tourism conferences to present new tourist destinations; creation of strong relations with international organizations, countries that could invest in new tourism projects for external and internal tourism. A major international tourism exhibition is held annually in Kazakhstan under the name " KITF ". The Kazakhstan International Exhibition began its activity in 2001 and has become the largest international exhibition in Central Asia. The annual exhibition brings a great contribution to the development of the tourism industry in Kazakhstan, the creation of major international relations and cooperation, strengthening the country's position in the domestic and foreign markets, the presentation of new tourist destinations in the country and abroad. Over the 19 years of this exhibition, about 63 countries have taken part, and every year this number grows and brings a greater contribution to the country's tourism industry. It is this exhibition that helps to study the competitiveness of the tourist product in Kazakhstan [71]. The image of Kazakhstan in the international market, relying on the analysis, is distinguished by the following positions [72]: 1. Popularity and recognition in the international tourist market of Kazakhstan in Asia is 80% and in Europe 50%. 2. 45% of the world's population is interested in Kazakhstan, but does not create the perception of this country as a tourist destination. 3. About 15 million people in Asia are interested in Kazakhstan and believe that this country has the potential to develop the tourism sector; 4. Greater demand for visiting Kazakhstan stands out among the countries of Great Britain, South Korea, France and Germany. Creating an image for Kazakhstan with a certain competitive potential, a safe country policy that will attract more tourists to the country each time and increase tourist interest in the international promotion of this country. The main task of Kazakhstan is to promote the tourist product in the international and domestic market of tourism activities, as a high-quality and interesting product. Particular attention should be paid to new tourist destinations, which should be developed on the territory of Kazakhstan and create transport and logistics support for them. Creating the image of Kazakhstan as a favorable country is the main task for the state. Transport equipment for the development of the image of Kazakhstan also plays a big role. To date, the airports of Almaty and Nur -Sultan are well equipped. Most of the roads are in good condition. But, the main and secondary roads still need to be repaired. It is also important to draw up road maps that could meet international standards, which would be translated into a foreign language for more convenient use by tourists who visit Kazakhstan. There are no tourist transport signs, most of the signs are in Kazakh and Russian, most of the signboards, information about the work schedule of any enterprise is mainly provided in Russian, it is necessary to make changes in order to be convenient for tourists who visit Kazakhstan. Thus, it will make a certain contribution to the development of the country's image and its level in the international tourism market. Necessary measures to improve the demand for the provided tourism product in Kazakhstan: 1. Make the national tourism product more competitive and recognizable. 2. Create conditions and opportunities for increasing sales, services and tourist offers in the international market of tourism activities. 3. Introduce new trends and technologies to scale the tourism product. Table 4 - Number of tourists entering Kazakhstan for specific purposes [73]
An analysis of the state of the hotel sector in Kazakhstan showed that in Kazakhstan there are mainly 5 * hotels, but not all tourists can afford to use 5 * hotels, so tourists mainly book 3 * hotels, hostels. Here it is important that the hotel sector of Kazakhstan pays attention to the development of 3* hotels that are available in the system. It is necessary that these hotels are also well equipped, provide professional service, have standard material and technical equipment. The same changes should be applied in sanatoriums and health centers on the territory of Kazakhstan, as they are also in great demand from foreign tourists and the population of Kazakhstan. The conducted analysis shows that the hotel sector is in demand mainly for business trips and certain congresses that are held on the territory of Kazakhstan. It does not make sense for Kazakhstan to develop all areas of tourism once, it is important for today to pay attention to those areas that are in greater demand from tourists and invest in them. After these destinations contribute to the country's tourism activities, then it will be possible to develop those destinations that are less in demand, but it is possible that these destinations will be in great demand due to their individuality and rarity on the territory of Kazakhstan. Major achievements of Kazakhstan in the international market make a great contribution to the creation of a positive image of the country. For example, Kazakh expositions were a great success at the international exhibition in Berlin in 2007 "ITB", Kazakhstani expositions were more successful among the countries of Asia, Australia and Oceania [74]. Conducting info-tours plays an important and global role in the development of professional personnel for tourism enterprises in Kazakhstan. Since 2008, they began to conduct large info-tours in which such countries as Thailand , Turkey take part. United Arab Emirates, Germany. Italy and UK. The price-quality ratio is noted, as info tours are much cheaper compared to full tours provided by travel companies. Travel agents are given the opportunity to see everything with their own eyes, evaluate the quality of the service provided, study the location and location of the hotel sectors, attractions, natural and recreational resources, assess the state of tourism development in general in the host country, and not evaluate the country from magazines or information on the Internet. Figure 12 - The main segment of the European tourist travel market in Kazakhstan Note: compiled by the author based on the source [75] The European tourist travel market in Kazakhstan is mainly for beach tourism (37%), combined tours (30%), urban tourism (18%), sports tourism (15%). Beach tourism is in demand in the city of Aktau, where a premium hotel Rixos was recently built Water World Aktau , the famous Rixos hotel chain with professional service, is now located in the city of Aktau, where you can relax with the whole family on a beach holiday. Combined tours include several excursions around the territory of Kazakhstan, which can be calculated at any travel agency, or it can be a hiking holiday compiled by the tourist himself. City tourism also includes excursions, only in a particular city. Sports tourism is in demand in the main city of Almaty, where high-altitude resorts with good infrastructure are located, but this is more of a seasonal tourism destination. Figure 13 - The main segment of the Asian tourist travel market in Kazakhstan Note: compiled by the author based on the source [76] The Asian market of tourist trips in Kazakhstan is provided mainly for combined tourism (50%), urban tourism (35%), beach tourism (15%). If one of the directions does not function and provide a quality service, then the demand from the Asian market will fall. Today, Kazakhstan offers a variety of tours around the country, including the study of natural and recreational resources, specialized tours, extreme and Silk Road tours with trips to other countries. The main goal of creating a positive image of the country in tourism activities is to combine advertising and all the functions of the country's tourism activities into one whole to achieve the goals of the country, and tourism is a dynamic area and, if lagging behind competitors in the market, can lead to failure, for this it is always necessary to concentrate all information from the outside and use only new and really necessary for the development of a travel company. Based on this information, it can be noted that tourism is in no way associated with Kazakhstan among residents of Europe and Asia. The reason is that tourism activities have not been given due attention by the state for a long time. The sphere of tourism activity was not considered as the main area of development in the country, but developed according to the residual principle; on this occasion, at the moment there are no large associations related to Kazakhstan and tourism [77]. An important and integral part in creating a positive image of the country and positioning the country in the international tourism market is a tourist product. A tourism product is a combination of goods, services and services provided by a tourism company to meet the needs of tourists. To achieve the main heights in the promotion of the country's tourism activities in the market, it is necessary to develop and pay attention to the promotion of the tourism product. How you build the structure of the tourist product, in this way your company will be promoted in the market. Kazakhstan and the policy of the national brand should pay attention to the main distinctive features of the tourist product [78]: 1.This product is elastic according to the level income and prices. Also, the tourism product is highly dependent on political, economic and social conditions. 2.Tourist product is seasonal. As a result, tourist areas stand out, so to speak, associations with a certain country, a certain holiday. For example, a "lazy holiday" resort - Turkey, Egypt, UAE, etc. 3. The most basic thing in a tourist product is that it cannot be seen, felt and felt in advance. Only upon arrival in a holiday country or in a certain area, you will be able to feel and see the services and products that the travel company has provided you. 4. The tourism product is based on the efforts of many enterprises and many professionals. For a good and high-quality tourism product, various methods and different commercial purposes are used. 5. It is impossible to get a 100% satisfactory result from a tourist product, since everything does not always go smoothly during a vacation, and unfortunately, even minor flaws can spoil the whole impression of a vacation. These specific features have a huge impact on the marketing of the tourism product and tourism in general. When creating a structural plan for the development of tourism activities in the market, you need to pay attention to these features if you want to achieve huge achievements. The main functions of marketing activities in the tourism sector of Kazakhstan are [79]: 1.Communication with clients. 2. Development of a tourist enterprise. 3. Use of modern methods for the marketing of the company. 4. Control of results in the marketing activities of the company. Communication with clients is an essential part of achieving good results. It is necessary to correctly and truthfully present the services provided in a particular company, talk about the competent work of the company's employees, about cooperation with other companies in the international market, it is necessary to share feedback from regular customers, using a living example and customer feedback, the influx of new consumers of your goods will only increase. The development of a tourism enterprise means drawing up a structural plan of action for the future of the company with the establishment of the main goals and objectives of the company, which can provide new opportunities in promoting the company and the tourism product. It is necessary to use more modern marketing tools to attract a young and active contingent with new ideas. The use of modern methods for marketing a company means entering new areas and studying more modern international standards for the development of the tourism sector. Then, not only a certain company will develop, but also the country in general. And this will give positive results for all the people of the country. Control helps to sum up and analyze the results of the marketing activities carried out for the development of a travel company, whether these results correspond to expectations and whether these expectations coincide with reality, what result these marketing activities brought and what you learned from working with clients. It is these elements that are used when positioning Kazakhstan in the international market, these elements help to develop the country's tourism activities, create the image of enterprises, as well as the overall image as a whole, show the professionalism of personnel departments, the work of travel agents and tour operators that provide tourism products for tourists of external and internal tourism. The positioning of Kazakhstan in the tourism market would be impossible without the country's marketing activities, which allows and develops an effective and positive image of Kazakhstan. Currently, marketing means a set of certain methods and factors aimed at creating positive results with targeted tasks for the development of a particular market segment [80]. In order to achieve a good and positive result in a short time, you need to resort to an operationally planned marketing promotion plan, using and taking into account all the features of marketing in tourism. After all, sometimes the most interesting and high-quality product is not in demand on the market due to an improperly planned product promotion plan, and this leads to negative factors for the entire tourist activity of the country. In this regard, the main task of positioning Kazakhstan in the international tourism market is to combine the desired result of the tourist and the services provided by the travel agency into one, to meet the needs of the client. Important values for the consumer are [81]: The quality of the product, goods and services provided by the country itself. The quality of staff service and the use of modern technologies. Enterprise image. Contact between staff and client. Price The quality of the product, goods and services is the main factor when choosing a tour for a client. After all, the main goal of the consumer is a good and positive holiday. If the result is satisfactory, the client retains this and will continue to apply with new requests to this tourist enterprise located in Kazakhstan. The quality of staff service and the use of more modern technologies. Modern technologies are more and more entering our lives and making it easier. Therefore, when personnel work with new ideas, technologies, employees of an enterprise receive a high score in the face of the client, and the use of new digital technologies gives a certain image to the country among tourists. Enterprise image. Basically, when choosing a company, customers pay attention to reviews, advice from friends and loved ones. To receive positive feedback, it is very important to provide high-quality and clear services according to the client's requests. There are a large number of travel companies in Kazakhstan and it is important that each travel company can provide quality service for foreign tourists who contact them. Contact between staff and client. In order to sell a product, you need to establish contact with the client and win him over, inspire confidence so that the client can fully rely on you and your services. At the same time, when friendly relations develop between the client and the staff, it is very easy and comfortable to work. It is very important from the first minutes to win over the client to yourself, to the company and all the rest of the staff, so that you always want to come back. This rule is gradually being introduced into the hotel sector of Kazakhstan, since a lot depends on the service and it is important that the staff can establish a certain friendly contact with the tourist. The positioning of Kazakhstan in the tourism business includes [82]: 1. Study and analysis of tourist and recreational potential. 2. Establishment of business relations with international partners. 3. Creation of a tourist product, its implementation on the market, promotion among consumers. 4. Formation of prices for tourist products. 5. Drawing up a separate plan for the integrated development of the entire complex of tourist enterprises. 6. Formation of internal marketing within the enterprises of tourism activities. To run a successful business, it is necessary that managers learn not only the basic information about the tourism business, the technique of individual sales, but also work with professionals, go to master classes, study and learn new ideas. To achieve stability in the market, it is very important to take into account the main functions of the market [83]: 1. Creation of marketing activity of a tourist product in the market. Establishing prices for the tourist product and services provided by the enterprise. 2. Attracting tourists, advertising a travel company, ensuring the interest of managers and employees of the company in increasing the client base, increasing the volume of services, offering and creating promotions and discounts for certain tours. The main elements and components of the market of tourist services in the Kazakhstani tourist market are [84]: 1. Object: tourist products, services, means of payment. 2.Subject: tour operators, travel agents and their contractors-manufacturers of tourist services. 3. Wednesday: economic, political, social, cultural. 4. Relations: competition, partnership. Also, for a comprehensive study of the positioning of Kazakhstan in the international market, it is important to systematize this area as follows: Firstly, it is important to comprehensively and in-depth study the entire assortment provided by the company for the consumer, identify positive and negative aspects, and make changes. Secondly, the study of various and least known institutions of the tourist market. Thirdly, the analysis of the activities of the tourism sector, a tourism enterprise based on historical stages and the impact of innovation on further development. Fourth, pay attention to the management elements in this area (planning, marketing, control, etc.). Fifth, the systematization of all elements for the further development of the country. In this way, all the functions, elements and necessary development factors can be fully studied and formed, and make a great contribution to further planning. The main modern tools in the development of tourism activities in Kazakhstan in the market are [85]: 1. Purposeful activity for a positive and effective solution of all problems arising in the market of tourist goods. 2. Focus on the end result, the use of all possible tools to achieve the intended goal. 3. Forecasting all marketing activities: creating a plan to achieve the goals and solve them, analyze needs, and the like. 4. The activity of all employees of tourism enterprises, the creation of various methods, the use of modern technology and innovation in the market. 5.Enterprise. It is necessary to fully analyze all the problems that may arise as a result of the planning and implementation of tourism activities. The main success factors of Kazakhstan in the international tourism market are [86]: 1. Staff work. Here, an important role is given to the professional training of personnel of enterprises aimed at tourism activities in the country. 2.Plan for further action. Kazakhstan must have a clear plan for the future of the country's tourism activities, with the main goals and objectives set, which must be completed before a certain period. As mentioned above, Kazakhstan has an action plan up to 2025, which should affect all the country's tourism activities and make big changes in this industry. 3. Effective advertising. Here, communication technologies play an important role, thanks to which it is possible to carry out and form interesting advertising activities of Kazakhstan on the Internet, where there is a large-scale client flow and demand. 4. Professionally selected personnel. Much depends on the service and the services provided, therefore, the tourism sector of Kazakhstan pays attention to the selection of professionals in the field of tourism for a larger and more effective increase in demand for a tourist product and a national brand. According to official data from the national company Kazakh Tourism , over 4 billion people have internet access. These statistics include people of different age categories, with different earnings and social status. This statistic changes every year as the number of Internet users grows. Previously, only young people used the Internet, but now people of the age category, especially abroad, are interested in the Internet [87]. Based on the information collected and summing up, concrete steps are identified in developing a positive image of the country and positioning Kazakhstan in the international market. The main marketing tool for promotion is social networks. At present, social networks have become an indispensable part for a person, without which even a small child cannot do. Based on this, it is important to pay more attention to advertising activities on the Internet, where it will be possible to provide a complete package of information about tourism enterprises in Kazakhstan, about hotels, about the services provided, and much more. These proposals will increase the demand of tourists, establish a more serious position in the tourism market of Kazakhstan among international companies, create and develop better products for customers, as well as strengthen the material and technical base of the entire tourism complex in Kazakhstan [88]. Tourist enterprises rely on these destinations, as most families in Kazakhstan want to travel with convenience and lower costs. It is important that support for cooperation with these countries be provided on an ongoing basis, new trends in the provision of tours be proposed, bonus systems of discounts be provided and cooperation not only in the field of tourism, but also in other sectors of the economy, so that Kazakhstan can receive more familiarization information about these countries, develop in other economic directions [89]. Kazakhstan, when positioning the country in the international market, uses such marketing platforms as Internet advertising. Key Benefits of Internet Marketing [90]: - A lot of different and useful information. - Combination of text, graphic information. - Time. In online advertising, the most important thing is unlimited time. - Saving information about your company, database. - Constant updating of information. - Quick and easy ad editing. - Direct online sales. Thus, the positioning of Kazakhstan in the international market is gradual and systematic, making it possible to achieve good results and provide a positive image of the country in the international market. Many foreign companies support Kazakhstan with investments and proposals for international cooperation. Thus, there is a high probability that by 2025 Kazakhstan will become more popular and will have a greater demand in the international tourist market. жүктеу/скачать 253,84 Kb. Достарыңызбен бөлісу:
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