Territorial branding of Almaty city and region in the formation of the tourist image of Kazakhstan

Abstract

High-quality branding of Almaty city and region based on international experience, seems to be an important direction for the development of the national image of the Republic of Kazakhstan. The study of state plans and development concepts shows the involvement of the authorities in the development of the industry in general and an understanding of the importance of communication work in particular. The cases of world practices are taken into account. Through the diagnosis of the current situation on the models, indices and ratings proposed by various foreign studies, options for the further development of the Almaty brand were considered. The main goals and objectives, benefits and probable negative consequences of the mass attraction of tourists are identified. Options for locations are proposed depending on the main preferences and driving forces of tourists.

The novelty of the study lies in the consideration of the already well-established, strong positions of the region for the further development of a favorable image depending on the current demands of tourists and the advantages of competing territories. Based on the successful experience of foreign locations, possible vectors for the development of regional sub-brands as unique competitive advantages of the territory, the prospect of associating brands of large, successful enterprises and organizations with the home city as a contribution to the formation of a favorable image are shown.

The objectives of the work are to review the current state in the field of territorial branding of Almaty city and region, assess ongoing efforts, study the experience, methods of successful, established, recognized tourist locations, highlite the theories and practices proposed by foreign and domestic developments that are useful and applicable in the conditions of Kazakhstan. The recommendations developed for further work on the communication support of the region not only as a tourist destination, but also as a point of attraction in the field of education and science, investments that will ensure the influx of young talents and established scientists show the practical value of the work.

Key words: tourism, state image, brand of Almaty, sub-brands, tourist preferences, reputation, national identity.