ADVANCING TOURISM DESTINATION AMIDST COVID-19 IN KAZAKHSTAN: A FOCUS ON SOCIAL TOURISM INITIATIVES

Abstract

This research is focused on advancing tourism destinations in Kazakhstan amidst the challenges posed by the COVID19 pandemic, with a specific emphasis on encouraging domestic tourism. Over the past year, the Kazakhstani tourism market has exhibited significant potential for the growth of domestic tourism, highlighting the need to explore innovative approaches to counter the widespread disruptions caused by COVID-19 in the global tourism industry. The pandemic has not only resulted in considerable financial losses and damages to the tourism sector worldwide but has also had a profound impact on individuals' stress levels and their overall satisfaction of essential needs. This paper conducts a comprehensive analysis of domestic tourism trends in recent years, evaluates the current state of the tourism industry in the face of a pandemic, and explores mechanisms that can effectively attract local tourists, encouraging them to explore their own country and contribute to the development of domestic tourism destinations. It is important to note that prior to the pandemic, Kazakhstani tourists predominantly favored outbound travel destinations, resulting in a notably low proportion of local tourists. Nevertheless, this investigation reveals that tourism destinations can be advanced by targeting local tourists, particularly those engaging in social tourism initiatives. One notable strategy for destination promotion is to motivate the local population to explore the diverse offerings within their own country, fostering a sense of pride and excitement about domestic travel experiences. This research thus offers valuable insights into the potential revitalization of the tourism sector in Kazakhstan amidst the ongoing challenges posed by COVID-19.

Keywords

• destination marketing
• destination promotion
• domestic tourism
• social tourism
• covid-19