ASSESSMENT OF THE POTENTIAL OF THE TOURIST BRAND OF TURKESTAN BASED ON SWOT ANALYSIS

Abstract

In this article, the potential of the tourist brand of the city of Turkestan was evaluated on the basis of SWOT-analysis and tows-analytical methods. The city is one of the leading tourist centers of Kazakhstan with its historical and cultural heritage, spiritual values and modern infrastructure. As a result of the analysis, strengths: mausoleum of Khoja Ahmed Yasawi (UNESCO list), state support, new infrastructure facilities, effective geographical location; weaknesses: uneven service, seasonal tourism, shortage of professional personnel, insufficient multilingual information; opportunities: brand promotion in the international market, development of new types of Tourism, holding cultural events, introduction of digital technologies; risks: regional competitors, economic and political risks, climate restrictions, it was found that the service does not fully comply with international standards. The TOWS method made it possible to combine internal and external factors and propose specific strategic directions. The strategies were aimed at strengthening the international image of Turkestan, improving the quality of Service, developing new tourism routes, modernizing infrastructure and strengthening the potential for sustainable development.