NATURAL AND CLIMATIC POTENTIAL OF SARYAGASH AS A BASIS FOR THE FORMATION OF HEALTH TOURISM BRAND OF TURKESTAN REGION

Abstract

The article examines the natural and climatic potential of the small town of Saryagash as the basis for the formation of a brand of health tourism in the Turkestan region. The purpose of the study is to scientifically substantiate the possibility of using the natural and climatic resources of the territory in order to develop the region as a competitive center for health tourism. The methodological base consists of a systematic, geographical and SWOT analysis, as well as expert surveys. The climatic characteristics, balneological resources, the ecological state of the environment and their impact on the development of the resort complex are analyzed. It has been established that unique sources of mineral water, a comfortable climate and favorable environmental conditions form the competitive advantages of the region. The practical significance of the research lies in the application of its results in the development of strategies for the development of tourism, territorial marketing and promotion of spa services. Recommendations have been developed on the formation of a health tourism brand based on the sustainable use of natural potential, which will contribute to increasing the tourist attractiveness and socio-economic development of the region.