"Bulletin" of the International University of Tourism and Hospitality

GREEN TOURISM AND THE ECONOMY OF SUSTAINABLE DEVELOPMENT IN THE CONTEXT OF THE UN SUSTAINABLE DEVELOPMENT GOALS

S. JABBAROVA — 2025-09-29

The article examines the potential of green tourism in the context of implementing the Sustainable Development Goals (SDGs) in Kazakhstan and Central Asian countries. The aim of the study was to identify the socio-economic and environmental effects of green tourism, as well as to determine the prospects and challenges of its development in the region. The methodological framework included an online survey of 50 respondents (students, lecturers, and representatives of the tourism sector), statistical data analysis using SPSS Statistics 26.0, and a comparative study of modern scientific publications and international strategic documents. The results showed that more than 70% of participants positively assess the prospects of green tourism, while only 40% associate it with specific SDGs, which indicates a lack of awareness. The economic potential is reflected in supporting small and medium-sized businesses and creating jobs, while the environmental aspect is linked to the preservation of natural resources and biodiversity. The main barriers identified are insufficient infrastructure and weak policy coordination. International experience demonstrates that sustainable development is possible only through a comprehensive approach that includes government support, local community involvement, and innovative technologies.
The study concludes that there is a need to develop a national strategy for green tourism, invest in ecological infrastructure, and implement educational programs for the population.

THE TOURIST POTENTIAL OF THE HISTORICAL AND CULTURAL LANDSCAPE OF LAKE ALAKOL

R. AGYBETOVA — 2025-09-29

This study explores the historical and cultural landscape potential of Lake Alakol, a unique natural and recreational site in Eastern Kazakhstan. Known for its healing mineral waters and scenic beauty, Alakol has become a center of rapid growth in domestic tourism. However, its rich cultural heritage, including connections to the Great Silk Road, nomadic traditions, folklore, and sacred practices, remains underrepresented in tourism strategies. Using a mixed-method approach that combines literature analysis, statistical data, field research, and interviews with local residents and visitors, this paper identifies both opportunities and constraints in developing cultural and sustainable tourism around the lake. The findings show that while tourism infrastructure has significantly expanded, the integration of cultural and historical content into tourism products is still minimal.
Comparisons with similar destinations such as Issyk-Kul (Kyrgyzstan), Lake Baikal (Russia), and Lake Balaton (Hungary) demonstrate that Alakol has strong potential to attract not only domestic but also international tourists. Recommendations include the development of cultural routes, multilingual accessibility, community-led initiatives, and environmentally sustainable practices. By combining economic growth with cultural identity, Lake Alakol can become not only a leading health resort, but also a cultural landmark of Central Asia.

CROSS-CULTURAL CULINARY CONCEPTS: THE INFLUENCE OF TRADITIONAL CUISINES ON CONTEMPORARY GASTRONOMIC ART

Е. ALIMKULOVA — 2025-09-29

This article analyzes the cross-cultural influences on the culinary art of Kazakhstan as a reflection of historical, geographical, and ethnocultural factors. Located at the crossroads of Europe and Asia and formerly part of the Great Silk Road, Kazakhstan has become a space of active cultural exchange, which is reflected in its gastronomic sphere. The key sources of influence examined include Chinese, Persian, Indian, and Arab culinary traditions, as well as the contributions of Turkic and nomadic peoples. Examples of the adoption of ingredients (tea, rice, nuts, dried fruits) and cooking methods that have been organically integrated into local gastronomy are analyzed. Particular attention is given to the role of animal husbandry and the nomadic lifestyle, which predetermined the dominance of meat and dairy products in Kazakh cuisine. The current state of gastronomic tourism is also considered as a tool for intercultural dialogue and the preservation of cultural heritage. The study shows that Kazakh cuisine represents an interweaving of multilayered ethno-culinary and external influences, making it not only unique but also promising in the global gastronomic context.

INFLUENCE OF DIGITAL CONTENT ON THE CHOICE OF YOUTH IN TOURISM (Based on the example of domestic tourism in Kazakhstan)

N ABISHOV — 2025-09-29

This study analyzes the impact of digital content on the tourism preferences of young people in choosing domestic tourism in Kazakhstan. The research was conducted in 2024 among 450 students aged 18–30. Both quantitative (survey) and qualitative (content analysis) methods were applied to evaluate the influence of content on TikTok, Instagram, YouTube, and Telegram platforms on young people’s tourism choices. The results showed that 75% of respondents highlighted the significant role of digital content in selecting a tourist destination. TikTok and Instagram were identified as the most influential platforms, and visual content (videos, photos) as well as bloggers’ personal experiences were key factors in decision-making. In the Kazakhstani context, national brands and historical sites are often promoted through bloggers, and the concept of “affordable dreams” stimulates interest in budget tourism. The findings provide practical recommendations for tourism companies, government agencies, and influencers to create effective social media content, actively engage youth audiences, and improve strategies for developing domestic tourism.

PROBLEMS AND PROMISING DIRECTIONS FOR THE DEVELOPMENT OF THE HOTEL SECTOR IN ALMATY

А. ABDULLAYEVA — 2025-09-29

The article analyzes globalization, as well as a number of political and socio economic changes that allow regions or countries to integrate into the global market. These facts have changed various fields of human knowledge. For example, hosting is not an exception that has existed throughout human history and has contributed to various manifestations and processes of globalization, so knowledge of the characteristics of the economic sector can help determine the importance of this sector for the global economy. The article analyzes the process of globalization and its impact on specific sectors of the economy, such as the hotel industry. The hotel industry is considered an important sector that has contributed to the socio-economic transformation of society at various stages of globalization. The study will examine the features of the hotel sector in Almaty, development trends, and economic significance. In this article, a survey was conducted as a method of empirical sociological research. A mixed approach was used: general trends were identified through quantitative questions, while qualitative questions were used to analyze the problems and prospects of the hotel sector in depth. The practical significance of the study lies in its reflection of the contribution of the hotel sector to the global economy, including its impact on international tourism and socio-economic indicators.
The research methodology allowed us to identify the origins of the Almaty hotel industry and analyze its characteristics in order to determine the significance of this sector for the economy. This article will explore the contribution of the hotel sector to past and present globalization processes. This is because the hotel sector seeks to integrate all segments of society into the complex socio-economic transformations taking place within its borders and abroad. Additionally, this transformation of government and corporate policies creates working conditions for various economic actors, as it is a dynamic process in the evolution of society. City hotels can have a positive impact on the good image and evaluation of tourist destinations in the minds of tourists, so the problems associated with city hotels are gradually becoming an important topic of concern for people. Therefore, the study will comprehensively analyze the problems and prospects of the hotel sector in Almaty.

GAMIFICATION IN TOURISM LANGUAGE EDUCATION: METHODOLOGICAL INSIGHTS AND META-ANALYSIS

S. DAUIRKHAN — 2025-09-29

This article presents a theoretical review and meta-analysis of studies on the application of gamification in foreign language learning for future tourism professionals. It examines the core concepts and elements of gamification, highlights distinctions between game based methods and digital games, and synthesizes findings from both international and local research. Special attention is given to the impact of gamification on motivation, cognitive skill development, and the acquisition of vocabulary and grammar. The article also explores the potential of case-based games and simulations for modeling professional situations in tourism, contributing to the development of intercultural competence and profession-oriented language skills. The meta-analysis confirms the positive effects of gamification while also identifying limitations and research gaps, particularly in the context of Kazakhstan and Central Asia. The findings can inform curriculum design, the integration of gamification into LMS platforms, and the improvement of training programs for tourism specialists.

TRANSLATING TOURISTIC TERMS FROM ENGLISH INTO KAZAKH: CHALLENGES AND PRACTICES IN LOCAL TOURISM COMMUNICATION

Z. DUISEMBEKOVA — 2025-09-29

This study examines the translation of tourism terminology from English into Kazakh, which is an important step in improving the accessibility of information for foreign visitors to Kazakhstan, Based on a collection of 500 terms gathered from various digital and print sources, including official tourism websites, brochures, mobile applications, and social networks, the authors of the study classify these terms into ten semantic fields: accommodation, transportation, cultural experiences, natural attractions, gastronomy, tourism services, leisure and entertainment, business tourism, religious and spiritual tourism, and digital tourism, Using qualitative descriptive methods, the author of the study identifies several key translation strategies: literal translation, borrowings, adaptation, and hybrid forms. The results show that, although common tourism terms are generally translated consistently, there is considerable variability in the translation of terms related to cultural and digital tourism. Based on these findings, the document offers several recommendations for improving
translation quality in Kazakhstan’s tourism sector. These include standardizing terminology, providing specialized training for translators, and integrating digital tools such as computer assisted translation (CAT) systems and glossaries. The study also acknowledges the significant influence of Russian as a lingua franca for terms that do not have direct Kazakh equivalents. Ultimately, this study provides a comprehensive set of data in tourism terminology and practical recommendations for improving translation quality, thereby making a valuable contribution to the field of translation studies.

THE ROLE OF INTANGIBLE CULTURAL HERITAGE IN THE FORMATION OF TOURIST ROUTES IN TURKESTAN

S. DUSENKO — 2025-09-29

The article analyzes the role of intangible cultural heritage (ICH) in shaping tourist routes in Turkestan. It considers the key elements of ICH in the region, including oral traditions, festivals, rituals, crafts, music, dance, and gastronomic practices. The study reviews existing tourist routes, their focus on historical and religious sites, and the potential for integrating ICH elements. Special attention is given to "living culture" routes, which include workshops, participation in national celebrations, and tasting of traditional cuisine. The article highlights the challenges and limitations of current ICH integration and provides recommendations for expanding tourist routes, enhancing the economic significance of the region, and preserving cultural traditions. The strategic
importance of ICH for the uniqueness of the tourism product, involvement of local communities, and strengthening the international image of Turkestan is emphasized.

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

A. KULBAYEVA — 2025-09-29

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.

FORMATION OF INNOVATIVE TOURISM PRODUCTS UNDER THE DIGITAL TRANSFORMATION OF KAZAKHSTAN’S TOURISM INDUSTRY

M. MAULETKAZY — 2025-09-29

This article analyzes the processes of digital transformation in Kazakhstan’s tourism industry in comparison with international practices. The purpose of the study is to identify the opportunities and limitations of implementing smart technologies in the tourism sector and to align them with the recommendations of international organizations such as UNWTO, OECD, and UNESCO. The research methodology includes a literature review, comparative analysis, content
analysis, surveys, and expert interviews. The findings indicate significant progress in digital infrastructure development, human resource potential, and the implementation of innovative solutions in Kazakhstan. However, constraints remain in the use of VR/AR technologies, the full integration of online platforms, and the development of digital skills. The conclusions presented in the article may serve as a foundation for positioning Kazakhstan as a model hub of digital tourism in Central Asia and bringing it closer to international standards.

FORMS OF CULTURAL INTERACTION IN THE CONTEXT OF ACCESSIBLE TOURISM DEVELOPMENT

U. MAKHANBETOVA — 2025-09-29

The article examines the impact of affordable (budget) tourism on forms of cultural exchange between tourists and local residents in the Turkestan region. Unlike general overviews of the topic, the study draws on empirical data: a survey of 171 tourists who visited the region over the past year and 30 in-depth interviews with local residents. This design made it possible to identify both the positive and the problematic aspects of intercultural interaction in the context of budget tourism. The study clarifies the main characteristics of budget tourism, the profile of its participants, and the benefits it brings to both sides, as well as records the barriers (language barriers, cultural stereotypes, lack of infrastructure for informal communication) that limit the depth of exchange. Special attention is paid to the typology of cultural exchange—superficial, spontaneous, and mutual—each corresponding to its own level of involvement and sustainability of interactions. The data obtained showed that, despite the fragmented nature of cultural exchange within budget tourism, under conditions that support dialogue (accessible infrastructure, language programs, joint events) it can develop into sustainable forms of intercultural communication. Based on the results of the surveys and interviews, recommendations are proposed to enhance the socio-cultural effect of budget tourism: developing infrastructure for informal contacts, supporting local crafts and cultural initiatives, and introducing intercultural training programs for both tourists and residents. Thus, the article not only describes the phenomenon of affordable tourism but also demonstrates its empirically confirmed impact on the transformation of local identity, emphasizing the need to take cultural aspects into account in tourism policy and outlining directions for further
research in the field of sustainable tourism and the preservation of cultural heritage.

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

N. NURMAGANBETKYZY — 2025-09-29

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.

THE ROLE OF SOFT SKILLS IN INCREASING STUDENTS’ MOTIVATION FOR TRAVEL (By Age Characteristics)

G. RIZAKHOJAEVA — 2025-09-29

The article explores the role of soft skills in enhancing school students’ interest and motivation for tourism. The study examines various types of tourism experiences – such as educational tourism, cultural tourism, and nature-based tourism – organized according to students’ age characteristics. Through participation in tourism and travel activities, students effectively developed soft skills such as communication, teamwork, creative thinking, leadership, and problem solving. Data were collected using questionnaires, observation, reflection journals, and interviews. The results showed a significant improvement in all assessed soft skills among students who participated in tourism experiences. Travel activities provided students with opportunities to meet new people, complete group tasks, find creative solutions, and take on responsibility. The findings indicate that tourism contributes to students’ personal development and increases their interest in travel. Gender-based differences were also identified: girls showed greater progress in communication and creative thinking, while boys demonstrated stronger teamwork and leadership skills. The article highlights how integrating tourism into the educational process can effectively promote students’ personal growth, foster motivation for travel, and enhance the use of tourism experiences. The educational, developmental, and social potential of tourism activities is analyzed, and practical recommendations are proposed. The study’s outcomes suggest that tourism and travel can serve as powerful tools for fostering personal development and building soft skills among school-aged students.

INVESTMENTS IN TOURISM INFRASTRUCTURE: RISKS AND PROFITABILITY

N. SHAMAKOVA — 2025-09-29

This article analyzes the current state and development directions of investments in tourism infrastructure. The focus is placed on types of investments, related risks, and profitability indicators. Tourism is considered a strategic sector that contributes to economic diversification and sustainable development, with special attention to its growing importance in the post-pandemic period.
The study is based on a review of sources from 2015 to 2025, including data from UNWTO, the World Bank, and fDi Intelligence. The main areas of investment are identified as transport, the hotel sector, recreational and leisure infrastructure, and digital solutions (online services, virtual tours, QR guides). The paper examines key types of risks — financial, legal, social, and environmental. International and national cases (UAE, Vietnam, China, Kazakhstan) are analyzed using NPV, ROI, and IRR indicators.
Particular attention is given to Kazakhstan’s experience and the role of public–private partnerships. The authors provide recommendations for investors and government bodies aimed at improving the efficiency of investments and enhancing their contribution to the sustainable development of regions.

INVISIBLE GEOGRAPHIES HOW TECHNOLOGY HELPS RECOVER THE FORGOTTEN HISTORIES OF TURKESTAN REGION

B. YRZA — 2025-09-29

The paper examines at how digital innovation helps to preserve cultural heritage in Central Asia, with a focus on six sacred female places in Kazakhstan's Turkestan area. Despite their historical and spiritual value, these places are frequently overlooked in heritage and tourism narratives in favor of Koja Akhmet Yassawi's legacy. The study uses virtual storytelling, augmented reality, and digital mapping to show how technology can increase awareness, improve accessibility, and promote culturally sensitive, sustainable tourism. The study emphasizes the preservation of gendered spiritual history and suggests a digital framework for heritage promotion in the region.

INTEGRATING ART THERAPY AND GAMIFICATION INTO FOREIGN LANGUAGE TEACHING: DEVELOPING A COURSE FOR THE TOURISM SECTOR

G. YUSUPOVA — 2025-09-29

This study examines the effectiveness of an integrated foreign language course for tourism students that combines art therapy and gamification. Sixty first-year students at the International University of Tourism and Hospitality in Turkestan participated, with 30 in an experimental group and 30 in a control group. Pre-tests and post-tests assessed language proficiency and cognitive skills, while questionnaires and interviews measured motivation, emotional engagement, and professional preparedness. Results showed that students in the experimental group improved significantly in English proficiency, creativity, motivation, and professional readiness compared to the control group. Art therapy reduced anxiety and fostered emotional engagement, while gamified activities enhanced participation and practical application of language skills in tourism scenarios.
The study demonstrates that combining creative and gamified approaches provides an effective, engaging learning environment, helping future tourism professionals develop both language and professional competencies.