"Bulletin" of the International University of Tourism and Hospitality

ANALYSIS OF THE TOURIST SPACE OF KATON-KARAGAY NATIONAL PARK USING THE WALKABILITY INDEX METHOD

А. BAIZAKOVA — 2026-03-30

This article examines the assessment of the tourist and recreational territory of the Katon-Karagai national park using the walkability index. The purpose of the study is to determine the connectivity, safety and level of infrastructural provision of routes in the tourist area of the national park. The practical significance of the research lies in providing factual data for planning decisions to improve tourist routes, safety and infrastructure in the national park. The authors adapted the pedestrian accessibility index based on field research conducted in the summer months of 2025. The methodology is based on field observations, expert assessments, and geographic data processing. The assessment was conducted according to five criteria (connectivity of routes, navigation, safety, infrastructure, aesthetic appeal). Each of the listed criteria was calculated according to an expert point scale and determined by the integrated index formula. As a result, Rakhman Springs has the highest rates, Lake Yazevo has the lowest level of pedestrian accessibility. This indicates the uneven development of the tourism space in the national park. The value of the study lies in presenting the WI as a new tool for analyzing the pedestrian movement of tourists in any tourist destination using the Pedestrian Accessibility Index (WI). The results obtained can be used by local governments in the field of tourism to make decisions on optimizing tourist flows.

IMPACT OF THE DIGITAL ENVIRONMENT OF THE MEGAPOLIS ON THE DEVELOPMENT OF TOURIST AND EXCURSION ACTIVITIES: POSSIBILITIES AND LIMITATIONS

Е. NARBAYEVA — 2026-03-30

In today`s world, the use of digital technology has become a necessary attribute of megacities development. Several studies show that a city`s effort to create a digital environment are closely correlated with its ability to enhance its competitiveness and the attractiveness of its urban environment among tourists.

The relevance of this study stems from the need to understand the specifics of digital environment development in Kazakhstani cities in today's reality and identify factors that can create new strategic opportunities for the development of tourism and excursion activities. The authors also focused on specific aspects of digital environment development in domestic megacities that could negatively impact the development of the urban environment's tourist image.

The aim of this study is to examine the impact of the digital environment on the tourism sector in the Kazakh cities of Astana, Almaty and Shymkent. The methods used include a phenomenological approach, analysis, synthesis, and experimental research based on official data and analytical publications. The results demonstrate that digital technologies significantly improve the effectiveness of tourism services through personalization and accessibility of information, but require a careful balance to preserve the uniqueness of urban spaces and prevent overcrowding of tourist routes.

AN EMPIRICAL ASSESSMENT OF THE IMPACT OF A MULTIMEDIA TOUR ON TOURISM DESTINATION PROMOTION

B. ALMUKHAMBETOVA — 2026-03-30

In the context of the digital transformation of tourism, intensifying competition between destinations and the spread of immersive formats for experiencing cultural content, there is a growing demand for systematic scholarly research on multimedia excursions and 8D attractions as innovative instruments of destination promotion. This study examines the role and effectiveness of the multimedia excursion Altyn Samuryq – Kazakhstan’s first 8D attraction located in Turkestan—in shaping a favourable destination image, enhancing the perceived quality of the tourist experience, and stimulating visitors’ behavioural intentions.

The methodological framework combines: (1) a theoretical and analytical review of academic literature on smart tourism and place marketing, (2) a case study of the attraction, (3) a visitor survey (N = 100), and (4) descriptive statistical analysis. The empirical findings indicate a high level of visitor engagement and satisfaction: more than 90% of respondents rated the product as “excellent” and expressed willingness to recommend it to others. The results demonstrate that the multimedia format contributes to a positive image of the region, reinforces the link between cultural heritage and tourist perceptions, and can be regarded as an effective tool of place marketing. The scientific contribution of the study lies in identifying the specific features of using immersive technologies to promote tourist destinations in Kazakhstan. The practical significance is reflected in a set of recommendations for further development and scaling of the product, including the expansion of multilingual support, regular content renewal, adaptation to the cultural and age characteristics of different audience segments, and integration of the attraction into comprehensive tourist routes. The findings may be of interest to tourism authorities, developers of cultural and entertainment facilities, and tour operators when designing destination promotion strategies.

INTEGRATED MODEL OF IMMERSIVE AND GAMIFIED LANGUAGE TRAINING FOR FUTURE TOURISM PROFESSIONALS

М. AKESHOVA — 2026-03-30

This study aims to develop and empirically validate an integrated model combining immersive technologies, gamification mechanisms, and digital learning strategies to enhance professional foreign language competence among future tourism specialists. The research was conducted using a quasi-experimental design with 45 undergraduate tourism students divided into control and experimental groups. The experimental group engaged in immersive VR-based simulations and gamified scenario progression integrated into a digital learning environment, while the control group followed traditional instruction.

Quantitative data were analyzed using IBM SPSS Statistics. Due to non-normal distribution of several variables, the Mann–Whitney U test was applied. The experimental group demonstrated statistically significant improvements in post-test scores (U = 128.5, p = 0.003), with a medium-to-large effect size (r ≈ 0.48). Gain analysis revealed that performance growth in the experimental group (+11.42) was more than four times higher than in the control group (+2.46). Reliability analysis confirmed good internal consistency of the professional competence test (Cronbach’s α = 0.81) and substantial inter-rater agreement for speaking assessment (Cohen’s κ = 0.76). Qualitative findings indicated increased professional confidence, reduced communicative anxiety, and higher emotional engagement among students in the immersive–gamified environment.

The study demonstrates that immersive simulation combined with structured gamification produces multidimensional effects on cognitive, behavioral, and professional competence development. The proposed integrated model provides a scalable framework for tourism language education, particularly relevant for regions with limited access to authentic international practice.

РАЗВИТИЕ IT-ИНФРАСТРУКТУРЫ И КОНЦЕПЦИИ УМНЫХ ГОРОДОВ В СФЕРЕ УСЛУГ НА НОВОМ ЭТАПЕ МОДЕРНИЗАЦИИ

ZH. SADYKOV — 2026-03-30

В статье исследуются теоретические аспекты развития IT-инфраструктуры и концепции умных городов в сфере услуг в условиях нового этапа цифровой модернизации. Целью работы является систематизация современных научных подходов к формированию цифровой городской экосистемы и определение роли IT-инфраструктуры в трансформации сервисной среды. Исследование носит научно-теоретический характер и основано на системном анализе публикаций 2019–2025 гг., контент-анализе ключевых категорий Smart City, сравнительном анализе концептуальных моделей, а также применении структурно-функционального и системного подходов.

В результате установлена эволюция концепции Smart City от технологически ориентированной парадигмы к интеграционной сервисной модели. Показано, что IT-инфраструктура выполняет не только техническую и аналитическую функции, но и выступает координирующим механизмом объединения городских сервисов в единую цифровую экосистему. Разработана трёхуровневая модель цифровой модернизации, включающая технологический базис, интеграционную платформу и сервисную экосистему. Обосновано, что качество и доступность услуг напрямую зависят от степени платформенной интеграции и инфраструктурной зрелости городской среды.

Научная новизна исследования заключается в системном осмыслении взаимосвязи между технологической архитектурой умного города и трансформацией сферы услуг. Практическая значимость определяется возможностью использования полученных выводов при разработке стратегий цифрового развития и совершенствовании городской сервисной политики.

ARTIFICIAL INTELLIGENCE AND BIG DATA TECHNOLOGIES IN TOURISM

Y. BESSEKEY — 2026-03-30

This article analyzes the theoretical foundations and key development directions of Artificial Intelligence (AI) and Big Data technologies in the tourism industry. The study is conceptual and is based on a systematic review and synthesis of contemporary academic research. Particular attention is given to digital transformation theory, data-driven decision-making, information processing approaches, and service automation concepts as explanatory frameworks for technological integration in tourism.

The research shows that AI and Big Data are not isolated digital tools but interconnected systems that influence strategic management, service design, forecasting mechanisms, and destination governance. The main directions of development include service personalization, predictive analytics for demand management, smart tourism ecosystems, operational automation, and sustainability monitoring. At the same time, the paper identifies challenges related to data security, ethical regulation, and workforce adaptation.

The findings provide a structured theoretical perspective on how intelligent technologies reshape competitiveness and long-term sustainability in tourism. The study may serve as a foundation for further empirical investigations and practical digital strategies in the tourism sector.

WORKATION IN HYBRID HOSPITALITY: A STUDY OF STUDENT INTERNS

D. RAKHIMOVA — 2026-03-30

The rapid expansion of hybrid work models has reshaped both tourism practices and hospitality service design. While workation has been widely explored in relation to digital nomads and remote professionals, limited attention has been given to hospitality students who complete internships within similar hybrid work–leisure environments. This study examines how hospitality students perceive such environments during their internship placements and how these perceptions influence their satisfaction, stress levels, work–life balance, and professional motivation.

A quantitative cross-sectional survey was conducted among 112 undergraduate students enrolled in Tourism and Hospitality Management programs. Data were collected using a structured questionnaire measuring internship satisfaction, perceived work–life balance, stress, hedonic perception of the environment, and professional motivation. Statistical analysis included descriptive statistics, reliability testing, correlation analysis, and regression modeling.

The findings indicate that hedonic perception of the environment significantly predicts internship satisfaction and is positively associated with professional motivation. Perceived work–life balance demonstrates a negative relationship with stress levels, confirming its protective role in intensive hospitality settings. Additionally, students completing internships in resort-based hotels report higher professional motivation compared to those in urban properties.

The results suggest that hybrid hospitality environments function not only as operational settings but also as emotionally and professionally formative spaces. For developing tourism contexts, such as Kazakhstan, designing internship environments that balance experiential quality with sustainable workload management may contribute to long-term workforce development in the hospitality sector.

FEATURES OF TEXTUAL DESCRIPTION OF CULTURAL HERITAGE SITES IN TOURISM

D. BALTABEKOVA — 2026-03-30

The article examines the structural and content characteristics of tourism texts describing cultural heritage sites in the tourism sector. The aim of the study is to identify the main structural elements of tourism texts presenting cultural heritage objects and to analyze their role in tourism communication. The research employed methods of literature analysis, comparative analysis, textual analysis, and content analysis. The research material consisted of 30 tourism texts about cultural heritage sites published on tourism information portals of Kazakhstan. The results of the content analysis revealed that several key elements are consistently used in the structure of tourism texts. These include historical information, cultural content, evaluative vocabulary, and elements describing the tourist experience. The findings demonstrate that tourism texts perform not only an informational function but also serve as an important communication tool for shaping an attractive image of a tourist destination. In addition, tourism texts play a significant role in presenting cultural heritage and increasing tourists’ interest in a particular region. The results of the study make it possible to identify effective textual strategies for presenting cultural heritage sites in tourism information materials.

DEVELOPMENT OF SANATORIUM-RESORT TOURISM BASED ON THE RECREATIONAL POTENTIAL OF THE TURKESTAN REGION

A. YESSENOVA — 2026-03-30

The article examines the opportunities for developing sanatorium-resort tourism through the effective use of the recreational potential of the Turkestan region. The relevance of the study is determined by the growing interest in health tourism and the need for more efficient use of regional natural resources. The aim of the study is to analyze the recreational potential of the Turkestan region and identify opportunities for its use in the development of sanatorium-resort tourism.

The research is based on the analysis of scientific literature, content analysis of publications, as well as systemic and comparative approaches. Methods of descriptive statistics were also applied. In total, 25 academic sources related to the development of health tourism were examined.

The findings show that the Turkestan region possesses significant recreational potential. Natural healing resources play an important role in the development of sanatorium-resort tourism, particularly the mineral water sources of the Saryagash and Mankent resorts. The study notes that the effective use of these natural resources, combined with the development of tourism infrastructure, can contribute to the expansion of tourism activities in the region.

The results confirm that the development of sanatorium-resort tourism can be considered one of the promising directions for utilizing the recreational potential of the Turkestan region.

CURRENT STATE AND DEVELOPMENT TRENDS OF THE SENIOR TOURISM MARKET

N. ZHOLMANOVA — 2026-03-30

This scientific article provides a comprehensive analysis of the current state and development trends of the senior tourism market. Contemprorary global demographic changes, particularly the acceleration of population ageing processes, determine the growing role of the elderly tourist segment within the tourism industry. In this context, tourism for older adults is considered one of the socially and economically significant and promising segments of tourism. The main purpose of the study is to identify the characteristics of the formation of the senior tourism market, its development directions, and the structure of consumer demand. The research examines travel motivations of elderly tourists, their tourism behavior, service quality requirments, and specific features of toursm product selection. The scientific significance of the study lies in the systematization of the theretical foundations of the senior tourism concept and the identification of key factors influencing the development of this market. The practical significanceis reflected in the development of recommendations for tourism products and services tailored to the needs of elderly tourists. The methodological framework of the research is based on a review of academic literature, comparative analysis, statstical data processing, and a systemic approach. The results indicate that the senior tourism market has a high potential for sustainable development and is characterized by a growing demand for wellness, cultural, and recreational tourism. The findings have practical value for strategic planning in tourism and the diversification of tourism activities.

ARTIFICIAL INTELLIGENCE AS A TOOL FOR PERSONALIZING TOURISM SERVICES

ZH. ZHUSSUPOVA — 2026-03-30

The hospitality industry is in a phase of active transformation under the influence of modern digital technologies, which opens up new horizons for improving the quality of service and the efficiency of business processes. This paper provides a comprehensive analysis of key innovations, including artificial intelligence, blockchain technologies and automation, which are increasingly being used in the hotel and restaurant industry both in Kazakhstan and in the global context. The purpose of the study is to analyze data on the implementation of artificial intelligence and identify practices for the implementation of intelligent solutions both at the global level and in the context of Kazakhstan's reality, taking into account the specifics of the local market, the level of digital maturity and infrastructural features. Special attention is paid to comparative analysis, demonstrating how global trends are adapting in Kazakhstan, and what barriers and prospects exist for broader innovation in the country. The practical examples given in the article confirm the real impact of the introduced technologies on the development of the industry, reflecting their importance and introduction into the hospitality sector by employers in this industry. In the future, digitalization will play a crucial role in shaping the competitive advantages and strategic development of companies in the hospitality industry, both globally and nationally. Identifying the problems and advantages of digitalization in the hotel industry through a survey aimed at studying the factors of modern development using artificial intelligence in the hospitality industry. The originality of the study is to determine the importance of the introduction of innovative technologies that will affect the development of the country's economy. The value of the research is to identify aspects for the further development of artificial intelligence. The paper offers recommendations on the introduction of robotic machines and their possible risks during operation when using nano-technologies. The results of the study show that when implementing artificial intelligence to improve digitalization in the hospitality sector, it has significant potential for implementing innovative technologies.

ECONOMIC ASPECTS OF TOURISM DEVELOPMENT IN THE TURKESTAN REGION: EMPIRICAL EVIDENCE

A. RIZAKHOJAYEV — 2026-03-30

This article examines the economic aspects of tourism development in the Turkestan region of the Republic of Kazakhstan based on empirical research findings. The relevance of the study is determined by the growing role of tourism as a driver of regional socio-economic development and the need to assess its actual economic impact at the territorial level. The aim of the research is to evaluate the influence of tourism activities on employment, business revenues, regional investment attractiveness, and the level of state support for the sector.

The study was conducted within a quantitative research framework using a survey method (N = 137). Data were analyzed through descriptive statistics, Pearson correlation analysis, and Student’s t-test. The reliability of the research instrument was confirmed by Cronbach’s alpha coefficient (0.81).

The findings indicate predominantly positive perceptions of tourism’s impact on employment and business income. A statistically significant positive relationship was identified between infrastructure development and perceived economic efficiency of the sector (r = 0.42; p < 0.05). Differences were also found between entrepreneurs and local residents in their evaluation of tourism’s economic impact (Cohen’s d = 0.71). Satisfaction with state support measures was assessed at a moderate level.

The study concludes that tourism contributes positively to the socio-economic development of the Turkestan region; however, its potential is not fully realized due to infrastructural and institutional constraints. The results may serve as a basis for improving regional tourism policy and designing sustainable development strategies for the sector.

PROBLEMS AND WAYS TO DEVELOP INCLUSIVE TOURISM IN KAZAKHSTAN

N. KALGANBAEV — 2026-03-30

The article is devoted to analyzing the specifics of inclusive tourism and assessing its development in Kazakhstan in the context of the current state of the hospitality industry. Inclusive tourism is considered a significant area that influences the quality of life of the population, social stability, economic efficiency, and the innovative potential of the tourism sector. In the context of digitalization, urbanization, and increased international mobility, there is a growing need to study the factors that determine the accessibility of tourism services for people with disabilities and other groups in need of adapted infrastructure.

The study identifies key problems and barriers that hinder the creation of an accessible tourism environment and examines mechanisms that influence the level of inclusiveness in the industry. Based on the analysis, priority areas for the development of inclusive tourism in Kazakhstan are presented, including improving the regulatory framework, upgrading infrastructure, introducing digital solutions, and expanding the range of specialized tourism services.

Particular attention is paid to the study of foreign experience, which focuses on the standardization of accessibility, the development of digital information platforms, statesupport, and the disclosure of the economic potential of inclusive tourism segments. The results obtained can be used to form effective state and industry policies in the field of inclusive tourism.

COMPARATIVE ANALYSIS OF SUSTAINABLE TOURISM MANAGEMENT MODELS: CASE STUDIES OF TURKESTAN AND OTHER REGIONS OF KAZAKHSTAN

A. KULBAYEVA — 2026-03-30

This article presents a comparative analysis of sustainable tourism management models in Kazakhstan, with a particular focus on comparing the experience of the Turkestan region with other regions of the country. The study takes into account regional policy, infrastructure development, as well as environmental and social aspects, on the basis of which effective management strategies are proposed. The scientific novelty of the research lies in the systematic comparison of sustainable tourism management approaches across the regions of Kazakhstan and the formulation of specific recommendations for their improvement. The practical significance of the study is associated with the possibility of applying the obtained results by government authorities, tourism business entities, and local communities. The research employed statistical data analysis, comparative analysis, questionnaire surveys, and expert evaluation methods. The conclusion identifies key challenges in the development of regional tourism and proposes effective solutions to address them.

The main objective of the article is to examine the sustainable tourism management model in the Turkestan region and to identify optimal development strategies through comparison with the practices of other regions of Kazakhstan. In addition, recommendations for the development of sustainable tourism are provided, taking into account environmental, economic, and social factors.

The study applied the following methods: comparative analysis, which involved comparing management models of the Turkestan region with those of other regions.

Results. The experience of the Turkestan region demonstrates that in recent years the region has pursued an active policy aimed at developing tourism infrastructure and preserving cultural heritage. Within the framework of public–private partnerships, projects for the construction of modern hotels and the restoration of historical monuments have been implemented. The experience of other regions shows that Almaty and East Kazakhstan regions primarily focus on nature-based tourism, while Atyrau and Mangystau regions emphasize the development of ecotourism. Common challenges across all regions include increasing environmental pressure, insufficient infrastructure, and a low level of local community participation in tourism activities. As effective strategies, the adaptation of Turkestan’s experience in developing cultural and historical tourism to other regions, the introduction of digital technologies, and measures to enhance tourist responsibility are proposed.

The research results indicate that the development of sustainable tourism requires comprehensive management models. While the experience of the Turkestan region is effective in terms of cultural heritage preservation and infrastructure improvement, regions focused on nature-based tourism are strengthening their consideration of environmental aspects. The development of sustainable tourism in Kazakhstan requires strong government support, active involvement of the private sector, and increased public participation. Therefore, it is necessary to formulate integrated and sustainable development strategies that take regional characteristics into account.

TOURISM ENTERPRISES' CRISIS PREPAREDNESS: ANALYSIS OF PLANNING PRACTICES BEFORE AND AFTER THE COVID-19 PANDEMIC

A. AKHMETBAYEVA — 2026-03-30

The COVID-19 pandemic has presented an unprecedented challenge to the global tourism industry and highlighted the importance of crisis preparedness. This study aims to analyze the crisis preparedness of tourism enterprises by examining business continuity planning and crisis management practices before and after the pandemic. The empirical basis of the study was a survey of 368 respondents from tourism companies in more than 40 countries. The results showed that before the pandemic, only 37.5% of companies had a written business continuity plan or crisis management plan. After the pandemic, 62% of respondents reported developing or updating such plans. An analysis of plan components revealed that the most common elements were customer communication strategies (18.6%), emergency response plans (18.0%), and the creation of crisis response teams (16.7%). A qualitative analysis of the responses revealed a heterogeneity of approaches: from formal plans to intuitive reactions to the situation. The findings have practical implications for the development of recommendations for increasing the resilience of tourism enterprises to future crises and indicate the need to institutionalize crisis planning practices in the industry. The scientific novelty of the study differs from previous works which mainly focused on individual countries or segments: a comparative cross-cultural analysis is conducted on tour operators, travel agencies and hotel enterprises at the global level. The results are supplemented with specific scientific recommendations for managers, industry associations and government agencies to accelerate the institutionalization of crisis planning.

FACTORS OF INVESTMENT ATTRACTIVENESS IN THE TOURISM INDUSTRY: AN EMPIRICAL REGIONAL STUDY

S. YDYRYS — 2026-03-30

This paper examines the key factors influencing the investment attractiveness of the tourism industry at the regional level. The relevance of the study lies in the need for a deeper understanding of the conditions that shape investment inflows into tourism, particularly in regions with high yet underutilized potential.

The aim of the study is to identify and evaluate the main factors determining investment attractiveness in the tourism sector, taking into account regional characteristics and tourists’ perceptions. A quantitative approach was employed: a survey of tourists was conducted (N = 100), and the data were processed using descriptive statistics, reliability analysis, comparative analysis, and correlation analysis in IBM SPSS Statistics.

The findings indicate that infrastructure-related factors have the strongest influence on perceived investment attractiveness, while innovation factors demonstrate the lowest impact. Socio-cultural and economic factors also play a significant role but are secondary to infrastructure. A statistically significant positive relationship was identified between the level of infrastructure development and overall regional attractiveness (r = 0.62; p < 0.001).

The results suggest the existence of a hierarchical structure of investment attractiveness factors, where fundamental conditions serve as the primary drivers. The practical significance of the study lies in the potential application of its findings in the development of regional investment policies and tourism development strategies.

ENHANCING ENGLISH ACQUISITION AMONG FUTURE TOURISM SPECIALISTS THROUGH THE USE OF DIGITAL-STORYTELLING APPROACH

G. YAKIYAYEVA — 2026-03-30

The present article explores the application of digital-storytelling technology in language teaching focusing on its potential to improve student engagement, motivation and learning outcomes. The integration of digital-storytelling into the language learning context has attracted substantial attention in the educational field due to its authenticity and ability to engage digital-native learners in effective language acquisition and to make language learning more human, contextual and motivating. By incorporating the learner-centred and impactful digital storytelling approach into the educational process, teachers can revolutionize conventional language learning techniques into interactive and captivating experiences. This paper examines the theoretical underpinnings of digital storytelling, its implementation in language instruction, and its effects academic outcomes of future tourism specialists. The findings of the study indicate that digital storytelling technology can serve as an effective tool for fostering a more imaginative and genuine learning atmosphere, ultimately enhancing language acquisition of future tourism specialists.