РУССКИЙ ЯЗЫК КАК ФАКТОР УСТОЙЧИВОГО РАЗВИТИЯ МЕЖДУНАРОДНОГО ТУРИЗМА В РЕСПУБЛИКЕ КАЗАХСТАН

Abstract

The research is devoted to the analysis of the role of the Russian language in the development of international tourism in the Republic of Kazakhstan. The aim is to assess the impact of the Russian language on the attractiveness of Kazakhstan for foreign tourists and its contribution to the sustainable development of tourism in the country. Russian language, as a bridge between cultures, contributes to improving service, increasing tourist flow and the duration of stay of guests, which is important for the promotion of Kazakhstan as a tourist destination at the international level. The study includes literature analysis, surveys of tourists and tourism sector employees, as well as case studies of tourist facilities. The results showed a significant impact of the Russian
language on tourist satisfaction and loyalty, confirming its key role in the development of the tourism industry in Kazakhstan. The study emphasizes the importance of integrating the Russian language into tourism services and offerings as a strategic resource to strengthen Kazakhstan's tourism potential. The recommendations of the study can be used for the development of multilingual information resources, staff training and promotion of Kazakhstan in Russian-speaking markets.