ANALYSIS OF THE STATE OF KAZAKHSTAN'S ONLINE TOURISM AND THE BEHAVIOR OF INTERNATIONAL TOURISTS IN THE DIGITAL ENVIRONMENT: DEVELOPMENT OF A STRATEGY FOR PROMOTING

Abstract

Today, Kazakhstan's promotion into the international information environment, increasing its importance as a destination, and the study of breakthrough technologies are priority areas in the country's tourism industry. With ubiquitous high-speed Internet access, an extremely rich content can be provided to the target audience of international tourists, such as travel descriptions on websites, documentaries, various shows, news podcasts, social videos, live broadcasts and virtual reality, and much more, created in high definition and quality. And despite the fact that an important factor for service providers is the quality, reliability and credibility of information, the decision on choosing a travel destination remains with the user of the information. That is why there is a constant interest in personalizing information delivery, collecting analytical data on user needs and preferences, and adapting content for travelers. Currently, a large number of surveys, questionnaires and studies are being conducted on the preferences of tourists in choosing a destination, however, the analysis of the output in online search engines shows additional data that must be taken into account when promoting tourist products to an international
tourist. In this article, based on the study and analysis of the online tourist environment, the most significant requests of international travelers were identified, the reasons for the weak promotion of tourist products in the online environment were identified and recommendations were developed for travel companies in Kazakhstan containing information about which content and which travel products are most in demand among tourists interested in traveling to Kazakhstan, which audience to choose to promote online offers what tools should be used to expand payment acceptance opportunities for international tourists.