WAYS OF FORMING THE TOURIST BRAND OF THE IMANTAU - SHALKAR RESORT REGION

Abstract

The article examines the factors influencing the creation of a regional tourism brand, exploring the preferences of modern consumers of tourism activities. The development of a tourist destination and region in Kazakhstan consists in studying the preferences of consumers of tourist services and branding. In the course of studying the preferences and tastes of consumers of tourism activities in the region under study, a SWOT analysis was conducted, which revealed the strengths and weaknesses of the Imantau-Shalkar resort area, as well as the opportunity to learn how to create strategic tourist destinations and ways to implement them, and identified the attributes that are the tourist brand of the region. The purpose of the study is to propose ways to form a tourist brand in the Imantau-Shalkar resort area. To show that by promoting the tourist attractiveness of one's region in the market of modern competitors, it is possible to increase the influx of tourists in the domestic and international markets by creating a regional tourism brand, and also to explain that attracting a source of investment to the region is the only way. As a result of the study, a number of marketing measures were proposed aimed at attracting potential tourists, as well as providing employment, creating a positive image of the region and promoting it in the market, identifying the advantages of the tourist priority areas of the Imantau-Shalkar resort area.