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

Abstract

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.