THE ROLE OF MYTHOLOGICAL TOURISM IN THE DEVELOPMENT OF DOMESTIC TOURISM

Abstract

This article examines the role of Kazakhstan's mythological heritage in the development of domestic tourism. Today, the diversification of tourism products and the effective use of intangible cultural heritage have become important priorities for the tourism industry. In this context, assessing the tourism potential of mythological heritage from a scientific perspective is of particular relevance. The aim of the study is to identify the tourism potential of Kazakhstan's mythological resources and evaluate their role as a tool for the development of domestic tourism. The research employed methods of literature review, content analysis, comparative analysis, and SWOT analysis. The content analysis identified eight major tourism sites in Kazakhstan with significant mythological value, and their tourism potential was comparatively assessed using an author-developed evaluation matrix. The findings indicate that mythological heritage represents an important resource for the development of domestic tourism, the diversification of tourism products, the creation of regional tourism brands, and the promotion of national cultural heritage. At the same time, insufficient infrastructure, the limited number of thematic mythological routes, and weak marketing activities were identified as the main challenges. Based on the research findings, practical recommendations for the development of mythological tourism were proposed. The suggested approaches can contribute to enhancing the competitiveness of domestic tourism in Kazakhstan and promoting the effective integration of cultural heritage into the tourism industry.