FORMING A “BLUE OCEAN” STRATEGY FOR SMALL HOTELS IN THE DOMESTIC TOURISM MARKET OF ATYRAU REGION
Keywords:
domestic tourism, Blue Ocean Strategy, small hotel, Atyrau Region, persons with reduced mobility, accessible environment, inclusive tourismAbstract
Accommodation services in Kazakhstan’s domestic tourism sector represent an important component of tourism product development. In 2025, more than 187,000 tourists were registered in the Atyrau Region, including 166,000 domestic tourists and 21,000 foreign visitors; the overall tourist flow increased by 19.6% in 2025 compared with 2024. At the same time, more than 26,300 persons with disabilities live in the region, approximately 55.6% of whom are of working age. These indicators increase the relevance of considering accessible accommodation services not only as a social responsibility but also as an opportunity to develop a new market segment. The purpose of this study is to formulate, using the Atyrau Region as a case study, a Blue Ocean Strategy for small hotels that integrates physical, digital, and service accessibility, and to substantiate its potential economic outcomes.
The study did not involve an individual survey of hotel guests. The needs of tourists with reduced mobility were identified through an evidence-based synthesis of findings from previously published empirical studies. A comprehensive assessment of accessibility conditions was conducted through an analysis of the technical regulations of the Republic of Kazakhstan, official tourism statistics for the Atyrau Region, and a comparative assessment of publicly available digital resources of small accommodation establishments. Based on the ERRC framework of the Blue Ocean Strategy, an integrated conceptual model was developed that links physical, digital, and service accessibility with customer value and business outcomes. Economic feasibility is assessed through conservative, baseline, and optimistic scenarios based on the phased adaptation of 3–5 hotel rooms. The findings provide a basis for viewing inclusivity not as an isolated technical measure, but as a value innovation that enables small hotels to capture new demand, increase customer trust, and achieve market differentiation.
