REPOSITIONING THE KHOJA AHMED YASAWI HERITAGE IN TRANSFORMING KAZAKHSTAN’S TOURISM IMAGE: MEDIA BRANDING AND THE INTEGRATION OF NATIONAL HOSPITALITY STANDARDS

Abstract

The competitiveness of tourist destinations in the era of globalization is increasingly defined by their symbolic capital and the quality of their digital representation. This study investigates the transformation of Turkestan’s tourism image through the repositioning of the Khoja Ahmed Yasawi heritage, integrating media branding with national hospitality standards. Utilizing theoretical deduction, content analysis, and strategic tools such as SWOT and PESTEL, the research analyzes digital content across YouTube, Instagram, and TikTok. The results demonstrate that media branding functions as a multi-level communication mechanism: visual storytelling strengthens the cognitive and affective perception of Turkestan as a "spiritual experience space, " while institutionalized service standards directly influence the conative level—the intention to return.
However, the study identifies a critical gap: the lack of a cohesive, multilingual communication strategy hinders global image formation. The findings conclude that effective transformation requires a synergetic approach where cultural narrative meets professional service quality. The proposed integrated model provides a scientific and practical framework for enhancing the global competitiveness of Kazakhstan's national tourism product and ensuring its sustainable development.