Promotion of tourist services in the Republic of Kazakhstan based on the marketing research

Abstract

The article considers the main factors influencing the promotion of tourist services. The authors analyzed the current methodology of tourism marketing. The authors determined the relevance of studying issues that hinder the development of tourism in Kazakhstan. In this regard, there are often analyzed infrastructure barriers. However, the article focuses on consumer preferences and values in the field of tourism, which have become the subject of research. Its scientific basis is the study and implementation of marketing tools. In this regard, there are five types of generations that have different values, worldviews, and consumption styles, who live at the same time. The authors analyzed generations X and Y in the marketing research. They are people between the ages of 18 and 62, who represent a significant segment of tourists and travelers. Marketing research was conducted in stages. Specific marketing tools will contribute to the development of tourism in the region and contribute to the development of domestic tourism.