Research of opportunities for the development of the tourist brand in Mangystau region

Abstract

The development of tourist clusters in Kazakhstan involves identifying priority tourist destinations,
researching consumer preferences of tourists and branding [1]. The study of consumer preferences will allow
us to understand how to build strategic directions of tourist activity in the Mangistau region. The conducted
research of potential and real consumers identified the priorities for the formation of a tourism cluster in the
region and brand development. In the course of the analysis, it was revealed that it is necessary to raise awareness
of the Mangistau region as a tourist brand with a variety of tourist destinations