Identification of Kazakhstan's tourist destination identity to the requirements of sustainable development

Abstract

Object: The purpose of the study is to determine the compliance of the Kazakh tourist destination with sustainable tourism requirements.

Methods: In this article, the PESTLE analysis method is used as a research method, using a quantitative assess ment of factors by obtaining an expert opinion. The choice of this method is due to the possibility of an in-depth study of the aspects of influence sustainable development, considering the peculiarities of the tourism industry.

Results: The study analyzed the factors of PESTLE, namely political, economic, social, technological, legal and environmental. The article reflects the degree of influence of the studied factors on the formation of a tourist product and the sustainable development of tourism in Kazakhstan. Recommendations are also given to minimize their impact.

Conclusions: The findings contribute to an in-depth understanding of how external factors affect the marketing environment of the tourism industry. This knowledge can have a beneficial effect on market understanding. The application of an integrated approach to the study of the macroenvironment reflects a clear picture. From a practical point of view, the results can be used by travel companies. To improve the concept of development and promotion of the tour ism industry in the International and domestic markets.