Strategic marketing thinking as a factor in the development of regional tourism

Aizhan T. Tleuberdinova, Zh. Tulenbayeva, Zh. M. Dyussembekova

2025

Full text Open access: Hybrid Metadata (CSL-JSON)
DOI 10.52821/2789-4401-2024-6-83-97
Data confidence 70 medium
How this score is calculated

It is built from checkable properties of the record itself: whether the article has a DOI, how many independent sources confirmed its data, whether the required fields are filled in, and how recent the latest confirmation is. Disagreement between sources and a missing identifier lower it. A value of 80 or above means the record was published without further checking; 60 to 79 means it is published at reduced confidence, with a manual check advisable. A record verified by an editor by hand is never pushed below 90 by a recalculation. This scores our data about the article, not the article itself.

Abstract

The purpose of the research is to clarify the content of the strategic marketing process in tourism and to develop recommendations for its implementation in the development of the regional tourism complex. The methodology involves analyzing international literature on the use of marketing in tourism and hospitality, establishing the methodological framework for the stages of developing a strategic marketing mechanism, as well as the development of recommendations for its integration into regional tourism. The research methodology includes an abstract-logical approach, and methods of monographic, comparative, and statistical analysis. The value of the study lies in the potential for scientifically justifying measures to accelerate the development of regional tourism in Kazakhstan. The implementation of the proposed approach to strategic marketing will contribute to increasing tourist arrivals, improving the quality of life, and enhancing consumer satisfaction with tourism services. The findings of the research can provide a scientific basis for initiatives to accelerate the growth of regional tourism in Kazakhstan, optimize the utilization of the country's regional tourism potential, and contribute to enhancing regional tourism development policies. Additionally, they can be utilized in further academic studies and educational programs. The implementation of the author’s approach to the strategic marketing process in the regional tourism complex will promote the growth of tourist arrivals, improve the quality of life in the country’s regions, and increase consumer satisfaction with tourism services. The research results. A conceptual model for the strategic marketing process in the regional tourism sector has been created, outlining the key stages and tools necessary for implementing marketing strategies, along with the factors influencing their success. The effectiveness of the proposed measures has been evaluated, and recommendations for tailoring strategic marketing approaches to the unique characteristics of regional tourism markets have been formulated.