Abstract
An important area for the country is the promotion of a tourist destination on the world stage, where the goal is to increase attractiveness, accessibility, transparency, safety and create favorable conditions for foreign guests and domestic tourists. One of the perspective steps is attention to the certification of hotels, which will allow enterprises to ensure healthy competition in the field of hotel services quality policy. The purpose of the study is to conduct a diagnosis of guest satisfaction with the received quality of services in hotels, their compliance with the expected quality and offer practical recommendations to improve its level in hotels in the country, to strengthen the attractiveness of hospitality by increasing the sustainability of enterprises (ESG) through certification of hotel enterprises. In Kazakhstan, the specifics of hospitality are under-researched, unattractive for both RGPs and SMEs due to cost and lack of necessity, but new effective solutions are needed, especially to meet the needs of modern guests, and the latter are changing a lot. This study was based on the search for an idea that allows emphasizing the practical significance of certification, its value, included research methods: literature review, statistical method, questionnaire among guests based on their real opinions, a total of 111 respondents took part. Using the results of the analysis, practical recommendations are formulated that will allow to take into account compliance with the principles of sustainability, conservation of resources and ecology, and open new opportunities for the development of transparency in the industry.