Abstract
The article examines the factors influencing the formation of a tourism brand in small towns of the Turkestan region (Saryagash and Shardara). The purpose of the study is to identify the unique characteristics of tourist destinations and to propose a model for improving the tourism brand based on a comprehensive assessment of key factors that enhance the tourism image of these destinations. The research methodology is based on semi-structured interviews conducted with 20 respondents, including tourists, local residents, and tourism business representatives. The results indicate that the towns of Saryagash and Shardara have strong potential for the development of health and wellness tourism as well as recreational beach tourism; however, insufficient infrastructure and a low level of digitalization limit the effective development of the tourism brand. The study proposes a “4D tourism brand model” aimed at increasing the competitiveness of small towns by promoting uniqueness, digitalization, service quality improvement, and diversification of tourism services. The findings can be applied in strategic planning processes for tourism brand development at the regional level.