STRATEGIC MANAGEMENT OF SUSTAINABLE DEVELOPMENT OF HOTEL CHAINS IN KAZAKHSTAN

Raigul Duiskenova, D.S. Pakhuasheva, D. D. Yermekbayeva

2026

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DOI 10.32014/2026.2518-1467.1230
Data confidence 70 medium
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Abstract

The article examines the scientific, methodological and applied aspects of strategic management of the sustainable development of hotel chains in Kazakhstan in the context of the transformation of the tourism market, increased competition, digitalization of service processes and the growing importance of the ESG agenda. The relevance of the research is determined by the need to increase the competitiveness of hotel enterprises, adapt their business models to modern requirements of sustainable tourism, as well as form management mechanisms that ensure a balance of economic, environmental and social outcomes. The purpose of the article is to develop an integrated strategic management model for the sustainable development of hotel chains in Kazakhstan. The methodological basis of the research consists of systematic, comparative, institutional and strategic approaches, as well as methods of generalization, classification, analysis of factors of the external and internal environment and conceptual modeling. The paper analyses the main trends in the development of the hotel sector in Kazakhstan, identifies key factors and barriers to the sustainable development of hotel chains, defines the role of digital transformation, ESG tools, human resources and customer experience in improving management efficiency. Special attention is paid to classifying hotel chains according to strategic development models and substantiating the relationship between sustainability, innovation and quality of services. As a result, an integrated model is proposed that combines strategic planning, digital management, ESG practices, resource efficiency, social responsibility, and a sustainability monitoring system. The results obtained allow us to consider sustainable development as an integrated management process, including long-term positioning, organizational flexibility and the introduction of modern standards of hotel management. The practical significance of the research lies in the possibility of applying the proposed approach to the development of strategies for the development of hotel chains, increasing their adaptability, investment attractiveness and strengthening Kazakhstan's position in the market of tourist and hotel services in the long term.