Abstract
This study examines how the Global Sustainable Tourism Council Criterion C7 (Object Interpretation) is institutionalized and communicated in Kazakhstan. While C7 formally defines interpretation as a core component of cultural sustainability, little is known about how such standards are translated into governance practice and digital representation. The research applies a three-layer analytical design covering the normative level, implementation reporting, and public-digital communication. The findings reveal a pattern of selective institutionalization: although the criterion is formally adopted, its subcomponents are unevenly operationalized, with greater emphasis on informational visibility than on community collaboration and interpretative depth. The study contributes to communication-centered tourism research by conceptualizing interpretation as a communicative infrastructure shaped by governance regimes and platform logics. The results highlight how international sustainability standards may undergo reduction or transformation when embedded in emerging digital tourism ecosystems.