THE MARKETING POTENTIAL OF CULTURAL AUTHENTICITY: THE WORLD NOMAD GAMES 2024

M.A. Serik, M. Smykova

2026

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DOI 10.48081/btouecon3.2026/335-355
Data confidence 70 medium
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Abstract

The World Nomad Games have emerged as a significant catalyst in the tourism sector, promoting cultural identity and ethno-tourism on a worldwide scale. Cultural tourism destinations are of significant potential as tourists are changing their preferences, focusing on experiencing culture in a more authentic manner. This shift in tourist preferences has proved to be a significant factor in attracting investment. The aim of this research was to examine the role of cultural authenticity in engaging tourists and promoting global marketing of ethnic sports events. The study was based on the World Nomad Games 2024. The methodology adopted in the study was mixed, using both quantitative and qualitative content analysis, as well as EFAS analysis to evaluate the strategic position of the event. The findings indicated that the impact of cultural authenticity was positive on the engagement of tourists in terms of the visual attributes of the event, such as sports, music, and ethnic dishes. On the other hand, the fragmentation in the digital communication and operation was negative in terms of the overall efficiency in the marketing of the event. The present study contributes to the existing body of knowledge by adding the concept of existential authenticity in the analysis of social media and strategic evaluation tools in the context of ethnic sports events. Keywords: cultural authenticity, World Nomad Games, cultural heritage, marketing strategies, national identity.