Аңдатпа
In the context of the accelerated digital transformation of the economy, digital technologies and artificial intelligence are becoming significant factors in changing the mechanisms of operation of the tourism industry and consumer behavior. The aim of the study is to identify the main trends and substantiate the mechanism of the impact of digital technologies and artificial intelligence on the development of domestic tourism in the Republic of Kazakhstan. The empirical analysis covers the period from 2021 to 2025. The information base of the study consists of official statistical data from the Republic of Kazakhstan, including indicators from the Tourism Satellite Account, the activities of accommodation facilities, domestic tourist flows, and e‑commerce. Methods of analyzing dynamic series, calculating relative and absolute changes, comparative and structural analysis, comparing tourism and digital indicators, as well as conceptual modeling were applied. A steady expansion of the domestic tourism market has been established: the number of resident visitors served by accommodation facilities increased by 68.3%, the gross value added generated directly in tourism increased by 201.2%, and consumption related to domestic tourism increased by 251.7%. At the same time, intensive development of the digital consumer environment has been identified, accompanied by a significant increase in the scale of e‑commerce and digital acquisition of services. The comparison of indicators indicates the synchrony of the development of the domestic tourism market and the digital environment; however, given the multifactorial nature of tourism demand, the identified relationship is not interpreted as a direct causal dependence. The scientific novelty of the study lies in distinguishing between digitalization and intellectualization as interrelated but sequential stages of the technological transformation of tourism. An author’s model has been developed for the transition from the development of digital infrastructure and digital consumer behaviour - through the reduction of information and transaction costs and the increased accessibility of the tourism product - to the accumulation of data, the use of artificial intelligence, and the personalisation of the tourism offer. The practical significance of the results lies in the possibility of using them when forming an integrated digital tourism ecosystem and determining the directions for implementing artificial intelligence technologies in the development of domestic tourism in Kazakhstan.