Аннотация
Abstract The study analyzes the consumer behavior of tourists in relation to sanatoriums, the influence of the external environment, personal opinions and perceptions of the quality of service on the intention to visit sanatorium-resort facilities. An extended model of the classical theory of consumer behavior and decision-making, supplemented by variables of trust and quality of service, is used as a theoretical basis. The Saryagash district of Turkestan region was chosen as the leading center of balneological tourism in Kazakhstan. The purpose of the work is to identify the interrelationships of factors influencing the intention of tourists to visit sanatoriums, as well as to determine the influence of intentions on their behavior in order to predict trends in the sanatorium segment. The methodology is based on partial least squares (PLS-SEM) implemented in the Smart PLS 4.0 program, which includes a measurement model and a structural model. The empirical part was performed using a questionnaire distributed through social networks, WhatsApp and e-mail among 457 respondents from Kazakhstan aged 18 and older. The questionnaire contained 50 questions; a “snowball” sample was used. The survey period is from 05.01.2024 to 02.02.2025. The results confirmed the significance of the extended factors of the model, as well as all the proposed hypotheses. The data obtained can be used by researchers and sanatorium-resort organizations to improve the quality of services and the competitiveness of the industry.