Аннотация
This article is devoted to a study aimed at optimizing the information portal for the development of tourism in Ulytau, a region of Kazakhstan with significant potential for eco-tourism. The purpose of the study is to identify the key factors influencing the perception and evaluation of the portal by users, and to develop specific recommendations for its improvement in order to increase the effectiveness of the promotion of the region. An integrated approach combining quantitative and qualitative methods was used as the methodological basis of the study. A survey of the portal's users was conducted, the data of which was subjected to cluster analysis to identify groups of users with similar needs and preferences. Correlation analysis was also applied to establish the relationships between the various parameters of the portal's assessment and the socio-demographic characteristics of users. The analysis was performed using the statistical software package SPSS. The results of the study allowed us to identify several key user groups and identify the factors that have the greatest impact on their satisfaction and willingness to recommend the portal. Based on the data obtained, specific recommendations were developed for optimizing the content, functionality, design, and promotion of the portal. The research contributes to the development of the theory and practice of ecotourism in regions with unique natural and cultural heritage and is of practical interest to authorities and organizations involved in the promotion of tourist destinations using information technology. The results obtained can be used to optimize information portals dedicated to the development of tourism in other regions.