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Leveraging Astana’s Tourism to Build a “Brand City” Reputation

Автор(ы)
Rabiga Kenzhebaj
Гулнар Кубесова
Дата публикации
22 ноября 2024 г.
Тип
journal article
Издатель
University of Santiago
Журнал
Том
12
Выпуск
34
Первая страница
109
Последняя страница
124
DOI
ISSN
0719-4994
Аннотация
The aim of this study is to analyse the potential of Astana, the Republic of Kazakhstan, to become a “brand city” to promote tourism and economic development. A survey of 500 residents in the five economic regions of the Republic of Kazakhstan was conducted to assess perceptions of Astana’s tourism characteristics compared to other cities. The data was analysed using SWOT and PESR analysis methods. The results show that Astana has advantages such as its status as a new, modern capital, rich history, geographical location, tourism development and location along the historic Silk Road. Disadvantages include its harsh desert climate and flat landscape. Based on the research, recommendations are made for branding and promoting Astana through the creation of a city logo and slogan, website, advertising campaigns, tourist routes and events to highlight its unique attractions. It is concluded that a systematic, long-term approach is needed by the local government and stakeholders to brand Astana as an attractive tourist destination and economic centre.
Темы

Astana

city branding

destination branding

tourism promotion

urban reputation

Silk Road

local government

tourist attractions

economic development

resident perceptions

Области науки (FoS)

Social Sciences

Sociology and Politic...

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W4404674471.pdf

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Полный текст в открытом доступе, лицензия cc-by; источник: https://revistas.usach.cl/ojs/index.php/rivar/article/download/6370/26005534
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