EXPLORING THE TOURIST ATTRACTIVENESS OF CULTURAL SITES: THE CASE OF KAZAKHSTAN
Authors:   Kazakh Academy of Sports and Tourism, Tourism Faculty, Tourism and Services Department, Almaty, Kazakhstan, KADYRBEKOVA Dinara , YEVLOYEVA Aza ,   Sh. Ualikhanov Kokshetau University, Graduate School of Business and Law, Business and Service Department, Kokshetau, Kazakhstan, BEIKITOVA Albina ,   Abai Kazakh National Pedagogical University, Faculty of Natural Sciences and Geography, Department of Geography and Ecology, Almaty, Kazakhstan, DYUSSEKEYEVA Yerkegul ,   Kazakh Academy of Sports and Tourism, Tourism Faculty, Tourism and Services Department, Almaty, Kazakhstan, AKTYMBAYEVA Bakyt ,   Al-Farabi Kazakh National University, Faculty of Geography and Environmental Sciences, Almaty, Kazakhstan, MOLDAGALIYEV Adil ,   Al-Farabi Kazakh National University, Faculty of Geography and Environmental Sciences, Almaty, Kazakhstan, ISSAKOV Yerlan ,   bai Kazakh National Pedagogical University, Faculty of Natural Sciences and Geography, Department of Geography and Ecology, Almaty, Kazakhstan, DÁVID Lóránt Dénes ,   John von Neumann University, Faculty of Economics and Business, Kecskemét, Hungary; Hungarian University of Agriculture and Life Sciences, Institute of Rural Development and Sustainable Economy, Gödöllő, Hungary; Eötvös Loránd University, Faculty of Social Sciences, Savaria University Centre, Savaria Department of Business Economics, Szombathely, Hungary; Széchenyi István University, Győr, Hungary
Published: November 2024

The article examines the components contributing to the tourist appeal of cultural sites in the Republic of Kazakhstan, exploring the intricate relationship between their attractiveness and cultural significance. This is vital for promoting sustainable tourism, fostering cultural exchange, and preserving shared cultural heritage for future generations. Understanding what makes a place attractive to tourists is crucial for destination marketing, sustainable tourism planning, and revenue generation. The study was conducted in the context of the search for ways to popularize cultural heritage in domestic tourism. Fifteen distinct variables were identified to delineate the allure of these sites, encompassing criteria such as historical significance, aesthetic and architectural value, integration of a cultural object with the natural landscape and environment, involvement of the local community in the promotion and preservation of cultural heritage, among others. A comprehensive questionnaire was devised based on these variables, serving as the foundation for a survey where participants rated the significance of each variable on a 5-point scale. The survey garnered responses from 1,728 residents spanning all regions of Kazakhstan. Through correlation analysis, the acquired ratings were scrutinized, unveiling interconnections among variables and elucidating the primary factors shaping the attractiveness of cultural sites, namely safety and security at the site, the historical significance, accessibility for people with special needs, aesthetic and architectural value, as well as the availability of amenities such as restrooms, information centers, and guided tours.