LEVERAGING TERRITORIAL BRANDING FOR SUSTAINABLE DEVELOPMENT AND TOURIST ATTRACTION: CASE OF ULYTAU, KAZAKHSTAN
Authors:   L.N. Gumilyov Eurasian National University, Tourism Department, Astana, Kazakhstan, SEIDUALIN Darken , MUSSINA Kamshat ,   L.N. Gumilyov Eurasian National University, Tourism Department, Astana, Kazakhstan, MUKANOV Aidar ,   L.N. Gumilyov Eurasian National University, Tourism Department, Astana, Kazakhstan
Published: January 2025

The article presents a study on the branding of the Ulytau State National Nature Park, located in central Kazakhstan.
The primary objective is to identify the key branding aspects that contribute not only to attracting tourists but also to ensuring the
sustainable development of the region and preserving its unique natural and cultural heritage. The research emphasizes the
importance of integrating Ulytau’s rich historical and cultural legacy into the park's branding, promoting ecotourism, and
fostering interdisciplinary collaboration among local communities, businesses, and tourism experts. One of the innovative
strategies proposed in the study is the implementation of the ethno-aul (ethnic village) management model. This approach aims to
enhance the authenticity and recognition of the park while providing visitors with immersive experiences of traditional Kazakh
culture. The ethno-aul concept is particularly appealing to tourists interested in ethnic and cultural tourism, offering them a
unique opportunity to connect with the region's heritage. By incorporating cultural experiences with environmental preservation,
this model aligns with the principles of sustainable tourism and strengthens Ulytau’s position as a distinctive tourist destination.
The study’s methodology involved interviews with stakeholders, focusing on 14 key questions related to branding strategies, park
management, and the interaction between the local community, government agencies, and the business sector. These interviews
provided insights into the core characteristics and challenges of the park’s branding and management processes. Based on the
findings, the researchers developed the Associative Molecule of the Ulytau State National Nature Park, a conceptual model that
visualizes the park's primary features, attractions, and routes. This tool serves as a foundation for identifying key branding
elements and enhancing the park’s marketability. The Associative Molecule helps in formulating strategies for promoting various
types of tourism by grouping attractions into thematic routes and offers. These strategies aim to create more appealing
opportunities for tourists while supporting the socio-economic and environmental sustainability of the region. By leveraging its
natural beauty, historical significance, and cultural richness, Ulytau has the potential to become a flagship destination in
Kazakhstan’s tourism sector. The article underscores the importance of balancing cultural heritage preservation with innovative
management practices to ensure long-term sustainability. It highlights the role of collaborative efforts among stakeholders in
achieving a unified vision for the park, making it a model for sustainable tourism development in Kazakhstan and beyond.