Abstract:
The article deals with the development of digitalization in the
field of tourism. The authors note the motives of the tourist market subjects
to use digital technologies. It is pointed out that digitalization is a new form
of communication between producers and consumers of tourist services,
becoming a source of competitive advantages of tourist organizations.
Special attention is paid to the importance of developing eco-tourism in the
Republic as the most promising segment. The role of marketing for tourism
development is highlighted, the characteristics of the marketing complex
and its features for tourist activities are given. The most promising
directions of digitalization in the field of tourism are considered. The
SWOT analysis of Kazakhstan's tourism business is given. The study
developed recommendations for using broad marketing opportunities for
tourism development in the Republic of Kazakhstan.
