turanВестник университета «Туран»Bulletin of "Turan" University1562-29592959-1236Университет «Туран»10.46914/1562-2959-2026-1-2-336-351turan-5585Research ArticleТУРИЗМ: МИРОВОЙ ОПЫТTOURISM: WORLD EXPERIENCEБарьеры и драйверы развития цифровой туристско-экскурсионной инфраструктуры в мегаполисах Республики КазахстанBarriers and drivers of the development of digital tourism and excursion infrastructure in the megacities of the Republic of Kazakhstanhttps://orcid.org/0009-0002-6162-5373НарбаеваЭ. А.NarbayevaE. A.

докторант 

г. Астана

doctoral student

Astana

elizanarbayeva11@gmail.comhttps://orcid.org/0000-0001-5193-7555МукановА. ХMukanovA. N.

PhD, и.о. доцента

г. Астана

PhD, acting associate professor

Astana

aidar81hamzauli@gmail.comhttps://orcid.org/0000-0001-6663-6827СемраГ.SemraG.

PhD, профессор

г. Эскишехир

PhD, professor 

Eskishehir

sgunay26@gmail.comЕвразийский национальный университет им. Л.Н. ГумилеваКазахстанL.N. Gumilyov Eurasian National UniversityKazakhstanУниверитет АнадолуТурцияAnadolu universityTurkey20261407202602336351Copyright © Нарбаева Э.А., Муканов А.Х., Семра Г., 20262026Нарбаева Э.А., Муканов А.Х., Семра Г.Narbayeva E.A., Mukanov A.N., Semra G.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.turan-edu.kz/jour/article/view/5585

Исследование направлено на изучение специфики развития цифровой туристско-экскурсионной привлекательности в Республике Казахстан. В работе анализируются основные барьеры, возникающие на пути цифровой трансформации туризма, проводится анализ политических, экономических, социальных и технологических факторов и предлагаются возможные направления их преодоления с учетом национальных особенностей развития отрасли. В рамках исследования рассматриваются теоретические аспекты развития туристско-экскурсионной деятельности в условиях активной цифровизации городской среды крупных мегаполисов, а также оценивается влияние внешней среды на формирование цифровой туристской инфраструктуры. На основе PEST-анализа выявлены ключевые факторы, определяющие привлекательность цифровой инфраструктуры, степень интеграции информационных систем, кадровое обеспечение и институциональные условия. Особое внимание уделено проблемам фрагментарности данных, цифрового неравенства и дефицита специалистов, ограничивающих внедрение современных цифровых решений в туристской сфере. В статье обоснованы приоритетные направления повышения привлекательности цифровой туристско-экскурсионной инфраструктуры, связанные с формированием единой цифровой экосистемы, развитием аналитики больших данных, повышением цифровой компетентности бизнеса и стимулированием внедрения smart-технологий в городской туристской среде. Полученные результаты могут быть использованы при разработке программ цифровизации туризма, а также в практической деятельности органов управления и субъектов туристской индустрии мегаполисов Казахстана.

The study aims to examine the specifics of the development of digital tourism and excursion attractiveness in the Republic of Kazakhstan. The paper analyzes the main barriers to the digital transformation of tourism, examines political, economic, social, and technological factors, and suggests possible ways to overcome them, taking into account the national characteristics of the industry’s development. The study examines the theoretical aspects of the development of tourism and excursion activities in the context of the active digitalization of the urban environment of large megacities, and assesses the impact of the external environment on the formation of digital tourism infrastructure. Based on PEST analysis, key factors determining the attractiveness of digital infrastructure, the degree of integration of information systems, staffing, and institutional conditions are identified. Particular attention is paid to the problems of data fragmentation, digital inequality, and a shortage of specialists, which limit the implementation of modern digital solutions in the tourism sector. The article substantiates priority areas for increasing the attractiveness of digital tourism and excursion infrastructure related to the formation of a unified digital ecosystem, the development of big data analytics, the improvement of digital business competence, and the stimulation of the introduction of smart technologies in the urban tourism environment. The results obtained can be used in the development of tourism digitalization programs, as well as in the practical activities of management bodies and tourism industry entities in the megacities of Kazakhstan.

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The authors declare that there are no conflicts of interest present.