Scientific foundations in formation of country’s international tourism brand

International tourism in the context of globalization has become an important component of modern international economic relations and at the current stage of its development is a global phenomenon. Any country that operates on the international tourism market enters into a complex system of competitive relations with other territories, regions, countries, and the role and place of each state in the international tourism market depends on how effectively the tourism policy is organized and implemented. The problem of forming a positive perception of the international tourism brand is of special importance for Kazakhstan, which is in the process of transformation and integration. The creation of an effective international tourism brand for Kazakhstan is an instrument to strengthen the country’s international competitiveness and is an important factor in ensuring the growth of tourism business revenues, the replenishment of the country’s budget, and the improvement of the welfare of its population. The article summarizes the approaches to the definition of concepts that characterize various aspects of branding, considers the points of view presented in the scientific literature regarding the formation of brand constituents of the territory, and proposes a model of the process on forming the country’s international tourism brand.

branding, tourism, destinations, tourist policy, competitiveness, income, welfare, брендинг, туризм, дестинации, туристская политика, конкурентоспособность, доходы, благосостояние, брендинг, туризм, бағыттар, туристік саясат, бәсекеге қабілеттілік, табыстар, әл-ауқат

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