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dc.contributor.authorNametova, G.-
dc.contributor.authorTolymbek, A.-
dc.date.accessioned2018-12-03T09:03:06Z-
dc.date.available2018-12-03T09:03:06Z-
dc.date.issued2018-
dc.identifier.citationNametova, G., & Tolymbek, A. (2018). Perceptions of Kazakhstan as a tourist destination. European Research Studies Journal, 21(4), 304-316.en_GB
dc.identifier.issn11082976-
dc.identifier.urihttps://www.um.edu.mt/library/oar//handle/123456789/36948-
dc.description.abstractAs brand is defined as perceptions or associations in the consumer’s mind, as such it can vary across people and countries alike. The purpose of this study is to explore perceptions of foreign tourists about Kazakhstan as a prospective tourist destination. The study seeks to capture major attributes of the common image of this country in Europe. It relies on the qualitative techniques, namely word associations and collage method accompanied by interviews, which were used to examine people’s views and opinions about Kazakhstan as a tourist destination. The respective data produced by these techniques were combined into Echtner and Ritchie’s framework used as a guiding model to interpret those data. The findings demonstrate a lack of public awareness about Kazakhstan as a country with its distinct identity. In fact, they reveal a still dominant image of Kazakhstan depicted with the three major attributes: the fictitious Hollywood movie character Borat, nature and tradition. Thus, the study highlights a deplorable knowledge gap on the part of the world at large about Kazakhstan and, therefore, underscores the importance of a more concerted and positive brand-building of the country as a tourist destination.en_GB
dc.language.isoenen_GB
dc.publisherUniversity of Piraeus. International Strategic Management Associationen_GB
dc.rightsinfo:eu-repo/semantics/openAccessen_GB
dc.subjectTourism -- Kazakhstanen_GB
dc.subjectTourists -- Kazakhstanen_GB
dc.subjectTourists -- Attitudesen_GB
dc.subjectHospitality industry -- Kazakhstanen_GB
dc.titlePerceptions of Kazakhstan as a tourist destinationen_GB
dc.typearticleen_GB
dc.rights.holderThe copyright of this work belongs to the author(s)/publisher. The rights of this work are as defined by the appropriate Copyright Legislation or as modified by any successive legislation. Users may access this work and can make use of the information contained in accordance with the Copyright Legislation provided that the author must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the prior permission of the copyright holder.en_GB
dc.description.reviewedpeer-revieweden_GB
dc.publication.titleEuropean Research Studies Journalen_GB
Appears in Collections:European Research Studies Journal, Volume 21, Issue 4

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