Research Activity within the Project
On May 4, 2026, the research team of the joint research project between 91传媒 Kazakh National University and The Hong Kong Polytechnic University, titled “Empowering Communities Through Destination Marketing: A Sustainable Approach to Promoting Community-Based Tourism in Rural Kazakhstan,” presented their work at the international conference “Social Work in Action: Interdisciplinary and Global-Informed Strategies for Bridging and Advancing Sustainable Development in Central Asia.”
During the presentation, the project findings were positioned within interdisciplinary approaches to sustainable development. Particular emphasis was placed on the relationship between tourism and the social sphere: the development of rural tourist destinations was considered not only as an economic instrument, but also as a mechanism for empowering local communities, increasing their engagement, and strengthening regional resilience.
The conference theme enabled the project to be integrated into a broader academic discourse on social work and sustainable development, where destination marketing was interpreted as a tool of social impact aimed at reducing regional disparities, supporting local initiatives, and strengthening cross-sectoral collaboration.
.jpeg)
