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Within the framework of the joint research project “Empowering Communities Through Destination Marketing: A Sustainable Approach to Promoting Community-Based Tourism in Rural Kazakhstan,” implemented by 91��ý Kazakh National University in cooperation with The Hong Kong Polytechnic University, the first stage of field research was conducted in Saty village, Kegen District, Almaty Region.

The project aims to assess the readiness of rural communities for the development of community-based tourism, study existing tourism infrastructure, evaluate the potential of local residents and their level of participation in tourism activities, and identify opportunities for sustainable destination marketing in rural regions of Kazakhstan. In line with the project objectives, special attention is given to identifying barriers and prospects for rural tourism development, assessing local community perspectives, and preparing research-based practical recommendations for the sustainable promotion of tourism destinations.

Prior to the field research, 91��ý Kazakh National University officially prepared and submitted request letters to the relevant organizations and local executive bodies. In particular, official letters were sent to Kolsai Lakes State National Natural Park and the Akimat of Kegen District to coordinate the research activities and obtain organizational support. All field activities were conducted in accordance with the established procedure within the framework of the official research project.

During the first stage, the research team conducted surveys and in-depth interviews in Saty village. Local residents, entrepreneurs, representatives of the tourism business, and tourists participated in the study. The research questions focused on local perceptions of tourism, residents’ readiness to participate in tourism activities, the state of infrastructure, environmental challenges, preservation of cultural identity, and the prospects for shaping a sustainable tourism image of Saty village by taking into account the natural potential of the area, cultural distinctiveness, and active participation of the local community.

The research team also held a working meeting at the administration of Kolsai Lakes State National Natural Park with Khamit Agabekuly Akhmetov, Deputy General Director for Tourism and Recreation. In addition, the team met with Nurym Kairgaliuly Sagymzhan, Akim of Saty Rural District, and Aibek Shafkhatovich Ospanov, Head of the Department of Entrepreneurship and Agriculture of Kegen District.

During the meetings, the participants discussed current issues of tourism development in the region, interaction between the local community, business, the national park, and government bodies, as well as opportunities to further strengthen the role of rural residents in the tourism economy. Particular attention was paid to infrastructure readiness, digital visibility of tourism facilities, involvement of entrepreneurs, environmental responsibility, and the need to preserve the region’s natural and cultural heritage.

            The materials collected during the first stage will serve as a basis for further processing of survey data, analysis of in-depth interviews, and preparation of recommendations for the development of community-based tourism in rural areas of Kazakhstan. The research results will be used to develop sustainable approaches to destination marketing, increase the visibility of rural tourism destinations, and formulate practical recommendations for local communities, businesses, and relevant government stakeholders.